FALL 2016
FALL 2016 #68 • $2.95
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CONTENTS VOL.
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12 FEATURE: 2016 CATALYST 20 UNDER 40
Celebrating the passion and excellence of our region's emerging leadership.
| ISSUE
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WISDOM: CURRENT CORPORATE CULTURE - ROSAUER'S
4
A conversation with CEO Jeff Philips reveals how Rosauer's "family" culture has endured.
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GOOD2KNOW: ESSENTIAL ELEMENTS OF FACEBOOK MARKETING Learn how to get more out of your Facebook ad campaigns.
| FALL 2016 Why SEO is less relevant and effective in modern searching.
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CATALYST | www.ibcatalyst.com
DEPARTMENTS
26
TOPIX: THINKING BEYOND SEO
06 EDITOR’S LETTER 09 THE FEED 24 WISDOM 26 TOPIX 28 GOOD2KNOW 30 EQUILIBRIUM 31 THE HIVE
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THE
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LETTER
NEWS
WHEN
BEING
REAL
WORKS
If I’m being
transparent, I’m not the most compassionate person or the most tolerant. Well, at least not when faced with creating meaningful relationships in a superficial world. Sometimes I find I’d rather not plug in than be in a situation where I feel I have to be somewhat fake or heaven forbid vulnerable. I was forged in the “get ‘er done,” “cowgirl up,” “no time for platitudes” realm of professionalism, and while I feel I’ve overthrown most of that old programming, I still face a few barriers to allowing my “real” me to connect with the "professional" me, even though I feel they are one and the same. While I might be a hair older than most of this year’s Catalyst 20 Under 40 winners, I admire their generosity of spirit and passion for making each connection real and meaningful. Maybe I was born before my time, or maybe I still carry remnants of the “good old days” around with me, but these young professionals seem to be able to marry their “real” selves with their “professional” selves with grace and style. That’s why I so look forward to getting to know each of them more and celebrating their recognition as our region’s most impressive young leaders. You'll see what I'm talking about when you meeth them in this issue. While networking and building relationships are critical to marketing your business, service, or product, social media has been ranking higher on the mandatory marketing list every year. In this issue we share a couple of articles that offer insight into looking beyond the Search Engine Optimization (SEO) model and streamlining Facebook ad strategies. Also make sure to check out the news about things going on in our area and a new creative business co-op called The Local. If you have a story idea or a company that rocks your world, I’d love to hear from you. Providing relevant content is what Catalyst strives to do. It is your regional business magazine. As always, I hope you enjoy the people you meet and the things you might learn in this issue. Happy reading. - Robin Bishop
Vol. 12 Issue 4 FALL 2016
EDITOR Robin Bishop
editor@ibcatalyst.com
CREATIVE DIRECTOR Kristi Somday kristi@spokanecda.com
CONTRIBUTORS
Charles Owen-Jackson Tom Quinn | Cover Artist 7 Second Studio
BUSINESS DEVELOPMENT Emily Guevarra Bozzi emily@spokanecda.com
VP OF SALES Cindy Guthrie
cindy@spokanecda.com
SENIOR ACCOUNT MANAGER Jeff Richardson jrichardson@spokanecda.com
ACCOUNT MANAGERS Erin Meenach erin@bozzimedia.com
Theresa Berglund
theresa@bozzimedia.com
EVENTS Jennifer Evans | j@allfortheencore.com Erin Meenach | erin@bozzimedia.com
We help you blast, sand, grind, and much more.
PUBLISHER AND CEO Vincent Bozzi vince@spokanecda.com
CO-PUBLISHER/CO-FOUNDER Emily Guevarra Bozzi emily@spokanecda.com
Find us on
View our e-magazine ibcatalyst.com
Inland Business Catalyst magazine is published quarterly by Bozzi Media. 107 S. Howard St., Suite #205, Spokane, WA 99201 Phone: 509.533.5350 | Fax: 509.535.3542 All content © 2016. No portion of this magazine may be reproduced without the written consent of the publisher. Neither Bozzi Media nor Inland Business Catalyst magazine assume responsibility for errors in content, photos or advertisements.
NEW SS! ADDRE
(509) 532-9540 5603 E. Broadway ave, Spokane Valley, WA 99212 www.abrasivesspokane.com fall 2016
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Corporate Events Weddings Parties
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S P O K A N E , WA 9 9 2 0 1 CHATEAURIVE.COM
THE FEED
Spokane Rotary Club 21
U P D AT E S
Four other regional companies made the Inc. 5000 list. For its fifth appearance, etailz came in at No. 630. Professional Realty Services/HomeSmart Advisors made its second appearance at No. 806. Zak Designs placed at No. 3,478 on the list. Strategic Hardware was the final regional company ranking No. 4,395 in its third straight appearance.
&
Stay Alfred Makes Inc. 500 Fastest Growing Companies
Four Other Spokane Companies Make the Inc. 5000 List
Renew Float Spa customers are placed in "float pods" to float in 10 inches of water so saturated with Epsom salts that they are more buoyant than the Dead Sea. The float allows you to feel almost weightless, releasing stress and tension. Everything is kept at skin temperature, making it impossible to tell where your body ends and the water begins. The tanks are thoroughly sound-proofed, and you float in complete darkness. About 30-minutes into your float, your brain starts producing extra dopamine and endorphins, which boost your mood. To learn more visit renewfloat.com
BUSINESS
Rotary Club 21, in collaboration with Rotary International, champions health, education and peace through fellowship and service using their resources to make their community and world a better place. Rotary allows professionals to become connected to community, meet community needs, interact with other professionals, assist with humanitarian service efforts and more. Rotary Club 21 is seeking business and community leaders to serve and lead with them. Go to rotaryspokane.com for more information.
