Small Business Showcase Magazine - April/May 2024

April/May 2024

Success Stories:

Meet Michael Foucault

Redefining Fitness: The CFX Revolution in Mishawaka p. 6

From Hollywood Glam to Midwest Calm:

Cindy Camp’s Blissful Beauty p. 8

Alejandro Saucedo’s Success Through Grit and Grace p. 12

Building Dreams Together: Kyle and Nicole Perry’s Real Estate Adventure p. 14

Healing Above All: Dr. Ryan Morningstar’s Commitment to Faith, Family, & Chiropractic Excellence p. 18

Guerrillapedia: Unleashing the Power of Senses in Guerrilla Marketing p. 15

RESTAURANT OF THE MONTH

Savoring the Sweet Life: Inside Buchanan’s Sweet Shop Café Italiano p. 26

ARTIST OF THE MONTH

Thomas Zuber: Navigating the Abstract Waters of Art and Identity p. 30

People you meet networking p. 34 & More...

Hey there, Small Business Trailblazers,

I’m thrilled as we enter this part of the year; however, my excitement isn’t for the typical reasons. What really gets me going is the anticipation of witnessing the fresh and innovative marketing strategies that businesses, particularly small ones, are about to unleash. I’m on the lookout for the ingenious and unconventional approaches they’ll adopt, akin to guerrilla marketing tactics.

Admittedly, these gems are often hard to come by, but the prospect of discovering something novel and groundbreaking in the marketing landscape fills me with genuine enthusiasm. Too many businesses seem content with sticking to the same old playbook year after year, blending into the background noise of conventional marketing strategies. It’s as though they lack the innovative spark necessary to stand out in a crowded marketplace.

What truly excites me is observing these smaller players go head-to-head with the big spenders of the corporate world. While the big guns may kickstart the marketing frenzy with their grandiose Super Bowl campaigns, it’s the springtime initiatives of small businesses that truly captivate me. Every now and then, we stumble upon a gem—a marketing campaign meticulously crafted to engage emotions, stimulate senses, and leave a lasting impression.

It’s these moments of ingenuity that remind us of the power of creativity in marketing. When a company manages to create something truly memorable, they not only cement their brand in the minds of consumers but also set the stage for a successful year ahead.

Here’s to the excitement of discovering what this season holds in store for us, and may we all be inspired by the innovative spirit of those daring enough to push the boundaries of traditional marketing.

Warm regards,

Andy Garza President Small Business Showcase Magazine

Dear Small Business Showcase Magazine readers,

As the sun begins to warm our days and the birds start singing their merry tunes, I couldn’t help but feel a surge of excitement in the air! Yes, you guessed it right – it’s springtime, my fellow small business enthusiasts, and that means it’s time for fresh beginnings, new ventures, and a whole lot of blooming opportunities!

Ah, spring – the season of renewal, when nature sheds its winter coat and dons a vibrant cloak of colors. Just like the blossoming flowers in our gardens, it’s time for us to bloom and grow in our entrepreneurial journey. Whether you’re a seasoned business owner or just dipping your toes into the entrepreneurial pool, let’s embrace this season of change with open arms and a big, bright smile.

Now is the perfect time to shake off the dust of the old and embrace the freshness of the new. Take a moment to reflect on your goals, dreams, and aspirations. What do you want to achieve this season? Is it expanding your customer base, launching a new product, or perhaps revamping your marketing strategy? Whatever it may be, remember that the possibilities are as endless as the blue sky above us. And let’s not forget about the power of collaboration and community. Spring is a time for growth, and what better way to grow than by connecting with fellow entrepreneurs? Reach out to your peers, attend networking events, or join online communities – you never know where your next big idea or partnership might blossom from!

So, my dear friends, as we bid farewell to the chilly winter winds and welcome the warm embrace of spring, let’s approach this season with optimism, enthusiasm, and a sprinkle of creativity. Together, let’s make this spring a season to remember – a season of growth, prosperity, and endless possibilities.

Wishing you all a bloomin’ marvelous spring filled with success, joy, and abundant opportunities!

Warmest regards,

Deb Ammerman Editor-in-Chief Small Business Showcase Magazine

Redefining Fitness: The CFX Revolution in Mishawaka

In Mishawaka, Indiana, CFX stands out as a beacon of health and wellness. General Manager Michael Foucault is leading the revolution, with a vision of propelling CFX into a new era of fitness. I sat down with Michael to delve into his journey, the philosophy behind CFX, and how this gym is redefining fitness in Michiana.

Q: Let’s start at the beginning. What inspired the creation of CFX?

A: CFX was the brainchild of Mike O’Leary, who began his journey in Chicago before bringing his mission to Indiana. Mike’s vision was clear: to forge a high-quality, affordable fitness community that transcends the traditional gym experience.

Q: What does CFX stand for, and what makes it stand out in the Michiana area?

A: CFX stands for Chicago Fitness Experience. Our distinction lies in the unparalleled member experience we offer— spotless facilities, state-of-the-art equipment, and a personal touch in every interaction. Our personal training program is key to our approach, designed to give members a tailored fitness roadmap.

Q:Congratulations on becoming the General Manager here in Indiana. How has your role evolved with CFX?

A: Thank you, it’s been quite a journey. Transitioning from focusing on personal training and membership engagement to over-seeing the entire operation has been rewarding. My goal is to ensure our facility exceeds our members’ expectations, balancing my passion for coaching with the responsibilities of management.

Q: What are some challenges you’ve faced as General Manager, and how have you addressed them?

A: The main challenges include maintaining the cleanliness of our large facility and ensuring our equipment is in prime condition. Implementing structured maintenance schedules and expanding our staff have been key. Another challenge is encouraging members to engage in personal training to fully utilize their gym experience. By tailoring personal training packages to each member’s needs and budget, we can help more people access the next level in their fitness journey.

Q: Can you share a success story that stands out to you?

A: Certainly! We’ve seen remarkable transformations, like a client who lost 50 lbs with the help of her trainer and has continued working with him for two years. continued working with him for two years. Beyond weight loss, we’ve helped members regain mobility and avoid surgery through targeted fitness plans, bridging the gap between gym training and physical therapy.

Q: Looking ahead, what are your goals for CFX?

A: Of course, we aim to grow our membership and personal training programs, so I’m helping some of our new trainers get a consistent client schedule. The more people we can have working with our trainers, the more people we can help achieve their fitness goals. My personal goal is to ensure smooth operations, supporting both our members and trainers to achieve their best. I also started a boxing program when I first came to CFX that offered one-on-one boxing training. I’d like to see that continue to evolve to where we can offer group boxing classes and fighters can come and train as well.

Q: What kind of gymgoers make up your primary clientele?

A: Our members vary widely, but they’re usually seeking a clean, friendly, and versatile gym environment. The individuals who tend to choose personal training are usually looking to overcome previous barriers to fitness. They want tailored support in exercise, nutrition, and lifestyle. The common thread among our members is the desire to improve themselves.

Q: How does CFX engage with the local community outside the gym walls?

A: Currently, our community involvement includes corporate memberships and programs like Heart-Healthy Hoosiers. We’re looking to expand our presence, possibly through job fairs and partnerships with healthcare providers.

Q: If someone wants to learn more about CFX, how can they follow your journey?

A: We’re active on Facebook and Instagram, offering insights into our programs and facilities. Our website: https://cfxfit.com/location/cfx-mishawaka/ is the go-to for membership sign-ups and detailed information about our offerings.

Q: Do you have any advice for those aspiring to work in the fitness industry?

A: Be sociable and genuinely interested in helping others. Fitness is a service industry, so we have to put the needs of our members first. As a General Manager, I’ve learned the importance of passing my success on to others. I’m going to help my employees as much as I can, and that will continue to trickle down.

Join the CFX Movement:

Under the dynamic leadership of Michael Foucault, CFX is embarking on a journey of innovation and connection, fostering a health-conscious, inclusive community in Mishawaka. They’re reimagining the fitness landscape and creating a space where everyone, from beginners to seasoned athletes, can find support, motivation, and a sense of belonging. With a vision that extends beyond physical fitness to encompass overall well-being, Michael and CFX invite you to be part of a movement that celebrates progress, community, and the shared pursuit of wellness.

