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Colton Young Age 27 National Sales Manager Storm Creek Hastings, Minnesota W hen Colton Young was in his senior year at the University of Minnesota in 2015, he came across supplier Storm Creek while searching for post-graduation job opportunities. He contacted the owners Doug Jackson and Teresa Fudenberg but no positions were open at the time. Young kept the relationship going, checking back frequently, and when a position became available a few months later, as he was about to graduate, he interviewed and was hired as account manager. Based on his performance, Young was promoted to assistant sales manager and then to his current position. Always one to pursue personal growth, Young is currently working to earn his MBA at the Carlson School of Business Management at the University of Minnesota and plans to graduate in 2021. What impact has the COVID-19 lockdown had on your life both personally and professionally? Personally, my girlfriend and I have spent more time in our apartment than I ever thought possible, and let me be the first to say that an 800-square-foot apartment is not meant for 24-hour living for weeks at a time. During COVID-19, my travel plans were cancelled, and my spring and summer plans switched from traveling to spending most of my free time golfing as an excuse to be outside. Like many others during this time, I also found new ways to connect and reconnect with friends and family members. Professionally, the COVID-19 lockdown has changed how I communicate with our customers. Storm Creek has had to come up with new ways to work with customers and deliver messages that are relevant and beneficial to distributors and their customers during this time. It has also impacted working relationships; people who used to be within a shouting distance to ask a quick question are now out of sight, so it has led to an increased planning of meetings and check-ins. Communication has been tested, but as a whole, I feel like the expectations and directions have become clearer and more concise. What did you learn about yourself during this time? I have learned to be an empathetic leader. Work/life balance is important in any position and now, more than ever, that balance is out of whack and every individual has a different situation to deal with at home. Understanding and making sure everyone feels comfortable so that they can express their challenges during this time has led to mutual understanding and productive conversations on adaptability and priority-setting that works for all parties involved. During COVID-19, I have also learned that it’s alright to not have the right answer. No one during this time knows exactly what to do, what to say or how to react to everything that is going on and I have learned to be OK with not knowing exactly what to do, and have even relayed that to my team. This has allowed for more discussions on the problems that we are facing throughout all levels of the company and has also led to solutions from all members of the Storm Creek team. What concerns you most about the future of the promo products industry? One of my concerns with the future of the industry is how we can transform the perception of being a wasteful industry and become leaders in pushing sustainable items. As a whole, how do we transition from pushing single-use items at low price points to pushing items that have a sustainability factor to them and can be reused? This industry has the power to transform consumer expectations with our products, and it starts with us making the change, not waiting for the consumer demand to change. What are you most optimistic about moving forward? I’m optimistic about the continued opportunities to personalize the services that are offered for customers. Suppliers are all continuing to move and invest in an on-demand fulfillment model, which is leading to deeper relationships and more communication between suppliers and distributors, and stronger relationships for distributors and their clients. This model allows for a custom experience for consumers with quicker lead times and lower minimums that are expected by consumers. This model also continues to push the envelope with technology capabilities that are strengthening the industry. Who or what inspires you and why? I am inspired and energized by being part of growing a company. One of the things that drew me Continued on Page 44 Rising Stars | FEATURE | SEPTEMBER 2020 | 41