“Nettleton Corners” is coming to Kendall Yards. The new development will boast a Mediterranean restaurant, brew house, and mercantile. The mercantile will be house a deli, coffee shop, ice cream parlor, and above, a boutique hotel. Construction is to begin later this year. kendallyards.com
Renew Float Spa Opens at Kendall Yards
AREA
Kendall Yards Development
Stay Alfred made its debut on the Inc. 500 list at No. 468. In the last three years the company has grown 814 percent and has seen revenues top $13 million. Stay Alfred was also recognized as the No. 5 Top Travel and Hospitality company, and as No. 12 of Top Washington companies. stayalfred.com
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U P D AT E S
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THE FEED
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Boeing Employees Credit Union (BECU) Comes to Spokane
BECU is a credit union originally established to serve employees of The Boeing Company. BECU was founded as Fellowship Credit Union in 1935 by 18 Boeing employees, and was named Boeing Employees Credit Union for much of its history. After 80 years—and now serving almost 1 million members in the Puget Sound Region—BECU is expanding east of the mountains this September by opening its first two branch locations in Spokane. becu.org
River Park Square Gets a Tortilla Union
Tortilla Union, a new restaurant, opened for business in August on the ground floor of River Park Square between Williams Sonoma and Nordstrom. Tortilla Union is a locally owned and operated restaurant owned by the same folks as Twigs Bistro & Martini Bar. tortillaunion.com
Congratulations ADAM HEGSTED for being recognized as one of Inland Business Catalyst Magazine’s 20 Under 40.
THE FEED
ISOutsource Expands to Spokane
ISOutsource recently announced their upcoming expansion into the Spokane region. ISOutsource launched services in the Spokane/Coeur d’Alene area in May. Matt Simmons will be CIO and General Manager of the Inland Northwest region. If you have an office in Spokane, talk to your consultant or contact sales@isoutsource.com.
Small Business Saturday November 26
Across the country, Small Business Saturday is celebrated on the Saturday after Thanksgiving as a way to encourage support of small, local businesses. In 2010 American Express launched Small Business Saturday, and in 2011 it became a day officially recognized by the US Senate. By 2013 more than 1,450 Neighborhood Champions signed up to rally their communities, and in 2015 shoppers supported their neighborhood businesses like never before with more than $14.3 billion spent at small, independent businesses – in just one day. This year Small Business Saturday happens on November 26ww. greaterspokane.org
Adam is the Chef Owner of
Eat Good Group The Cellar Gilded Unicorn Wandering Table The Yards Le Catering Eat Good Café
Established 1951
COMMERCIAL + INDUSTRIAL + HEALTHCARE + RETAIL + HOSPITALITY + MULTI-FAMILY 509.535.3668 www.bakerconstruct.com
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E R 40 D N U 20
2016 judges Brooke Baker Spink Director of Business Development Baker Construction & Development
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CATALYST | www.ibcatalyst.com
Kristin Haile Senior Global Compensation Manager, Itron
Amy Hunt Chief Operations Officer, Physzique
Christina Kamkosi Program Coordinator, Empire Health Services
Josiah Roloff President, GCS Forensics
E
ach
year
Business
Inland
Catalyst
asks our readership
to submit nominations for 20 Under 40, a celebration of rising stars in our
region who embody an entrepreneurial spirit, innovation, and excellence in
their chosen industry, and demonstrate a commitment to giving back to the
community, as well. This year the winners were selected from an outstanding body of 90 nominees through a review
of vetted area professionals and 20 Under 40 Hall of Famers.
The dedication, enthusiasm, and
great style these 20 exceptional profes-
sionals exhibit might make us wonder if they’ve figured out how to be in two
places at once. Whether aided by a
TARDIS, hot tub time machine, or just old-fashioned hard work, we celebrate you, class of 2016 20 Under 40!
Eowen Rosentrater Owner/Attorney, Eowen Law Office
Taylor Siok Pastry Chef, Luna Cafe
Ben Stuckart Councilman, Spokane City Council
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ADAM HEGSTED
Chef/Owner at Eat Good Group (Wandering Table, Yards Bruncheon, Le Catering Co., Eat Good Café, Gilded Unicorn, Cellar Restaurant) Lessons learned from past failures, if any? My first restaurant was a failure. It stung and still does. I learned that I didn’t know everything and that I still don’t. We’re always trying to grow and evolve, trying to hone our offering, how to be more efficient, be better to our people, create better food, better hospitality, it goes on and on. Failures help us learn how to do those things. What is one thing from your bucket list? Learn to speak Italian (better), then visit small towns and experience them like a local. What is one thing you’ve learned from a parent or mentor? To listen. It’s the most important skill someone can have.
What does Spokane’s business environment offer young professionals? It’s an amazing time to be in Spokane. Opportunities for growth are at a peak. I think our region is about to explode. Things are cheap right now in our region. Get in at ground level and be patient. What book has had the greatest impact on you professionally? Danny Meyer’s Setting the Table. If you had a time machine, what point in the past or future would you visit? I’m excited about what’s going on here in our region. If I didn’t have to wait I would love to visit Spokane/Coeur d Alene twenty-thirty years in the future.
photo by 7 Second Studio
photo by 7 Second Studio
ADAM JACKSON
Professional/ Commercial Banking Officer, Mountain West Bank Lessons learned from past failures, if any? Being a lifelong competitive athlete, who has lost high school championships, and races in track by tenths of seconds, I’ve learned lessons in each experience. Failure forces us to revise our approach and re-focus on what we want. Success is a journey. We have to learn to enjoy the process. What is one thing from your bucket list? I would love to travel more. What is one thing you’ve learned from a parent or mentor? My grandpa was a realtor in Spokane for over 40 years. As I was getting into business, he told me, “Spokane is the biggest little city you will ever be a part of. Remember you’re never more than a handshake away from anybody in this town.” That keeps me grounded, and reminds me to be a man of my word.
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What does Spokane’s business environment offer young professionals? The business community has done a tremendous job providing avenues for growth through involvement and leadership for young professionals. I am excited to be a part of the future in Spokane. What book has had the greatest impact on you professionally? I’ve read many. Picking just one is difficult. Most recently, Shoe Dog by Phil Knight, CEO of Nike. He had to learn how to keep his goals in focus, learn when to take risks and when to be patient. Good stuff. If you had a time machine, what point in the past or future would you visit? I would love to travel back to Ancient Greece. The Greeks were a sophisticated society that fostered development of new technology, military advancement, sporting competition, and the groundwork for modern day democratic political systems.
