President’s Message: A Breakout Year? Elementary, My Dear Chamber
One of the things I love about Sherlock Holmes is his uncanny ability to predict the future – not by some supernatural power or mystic charm, but by his acute observation of the reality around him and the deductions that he makes from careful interpretation of that observation.
I’m no Sherlock Holmes. If you need confirmation, all you need to do is ask my darling wife, and she’ll be happy to tell you that I barely notice when the garbage needs to go to the curb. Needless to say, when I manage to make a prediction that comes true, I like revel in it a little. Today is such a day!
In the January edition of Business Matters, your Chamber predicted that 2025 would be a breakout year for workforce development, especially through programs that fall under the purview of the Foundation of the Columbia Montour Chamber. I’m pleased to report that that prediction is coming true, and may be observed by you in the buzz of activity of the last week and a half (which I’ll happily bring to your attention!)
First and most recently, I had the opportunity to attend a press conference in Berwick this morning that discussed the announcement of the use of Main Street Matters (state funding) monies to develop Coblentz Corner. While we were delighted to welcome Lieutenant Governor Austin Davis, it was a young high school senior who stole the show and the hearts of the crowd. Ava, a member of For the Cause Teen Center’s Youth Action Board and a graduate of the Academy of Young Entrepreneurs (a program which was created/founded as a community service project by Leadership Central Penn participants), shared about her love for Berwick and the great promise that a teen center in the heart of the downtown poses for the future. She closed with, “While I won’t see this project [Coblentz Corner] completed while I’m away at university, I can’t wait to see it when I come home to Berwick.”
“Come home to Berwick.” That’s the sense of pride we want for our young people, and music to the ears of employers who hate to see our greatest resource leave. Ava, we hope that when you’ve learned all you can, you’ll come back to thriving downtowns and a great place to live, work, play, and do business, in the Columbia Montour region. Hat’s off to For the Cause for being such a great resource.
Secondly, the Foundation hosted its annual STEM program last week, with a new twist. Partnering with the Department of Defense and the Penn State University College of Engineering, the Foundation used a format called the “S.E.A.L. Challenge”. The Foundation purchased materials for the school districts who participated, and they in turn built a drone, which was then part of a challenge course. You would have been as impressed as I was to see the veritable “Breakfast Club” of students – from all backgrounds and walks of life, who put their skills to use to accomplish an incredible feat of engineering. Read more about this incredible program here, and encourage all of the school districts you can to come to the Foundation’s K-12 Summit this summer so that they can sign up. The materials, the scholarships, and the program challenge were completely paid for by investment in the EITC programs of the Foundation of the Chamber.
Tomorrow, 12 local managers and supervisors graduate from the Chamber’s Management & Leadership program, a workforce development partnership with Commonwealth University Bloomsburg and the Foundation of the Chamber. Last week, the Foundation’s Leadership Central Penn class wrapped up healthcare day, with a behind-the-scenes program centered around Geisinger’s local services and programs.
Next month, the Class of 2025 will present their ongoing community service projects and explain all they’ve done for the region. Dare we dream that these projects will have as lasting an impression as I witnessed in Ava’s remarks this morning? I sure hope so!
Regardless, there are plenty more stories to tell, and programs to experience.
With all of this information now before your eyes, I bet your answer to the question, “Was the Chamber right? Will it be a breakout year for workforce and employee development?” will be as simple as Mr. Holmes’ most famous response.
“Elementary, my dear Chamber. Elementary.”
Read more about our recent SEAL challenge here.
Central Columbia Students Showcase Skills at 2025 Sea, Air, and Land (SEAL) Challenge
BLOOMSBURG, PA – The Foundation of the Columbia Montour Chamber of Commerce proudly hosted its annual Sea, Air, and Land (SEAL) Challenge on Friday, April 25, 2025, at Central Columbia’s Blue Jay Academy. Designed to foster innovation, leadership, and real-world problem-solving, the event brought an afternoon of exciting competition and career exploration to local students.
Junior and senior students from Central Columbia High School participated, working in teams to complete a series of drone-based missions that tested their critical thinking and collaboration skills. The winning team included Davin Ridall, Ethan Flook, Ramsey Kingston, Elijah Geedy, and Kyran Fernsler, led by teacher EJ Smith, with support from fellow educators Scott Osbourne and Jared Spade, and mentor Tom Gill, a retired physics teacher. Each winning team member was awarded a $100 scholarship from the Foundation and celebrated their victory with a pizza party.