Written by Eleni Owens | Photos by Gary Riggs Photography

From Hollywood Glam to Midwest Calm: Cindy Camp’s Blissful Beauty

Every so often, I come across someone who leaves a lasting impression, a person whose story I know I’ll never forget. Cindy Camp is one of those remarkable individuals. She’s the spirited founder of My Blissful Escape, where she masterfully blends the allure of Hollywood with the heartfelt warmth of Midwest hospitality. Cindy’s journey from Atlanta to LA, and eventually to the calming embrace of the Midwest, tells a tale of transformation, resilience, and the timeless beauty of starting anew.

What makes Cindy’s path particularly inspiring is how she embarked on her career as a licensed aesthetician later in life, proving it’s never too late to chase your dreams. Through My Blissful Escape, Cindy brings a slice of Hollywood glamour to every beauty treatment, all while maintaining a warm, personal touch and making luxury affordable. Whether it’s a bespoke facial that leaves you glowing or a summer pedicure enjoyed among friends on her inviting patio, Cindy ensures each experience is a cherished moment of relaxation and rejuvenation.

A Spark of Inspiration

The seeds for Cindy’s career shift were planted in an unexpected moment of clarity. Surrounded by the vibrancy of the beauty industry, Cindy has had a knack for bringing out the best in people through makeup and skincare. She desired a way to turn her passion for beauty into a thriving business. It was a conversation with a friend that opened her eyes to the possibility of being an aesthetician.

Cindy’s friend shared stories of her daughter’s adventures in beauty school, igniting a spark within Cindy. It was a lightbulb moment—here was a path that combined her love for beauty with her desire to connect with others on a deeper, more personal level. The decision was made. Cindy enrolled in beauty school and embarked on a new chapter bringing all of her life experiences with her.

Cindy envisioned a place where luxury and relaxation weren’t just the privilege of the Hollywood elite. She wanted to make beauty and glamour accessible to everyone. My Blissful Escape was born from this vision. It’s a sanctuary where Cindy blends her newfound expertise as a licensed aesthetician with her passion for making people feel cherished and beautiful. Cindy is proof that it’s never too late to follow your dreams and reshape your life’s narrative.

Unveiling the Beauty Within: Services at My Blissful Escape

My Blissful Escape offers services that are meticulously crafted to unveil the beauty within. Here’s a closer look at some of the signature treatments that make My Blissful Escape a sanctuary of rejuvenation and relaxation.

Bespoke Facials: Tailored to the individual’s skin needs, Cindy’s facials range from the classic, designed to refresh and rejuvenate, to the luxurious, like the pumpkin facial known for its radianceboosting properties. Each facial is a step towards glowing skin.

Body Buffing: This standout involves a thorough exfoliation with Dead Sea salt and nourishing oils to shed away the old, while a warm towel massage and a lavish moisturizer application reveal a new layer of soft, glowing skin.

Photo above by Leanna Vite

Pedicures on the Patio: Unique to My Blissful Escape, these pedicures offer relaxation in the fresh air of Cindy’s beautifully appointed patio. It’s an invitation to unwind and bond, transforming a simple beauty routine into a memorable experience with friends.

Swedish Massage: A classic for a reason, Cindy’s Swedish massage techniques soothe tired muscles, improve circulation, and foster deep relaxation. Cindy believes in the power of touch to heal and harmonize the body and mind.

Hot Stone Massage: The latest addition to her repertoire, the hot stone massage, is something Cindy is particularly excited about. This treatment uses smooth, heated stones to melt away tension and stress, providing a deeply therapeutic experience that draws from ancient practices to soothe modern woes.

Red Light Therapy and Hydro Peels: Embracing cutting-edge beauty technologies, Cindy offers advanced treatments like OED red light therapy for enhancing skin health and hydro peels for deep, rejuvenating exfoliation. These services underscore her commitment to offering innovative solutions that cater to the evolving needs of her clients.

At My Blissful Escape, Cindy ensures that luxury and pampering are accessible to everyone, making each visit a journey toward personal rejuvenation. She believes in the power of understanding her client’s desires and customizing their treatments to ensure they experience a moment of bliss, personalized care, and the joy of uncovering the beauty within.

Cherished Moments

For Cindy, her work at My Blissful Escape is rooted in the personal connections and transformative experiences shared with her clients. Each interaction, whether it’s a mother and daughter enjoying a day of pampering together or an octogenarian embracing the joy of a new beauty experience, weaves a tapestry of memories that underscore the impact of Cindy’s commitment to her craft. These moments are treasured encounters that highlight the beauty of human connection. From witnessing the tangible transformations in her clients’ appearances to the intangible shifts in their spirits, the real reward of her work lies in the smiles, the stories shared, and the bonds

formed. The joy she brings is evident in the laughter and contentment that fills her spa. These instances of connection make every day at My Blissful Escape a new adventure, affirming her belief in the power of beauty to bridge generations and illuminate the inherent beauty within each individual.

A Message of Timeless Beauty:

In a world often chasing the next anti-aging miracle, Cindy Camp holds a refreshing perspective on beauty. There’s a moment from the 2023 film, Barbie, that perfectly personifies this perspective. Margo Robbie’s Barbie, the epitome of youth and beauty, turns to an older woman and sincerely tells her, “I think you’re beautiful.” The older woman, embodying grace, and the wisdom of years, responds with confidence, “I know I am.” This exchange struck a chord with Cindy and echoes her philosophy that beauty transcends age and that the lines on our faces are not flaws to be erased but stories to be celebrated. Cindy views her lines as marks of laughter, deep thought, and a life fully lived. In her eyes, these are the true indicators of beauty. At My Blissful Escape, Cindy wants to enhance the beauty that comes with age, wisdom, and living a full life. She encourages her clients to see themselves in this light and to appreciate beauty in every stage of life.

Cindy continues to share her passion and expertise through My Blissful Escape. In her second act, she’s redefining the glamour of her Hollywood days, making luxury and personal care accessible to all who walk through her doors. Her work is a testament to the beauty of aging gracefully, of living a life marked by joy, empathy, and deep connection.

If you feel inspired by Cindy’s philosophy and seek to experience her blend of glamour and relaxation for yourself, a visit to My Blissful Escape is a must. Discover more about Cindy’s unique offerings at www.myblissfulescape.com and embrace your story and beauty.

Written by Eleni Owens

Photos by Gary Riggs Photography

When should you take Social Security?

One of your important sources of retirement income will likely be Social Security — but when should you start taking it?

You can start collecting Social Security benefits at 62, but your checks will be considerably bigger if you wait until your full retirement age, which is likely between 66 and 67. You could even wait until you’re 70, at which point the payments will max out, except for yearly cost-of-living adjustments. But if you need the money, you need the money, even if you’re just 62 or any age before full retirement age.

However, if you have adequate financial resources to meet your monthly needs, whether through earned income, your investment portfolio or a combination of the two, you could have some flexibility in choosing when to take Social Security. In this case, you may want to weigh these considerations:

• Life expectancy – For all of us, it’s one of life’s great mysteries: How long will we live? Of course, we can’t see into the future, so the question can’t be answered with total confidence. But to make an informed decision on when to take Social Security, you don’t need to know your exact lifespan — you just need to make a reasonably good estimate. So, for example, if you’re approaching 62, you’re enjoying excellent health and you have a family history of longevity, you might conclude it’s worth waiting a few years to collect Social Security, so you can receive the bigger payments. Conversely, if your health is questionable and your family has not been fortunate in terms of longevity, you might want to start taking your benefits earlier.

• Employment – You can certainly continue working and still receive Social Security benefits. However, if you’re under your full retirement age for the entire year, Social Security will deduct $1 from your benefits for every $2 you earn above the annual limit of $22,320. In the year you reach your full retirement age, Social Security will deduct $1 in benefits for every $3 you earn above $59,520. So, you may want to keep these reductions in mind when deciding when to begin accepting benefits. Once you reach your full retirement age, you can earn any amount without losing benefits. (Also, at your full retirement age, Social Security will recalculate your benefit amount to credit you for the months you received reduced benefits because of your excess earnings.)

• Spouse – Spouses can receive two types of Social Security benefits: spousal and survivor. With a spousal benefit, your spouse can receive up to 50% of your full retirement benefits, regardless of when you start taking them. (Your spouse’s benefit can be reduced by the amount of their own retirement benefit and whether they took Social Security before their full retirement age.) But with a survivor benefit, your decision about when to take Social Security can make a big difference. A surviving spouse can receive the larger of their own benefit or 100% of a deceased spouse’s benefit, so if you take benefits early and receive a permanent reduction, your spouse’s survivor benefit may also be reduced for their lifetime.