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ADRIAN FOLSOM
Director of Sales and Lessons learned from past failures, if any? A measure of failure is a key ingredient in any successful person. I believe if you don’t experience failure then you’re not trying. Failure’s only valuable when lessons are learned ensuring you don’t make the same mistake twice. What is one thing from your bucket list? See all five major sports championships in person: World Series, Super Bowl, Stanley Cup Final, NBA Finals, World Cup Final. What is one thing you’ve learned from a parent or mentor? Don’t do what you love, love what you do. If you do what you love, it becomes work and you will eventually hate it, but if you find a vocation you’re passionate about then you’ll be fulfilled on all fronts. And from my dad: “Work hard so you can play hard.” photo by Rhiana Whitehead
Marketing, Ptera Inc. What does Spokane’s business environment offer young professionals? The diversity of opportunities available in Spokane right now is unprecedented. In addition to our larger mainstays of industry, I hear weekly of new startups or small businesses making a significant splash. I find the ability to choose your career path highly attractive. What book has had the greatest impact on you professionally? The Cat in the Hat Comes Back by Dr. Seuss. If you had a time machine, what point in the past or future would you visit? I would want to be in the locker room and on the bench during the 1980 USA vs. USSR Olympic Hockey Semifinal, more commonly known as “The Miracle on Ice.”
photo courtesy of Alissa Kensok
ALISSA KENSOK
Community Engagement Manager, Umpqua Bank Lessons learned from past failures, if any? Every experience, good or bad, helps make us the people we are today. It’s important that we take all experiences as learning opportunities and adjust our behavior or path based on what we’ve learned.
What does Spokane’s business environment offer young professionals? Growth and community-minded businesses and professionals. Our community business leaders are unique in the passion they have for professionals interested in furthering their careers.
What is one things from your bucket list? I would love to take an extended family trip to Europe with my daughters and husband to experience the culture, history and culinary enjoyments of another country, and to have a better understanding of life beyond the United States.
What book has had the greatest impact on you professionally? Lean In (Sheryl Sandberg) and Leading People from the Middle (William P. Robinson). I would highly recommend both to anyone striving to be, or currently in, a leadership role.
What is one thing you’ve learned from a parent or mentor? Never be discouraged and don’t allow others to determine your fate or success. It has been important for me to celebrate the small accomplishments and keep doing fulfilling work every single day.
If you had a time machine, what point in the past or future would you visit? I’m not one to dwell much on the past, I wouldn’t change the experiences I’ve had for anything. I do, however, think it would be interesting to travel 10-15 years into the future to understand the challenges our children and young leaders will be facing as we continue to evolve and face challenges in our society.
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ALLISON ROSE SATTIN
CEO & Social Media Strategist, 1-Stop Media When have you experienced failure, and what did you learn from that experience? My biggest failure was assuming that entrepreneurship would be a walk in the park. It is so easy to be romanced by the idea of starting your own business. I learned the hard way how untrue this is. In reality, it’s the hardest thing I’ve ever done. It takes a daily dose of perseverance, commitment, consistency and passion to be successful. What is one thing from your bucket list? I only have one item on my bucket list, and that is to maximize every moment of my existence and live life to the fullest. What is one thing you’ve learned from a parent or mentor? Details are the heartbeat of your business. We operate in a competitive world regardless of your industry, if you want to be the best at what you do, managing every minute detail is critical. Be consistent, be intentional and play to win.
What does Spokane’s business environment offer young professionals? I have lived in Spokane for most of my life and have found that its diverse business environment gives few reasons to leave; you can go to college, begin a career, or start a business. I have also seen an emergence of female entrepreneurs and am excited to be a part of this movement. What book has had the greatest impact on you professionally? The Tipping Point by Malcolm Gladwell. The tipping point is that magic moment when an idea, trend, or social behavior crosses a threshold, tips, and spreads like wildfire. If you had a time machine, what point in the past or future would you visit? Tough choice as I am a product of my past which is part of living. I’d go back and watch—to look at my life as an observer, celebrate the good and learn from the bad.
photo by Ken Henry Photography
photo by Jyll Zepkin-Wolf
CRYSTAL R. OLIVER
Managing Partner & Co-Founder, Washington’s Finest Cannabis When have you experienced failure, and what did you learn from that experience? As a small business in a new industry that is still federally illegal setbacks come with the scenery. One of the first hard no’s we received was from the U.S. Patent and Trademark Office when we attempted to trademark our company name and logo. They refused to award us the trademark partially because it was not federally “lawful.” This experience prepared us for the reality that operating a state-legal cannabis business would mean hearing no frequently, and that we’d have to utilize creative solutions to bypass no’s. What is one thing from your bucket list? To see federal drug law reform and an end to mass incarceration in the United States. What is one thing you’ve learned from a parent or mentor? My parents were small business owners themselves and they emphasized the importance
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CATALYST | www.ibcatalyst.com
of sourcing supplies, equipment and services locally from other small businesses. This has helped me develop long term relationships with local businesses. What do you feel Spokane’s business environment has to offer young professionals? Spokane offers a wide range of entry level positions in a variety of industries. It’s a great place to get your foot in the door and start building your resume. What book has had the greatest impact on you professionally? When I first became a manager I read the Dalai Lama’s The Compassionate Life and his message really resonated with me. If you had a time machine, what point in the past or future would you visit? I’m all about trying to improve things so I’d have to travel to the future, 50 years or so. If things weren’t ideal I could come back and try to influence the present to make the future better for them.