"The Sea, Air & Land Challenge is a perfect example of how hands-on experiences can inspire and empower students. We're proud to work with educators, industry partners, and mentors to help students build skills for the future while having a lot of fun along the way," said Tonya Smith, Director of the Foundation of the Columbia Montour Chamber of Commerce.
Highlights of the event included an inspiring presentation by John Sibole, Director of Aviation at Eastern Mennonite University, who shared insights into aviation career pathways. Susan Zingaro, Sea, Air, and Land Challenge Central Coordinator, also contributed to the experience by leading the drone challenge course and ensuring every participant received a SEAL Challenge t-shirt as a keepsake.
The Sea, Air, and Land Challenge is an annual program organized by the Foundation of the Columbia Montour Chamber to provide middle and high school students with hands-on, project-based learning opportunities that bridge education and workforce development.
Teachers and schools interested in participating in next year's SEAL Challenge or learning more about the Foundation’s youth programs are encouraged to visit https://www.columbiamontourchamber.com/foundation/.
The Foundation of the Columbia Montour Chamber of Commerce remains committed to preparing the next generation of leaders and innovators through programs like the Sea, Air, and Land Challenge, where students put their skills into action and connect classroom learning with real-world experiences.
Contact:
Tonya Smith
Director, Foundation of the Columbia Montour Chamber of Commerce
foundation@columbiamontourchamber.com
The Sea, Air, and Land Challenge is a national program sponsored by Penn State University that encourages middle and high school students to build solutions to real-world Department of Defense problems. For more information about the SEAL Challenge program, visit https://seaairland.psu.edu.
Congress Delivers Regulatory Relief
Source: US Chamber of Commerce
Costly CRA-Eligible Regulations Should be Repealed
With the unprecedented cost of regulations during President Biden’s Administration—$1.8 trillion in total—many of which occurred toward the end of the previous Administration, there remain dozens of CRA-eligible regulations that could be repealed.
In particular, the US Chamber is focused on the disapproval of several actions including three from the Environmental Protection Agency that let California set unattainable standards and ban gasoline and diesel cars and trucks. California's regulatory programs would increase costs for businesses nationwide by mandating the adoption of technologies that are not yet commercially viable at scale. Another regulation limiting consumer choice that the US Chamber supports disapproving is the Department of Energy’s regulation that eliminates certain cost-effective hot water heaters from the marketplace.
The US Chamber is also calling for the disapproval of three Consumer Financial Protection Bureau (CFPB) regulations that stifle innovation and risk access to important financial and healthcare services. One CFPB regulation the US Chamber supports disapproving would undermine credit markets and limit access to affordable healthcare, especially in rural communities. Two other CFPB CRA disapprovals that the US Chamber supports have passed out of both Chambers of Congress and await the President’s signature. The first of those that the US Chamber supports disapproving would effectively prohibit bank overdraft products, blocking access for middle-class consumers to these protections. The second that the US Chamber supports disapproving would stifle innovation by limiting the ability of web-based retail businesses to send online payments.
Congress should also disapprove the Federal Trade Commission’s (FTC) regulation imposing needless restrictions on businesses and their ability to offer competitive products and services that help keep consumer prices low. The US Chamber supports disapproving an FTC regulation that would interfere with more than a billion recurring subscription agreements. Companies across the economy providing everything from internet, home security services, to lawn care and home meal kits, would be limited in their ability to offer these popular promotions.
The Bottom Line
Regulation is important to protect the health, safety, and cost to American consumers. But right-sizing regulatory policy through the CRA prevents regulatory overreach, by promoting a balanced approach that considers the broader economic impact on businesses and consumers.
Last Week in the Legislature 4.30.25
Source: PA Chamber of Business and Industry
House lawmakers returned to Harrisburg for legislative session last week and advanced several proposals affecting Pennsylvania businesses, including legislation related to data privacy, legal liability, cryptocurrency, and waste management.
Here is a recap of last week’s legislative action most relevant to employers:
Data Privacy (H.B. 78; Neilson)
The House of Representatives unanimously advanced House Bill 78 last week.
This legislation would regulate the collection and use of consumers’ personal data by providing consumers with certain rights and requiring businesses to protect and limit the collection of personal data.
The PA Chamber believes a national framework for data privacy regulation would be preferable to protect consumer data, promote transparency, and provide regulatory certainty in the marketplace. Congress, however, has not yet advanced consumer data privacy legislation and in the meantime, 20 states have adopted a patchwork of data privacy laws. We have advocated that if lawmakers are to advance data privacy legislation at the state level, that they look to states such as Virginia, Colorado, Connecticut, and Texas, which crafted their laws with input from the business community.