When to take Social Security is an important — and irrevocable — decision. So, consider all the factors before making your choice. This article was written by

Office: 574-329-5326

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www.edwardjones.com

As an Edward Jones financial advisor, I seek to serve my community and help to change lives. I want to learn about you and understand what’s most important to you. I want to take the time to know what you need now and what you need to prepare for in your future. By doing that, we can work together to build personalized strategies to help you achieve your goals through our established process. I want to build a relationship with you and partner with you throughout your life, helping you stay on track to meet your goals.

Alejandro Saucedo’s Success Through Grit and Grace

Q: Alejandro, could you share what inspired you to start Indiana’s Elite Cleaning?

A: I’m a third-generation professional cleaner, and my greatest inspiration has been my grandparents. They were originally migrant field workers, but they were offered the opportunity to leave the harsh conditions of that world through janitorial work. They showed me that cleaning could create a better life and that it could be a serious career. I even dressed as a janitor for career day in kindergarten. Their legacy inspired me to follow in their footsteps and create Indiana’s Elite Cleaning. I saw a gap in the industry for a one-stop cleaning solution, and I knew that I could innovate the industry to fill that gap.

Q: What is it that makes your company so innovative?

A: For starters, we’ve removed the need to work with multiple vendors to achieve full-scale cleaning, but it’s much more than that. We’re a Certified Minority Business Enterprise which puts us in the unique position to be able to work with larger corporations as a diversity supplier. Beyond that, we aim to lift the Latino community and other minority communities along with us. We can accomplish this by subcontracting work to minority businesses. Our partnerships with companies like C Garcia and Associates, Minnis Consulting, and Fozo Construction have been key because they share our goals to foster economic growth and support for minority businesses. Together, we can make a serious impact.

Q: Can you talk about some of the challenges you’ve faced and how you’ve overcome them?

A: One of the biggest challenges was reaching our target audience as a new company. We’ve only recently completed a full year in business, so we aren’t well-known in the industry yet. Fortunately, we were able to overcome this by consistently delivering exceptional service and building strong, authentic relationships with our clients and partners who support us and appreciate the value we bring. Additionally, obtaining working capital is difficult for any new business because banks want to see you make it past your second year before they help provide that capital. We were able to overcome that hurdle through the City of South Bend’s revolving loan fund. We’ve been offered the opportunity to submit a proposal to the Indiana Toll Road to clean their travel plazas. This would be a major project for us, and it would create economic growth for our region, without the funding through the City of South Bend, we wouldn’t be able to take advantage of this opportunity.

Q: Have you had any major turning points in your business?

A: I feel like I’ve had nothing but turning points so far. I started Indiana’s Elite Cleaning in October 2022, and we landed our first major commercial contract within four days. This was made possible through partnerships with the University of Notre Dame’s Innovation Lab who helped define and develop our business strategy and NIMBA who’ve been instrumental in helping us obtain major contracts. We obtained a grant through the City of South Bend’s Minority Business Development Council in January 2023 which helped us purchase our fleet and all the equipment we needed to become what we are today. I was asked to put a proposal together for the Indiana Toll Road ten months into business and I’ve had a tremendous amount of support in making that happen. My success is proof of the tremendous amount of support for minority businesses in our region.

Q: How do you see your business impacting the community and future entrepreneurs?

A: Our goal is to be more than a service provider; we want to be a force for positive change. By partnering with local organizations and businesses, we’re contributing to the local economy and helping pave the way for future minority entrepreneurs. I hope to mentor and inspire others to see that with faith and hard work, it’s possible to overcome any obstacle.

Q: Looking forward, what are your goals for Indiana’s Elite Cleaning?

A: Beyond expanding our services, I aim to deepen our community impact. This means not just offering jobs but also creating pathways for others to grow and succeed. I want to help demystify the process of bidding on large contracts and encourage other minority entrepreneurs to aim high.

Q: Finally, what advice do you have for aspiring entrepreneurs, especially those from minority backgrounds?

A: In all honesty, being an entrepreneur is not for the weak. To succeed, you must hold onto your faith, be resilient, and never underestimate the power of community support. Opportunity is available to us all, but we have to have the strength to go after it. It’s about believing in your vision and being willing to work tirelessly for it.

A Legacy of Grit and Community Impact

Hearing Alejandro Saucedo’s story unfold has been truly inspiring. His dedication to transforming both the cleaning industry and his community shines brightly. Indiana’s Elite Cleaning is a testament to Alejandro’s hard work and vision and gives hope to aspiring entrepreneurs. For those interested in the services of Indiana’s Elite Cleaning, I encourage you to explore their offerings at www.indianaselitecleaning.com.

- Written by Eleni Owens | Photos by Gary Riggs Photography

Building Dreams Together: Kyle and Nicole Perry’s Real Estate Adventure

Have you ever wondered what makes a realtor team extraordinary? For Kyle and Nicole Perry, the secret ingredient might just be their partnership, both in marriage and the market. This dynamic duo shines in the Michiana real estate scene under the Berkshire Hathaway banner. Their journey into real estate was as unexpected as it was serendipitous. Kyle’s initial venture into house flipping is what lit the spark that set off their dynamic partnership. What started as a simple effort to streamline his investments soon blossomed into a thriving realty career. As demand for his services grew, Kyle invited Nicole to join the venture, enriching their team with her talents. Spotting a silver lining amid the uncertainty of COVID-19, Nicole pivoted from her part-time teaching role to team up with Kyle full-time. This shift created a strong business duo and highlighted their unique dynamic as a married couple working together.

Kyle and Nicole bring something special to the Michiana real estate scene—a mix of professional insight and personal warmth that’s hard to beat. Kyle has a talent for seeing the potential in properties that others might overlook, while Nicole’s expertise ensures every transaction is as smooth as possible. Their contrasting personalities mean there’s always a Perry to match each client, making the journey of buying or selling a home more enjoyable and tailored to you. They’ve mastered the art of being available when you need them, which is key in the fast-paced world of real estate. Together, they’ve found the perfect balance between being serious professionals and genuinely fun people to work with. Their teamwork makes them a memorable pair in the hearts of their clients.

Recognized as top Realtors in the South Bend Community for three consecutive years, Kyle and Nicole’s unique blend of individual strengths and teamwork has won over clients and set them apart in the industry. They excel at guiding clients through the challenges of real estate, from the excitement of assisting first-time buyers to managing luxury properties. The duo’s rise to the top is the result of hard work, deep market knowledge, and a sincere dedication to making the buying and selling experience enjoyable. With the Perrys, clients get a personalized journey to their dream home, backed by a team that’s truly invested in their happiness.

Peering into the future, Kyle and Nicole have plans to broaden their horizons. They’re considering of adding new realtors to their team to share their knowledge and experience, as well as ramping up partnerships with local builders. With Nicole holding a managing broker license, the possibility of opening their own office looms on the horizon, promising to extend their influence and reach. Beyond the business, their community involvement—from participating in realtor events to Kyle’s service as a police officer—highlights their deep commitment to making a positive impact, both in and beyond the world of real estate.

With their unwavering dedication and seamless teamwork, Kyle and Nicole Perry exemplify the potential for success in the world of real estate. Their story centers around building relationships, making a difference, and embracing unexpected twists and turns along the way. As they continue to chart their course forward, Kyle and Nicole remain committed to expanding their impact, mentoring new talent, and exploring new ventures. To team up with Kyle and Nicole, visit them at: https://www.facebook.com/KyleandNicolePerry or fill out the form on their website https://kyleandnicoleperry.bhhsnorthernindianarealestate.com.

Writen by Eleni Owens | Photos by Gary Riggs Photography

Unleashing the Power of Senses in Guerrilla Marketing

As the founder of Guerrillapedia, I’ve made it my mission to unravel the secrets of guerrilla marketing, uncovering tactics that defy convention and captivate audiences. In our journey thus far, we’ve explored mindsets, dimensions, and now, we’re diving into the realm of the senses.

In the world of marketing, sight and sound have long been reigning champions. But what if I told you there’s a third sense that could revolutionize your brand’s impact? Let me share a personal anecdote from my company, Big Gorilla Sales and Marketing Training, to illustrate this point.