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JOHN D. LEONETTI
Executive Chef/Owner, Prohibition Gastropub, LLC When have you experienced failure, and what did you learn from that experience? I experience failure on a regular basis. I personally believe if you don’t fail you’re not challenging yourself. I set high standards for myself and my team. I do tend to take it incredibly personally when someone is unhappy or things do not go the way I planned them in my head. What is one thing from your bucket list? I would love to be able to travel, and eat food all over the world. There are so many types of cuisine, spices and cultures; I would like to visit, eat, and learn about them all. Paris is first on my list. What is one thing you’ve learned from a parent or mentor? Don’t be afraid to take risks. Mark Smith, who was basically my father, helped me when I was younger. My work
photo by 7 Second Studio
ethic comes from my mom; she worked multiple jobs to make sure we had things we needed. What does Spokane’s business environment offer young professionals? Spokane is a very friendly town. It’s amazing how many people I’ve met that have offered to help me, mentor me, or teach me. I am thankful for the collaborative business environment that I think Spokane offers. What book has had the greatest impact on you professionally? Anthony Bourdain’s Kitchen Confidential. If you had a time machine, what point in the past or future would you visit? I would probably go the future—let’s be honest, to buy a lottery ticket. Then I could build the restaurant of my dreams!
photo courtesy of Jordan Allen
JORDAN ALLEN
CEO, Stay Alfred
When have you experienced failure, and what did you learn from that experience? Failure is a strong word. Hiccups is a better word. Had a ton of hiccups. Learn to stay focused on what you’re good at and keep doing it over and over. What is one of the things on your bucket list? My wife is Croatian, so maybe see the U.S. vs Croatia World Cup Championship game, or sideline tickets to the Seahawks Superbowl game. What is one thing you’ve learned from a parent or mentor? Tom Simpson, Jeff Thomas, and Jon Wood are all on our board. Our greatest asset is our human capital.
What does Spokane’s business environment offer young professionals? There are a bunch of cool companies popping up all over the area. If you want to learn a lot at a fast pace, join a startup. What book has had the greatest impact on you professionally? Great By Choice by James Collins. Build a SMaC list early and stick to it. If you had a time machine, what point in the past or future would you visit? I’m pretty much a caveman, so I’d want to travel back to 10,000 BC.
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photo by Sierra Nicole Caso
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KATHERINE MORGAN
President & CEO, Greater Spokane Valley Chamber of Commerce What is one thing from your bucket list? Learning how to pilot a hot air balloon! I appreciate the peaceful serenity that comes from every ride while gazing on the beauty that surrounds me. What is one thing you’ve learned from a parent or mentor? My greatest mentor and inspiration is my mother. This woman is my moral compass, my cheerleader, and my best friend. She has taught me to take chances in life and pursue every one of my dreams – from going to college, accepting new roles in my career, and ultimately living out my life’s vocation. What does Spokane’s business environment offer young professionals? I feel strongly that this is a community rich with leaders who harness the energy, passion, and vision of our youth and young professionals
trusting that the investment will only benefit the future of our region we are all proud to call home for generations to come. What book has had the greatest impact on you professionally? The Greatest Gift by Philip Van Doren Stern is the inspiration for my favorite film, It’s a Wonderful Life. The character of George Bailey epitomizes the value of integrity, loyalty, love, selfsacrifice, and gratitude in his family, his work, and in his community. If you had a time machine, what point in the past or future would you visit? “Spread love wherever you go. Let no one ever come to you without leaving happier.” – Mother Teresa. I would very much like to go back in time and meet this incredible woman of faith and compassion.
photo by 7 Second Studio
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CATALYST | www.ibcatalyst.com
KEITH O’BRIEN
Development Director, Vanessa Behan Crisis Nursery When have you experienced failure, and what did you learn from that experience? On some level, we make mistakes every single day and to me it’s a badge of honor. The thought of being perfect is dangerous because it means you’re not done learning. The biggest mistake I’ve made in my career was not being true to what drives me. When I ‘m disconnected from my passions it’s less fulfilling and my work suffers as a result. My work at the Nursery is my passion. What is one of the things on your bucket list? I’m a huge foodie and love to cook and bake in my off time. I’ve even been known to make lunch for the kids at the Nursery every now and then. So, in keeping with that, one of the things on my bucket list is a foodie trip to Paris. I love all kinds of food but I’ve connected to French cuisine the most. What is one thing you’ve learned from a parent or mentor? Marge Rusch, a great friend, and my predecessor at the Nursery (I call her my Yoda) has given me so much great advice. The best nugget from her is that our work at the Nursery isn’t about any one of us (the staff at the Nursery)—it’s about these kids. The moment we let our own ego and self-interest get in the way of doing what is right for these kids,
and our community, then we have gone off course. It will never be about me—and I love that. What does Spokane’s business environment offer young professionals? There is a really diverse background of industries represented in the Spokane area, not to mention how involved many companies are in giving back to the community. Find a job that you love, and would do with no pay, and everything else will fall into place. What book has had the greatest impact on you professionally? There are many that have spoken to me professionally, but the best has got to be The Power of One by Bryce Courtenay. It taught me some incredibly smart approaches to telling the Nursery’s story—start with the head and then go to the heart. If you had a time machine, what point in the past or future would you visit? There are so many times and places I would want to see—but from a career perspective, I would want to go fifty years into the future and see what the Nursery’s like. I love this place so very much. If it’s continuing to keep kids safe and strengthen families, it would be incredible.
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KJERSTIN BELL
Anchor, Good Day Spokane on FOX, KHQ Local News When have you experienced failure, and what did you learn from that experience? I am reminded that life sometimes gives us second chances and it’s up to us to learn and make better choices. What is one of the things on your bucket list? Ski Japan-Pow. What is one thing you’ve learned from a parent or mentor? Always write thank you notes … not email or text, but pen to paper.
photo by 7 Second Studio
What does Spokane’s business environment offer young professionals? I’m concerned there are not enough opportunities for small business growth. What book has had the greatest impact on you professionally? The Associated Press Stylebook. If you had a time machine, what point in the past or future would you visit? The day I graduated college … I would thank my parents more profusely for their sacrifice.
photo by 7 Second Studio
LANCE KISSLER
Marketing Manager, STCU When have you experienced failure, and what did you learn from that experience? After college, I was fortunate to have developed a great network of professionals in hiring positions, so I had a “foot in the door” when seeking employment. I struggled with finding a new job, however, when I changed my career. It was a reality check to the mindset “if you go to college and work hard, it’ll pay off.” While I’m not suggesting the opposite, I do think that it’s important to realize that we’re not entitled to anything.
What does Spokane’s business environment offer young professionals? Creativity and entrepreneurship. I think Spokane is embracing young professionals who are entrepreneurs with creative ideas, and is willing to take a risk on them.
