Kory Dogs
August 21, 2024
In this thoughtful interview, Neal Zygarlicke, CEO of the La Crosse Chamber of Commerce, shares his journey from growing up in Marshfield, Wisconsin, to leading a vibrant business community in La Crosse. Neal discusses his career path, including his time at First Supply, where he developed a culture audit that had a lasting impact on the organization. He also highlights his passion for servant leadership, a principle he was introduced to at Viterbo University, which has guided his approach to leadership and business.
Neal also introduces his passion project, Full Court Vision, which focuses on culture consulting, strategic planning, and speaking engagements. Inspired by the proactive strategy of a full-court press in basketball, Neal aims to help small and medium-sized businesses enhance their organizational culture through strong vision and communication. Additionally, Neal speaks about the growth and future plans of the La Crosse Chamber, including the successful First Friend program, which helps newcomers integrate into the community. Throughout the conversation, Neal emphasizes the importance of empathy, communication, and stepping back to strategically plan for business success.
Podcast Transcript
Kory Dogs: Hello, everyone. I’m Kory Dogs of ActionCOACH, and I’m excited to welcome Neal Zygarlicke, CEO of the La Crosse Area Chamber of Commerce, to the show today. Neal has been leading the Chamber since November 2020, helping unite over 600 businesses in the La Crosse area to foster a strong business community and local economy.
In addition to his role as CEO, Neal has a passion project called Full Court Vision, focused on culture consulting, strategic planning, and speaking engagements. Prior to this, Neal served as a property executive and internal audit manager for First Supply in La Crosse, where he led audits for 47 facilities across the Midwest and implemented an innovative culture audit that positively shifted company behaviors. Neal holds an MBA with an emphasis on Servant Leadership from Viterbo University.
Beyond his professional role, Neal and his wife Whitney are actively involved in the La Crosse community. Neal is a Viterbo Alumni Association Emeritus Board member, serves on the Board of Directors for Habitat for Humanity La Crosse, and is an active Rotarian. Neal, Whitney, and their fur child reside in La Crosse. Neal enjoys creating unique cocktails, hiking, biking, and spending time on outdoor patios. One of Neal’s proudest achievements is the strong relationship he shares with his wife, Whitney, as they’ve supported each other throughout their careers. With that, it’s my pleasure to welcome Neal to the show. Hello, Neal!
Neal Zygarlicke: Hey Kory, thanks for having me today. It’s awesome to be here.
Kory: Great to have you! Let’s dive into the interview. First off, tell us a bit about your personal story—where you were born and your journey to where you are today.
Neal: Sure, absolutely. I grew up in Marshfield, Wisconsin, right in the heart of the state. I have an older brother, and I attended Columbus Catholic High School, which has a strong tradition in athletics. I was part of an athletic family, participating in cross country, track, and basketball. After high school, I went to Viterbo University, where I played college basketball for three years and eventually got into coaching. I decided to stay in La Crosse after college, working for First Supply for almost nine years.
Then, I made the switch from private business to the nonprofit world by joining the Chamber of Commerce. My decision was driven by a desire to have a bigger impact on people, leadership, and the La Crosse community, which I love. That’s a brief overview of my journey to where I am today.
Kory: Thanks for sharing. You mentioned your passion project, Full Court Vision. When did you start it, and what motivated you to pursue it?
Neal: It’s something that had been on my mind for a couple of years, and my wife was a huge help in bringing it to life. Full Court Vision officially launched in May or June of 2024. The idea behind it is to make a broader impact through culture consulting, strategic planning, and speaking engagements.
I’ve always enjoyed sharing inspiring stories and offering a unique perspective on organizational culture. While I’ve been able to do some of this through the Chamber, Full Court Vision allows me to reach a deeper level with organizations. It’s exciting to have this opportunity to impact others in a new way.
Kory: I like how you incorporated basketball into the name “Full Court Vision.” Can you explain the concept behind it?
Neal: Absolutely. The idea stems from the defensive strategy of a full-court press in basketball. It’s about being proactive rather than reactive. To run an effective full-court press, the team needs excellent vision and communication. Similarly, in leadership, you need strong vision and communication to create disruption in a positive way and move an organization forward. That’s the philosophy behind Full Court Vision.
Kory: Interesting! So, who is your target market for Full Court Vision?
Neal: My focus is mainly on medium to small businesses, particularly for culture reviews and evaluations. Larger businesses might be more interested in public speaking engagements. The strategic planning aspect of Full Court Vision is best suited for medium to small businesses, where I can make impactful recommendations and see real change after working with them.
Kory: When did you realize you had the confidence to start this venture on your own?
Neal: A big part of it came from my experience at First Supply as an internal auditor. I managed audits for 47 facilities and worked closely with both frontline employees and senior leadership. Often, I found myself bridging the gap between the two, and I think I did a good job of building trust and open communication. This experience, along with the autonomy I had in developing a culture audit, made me realize that I could take these skills and help other organizations as well. That’s what gave me the confidence to start Full Court Vision as a side project.
Kory: Culture is indeed crucial to any organization. It’s great that you were able to integrate an audit into that aspect. How do you measure culture?