When discussing guerrilla marketing, I make it a point to hand out business cards adorned with black fur. “It’s genuine faux gorilla fur,” I jest. But beneath the humor lies a strategic move: engaging the sense of touch. Even though it’s faux fur, the tactile sensation triggers emotions, particularly in the limbic cortex, ensuring my brand leaves a lasting imprint.

Beyond touch, let’s talk about smell and taste. Remember the iconic taste test campaigns of Coke versus Pepsi? They didn’t just tantalize taste buds; they ignited consumer curiosity and solidified brand identities. Taste tests, once ubiquitous in grocery stores, epitomized guerrilla marketing at its finest, enticing customers with samples and coupons.

Smell presents its own challenges but offers immense potential, especially in industries like aromatherapy. The right scent can evoke powerful emotions and drive purchasing decisions, making it a valuable asset for savvy marketers.

In essence, it’s crucial to leverage all five senses in marketing endeavors. While sight and sound dominate, the real magic lies in integrating touch, taste, and smell. As we eagerly anticipate our next issue’s exploration of emotions, remember: in guerrilla marketing, creativity knows no bounds. It’s about crafting unforgettable experiences that resonate deeply with consumers. So, fellow marketers, let’s harness the power of our senses and embark on a journey where innovation knows no limits and every sensation becomes a strategic tool in our arsenal.

Joinmeinournextissueaswedelveintothefascinatingrealmofemotions,wheretherealfunbegins. - Written by Andy Garza

Andy Garza is well known as the Guru of Guerrilla Marketing. He has over 30 years of experience using Guerrilla Marketing to launch 4 businesses. Andy has also reached top-level sales status in 4 different industries including Flooring, Auto, Furniture, and Senior Financial Planning.

Presently the President and CEO of Big Gorilla Sales and Marketing Training, Andy has become a sought-after speaker for entrepreneurial groups, including a featured speaker for Notre Dame’s Entrepreneurship and Adversity Program as well as his own training seminars in both Marketing and Guerrilla Sales.

Andy has extensive experience in Magazine Publishing having owned New Homeowners Guide and Senior Financial Digest. Now one of the Founding Partners and the President of Small Business Showcase.

Healing Above All: Dr. Ryan Morningstar’s Commitment to Faith, Family, & Chiropractic Excellence!

Nestled within our community, Above All Chiropractic Center emerges as a sanctuary of healing, guided by the compassionate hands of Dr. Ryan Morningstar. Celebrating a decade of service, Dr. Morningstar’s practice is a testament to his unwavering commitment to faith, family, and the transformative power of chiropractic care.

A Calling Rooted in Personal Experience

Dr. Morningstar’s chiropractic journey began in his middle school years. As a young boy, Ryan experienced persistent back issues that were dismissed as “growing pains.” The turning point came when he visited a chiropractor, experiencing relief that charted the course of his future. “I saw people coming in and out of his office, and it just seemed like an upbeat, positive place where he was helping people,” Dr. Morningstar reflects. This early encounter with chiropractic care ignited a passion that would define his career.

Above All Chiropractic: A Name with Meaning

The process of naming his practice was a deeply personal journey for Dr. Morningstar. Not only did he want the name to appear first in any search, but he knew that it needed to be rooted in his fundamental beliefs. “What do we hold above all?” was a question he and his wife asked countless times. The answer was clear: faith, family, and chiropractic excellence, but how could they convey that in a name? One day it clicked that “Above All” embodied all of those beliefs, and so Above All Chiropractic Center was born. This name laid the foundation for every aspect of his practice going forward.

The Gonstead Method: A Dedication to Precision

Dr. Morningstar adheres to the Gonstead method of chiropractic care which focuses on precision by using postural X-rays to visualize the structure of a patient’s spine and a nervoscope to detect inflammation and nerve pressure. This technique ensures that only the necessary areas of the spine are treated, avoiding unnecessary manipulation. “We’re adjusting from behind forward, actually lifting and setting the joint,” Dr. Morningstar explains, highlighting the method’s meticulous nature.

Faith and Healing Under One Roof

One thing that’s clear the moment you walk through the door to Above All Chiropractic Center is that it reflects Dr. Morningstar’s Faith. It’s a space where Christian values are woven into the fabric of the practice. From playing Christian music to incorporating faith-based perspectives on the body’s design, the clinic is a haven for those seeking solace in their healing journey. “We decided up front that we were not going to be shy about our faith. That’s who we are, and we’ll build our office the way we want to build it and serve the people who want to be served here,” says Dr. Morningstar. “We’re creating a positive space for people to feel loved, appreciated, and cared for.”

Family First: Balancing Professional and Personal Life

Dr. Morningstar’s dedication to his family is evident in every facet of Above All Chiropractic Center, from its very name to its day-to-day operations. By thoughtfully setting the clinic’s hours, he guarantees quality moments with his loved ones, embodying his deep-seated belief in family first. “When I’m here, I’m all in. But I value my family time,” he candidly shares. It’s a sentiment that resonates deeply with his patients and team. Remarkably, despite the hundreds of individuals seeking his care each week, Dr. Morningstar ensures that every patient feels valued and prioritized during their visit. This unique blend of personal attention amidst a bustling schedule showcases his professional expertise and extraordinary ability to balance widespread healing with personal connection.

Facing Challenges and Embracing Growth

Establishing a practice straight out of chiropractic school presented many challenges, from educating patients about the benefits of chiropractic care to navigating financial hurdles. However, Dr. Morningstar’s focus on patient care and his commitment to the Gonstead method laid the foundation for his success. From the outset, Dr. Morningstar made a conscious

decision to concentrate solely on providing genuine patient care, steering clear of any distractions and lucrative offers that promised quick financial gains. “When you forget about the financial component and focus on genuinely caring for people, the finances will naturally follow,” Dr. Morningstar believes.

As Dr. Morningstar looks to the future, he plans to expand by bringing on an associate to serve more families in the community. He has a vision of making chiropractic care accessible to as many people as possible, from the tiniest of infants to people wanting to make the most of their remaining years.

A Beacon of Hope and Healing

Dr. Morningstar’s story is one of perseverance, faith, and dedication to serving others. Above All Chiropractic Center stands as a beacon of hope for those in pain, offering a unique blend of chiropractic care infused with compassion and grounded in faith. As Dr. Morningstar looks to the future, his journey continues to inspire and heal, one adjustment at a time.

For those seeking relief and a path to wellness, Above All Chiropractic Center welcomes you. Discover more about Dr. Morningstar’s approach and how his practice can support your health journey by visiting www.aboveallchiropractic.com.

Embrace the opportunity to experience care that transcends expectations, where every patient is a priority, and every visit is a step towards holistic well-being.

Eleni Owens – Writer Creative Freelance Copywriter / Crafting

Narratives

Storytelling is more than a skill, it’s my passion. I dive into the heart of Michiana, seeking out the rich, often overlooked tales of small businesses and the people behind them. My goal is to craft stories that not only inform but resonate deeply, connecting readers with the diverse and heartfelt narratives that define our community. Each article I craft is a tribute to the diverse and vibrant stories that make Michiana unique.

Mastering Your Business –

7 Ways to Increase Influence with Colleagues, Prospects, and Clients.

Outstanding small business leaders and successful sales team members draw a roadmap that guides themselves and their target audience closer efficiently and effectively.

We have all met a person who can make anyone comfortable, engaged and trusting. What superpower gives you that talent?

Business relationships like all relational connections incline to form between people who are similar. How to broaden and diversify your internal network can be shared and learned. True growth is gained from building business relationships that aren’t only made up of people just like you.

Let’s look at seven tactics that resonate strongest in our new returning to the office, post covid, world.

1) Undo Stereotypes. Owners and managers today are responsible for leading up to five generations at the same time. This makes intergenerational relationships at work more important than ever before. Initiate discussion with your team about generational differences and challenge assumptions. A crucial first step to identify and reverse generational misperceptions is to mitigate age-based biases on your team.

For example, if there is a perception that older employees are resistant to change, showcase instances where senior team members have spearheaded successful innovation projects to oust such stereotypes.

2) Highlight Intergenerational Team Benefits. Blended generational work teams tend to have diverse strengths. Having a group of colleagues with diverse ages provides new perspectives that provide unique subject matter expertise and establish incredible mentoring and cross member coaching opportunities.

Encourage collaborative projects that leverage the diverse strengths of different age groups. For instance, create a sales and marketing mentorship program pairing younger employees with seasoned professionals to facilitate knowledge sharing and skill development.