What is one of the things on your bucket list? To travel abroad. I’ve never been anywhere outside of North America.
If you had a time machine, what point in the past or future would you visit? I’d love to see the moment in time when the first human took their first steps. We all feel the emotion—joy, excitement, and inspiration—when a baby takes its first steps, but seeing it happen for the very first time, knowing all of the many steps to follow, in the form of all our accomplishments we’ve made and will make, would be absolutely amazing.
What is one thing you’ve learned from a parent or mentor? One of my graduate studies professors suggested we ask the question, “So what?” I use that to evaluate everything I do and participate in, to get to the root of why we do what we do.
What book has had the greatest impact on you professionally? The Servant as Leader by Robert Greenleaf. This was required reading before we started our Leadership Spokane class, and it really helped me understand what servant leadership is … and that many of us are practicing it every day.
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photo by 7 Second Studio
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LINDSEY DIAMOND
Founder and CEO, Araza Natural Beauty and mentors help me to stay When have you grounded. experienced failure, and what did you learn from What does Spokane’s that experience? If you’re trying hard enough, failure will business environment offer young professionals? always happen, so I suppose it Spokane is such a great city for has taught me perseverance. I young entrepreneurs. It offers think failure is all perspective, many opportunities, events and so when something doesn’t groups to network with likego according to plan it’s just minded individuals. a way to learn, grow and improve. There is a quote by What book has had the Mark Twain that says, “Good greatest impact on you judgement is the result of professionally? I am always experience and experience is reading. I have to say I am in the result of bad judgement.” love with Tony Robbins. His book, Awaken the Giant Within What is one of the thing was so impactful to me and on your bucket list? Well full of amazing information. I I am a travel and adventure also enjoyed John Assaraf ’s The junkie so that bucket list is Answers. long. Business wise, I want to grow Araza into a huge If you had a time machine, company that’s mission is to what point in the past or inspire and support women to future would you visit? I get be their best self in all aspects. so curious about the decisions Support for young women, we make now and how like I had, would be awesome! they will impact our future generations. It’d be fascinating What is one thing you’ve to jump 100 years from now learned from a parent or and see what’s happening. Also, mentor? Take it one day I’d love to travel into space so at a time. I tend to get so hopefully by then, I could go! many ideas and get excited about all of them and then feel overwhelmed. My family
photo by 7 Second Studio
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MATT GOODWIN
Owner/Operator, Goodwin Group (Boiler Room Wood Fired Pizza, Fast Eddies All Purpose Pub, Press Public House, Volstead Act Cocktail Lounge, Backyard Public House, Remedy Kitchen and Lounge and Residential/Commercial Real Estate) When have you experienced failure, and what did you learn from that experience? I have previously owned three establishments that were very focused on nightlife and entertainment. It’s hard to stay on top of the trends and remain relevant in that world. I’ve learned that I am much better suited for creating establishments that become part of a neighborhood or community and gain repeat customers through quality food, drink and customer service. What is one of the things on your bucket list? I would really like to open a brewery. The challenge of building a brand for a product as opposed to a restaurant is very appealing to me. What is one thing you’ve learned from a parent or mentor? My parents instilled a strange combination of optimism and skepticism in me. In order to pull the trigger on a restaurant project you need to be blindly optimistic. In order to make sure that a restaurant project will be successful you need to go through a checklist of about 100 reasons why it will not work.
What does Spokane’s business environment offer young professionals? If I had started out bartending in Seattle I am not sure I could have opened my first establishment at age 26. The competition is so stiff and so well-funded that the barriers to entry are quite daunting if not insurmountable. Spokane, however, is a place where a young professional can branch out and make a run at owning and operating their own business. What book has had the greatest impact on you professionally? Anthony Bourdain’s Kitchen Confidential. After reading his book I knew I wanted to make the restaurant and bar world my career. If you had a time machine, what point in the past or future would you visit? I was a history major in college and would love to go back and experience many different points of human history. I am also extremely curious to see the impact of technological advancements on human kind. I suppose I would like to head back to the 1920s and experience The Speakeasy culture.
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MEGAN SNOW
Executive Director, American Red Cross When have you experienced failure, and what did you learn from that experience? Failure is when the real work begins. I’ve found that it’s easy to get comfortable and have less focus on my personal and professional growth when things are going well. But when I experience failure, it forces me to reexamine if that potential accomplishment is still a priority for me and what work I need to do to be successful. What is one of the things on your bucket list? Dine in at least five Iron Chef restaurants across the country (one down). What is one thing you’ve learned from a parent or mentor? To be successful, you have to be authentic. There may be pressure to change your leadership style to fit what you think is the “right” model, especially for younger, female professionals,
photo by 7 Second Studio
but the truth is that you are more likely to find lasting success when you remain true to who you are. What does Spokane’s business environment offer young professionals? I’m inspired by the many area companies who actively work to engage and develop young professionals, the organizations that encourage connection through service, and the spirit of young professionals who want to give back and make our community better. What book has had the greatest impact on you professionally? To Kill a Mockingbird by Harper Lee. If you had a time machine, what point in the past or future would you visit? January 14, 1973 – Elvis’ Aloha from Hawaii concert.
photo courtesy of Nick Pierre
NICK PIERRE
General Manager, Northern Quest Resort and Casino; Kalispel Tribe of Indians When have you experienced failure, and what did you learn from that experience? Acceptance is key where failure is concerned. Through this humble act, one can fully open one’s self to learning the lessons that can come from failure. What is one of the things on your bucket list? Aside from capturing all the Pokémon on Pokémon Go and celebrating every major holiday at a Disney Resort, every aspect of my life to include my bucket list is centered on family. I guess my family values are the essence of my bucket list. What is one thing you’ve learned from a parent or mentor? Growing up Kalispel translated into powerful life lessons. Beginning with my parents, Chop and Audrey, I was taught to sacrifice for my family. Everyone, young and old, humbly shared in the work because service was an honor. My current mentor and COO, Phil Haugen, is teaching me the value of “learn-one, teach-one.” Today, and forever more my wife, Janelle, is my life mentor. Unconditional support and pure humility are the values she instils in me through our partnership.
