In the fall of 2015, I embarked upon my first solo trip to the Black Hills.
Unlike my prior westbound excursions, which always included family, friends, co-workers or classmates, this time I was the all-in-one driver, navigator and radio-dial controller. As each mile clicked closer to my destinations of Rapid City, Deadwood and Custer, I found myself energized by the realization of an unexpected, newfound freedom. It’s the type of freedom you can only dream of when traveling along the exact same path, multiple times a year, decade after decade, without being able to modify the route absent agreement or acquiescence from travel companions.
This path I’m referring to is Interstate 90, a coast-to-coast highway that crosses my home state. Traversing it alone meant that I could finally stop at Porter’s Sculpture Park to admire the giant metal sculptures at a pace that’s not 80 mph. I could have later moseyed on over to the 1880 Town saloon, pushed open the double doors and ordered a sarsaparilla. Or I could have grabbed a single iced donut from Wall Drug. Freedom!
But also … adulthood.
Plus, this wasn’t just any trip across the state; this was my first-ever business trip for my so-brand-spanking-new-I-didn’t-yet-have-business-cards company, Cetera Services LLC.
On the final day of my trip, a client invited me to tour Crazy Horse Memorial and hike 6.2 miles up and down the mountain for the biannual Volksmarch. Our morning meeting went as planned, but a last-minute situation kept him from joining me on the hike.
I suddenly found myself standing alone below a white, vinyl banner shouting in big red letters, START. Potential excuses to avoid the uphill journey began entering my mind: “I’m not wearing the right shoes.” “I didn’t sleep well last night at the hotel.” “I don’t want to walk 6.2 miles by myself.” I was ready to bail.
But … adulthood … so I made my way to START, where some very friendly people took my photo. START marked the beginning of the Volksmarch; it also signified the onset of a journey that has so far lasted 10 years — Cetera Services LLC.
It’s a journey I no longer travel alone. I am so thankful for my closest collaborators, even when I recognize that I sometimes have to share control of the radio dial, the navigation and the driving. Dirk, Jennifer and Susie (as well as Elisha, our 2024 summer intern, who is the official first-ever Cetera Services alum!) have brought the ability for us to travel to additional destinations, and I thank them for their vital roles in the business.
I’m a marketer at heart, and I always felt that being deeply serious about the craft meant I would one day run a business laboratory of my own. And I’m so grateful it’s no longer my own; the important work we perform on behalf of our clients is ours (and theirs).
Cetera Services has reached this 10-year milestone by forming long-term business relationships based on mutual respect and meaningful results. Our clients, professional colleagues and friends have helped make this business real. I am so thankful to each person I have worked with along this continuing journey. You are key to our success.
Tonight, we celebrate, and tomorrow we START building the next 10 years.