Imagine having multiple decades of reference points all knowledgeable on complementary skill sets. Sharing internally and then engaging prospects and clients with this new insight will enhance the value of you to all.

3) Emphasize a Shared Purpose. Aligning a team or committee of highly diverse communications and motivations perspectives around a common goal, mission and vision will help foster unity across generation divides. Well-managed generational variety has the capacity to bring extensive benefits, including knowledge transfer, innovation coaching, and higher employee satisfaction contributing to reducing turnover.

Develop a common mission that transcends generational differences. For instance, establish a company-wide initiative to give back to the community, which can unite employees of all ages around a shared goal and foster a sense of purpose.

4) Establish Community Amongst Your Clients and Prospects. Organize a monthly virtual coffee chat where individuals from different generations within your network can join in to discuss industry trends, share best practices and learn from each other. By creating a comfortable and interactive virtual space, you can facilitate connections and encourage knowledge sharing among diverse professionals.

Alternatively, you could host a monthly early morning or after work conversation in local gathering spaces to bring clients and prospects from different generations. Hold them mid-week at easy access locations. This can create a relaxed environment for networking and relationship building outside of workday hours.

5) Use Networking to Look Beyond “Chemistry”. Connections can naturally pop up, but don’t rely on this happening. Adopt a more open mindset seeking out working relationships with new people who may have separate backgrounds, talent sets or merits than you.

When using networking to look beyond “chemistry”, consider attending workshops or seminars focused on professional development in areas outside your expertise. For instance, if you are in sales, attending a marketing conference can introduce you to professionals with different backgrounds and skill sets, opening opportunities for collaboration and expanding your network.

6) Make it a Habit. Setup specific times to catch up and collaborate with both internal and external contacts. Regularly scheduled interactions – not just casual, on-off encounters – will help you to unlock a deeper, more interesting connection. Meals or beverage sessions where work is a distant secondary conversation makes for interesting background and life conversations.

7) Embrace and Harness Curiosity. Instead of perceiving interpersonal differences as obstacles, try to see them as opportunities for growth and learning. To embrace and harness curiosity, you can incorporate diversity and inclusion training sessions within your organization. These workshops can encourage employees to ask questions, engage in meaningful discussions, and gain a deeper understanding of their peers’ perspectives and experiences.

Asking genuine questions about differing viewpoints, values and experiences plays a crucial role in nurturing diverse relationships. By fostering a culture of curiosity and learning you can create a more inclusive and supportive work environment which attracts business prospects and establishes longer term “raving fan” customers and clients.

Conclusion:

You can be a small business success if you create a roadmap to guide yourself and team to engage with colleagues, prospects, and clients in diverse, engaging, and personal manners. Remember buying decisions are 80% emotional and 20% logical.

With more than thirty-five years of real-life, on-the-ground small business experience across various industries, Mike has owned, operated, and successfully exited seven businesses. Mike lived in Plainfield, IL, St. Paul, MN, Anchorage, AK., and returned in 2013 to Plainfield. In 2020

Mike and Becky, his wife, relocated to South Bend to be closer to family. In 2021 he became an ActionCOACH certified business and executive coach and opened a local office. His mission is to work with businesses owners to create vivid dreams, establish aggressive goals and then crush them.

Who is Mike Ronchetti?

“The Art of the Start 2.0” by Guy Kawasaki

Art of the Start 2.0: My Startup Bible

Book Report

Written by Melissa Rowe-Lane

I just finished Guy Kawasaki’s Art of the Start 2.0, and it felt like a jolt of inspiration. As someone with a business idea buzzing in my head, this book wasn’t just informative, it was a roadmap. Kawasaki doesn’t sugarcoat the challenges, but instead equips you with practical strategies to tackle them head-on. Here’s a deeper dive into what resonated most with me, along with some additional gold nuggets I gleaned from the book.

Obsessing Over Your Customer (In a Good Way)

Kawasaki hammers home the importance of truly understanding your target audience. It’s not enough to have a cool idea – you need to identify a specific customer with a real problem, and your business needs to be the perfect solution. The book dives into market research techniques and buyer persona development. Imagine attending focus groups and crafting detailed profiles of your ideal customer – their demographics, needs, frustrations, and even how they spend their free time. This deep understanding will guide every aspect of your business, from product development to marketing.

Passion: The Fuel in Your Tank

Let’s be honest, the startup life won’t always be sunshine and rainbows. There will be moments of doubt, setbacks, and late nights fueled by sheer willpower. That’s where Kawasaki emphasizes passion as your secret weapon. When the going gets tough, your unwavering belief in your idea and its potential will be the fuel that keeps you pushing forward. The book offers tips on staying focused on your vision and rekindling your enthusiasm when the fire dims a little. Think of it like having a personal cheerleader in your corner, reminding you why you started this journey in the first place.

The Art of Storytelling:

Captivate Your Audience Kawasaki argues that a compelling story is the key to unlocking customer and investor hearts (and wallets). He teaches you how to weave a narrative that goes beyond features and benefits. It’s about capturing the essence of your product or service, the positive impact it will create, and the problem it solves in a way that resonates on an emotional level. Think about how Apple products are marketed – they don’t just sell computers, they sell a lifestyle of creativity and productivity. Art of the Start 2.0 equips you to craft a story that will have a similar captivating effect.

Social Media Mastery: Your Gateway to Customers

The book acknowledges the massive transformation social media has brought to the business world. Kawasaki shines a light on the power of platforms like Twitter, Facebook, and Instagram for startups. He offers strategies for leveraging these tools to connect with potential customers, build brand awareness, and foster a community around your product or service. Imagine engaging with potential customers on social media, addressing their concerns, and creating a buzz even before you launch. Art of the Start 2.0 equips you to become a social media whiz, turning these platforms into powerful marketing tools. Building Your Sales Machine: Turning Conversations into Conversions

Let’s face it, sales are the lifeblood of any business. Kawasaki doesn’t shy away from this reality. The book provides guidance on developing a sales strategy tailored to your specific product or service. Whether you’re selling B2B or directly to consumers, there are techniques for effective communication, crafting irresistible proposals, and closing deals with confidence. Imagine having a step-by-step guide for crafting sales pitches that resonate with your target audience and convert conversations into paying customers.

Lean and Mean Business Planning

Forget the days of writing lengthy, traditional business plans. Kawasaki advocates for a leaner approach, focusing on the core elements that truly matter. The book guides you through crafting a concise plan that outlines your value proposition, target market, financial projections, and competitive landscape. This streamlined approach allows you to focus on what truly propels your business forward, without getting bogged down in unnecessary details.

The Dream Team: Building Your A-Team

You can’t do it all alone. Kawasaki emphasizes the importance of building a strong team with complementary skills and a shared vision for your business. The book offers advice on recruiting talented individuals who bring their expertise and enthusiasm to the table. Imagine having a team of collaborators who challenge your ideas, support your vision, and complement your skillset. Art of the Start 2.0 equips you to become a talent magnet, attracting the kind of people who will propel your startup to success.

Embrace Feedback and Iterate Like a Champ

The business landscape is constantly evolving, and Kawasaki highlights the value of adaptability in his book. Art of the Start 2.0 encourages you to gather customer feedback and use it to continuously iterate and improve your product or service. Imagine actively seeking feedback from your target audience, analyzing the data, and using it to refine your offering. This constant evolution ensures your product or service remains relevant and meets the ever-changing needs of your customers.

Melissa Rowe-Lane Author • Bachelor of Science in Design • 3 Years

Melissa(Mel) believes in the power of design and has a Bachelor of Science in Design from Full Sail University. She has worked as a Freelance Designer since 2020 and works as a visual designer for M&D Advertising. When not working on design projects, she spends her free time crocheting and spending time with her husband of over 20 years.

SUPPORTING

St. Margaret’s House

UNDIE 500

Your business can join us in the race to collect 500 pairs of new women’s underwear and bras! Help us affirm the dignity of each woman who walks through our doors by providing these much needed items.

Undie 500 Week

Monday, May 20 – Friday, May 24

Drop off your donations and help us cross the finish line!

Celebrating Madam C.J. Walker: The Trailblazing Entrepreneur Who Paved the Way for Women in Business

As I sit down to pen my thoughts about Madam C.J. Walker, my heart swells with admiration and gratitude for the woman who shattered glass ceilings and blazed a trail for female entrepreneurs like myself. Madam Walker, born Sarah Breedlove, was not just a business magnate; she was a visionary, a philanthropist, and an inspiration to generations of women striving for success in the business world.