What does Spokane’s business environment offer young professionals? The fact that Spokane’s business community works collaboratively with local universities in an effort to create an environment where education translates into local jobs is significant. The Kalipsel Tribe believes that when many live as one, we all grow stronger. What book has had the greatest impact on you professionally? Though I enjoy many business books that have topped Harvard’s Business Review, most notably Maxwell’s, 360 Degree Leader and Collin’s, Good to Great, my favorite leadership author is Teddy Roosevelt. Referenced in many a leadership tome, his “Man in the Arena” speech is one I value most. If you had a time machine, what point in the past or future would you visit? I would love to go back to the days when my grandfather, Raymond Pierre, became our first tribal chairman. To bear witness to the formative work every one of my ancestors of that day did in creating the values we still live by as Kalipsel people would be an honor. I would to share that their legacy of Kalispel Hospitality is alive and well. fall 2016
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R. SKYLER OBERST
President, Spokane Interfaith Council dad, who’s undergoing cancer When have you treatment, reminds me every experienced failure, week when I talk with him and what did you learn on the phone, “What did you from that experience? I do nice for someone today?” experience failure every day. I’ve incorporated this into my It can be intimidating to find daily routine. common ground with people who in some cases may not What does Spokane’s agree with anything you do business environment or say, but I find that we all offer young professionals? have more in common than I think Spokane is an we think. Once we make up-and-coming community, connections by setting aside and has so much potential. the labels we put on one It’s amazing some of the another, we’re only left with innovation. people who love Spokane and call our region home. What book has had the greatest impact on you What is one of the things professionally? Marcus on your bucket list? Aurelius’s Meditations Experience the Centennial Trail on a tandem bike with If you had a time Walt Worthy and Ruth Bader machine, what point in Ginsburg. the past or future would you visit? 3 July, 1973, What is one thing you’ve London, David Bowie live learned from a parent or at the Hammersmith. mentor? My parents have always taught me to put others first, and that serving others is our highest duty. My photo by 7 Second Studio
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photo by 7 Second Studio
RYAN OELRICH
Executive Director, Priority Spokane, CEO, Connex Consulting Services, Project Founder, Spokane Sidewalk Games When have you experienced failure, and what did you learn from that experience? I once applied for a job I was really excited about. I didn’t get it. I had to swallow my pride and learn to just let it go. A year later serving on a board I found myself having to tell someone excited about a job that we weren’t going to hire them. I learned to see the other side. I also learned that always proceeding with compassion is how I want to live. What is one of the things on your bucket list? My partner and I have a goal of visiting at least one new country every year. What is one thing you’ve learned from a parent or mentor? I watched my father, an educated and successful professional, always treat others with respect and compassion. He was never too busy to lend a hand and help if he could. I’ve tried to live my life the same way.
What does Spokane’s business environment offer young professionals? Spokane offers young professionals an opportunity to take chances, be inspired, and be challenged by new ideas while finding some amazing mentors and friends in the process. What book has had the greatest impact on you professionally? JRR Tolkien’s The Hobbit. He inspired, encouraged, and challenged me. It reminded me that relationships are most important, not to give up, and adventure in all its forms is marvelous. If you had a time machine, what point in the past or future would you visit? I’m a huge fan of all things dinosaur. I’d visit a past point where I could see dinosaurs in person then to a future point where humanity has hopefully learned how to live in harmony and truly celebrate and value one another’s differences.
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SARAH NEBLET
Co-Founder, etailz, Inc. When have you experienced failure, and what did you learn from that experience? All the time. The biggest piece of advice I’ve received on failure is not to let it define you or take it personally. Resilience is a key factor to how successful and happy you are. What is one thing from your bucket list? Watch and/or participate in the Iditarod. What is one thing you’ve learned from a parent or mentor? My seventh grade teacher, Mr. LaForest, emphasized the philosophy that life is about relationships. That’s always stuck with me. What does Spokane’s business environment offer young professionals? The startup scene is being nurtured through things
like Startup Weekend. It’s burgeoning not only with new professional companies, but also with new restaurants, bars, and coffee shops, creating a dynamic and creative energy ideal for young professionals. What book has had the greatest impact on you professionally? The 5 Dysfunctions of a Team by Patrick Lencioni. I’ve referenced his five dysfunctions of a team concept countless times throughout my career and would recommend it to other leaders. If you had a time machine, what point in the past or future would you visit? Ironically, I’d like to experience a time preInternet.
photo by etailz
photo courtesy of Thomas Tedder
THOMAS TEDDER
CEO, Tedder Industries LLC When have you experienced failure, and what did you learn from that experience? I’ve experienced failure in business the most when I was first learning to advertise. I lost a lot of money figuring things out. We’ve learned where to put money and how to advertise by analyzing our successes and failures. What is one of the things on your bucket list? I just checked skydiving off my list last month. That was an amazing experience. I’d like to explore some castles in Europe next. My family is planning to do just that, within the next year. What is one thing you’ve learned from a parent or mentor? My stepfather taught me that you are where you are, because you put yourself there. I learned that the only way to achieve your dreams is to work hard to make them happen. No one else is going to do it for you.
What does Spokane’s business environment offer young professionals? The Spokane area has an extremely talented pool of professionals that makes starting a business easier. There are patent and business attorneys, the universities are graduating engineers and marketers that hit the ground running fast, and there are many great companies that support manufacturing businesses in the area. What book has had the greatest impact on you professionally? Guerrilla Marketing by Jay Conrad Levinson. Hands down. If you had a time machine, what point in the past or future would you visit? I would go back to my high school graduation and tell myself not to accept the world as I knew it then. I would tell myself failure is okay and driving the bus is way more fun than riding on it.