Neal: I believe that the values and behaviors an organization promotes can be evaluated in tangible ways. My review process involves gathering data and insights around these aspects, which can be extremely informative for improving company culture.
Kory: Looking back, is there anything you would do differently if you could start your career over after college?
Neal: One thing I would do differently is spend more time early on embracing the values of servant leadership, which I was first introduced to at Viterbo University. Another change would be to advocate for myself more as a young professional. It’s important to let people know the good work you’re doing and to build connections. Advocating for yourself is key to career growth.
Kory: What’s a common myth about being a CEO or business owner that you’d like to dispel?
Neal: The myth that you need to be tough and hard-lined all the time. I believe empathy and compassion are essential in building trust and relationships within your organization. While there are times when you need to be firm, leading with empathy can drive better results and move the organization forward.
Kory: What’s some valuable advice you’ve received recently that you’d like to share?
Neal: One of the best pieces of advice I’ve received is to continue to communicate. It’s better to have someone tell you they’ve understood your message than to have them make a decision based on unclear communication. Another important lesson is that it’s always about the people—those working for you and those in your community. This perspective, shared by prominent business leader Don Weber, has always stuck with me.
Kory: Communication is key. I like to say that communication is the response you get. If you don’t get the desired result, reflect on how you communicated and how you can improve next time. What’s something new you want to learn outside of work?
Neal: My wife and I recently started learning golf. I didn’t grow up playing, so it’s been a challenging and humbling experience. I’m not confident enough to play a full 18-hole game yet, but we’re enjoying the process. I also try to stay on top of leadership methods by reading books. Besides golf, nothing new comes to mind at the moment.
Kory: Where do you see the biggest growth and development opportunities for Full Court Vision?
Neal: The biggest opportunity lies in narrowing down a niche market. Right now, I’m focusing on medium-sized businesses, but it might eventually become more industry-specific. As it’s a side project, I’m selective about clients, but I see potential to broaden the impact beyond La Crosse and Wisconsin.
Kory: Now, let’s talk about the Chamber. Tell us more about your role there and what the Chamber does.
Neal: The La Crosse Chamber has over 600 members from various industries—small, medium, large, public, private, and nonprofit. We focus on talent attraction, leadership education, and providing resources for small businesses. Since I started, we’ve doubled our team from four to eight full-time employees, which reflects our growth and engagement. We also offer training courses, professional education, and large conferences to help businesses and middle managers enhance their skills. I’m honored to lead such a wonderful team at the Chamber.
Kory: What’s the next big thing for the Chamber?
Neal: We’ve recently expanded into government relations and have been focusing on our First Friend program. This program helps newcomers to La Crosse get settled by offering personalized community tours and connecting them with resources that match their interests, whether it’s religion, schools, nightlife, or other needs. It’s a program we’re very proud of, and it’s been highly successful. We have two full-time staff dedicated to the First Friend program.
Kory: What a fantastic resource! How can someone learn more about the Chamber and the First Friend program?
Neal: They can visit lacrossechamber.com. There’s a section called “First Friend” on our website where you’ll find more information about what we do.
Kory: And what about Full Court Vision? How can someone learn more about that?
Neal: For that, they can go to thefullcourtvision.com. That’s our site for speaking engagements, culture consulting, and all the strategic planning services we offer.
Kory: What advice do you have for business owners who are trying to do it all on their own?
Neal: This is something I’ve learned, especially moving from First Supply, where I worked with 500-600 employees, to the Chamber, where we started with four and now have eight. As a small business owner, you need to spend time outside of the business. You’re hands-on, in the weeds, keeping things running, and often fixing things yourself. But you have to step away and take time to think strategically. I encourage people to step out of their business quarterly, reflect on what needs to be done in the next 90 days to achieve their goals, write it down, and then go after it. Then, after another 90 days, do the same thing. It’s about getting out of your business and working on your business.
Kory: Alright, as we wrap up, we’ve all had mentors and influencers on our journeys. Here’s your chance to give a shout-out to those who’ve helped you get where you are today. Anyone you’d like to acknowledge?
Neal: Definitely. I want to give a couple of shout-outs. My parents were incredibly influential—just great people. My dad was my coach in track, cross country, and basketball during my younger years, so I spent a lot of extra time with him. He was always a fantastic mentor and role model. My mom is an excellent listener, and I really admire her for that. From a business perspective, I’ve already mentioned Don Weber; he’s been really influential to me. Also, Tom Thibodeau, a professor at Viterbo University, who is probably one of the greatest speakers and inspiring figures in servant leadership, has had a significant impact on my life.
And lastly, my wife. She pushes me to be a better person in every aspect of my life—work, family, and just being me. I wouldn’t be where I am today without her as my life partner. She’s also a successful and wonderful professional, which allows us to have meaningful conversations about business and lean on each other. It’s amazing to have that kind of support.
Kory: Well, that’s all the time we have for today. It was a pleasure talking with you and learning more about the Chamber and Full Court Vision. Thanks for being on the show.
Neal: Sounds good. Thanks a lot, Kory. I appreciate it.