Madam C.J. Walker holds a special place in history as the first woman entrepreneur to build a successful small business empire. Born to former slaves in Louisiana in 1867, Madam Walker’s journey to entrepreneurship was anything but easy. She faced poverty, discrimination, and the harsh realities of being a woman of color in a racially segregated society. But Madam Walker was made of sterner stuff – armed with determination, resilience, and an unshakeable belief in herself, she set out to create her own destiny.

It was Madam Walker’s innovative spirit that propelled her to success. Faced with hair loss and scalp issues, she experimented with different remedies and eventually formulated a line of hair care products specifically designed for African American women. Her products were a game-changer, addressing a long-standing need in the market and quickly gaining popularity within the community.

But Madam Walker’s success was not just about creating a successful product – it was about empowering other women to achieve financial independence and build their own businesses. She understood the transformative power of entrepreneurship and used her platform to uplift and support other women in their business endeavors. Through her advocacy and mentorship, Madam Walker paved the way for countless women to follow in her footsteps.

Madam Walker’s business acumen was matched only by her generosity and commitment to philanthropy. She believed in giving back to her community and used her wealth to support charitable causes, educational initiatives, and social justice movements. Madam Walker understood that true success comes not from accumulating wealth, but from using that wealth to make a positive impact on the world around us.

As I reflect on Madam C.J. Walker’s remarkable legacy, I am reminded of the power of passion, perseverance, and purpose in driving the success of any business. Her story serves as a beacon of hope and inspiration for women entrepreneurs everywhere, showing us that with hard work, dedication, and a steadfast belief in ourselves, anything is possible.

So, as I pay tribute to Madam C.J. Walker – the trailblazing entrepreneur, the fearless leader, and the embodiment of female empowerment – I am filled with a renewed sense of purpose and determination to continue her legacy of breaking barriers, defying expectations, and creating a better future for women in business. Madam Walker, thank you for showing us the way.

- Written by Deb Ammerman

Photo credits to Wikipedia - Colorized by Marc Helman

Savoring the Sweet Life: Inside Buchanan’s Sweet Shop Café Italiano

Sweet Beginnings

In the heart of Buchanan, MI, Café Italiano at the Sweet Shop stands as a testament to transformation and tradition. Joe Paolucci and Thomas Hitchcock have reimagined a local landmark that began as a sweet shop in 1947. When these Chicago attorneys began renovating buildings in 2006, they never dreamed they would one day run a successful restaurant. Café Italiano opened in November 2021, bringing authentic Italian flavors to the community. Today, they welcome guests into a dining experience that blends the town’s rich heritage with the vibrant tastes of Italy.

Step Into a Slice of History

Walking into Café Italiano is like stepping back in time, but with a twist. The first thing you’ll notice is the 15-foot art deco ceiling that was concealed for decades. You hear the gentle pour of Italian sodas from the vintage 1930s soda fountain, and the aroma of basil and fresh tomato sauce fills the air. Café Italiano is no ordinary soda shop. In every nook of this restaurant, you can feel the community’s pulse. Children play with toy ice cream sets while enjoying floats, longtime residents share stories over coffee, and local workers pause for a hearty meatball sandwich. Joe and Thomas have preserved the essence of Buchanan’s landmark sweet shop while layering in their love for Italian cuisine.

A Flavorful Journey

My visit offered a firsthand taste of what makes Café Italiano integral to Buchanan’s charm. I felt right at home chatting with Joe and Thomas while sipping cherry phosphate soda. I got a true sense of how much passion went into bringing their vision to life. Inspired by his Italian heritage, Joe created a menu that brings authentic Italian cuisine to this small town. The menu is filled with personal pizzas, toasted and cold subs, soups, and salads. They even offer traditional pasta dishes on Fridays and every other Sunday. I opted for a pizza, and I was not disappointed. The crust was perfectly crispy, the marinated mushrooms were meaty and flavorful, and the fresh mozzarella created the quintessential cheese pull that I look for in pizza. Joe and Thomas go out of their way to source the freshest ingredients from local farms and import items like pasta, pizza crust, and cannoli shells directly from Italy. They show their sweet side with gourmet pastries and baked goods, ice cream, gelato, and sorbet. Of course, I ordered cannoli to go, and it was wrapped in vintage Italian newspaper for an extra touch of charm. This was an unforgettable dining experience, and I intend to come back with my family in tow.

More Than a Café

Beyond the menu, Café Italiano’s soul lies in its connection to the community. Thomas, lovingly dubbed “Mr. Ice Cream” by the kids, personifies the café’s welcoming spirit. His favorite part about café ownership is getting to know the people of Buchanan. Joe and Thomas’s involvement extends far beyond the café’s walls. They’ve become fixtures at local events with their ice cream cart, and they sponsor everything from library events and sports teams to the local food pantry. Through their passion for their community, they’ve woven Café Italiano into the fabric of Buchanan, MI.

A Recipe for Community

Café Italiano at the Sweet Shop stands as a vibrant testament to Buchanan’s spirit of resilience, togetherness, and warmth. Joe and Thomas have revived a landmark, creating a space where the past and present combine in a dynamic community focal point. Joe’s recipe for success is to “go for the extraordinary because nobody’s interested in the ordinary,” and that’s exactly what they’ve done with Café Italiano. Both Joe and Thomas foster a sense of belonging and gathering, honoring the town’s history while embracing its future.

Discover Café Italiano

For those looking to experience this unique blend of history, community, and Italian cuisine, Café Italiano at the Sweet Shop is located at 205 E Front St, Buchanan, MI. They are open Tuesday through Sunday, with special offerings like authentic Italian pasta on Fridays and every other Sunday. To stay updated on their offerings and events, follow them at www.facebook.com/BuchananSweetShop.

Written by Eleni Owens, Photography by Marie June Photography & The Sweet Shop Cafe Italiano

So You’re Ready to Hire Your First Employee?

Here Are Tips for Interviewing Candidates.

Congratulations! You’ve reached a pivotal moment in your business journey: you’re ready to expand your team by hiring your first employee. This decision marks a significant milestone and presents an exciting opportunity for growth. However, the process of finding and selecting the right candidate can be both exhilarating and daunting. Fear not, as we’ve compiled a comprehensive guide to help you navigate the interview process with confidence and find the perfect fit for your budding team.

Define the Role Clearly:

Before diving into the hiring process, take the time to clearly define the role you’re looking to fill. Outline the responsibilities, skills, and qualifications required for the position. Having a well-defined job description will not only attract suitable candidates but also guide your interview questions and evaluation criteria.

Craft Thoughtful Interview Questions:

Crafting insightful interview questions is essential for gaining a deeper understanding of the candidate’s qualifications, experience, and personality. Consider a mix of behavioral questions that delve into past experiences, situational questions to assess problem-solving abilities, and job-specific inquiries to gauge technical proficiency.

Assess Cultural Fit:

While skills and experience are crucial, assessing cultural fit is equally important, especially for a small team where cohesion and collaboration are paramount. During the interview, observe how the candidate communicates, their attitude towards teamwork, and alignment with your company values and vision.

Utilize Behavioral Interviewing Techniques:

Behavioral interviewing techniques are invaluable for uncovering how candidates have handled specific situations in the past, providing insight into their potential performance in similar scenarios. Ask candidates to share examples of challenges they’ve faced, actions they’ve taken, and the outcomes achieved, focusing on relevant competencies for the role.

Promote Transparency and Open Communication:

Foster an environment of transparency and open communication throughout the interview process. Be upfront about your expectations, company culture, and growth opportunities. Encourage candidates to ask questions and express any concerns they may have. This two-way dialogue not only helps candidates make informed decisions but also showcases your commitment to fostering a positive work environment.

Involving your existing team members in the interview process can provide valuable insights and diverse perspectives. Encourage team members to participate in interviews, ask questions, and share their impressions of each candidate. Their input can help you make a more informed hiring decision and ensure alignment with your team dynamics.

Follow Up Promptly:

After conducting interviews, follow up promptly with candidates to express appreciation for their time and provide any necessary updates on the hiring process. Keep communication channels open and transparent, and be respectful of candidates’ timelines and decisions.