WISDOM
BEST WEB DESIGN BUSINESS
Inland NW Best Companies to Work For Rosauer’s – A Chat with CEO Jeff Philips
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By Robin Bishop
osauer’s is the retail branch of URM stores. I recently visited with Jeff Philips, Rosauer’sCEO since 2000, to discern how their leadership has created the high quality, personalized reputation that the store is known for. The grocery store chain was intentionally established by Mert Rosauer in 1934 with a corporate culture to respect, honor, and recognize the contributions of every employee while building a family atmosphere among its work force. Jeff says those same values have been the core of the operation since. “We value our employees and their partnership in the community.” During times that involved hard choices and doing the “right” thing instead of the right thing for the bottom line, Jeff confirmed that dialogue is critical, and transparency is king. “At the end of every fiscal year, I take a tour of all of the markets, every store, we schedule meetings where I present ALL of our financial results, good and bad, to help employees understand what our business is really like. The profit margin is not as large as the general public may think. We have a slim margin of error. I invite them to ask me the tough questions and to really speak their minds. We get some incredible feedback and ideas that have helped us build operational plans of attack for difficult decisions. I get emails and phone calls from employees. I want to hear from them. They are our face in the community. If they are cared for and secure in their partnership in the
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Congratulations to Umpqua Bank’s Alissa Kensok for being recognized as one of Inland Business Catalyst Magazine’s 20 Under 40.
community, the customer base is going to feel this as well.” There are a lot of moving parts in the competitive landscape, and each community has its strong points and weaknesses. Rosauer’s has been able to leverage markets against each other to survive economic downturn. “It might mean everyone takes a small hit in order to make it work but it is a component of the discussion and the employees help make those decisions,” Jeff confirmed. Jeff made the statement that “our employees are our demographic,” and this solidified the cultural picture for me. Rosauer’s executive staff realizes that listening and communicating with their employee base is a crosssection of their actual customer base. Their employees are quite literally their customers. This brings communication within the company to a whole other level of understanding. Jeff says, “I am so grateful to our employees, especially on the outstanding service they provide. Without them the message wouldn’t make it to the consumer. We have a reputation for not compromising quality. That value proposition is present in every store. All price points are provided in order to meet the broadest need base, and that awareness has, in large part, come from our employees.” Great ideas like stor-in-store Huckleberry’s/Rosauer’s stores would never have happened if they didn’t listen to their employees. It was a 40-year Rosauer’s employee who initiated that idea. So the long and short of Rosauer’s corporate culture involves providing an environment of empowerment, open lines of communication with their employee base, executive level transparency in all fiscal matters, and real action when the rubber meets the road, which results in an honest sense of community that every employee can feel a part of. Doesn’t sound all that difficult, but they’ve managed to maintain these principles for more than eighty years. That says volumes.
We’re each made to grow. How – and how far – is up to us. At Umpqua, we’re inspired by the potential within all of us to help bring it to life.
ALISSA KENSOK
Congratulations, Alissa!
umpquabank.com 1-866-4UMPQUA (1-866-486-7782) Member FDIC | Equal Housing Lender | SBA Preferred Lender
Conrgatulations Chef Leonetti
for being recognized as one of Catalyst magazine's 20 Under 40 for 2016
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TOPIX W h y I t ’s T i m e t o T h i n k Beyond Keywords in SEO by Charles Owen-Jackson
Since its
inception in the mid-nineties, SEO (search engin optimization) has largely revolved around the usage of keywords in written content. It’s a pretty straightforward concept too when you consider how a rudimentary search engine works. Simply put, it matches what people type into the search box to the text on the page. As such, a keyword-centric approach was straightforward, reliable and highly desirable for any business wanting to boost its website’s visibility in search results. Terms like keyword density, keyword ranking and long-tail keywords were being bandied around left, right and center and, it seems, a lot of would-be marketers still live in that world. It’s extraordinary how many businesses still insist that their content writers focus on producing SEO content with barely a second thought to their human audiences. They seem to think that spam is an acceptable approach when it comes to digital marketing, and they clearly have no understanding of the way the search engines work. They use keywordstuffing, hidden doorway pages and hidden text all to fool Google into putting their content higher up in the search engines. The fact is, however, the search engines are smarter than that. Today’s search engine results are now far more personalized thanks largely to Google’s Hummingbird algorithm update in 2013. The goal of the search engines is to offer relevant and quality results, and that is simply impossible if it relies solely on matching keywords to search queries alone. Instead, the increasingly advanced software that works behind the scenes to rank and categorize content seeks to understand the intent behind search queries. As such, search results are based on a multitude of factors, such as related words, content relevancy and, most importantly, the previous search history of the user. Ultimately, search results look different to everyone who’s using them. They’re based on search history, physical location, account settings and a number of other factors. In other words, what you see is not what others see, hence the reason keywords have increasingly little relevance when it comes to SEO. By paying attention to the search results, you’ll see that numerous top-ranking webpages don’t feature any keywords in their content. Instead of trying to place as many keywords into your content as possible, you should be focussing on creating value to your readers.
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Sponsored Content
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is present, people spread around the world can interact with their VoIP system as if they were in neighboring cubicles. Through advanced technologies like these Ptera has grown into the largest regional internet service provider in the Inland Northwest. While their size has changed their core values have not. They believe the quality of their network is paramount and base every decision on a customer-centric viewpoint of “How would we want our provider to treat us?” A great example of this is the Free Internet For Life program that gives a customer free service as long as they have five or more active referrals. This commitment to excellence and innovation is what has allowed Ptera to compete over the last decade and a half as technology has shifted and competitors have come and gone. It’s also the reason they were recognized by Greater Spokane Inc. (Chamber of Commerce) with the 2015 Agora award for medium sized business of the year.
