Just a Minute with Lee Sucharda III, President and owner Design North Inc.

Last updated on May 13th, 2019 at 02:33 pm

Company address: 8007 Douglas Ave., Racine, WI
Company Web site: www.designnorth.com
Industry: Brand strategy & design for the retail environment
Number of employees: 14
Education: University of Wisconsin-Madison, BBA in marketing; Indiana University, MBA in marketing & finance
What was the smartest thing your company did in the past year?
"In our business, people make the difference, and our leadership team has spent a lot of time this past year evaluating our staff. As a result of those evaluations, we have terminated some positions, upgraded others and are in the process of adding other key players. The result has been better morale, team effort and results for our clients."
What’s new at your company?
"One of the upgrades we have made is in the area of PR. We are in the unique position of knowing about our clients’ new products first, creating the strategic and visual positioning of those products, preparing mock-ups of those products packaging and shooting photography, so it made sense to offer a press release service to our clients as well. We have added this capability and will begin offering it to our clients."
Do you plan to hire any additional staff or make any significant capital investments in your company in the next year?
"We are still looking to fill one or two design positions and phase two of our remodeling project is underway and should be completed by the end of summer. We remodeled the client zone three years ago and now are doing the design department."
What will be your company’s main challenges in the next year?
"Our main challenges will continue to be finding and attracting quality employees and clients while being as efficient as we can in delivering solutions that build desired brands for our clients."
What’s the hottest trend in your industry?
"Everyone wants results, and pink is supposed to be the new black."
Do you have a business mantra?
"Have a job within a life, not a life within a job."
From a business standpoint, who do you look up to?
"Christ is the role model for all areas of my life. I try to bring glory to Him in all that I do. In business, that means ethics, excellence and an eternal perspective. "
What was the best advice you ever received?
"Pray first."
What’s the funniest thing that ever happened to you in your career?
"In this business, a lot of weird things happen, as they do in all relationships. Early in my career, I worked on a "fish story" contest for a client, and the winner claimed to have hooked a big fish, leaned over the boat to net the fish, the boat rocked, his dentures came out and landed in the fish’s mouth in the net. I wondered what that might look like mounted."
What do you like to do in your free time?
"I like to golf, hunt and spend time with my wife and two kids. We enjoy traveling and just completed a terrific trip to Africa."

July 22, 2005, Small Business Times, Milwaukee, WI

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