Trust Your Instincts:

While it’s essential to rely on data and objective criteria during the hiring process, don’t underestimate the power of your instincts. Trust your gut feeling about each candidate and consider how they would fit into your team dynamics and company culture. In conclusion, hiring your first employee is an exciting milestone that requires careful planning, thoughtful consideration, and effective interviewing techniques. By following these tips and approaches, you can conduct interviews with confidence, identify top talent, and build a strong foundation for your growing team. Remember, finding the right fit may take time, but the investment in selecting the perfect candidate will pay off in the long run as your business continues to thrive and succeed. -Staff Writer

Thomas

Zuber:

Navigating the Abstract Waters of Art and Identity

When you think of thriving art communities, big cities like New York or San Francisco might come to mind. But nestled in the smaller, unassuming town of Goshen, Indiana, there’s a bustling hub of creativity that’s home to artists who could easily grace the galleries of any metropolis. It’s here, in this unexpected sanctuary for the arts, that we find Thomas Zuber, a local abstract artist charting his own distinct course.

Thomas’s origin story goes back to his childhood. “I was always happiest making stuff,” he recalls. Even before kindergarten, I could be found sitting in a corner by myself, making things while my older brothers ran around.” This passion for creation carried on through his school years where he found happiness drawing anything and everything. As is often the case with aspiring artists, his parents weren’t quite sold on the idea of him majoring in art because, according to them, “artists don’t make a living.” However, “I always knew that this was what I was put on this earth to do,” he admits. Thankfully, Thomas followed his heart and graduated from IUSB with a degree in fine arts and a concentration in sculpture. His career took many twists and turns, from woodworking to teaching art before he found himself questioning who he was and why he was here. “I had done all the right things, but none of them fed my soul” he realized. “My happiest moments were when I was making art.” This epiphany brought him back to his roots, allowing him to fully embrace his true creative spirit.

Letting Go to Create

I asked Thomas to tell me about his artistic process, and he highlighted the Zen-like state he enters during creation. “I try to turn my brain off” Thomas explains. This allows his intuition to lead the way. He starts with charcoal on canvas, allowing shapes and lines to emerge naturally. He’s inspired by the Yin and Yang that mixing organic and geometric shapes creates.

This initial chaos serves as the foundation for a process of layering and glazing with acrylics. This technique gives his pieces depth and luminosity which is often mistaken for oil painting. “With a palette and knives…that original composition becomes something else, something that I can’t plan for,” Thomas shares, emphasizing the spontaneous yet controlled nature of his work.

While predominately abstract Thomas’ art often weaves in recurring themes. He’s created a series titled “Harbors and Havens” that carries a maritime thread throughout each piece. While predominately abstract Thomas’ art often weaves in recurring themes. He’s created a series titled “Harbors and Havens” that carries a maritime thread throughout each piece. “The colors and shapes create an effect that looks like shipyards and masts” Thomas notes, underscoring his intentional openness to interpretation. He finds joy in hearing how viewers perceive his work. One group of grad school students told him that his pieces reminded them of “an architectural treatise that Picasso had written”, and another group saw “ the language of math” in his art. Thomas’ strategic use of design elements and composition allows each viewer to bring their lived experiences to the artwork, creating a unique and personal connection.

Figures and Reflections

Thomas’s artistic exploration extends beyond abstract landscapes into the realm of figures, where the spiritual nature of his work comes to the forefront. Inspired by Cubism and the legendary works of Picasso, Thomas ventures into the complexity of human emotion and spirituality through his art. “I’ve always been fascinated by how Picasso could capture the essence of a subject from multiple perspectives,” Thomas reflects. “In my own work, I strive to blend those cubist inspirations with my rate elements that suggest a “communion of saints,” drawing on his deep interest in the spiritual and mystical aspects of life. personal experiences, creating pieces that speak to the spiritual journey of the individual.”

His series titled “Movements and Meditations” is particularly evocative, capturing abstracted faces and forms that seem to exist in a state of serene contemplation. “These pieces are meditations on the human condition, explorations of inner peace,” Thomas explains. He describes how these works often

incorporate elements that suggest a “communion of saints,” drawing on his deep interest in the spiritual and mystical aspects of life. “It’s about capturing moments of tranquility and reflection, allowing the viewer to connect on a deeper level.”

Building Connections

Thomas Zuber’s commitment to art is woven into the fabric of the Goshen community. Through a variety of avenues, Thomas ensures his work and the essence of creativity are accessible to all. From showcasing his pieces in local cafes like Cafe Navarre and Canal Café to participating in community events such as Goshen’s First Fridays, Thomas actively contributes to the local art scene. Showing his art in the community allows him to connect with people who might not visit galleries regularly and enriches the local cultural landscape.

His involvement in educational initiatives, particularly in teaching digital arts, further demonstrates his dedication to fostering creativity in others. He inspires others to explore their creative paths by sharing his process and the inspirations behind his work on social media. He often posts engaging behind-thescenes looks at his process in an effort to demystify the artistic process and make art relatable.

Words of Wisdom

industries, from film to digital media. “Embrace your creativity,” Thomas urges aspiring artists. “Put your time in, and you will start seeing benefits.” This blend of practicality and passion defines Thomas’s outlook on art and life, offering a beacon of guidance for those navigating the complex waters of a career in the arts.

Connect and Discover

Thomas Zuber’s journey through the abstract waters of art and identity opens the door for others to explore their creativity. For those who have been inspired by his story, his wisdom, and his art, there are several ways to support and connect with him.

Discover more about Thomas and his artwork by visiting his website at tzuberart.com, where you can dive deeper into his collections and learn more about the concepts behind his creations. While you’re there, sign up for his newsletter to gain insider access to upcoming projects. For daily insights into his creative process and the life of an artist in Goshen, follow him on Facebook at Thomas Zuber Fine Art and Instagram @thomas_zuber_fine_art.

In a world where the path of an artist is often romanticized, Thomas Zuber offers grounded, practical advice for those looking to carve their niche in the art world. Art, according to Thomas, isn’t about waiting for inspiration to strike; it’s about the discipline to create, even when the muse is silent. “You don’t sit around and wait to be inspired. You have to push yourself to keep creating and be okay with making mistakes.” Thomas speaks candidly about the evolution of an artist’s voice and style, emphasizing perseverance and hard work. “Keep pushing, and your voice will continue to come out,” he encourages. This philosophy extends beyond the canvas, touching on the reality of making a living as an artist in today’s world. With the advent of digital platforms, artists have unprecedented opportunities to showcase their work and connect with audiences globally.

Thomas’s own journey reflects this shift, as he actively engages with his community both online and in person. Moreover, Thomas underscores the significance of being proactive in learning and adapting to the digital age. “You have to learn how to build a website and market yourself... You have to put yourself out there in the right way.”

Yet, Thomas’s most profound advice may lie in his perspective on the intrinsic value of art. “There’s a misconception that artists don’t make money,” he notes, challenging the stereotype that pursuing art is a path to financial instability. He encourages young creatives to look beyond traditional art careers, pointing out the myriad ways artists contribute to and thrive in various

Engaging with Thomas’s work online, attending his exhibitions, or even starting a conversation on social media are great ways to support his art. Each interaction not only enriches your understanding of abstract art but also contributes to the vibrant community Thomas fosters through his work. So, whether you’re an art enthusiast, a fellow artist, or someone curious about the creative process, Thomas welcomes you to join his journey of exploration and expression.

Written by Eleni Owens

Photos by Gary Riggs Photography

Top “X” (Twitter) Profiles Every Entrepreneur Should Follow

@garyvee - Gary Vaynerchuk is a serial entrepreneur, author, and speaker known for his valuable insights on branding, marketing, and social media. His energetic and no-nonsense approach to entrepreneurship is both inspiring and educational.

@elonmusk - Elon Musk, the visionary CEO of Tesla and SpaceX, is a source of innovation and forward thinking. Following him offers a glimpse into the mind of a true disruptor in the tech and automotive industries.

@profgalloway - Scott Galloway, a marketing professor at NYU Stern and entrepreneur, provides sharp commentary on business trends, tech companies, and the future of retail. His tweets offer a blend of wit, wisdom, and provocative insights.

@melindagates - Melinda Gates, co-chair of the Bill & Melinda Gates Foundation, shares her thoughts on philanthropy, social impact, and women’s empowerment. Her perspective on using business as a force for good is invaluable for entrepreneurs looking to make a positive difference.