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s it heads rapidly toward the 2 billion user mark, Facebook has become the undisputed world leader in social media and, consequently, a crucial resource for digital marketers wanting to grow their customer base. Nonetheless, the sheer vastness of the social network also means that there’s a lot of competition. Without a proper marketing strategy in place, your page will never make it into the limelight and your paid ads won’t be reaching the right people, so it’s essential that you are familiar with the core elements of a successful Facebook paid advertising campaign right from the outset. #1. Audience: Reaching the Right People Of course, this rule applies to all forms of advertising. After all, there’s no point in wasting time and money on marketing to the wrong people. Clearly defining your target audience is the very first thing you should be doing, after which you should segment your audience by demographical and other attributes. By narrowing down your target audience and, if your brand targets a diverse range of people, segmenting it appropriately, you’ll be in a better position to offer relevant and personalized content to people. When creating a paid advertising campaign, Facebook allows you to segment your targeting by things like demographical attributes and hobbies. The goal is to get your audience numbers down so that it consists only of relevant people instead of random users. #2. Content: Telling the Right Story You now have to appeal to your target audience by presenting an irresistible offer in the form of an ad they feel they have to click. Like most other online paid advertising platforms, you’ll have a very limited amount of space to work with, particularly with regard to text content. In no more than five words, you’ll need to create an eye-catching and relevant title and, even more importantly, provide a great image. Since there are few rules that apply across the board when it comes to creating a successful paid advertising campaign, you’ll need to be prepared to test multiple ad formats until you find something that works for your particular brand. However, any ad should be designed to evoke an emotional response by having a strong call to action. Impeccable spelling and grammar and relevant content are also crucial. #3. Schedule: Getting Your Timing Right As is the case with unpaid, organic marketing on Facebook or any other social platform, getting your timing right is essential for making sure your ads get as much visibility as possible. Again, there are few rules that apply to all businesses here, since every business and target audience has different needs. The biggest difference is typically between weekends and weekdays; however, time of day also has an impact. Ultimately, you’ll need to figure out when your target audience
is most likely to be online and active on social media. For some audiences, the best time might be the lunch break, while, for others, early evenings are optimal. Again, you’ll need to experiment to find what best works for you, but when it comes to pay-per-click advertising, it might be better to avoid this feature to begin with. #4. Budget: Managing Paid Campaigns The beauty of pay-per-click advertising is that businesses can maintain control over their budgets. They only pay for results, although a click doesn’t, of course, guarantee any revenue, particularly if the ad isn’t relevant to the product or service it’s referring to. The budget you set will be largely dictated by your goals, whether that might be to get 1,000 app installs, 10,000 new followers or something else entirely. It typically costs around 50 cents to one dollar to obtain a single follower, email subscriber or app install, but you should bid as much as your business can reasonably afford to ensure your ads get the maximum reach. The Facebook advertising platform features minimum daily budgets for each type of campaign. For ads charged by number of clicks, for example, the minimum budget is $5 per day. #5. Analytics: Measuring for Success Just like any other advertising strategy, you’ll need to measure your return on investment. Facebook provides a sophisticated platform in its Ads Manager tool that allows you to customize everything from date range to columns to graphs and tables. The tool collects a great deal of useful information, including both performance and engagement metrics that you can use to measure the success of your campaigns and adapt them as necessary. Among the most important metrics to track include impressions (the number of times your ads have been seen), the click-through rate, the conversion rate, the cost per click and the cost per conversion. While your conversion rate might seem like the most important metric to track, it’s important to remember that disappointingly low statistics further down the customer journey can point to a serious problem with your ad content, placement or targeting. Facebook’s advertising platform isn’t at all difficult to get started with, but it’s still ultimately up to your digital marketing team to narrow down the right target audience and create ad copy that really sells. Nonetheless, Facebook’s user-friendly, goal-driven ad campaign creator doesn’t present a steep learning curve, and it does offer a great deal of potential to any growing business.
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Dominic Jones
Patrick Frome
Jon Kuritz photo by Patrick Frome
by Robin Bishop
The Local
is a community hub for talented creatives, designers, photographers, artists, and musicians as a platform to network, host events, showcase ideas, and sell products to the public. It is the brainchild of a group of young friends and entrepreneurs. Patrick Frome, owner and creator of dot.INK; Dominic Jones, owner of High On Research (H.O.R.); and Jon Kuritz of Make Waves Entertainment and Make Waves Collective. Like most friends they had common interests, a taste for private label clothing, so they, each in their own flavor, launched their own lines. Patrick of dot.INK handles the textile end of their endeavors and also maintains the e-commerce component. While this idea originated to help each of them build their new business, it is open to any emerging creative endeavor. They may end up with a permanent creative lab in the downtown area, but for now The Local uses their nimble size and dexterity to hit special events or create their own around the area to promote themselves. dot.INK believes many ideas begin their journey with INK. Whether painted among the dwellings of ancestors or sketched on a bar napkin, INK is the universal medium for expression and communication. At dot.INK their passion is to pick up the pen and bring your story to life. HOECO. Apparel is a clothing brand uniting people everywhere to be part of a supportive family of homies. “Homies Over Everything Company” was inspired by skateboarding, streetwear, and music. They recognized how those three cultures have gone hand in hand while treating one another like a family and growing with each other. Using that perspective, they are branching out from just these three lifestyles and welcoming and inviting more diversity to become part of the family, homies. Make Waves Collective brings you inspiring stories, as well as a clothing line that helps you and others stay inspired. Make Waves is founded on the definition of waves as a large plunging mass creating displacement, potential, and an exchanging kinetic energy, causing an outward ripple affecting everything in its path. They encourage you to make your own waves. H.O.R. is a company that aims to shed light and bring awareness to various social, cultural, and political issues that the every day citizen may not be aware of. Using clothing as the canvas, they present these issues through design to help one formulate questions and discover answers and to inspire change. Whether about everyday life or larger global issues, they represent the 99 percent. To learn more about The Local contact Patrick Frome at contact@dotinkdesign or 509.655.0828.
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FREE BUSINESS WORKSHOPS HELP LOCAL ENTREPRENEURS The Spokane County Library District presents a series of free business workshops and classes for employers, small business owners, and local entrepreneurs. This series of workshops shares tools for successfully running or starting a business, from digital security to legal agreements, from sound interviewing techniques to employee performance reviews, and all of the free resources business owners can find at the Library District. scld.org.
Monday, Sept. 26, 6–8 pm SPOKANE VALLEY BEHAVIORAL INTERVIEWING Monday, Oct. 3, 6–8 pm SPOKANE VALLEY
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Wednesday, Oct. 12, 6–8 pm NORTH SPOKANE CONTRACTS & AGREEMENTS FOR SMALL BUSINESSES Wednesday, Oct. 5, 6–8 pm NORTH SPOKANE
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Wednesday, Sept. 28, 6–8 pm NORTH SPOKANE DIGITAL SECURITY FOR BUSINESS Wednesday, Sept. 21, 6–8 pm NORTH SPOKANE
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