The Strength of Business in Northeastern Wisconsin
By David G. Wegge, Ph.D.

Nicolet National Bank of Green Bay recently initiated an ongoing study of the business community in northeastern Wisconsin. Some revelations in the study were predictable - some were not - but all were interesting reflections of where we work - and how we work.
The first phase of the study was designed to discover perceptions of the strengths and weaknesses of the business community. In addition, Nicolet National wanted to identify key issues on the minds of business leaders.

Significant change has occurred over the past few years. As our economy moves from an industrial to an informational base, it is essential that we regularly evealuate where we are - and more importantly - where we're going. The Nicolet National Study was designed to do both.

This report is based on the major themes that emerged from our business leaders. First, we examined how are panel of business leaders viewed the strength and weakness of business today . . .

Strength
Most Mentioned Strength is the work ethic of labor force - noted particularly by business owners who conduct most of their business outside Wisconsin. Workers in NEW are desicribed as extremely dependable, and very productive. With this strong work ethic, strong moral values are also prevalent.

A diverse, vibrant economic base was identified as a strength. The panel commented that our economic base has become moe diverse in recent years. Coupled with a conservative approach to business, diversity has helped create a stable economic base that's not as subject to economic swings.

Another strength is our "entrepreneurial spirit." In particular, panel members noted the growth of new businesses and the tremendous creativity of others.

The quality of life outside business was another strength that emerged. The fact that we have a relatively small population, but enjoy the benefits of much larger communities is a great strength.

The existence of effective resources is another theme brought forward by the panel. Members mentioned the existence of good financial institutions, strong trades, an effective Chamber and loyal customers and strength.

Weakness
A tight labor market . . . specifically, problems of recruiting high quality workers, and retaining them, was an oft mentioned weakness.

As it turns out, our strength is our weakness. The strength of our economy gives workers employment options that can really drive labor cost.

For companies that need highly-skilled workers or upper management professionals, it is challenging to recruit to northeastern Wisconsin. Some recruitment problems stem from our strong image . . . The Ice Bowl is a strong image most people have!

The Panel mentioned problems of working with local governments. Some feel local governments are not very progressive and often stand in the way of advancement for the community in general. The problems of developing the convention center and the arena were cited as examples.

Comparisons were made to local government in other parts of Wisconsin where there is a sense that it's much more progressive. At the same time, some suggested that the business community has not been active politically and therefore, have only themselves to blame.

Taxes were mentioned as a significant weekness. Members cited the fact that Wisconsin still ranks among the highest-taxed states.

Another theme raised is that businesses don't do enough to help each other. Businesses work in isolation and don't do enough to court and/or assist each other.

And Surprise: a perennial weakness cited by the panel was "Resistance to change" - a theme that flows from the overall conservative values of the community. Some panel members feel that among business people and the community at large, there is strong resistance to change - plus a feeling that people in NEW are not very adaptable. In some sense, it is not just that people don't want to change, it's that they often won't even consider a new way of doing things. Hence, the introduction of new things or new ideas or new products into the NEW market can be problematic.

Other weaknesses mentioned: Location (in terms of distribution), Technology ( a perception that we're behind), Shrinking Margins, Cost of Energy and Health Insurance; The Next Generation of Workers (Gen Xers); Poor Marketing Skills; Keeping Money within NEW; and High Schools not promoting the Trades.

The panel also had mixed reviews - yet strong feelings on leadership in the business community. Theit views will be the focus of Part Two of this report.

Nicolet National Bank commisioned Intellectual Marketing to conduct this study. Interviews were conducted with a cross-section of business owners and CEOs who represented business within 14-to-1,200 employees.

David G. Wegge, is a partner in Intellectual Marketing with Michael Bina, and a faculty member at St. Norbert College.