@richardbranson - Richard Branson, the founder of the Virgin Group, is a serial entrepreneur and adventurer who offers a mix of business advice, leadership tips, and glimpses into his exciting ventures. His feed is a reminder to think big and embrace new challenges.

@naval - Naval Ravikant, an entrepreneur and angel investor, shares profound insights on startups, investing, happiness, and personal growth. His wisdom on building wealth and finding purpose resonates with many aspiring entrepreneurs.

@AmyJoMartin - Amy Jo Martin, a social media expert and author, provides valuable tips on digital marketing, personal branding, and entrepreneurship. Her practical advice and motivational tweets are a must-follow for anyone looking to navigate the online landscape.

@Inc - Inc. Magazine’s Twitter account shares a wealth of resources, articles, and advice for entrepreneurs. From success stories to practical tips for business growth, following Inc. keeps you informed about the latest trends in the entrepreneurial world.

@GuyKawasaki - Guy Kawasaki, a well-known entrepreneur and author, shares a mix of business insights, marketing strategies, and tech trends on his Twitter feed. His expertise in evangelism and innovation is a valuable asset for entrepreneurs seeking to break new ground.

@ariannahuff - Arianna Huffington, co-founder of The Huffington Post and founder of Thrive Global, provides a mix of business advice, wellness tips, and insights on work-life balance. Her messages on mindfulness and resilience offer a holistic approach to entrepreneurship.

These Twitter profiles offer a wealth of knowledge, inspiration, and guidance for entrepreneurs at every stage of their journey. By following these thought leaders, you can stay informed, motivated, and connected to a global network of like-minded individuals who share your passion for innovation and success. Written by Deb Ammerman

Freelancer Frenzy: Conquering Workload, Hitting Deadlines, and Avoiding Burnout

Juggling multiple projects, chasing deadlines, and battling the ever-present email monster – freelancer life can be exhilarating, yes, but also utterly chaotic. Before you reach peak overwhelm and spontaneously combust, fret not! Let’s delve into some battle-tested strategies to keep your workload in check, deadlines met, and burnout at bay.

Taming the Time Beast: Tools for Task Management

● To-do List Power: Ditch the sticky notes and embrace the digital age. Apps like Trello, Asana, and Todoist help you organize tasks, set priorities, and track progress. Visualize your workload, break down projects into manageable chunks, and bask in the satisfaction of checking things off your list.

● Calendar Cadence: Block out dedicated time slots for specific tasks, meetings, and even breaks (yes, breaks!). Treat your calendar like a sacred text, and resist the urge to overschedule. Remember, unexpected freelance gremlins lurk around every corner.

● Time Tracking Triumph: Tools like Toggl and Harvest shed light on where your time truly goes. Identify time-sucking activities and adjust your schedule accordingly. Are you spending hours wrestling with invoicing software? Delegate that task or invest in a user-friendly solution. Every minute saved is a minute reclaimed for sanity.

Project Prioritization: Mastering the Art of “No”

● Value vs. Deadline: Not all projects are created equal. Learn to evaluate tasks based on their value and urgency. A high-paying, deadline-flexible project might trump a quick, low-paying gig that eats into your precious time. Prioritize ruthlessly, and don’t be afraid to say “no” to projects that don’t align with your goals or bandwidth.

● Batching Bonanza: Group similar tasks together to maximize efficiency. Answer emails in one go, schedule client calls for a dedicated afternoon, or dedicate a morning to writing. Batching minimizes context switching and keeps your brain in the zone.

● The Delegation Dilemma: Can’t edit another blog post? Outsource it! Delegate tasks that drain your energy or fall outside your expertise. Free up your time for the high-value work that truly excites you.

Fueling Your Freelance Fire: Avoiding Burnout

● Boundaries, Glorious Boundaries: Establish clear boundaries between work and personal life. Resist the temptation to check emails at 11 pm or answer client calls on weekends. Schedule dedicated “off” time, stick to it religiously, and let your brain recharge. Remember, a well-rested freelancer is a productive freelancer.

● Step Away from the Screen: Exercise isn’t just for gym rats and spandex enthusiasts. Go for a walk, stretch at your desk, or do some midday yoga. Physical activity boosts energy, reduces stress, and keeps your creative juices flowing.

● Hydration Hero: Ditch the sugary sodas and embrace the H2O. Adequate hydration keeps your brain sharp, your mood stable, and your productivity soaring. Plus, it saves you money on fancy lattes (which, let’s be honest, contribute to the afternoon crash anyway).

Remember, fellow freelancers, you are not a machine. Prioritize your well-being, embrace the tools and strategies that work for you, and don’t be afraid to adjust your approach as needed. By conquering your workload, meeting deadlines, and avoiding burnout, you can create a sustainable and fulfilling freelance life that keeps you excited, engaged, and thriving. Now go forth and conquer, you magnificent masters of your own professional destiny!

- Written by Melissa Rowe-Lane | Photo by Deb Ammerman

People you meet Networking.

Dr. Ivan Meisner, Chief Visionary Officer and Founder of BNI once asked these questions…. “By a show of hands, how many of you came to sell something to someone today?”

Nearly all the hands in the room went up. “Now, how many of you by show of hands came to buy something today?” asked Dr. Meisner. Very few if any hands were raised at the time.

The same holds true today. Yet when we approach a Networking event we go ready to “sell” something. Our products, our services ourselves. We have all encountered these four types of People in our Networking adventures. If you haven’t, then you haven’t been to enough events yet.

1. The person who “thrusts” their business card into your hand before or during the handshake. They blurt out what they do, shake your hand and they are off to the next person in the room.

2. Then there is the person who believes close proximity will endear them to you. As a general rule in the United States an arms length and a hand shake is the proper distance.

3. The next person introduces themselves and begins to “sell you” on what they have to offer. Never once asking about you or why you are there. These individuals tend to keep you occupied long after the politeness factor wears thin for you.

4. The last one is the person who is a bit over zealous to have you as their client. They email, text, call excessively after the encounter. You will notice in each of these cases they forgot the primary lesson. That is to tune into a station with the call letters WIIFM-What is in it for me? When you put the other person first, when you get to know them and their products first, then you will have a chance to let them know about you. Each of these people were trying to “SELL” instead of “BUY” into you. I can’t stress enough the need to create the relationship, build the trust and then share about you, your products and services and ultimately make the sale. Networking is only the beginning of the journey not the whole transaction in one encounter.

I recently attended a Networking event in which the sole purpose was to meet as many people as you could and collect their business cards. It was an interesting mix of Person #1, and as the number of attendees increased we all had to become person #2 in order to hear one another which eliminated eye contact and reading facial expressions. Out of 40+ people, I only encountered one or two #3 people who were there to show off how important they were. Once they shared that, they didn’t know to ask the simply question, “And what about you?”

Since the event was recent, I have yet to encounter person #4, however I am ok if they don’t show up. Contrast that with a networking event of an industry group I am a member of, where the focus was to share our most interesting or challenging stories with one another, without a true purpose to provide business. I liken it to the cliques that I use to encounter in High School. You were either part of the “in” crowd or you were not. I share these 2 styles of Networking events, because you need to begin to discern the purpose for your investment of time, the type of people you wish to meet, and the outcome you wish to produce for the time invested.

We often are taking a “target-practice” or hunting approach to networking vs the “farming” approach, preparing the soil, planting the seed, watering, weeding and caring for the seeds we planted.

Time is money, and both approaches require work beyond the event. So determine what type of work will yield you the best harvest. Be sure to avoid becoming or encountering those four types of people at your events, and you will be well on your way to making great use of your time.

Kathy Hoover, Independent Sales Director with Mary Kay, Inc.

Director Consultant Northern Indiana Region of BNI

Kathy’s Connection Hub: https://linktr.ee/kathyhoover Email: Kathy@kathyhoover.com

Kathy has traveled the world to begin businesses for others. She is an experienced Sales Director with over 35 years of experience in Finance, Marketing, Business Management, Inventory Management and is a CEO of her Mary Kay Organization. She leads teams of women and men in both her Consultant Roles and coaches them to success. She is highly skilled in Interpersonal/ Public Communications, Teaching, Sales, Retail, Business Coaching, Skin Care, and Color Applications. She is also a sought after arts and design professional with numerous professional certifications and awards. Kathy enjoys giving back to the community. She has been instrumental in building an Adult Day Care program from the ground up that is still in operation today, serving as a volunteer, Board President and Fundraiser. She has worked with the Optimist Organization as well as mission trips.