Noted in the PA Chamber of Business and Industry's memo that they will continue to advocate for improvements, particularly with respect to the threshold for covered businesses. The legislation now heads to the Senate for potential consideration.
Limited Liability for Food Donations (H.B. 615; Khan)
The House of Representatives also unanimously passed House Bill 615 last Wednesday.
This legislation would amend the Donated Food Limited Liability Act to expand the current immunity from civil and criminal liability to apply to the donation of food that has exceeded the manufacturer’s recommended label date but is still fit for human consumption.
This legislation is a commonsense update of the Donated Food Limited Liability Act to ensure businesses are able to donate food that may be past the manufacturer’s “best by” date but is still safe to consume. Doing so will reduce food waste and support non-profits who rely on these donations to serve people in need.
The PA Chamber for Business and Industry supported this bill, which now heads to the Senate.
Cryptocurrency Reporting Requirements (H.B. 1210; Vitali)
The House Environmental and Natural Resource Protection Committee voted on party lines to advance House Bill 1210 last Wednesday.
This legislation would impose new onerous reporting requirements for “crypto-asset” mining operations and direct the Pennsylvania Department of Environmental Protection (DEP) to conduct a related study.
While we support transparency and responsible energy usage, the bill imposes additional regulations that could discourage investment in Pennsylvania. Crypto mining and blockchain technologies are a growing part of our ever-evolving technology industry and our economy.
We opposed this bill (CLICK HERE for for the PA Chamber of Business and Industry's memo), which now moves to the full House.
Food Processing Residuals (H.B. 586; Friel)
The House Environmental and Natural Resource Protection Committee also voted 15-11 to advance House Bill 586 last Wednesday.
This legislation amends the Solid Waste Management Act, making several changes to the way that Pennsylvania handles food processing residue (FPR).
Employers potentially impacted by this legislation worked with lawmakers to draft amendments that address several concerns with the underlying bill. The amendments clarify procedural requirements, including classification, land use, and disclosure requirements (CLICK HERE for the PA Chamber of Business and Industry's memo).
The bill ultimately passed out of Committee without any amendments being adopted, and now moves to the full House, where we will continue to advocate for improvements.
Founded in 1916, the Pennsylvania Chamber of Business and Industry is the state's largest broad-based business association, with its membership comprising businesses of all sizes and across all industry sectors. The PA Chamber is The Statewide Voice of BusinessTM.
Legacy and Longevity: A Playbook for Owner-Operators Who Think Long-Term
- Smart business owners know: legacy starts long before exit.
Growth rooted in values builds staying power.
Your wisdom is an asset—document it and pass it on.
Deep community ties are part of your long-term equity.
Succession is strategy, not retirement.
616 words ~ 3 min. read
You didn’t build this business just to make money. You built it to make a mark—to create something that outlasts your time at the helm. That’s legacy.
And the smart owner-operators know: legacy starts long before you hand over the keys.
Whether you’re five months or fifteen years from stepping back, building a legacy business means making intentional decisions now that will pay dividends later.
Lead With Values
Values aren’t soft—they’re strategic. Businesses grounded in clear principles like craftsmanship, fairness, and community trust outperform their peers according to HBR.
Ask yourself: Are your hiring decisions, customer experiences, and product standards aligned with what you believe in most? If not, that disconnect is eroding trust—and legacy.
Values-led growth is sustainable growth.
Codify Your Wisdom
Your experience is one of your greatest assets—but too often, it lives only in your head. That’s risky.
Start documenting the systems, instincts, and insights that drive your day-to-day:
Record process videos for training.
Create standard operating procedures.
Mentor rising leaders intentionally.
Your know-how is your company’s operating system. Treat it like intellectual property—and invest in transferring it.
Root Yourself Locally
Legacy is measured by what your business means to your community.
Owner-operators are often local anchors—supporting schools, mentoring entrepreneurs, and sponsoring events. These efforts build goodwill, strengthen brand loyalty, and deepen your impact.
Investing in your local ecosystem isn’t charity—it’s long-term brand equity.
Plan Beyond Yourself
Succession isn’t about stepping away—it’s about strengthening your business for the future.
Here’s a simple way to begin:
Legacy Planning Starter Pack
Identify: Who could lead in your absence?
Document: Start with one key system per week.
Align: Meet with a financial or legal advisor about timelines.
Even if you’re years away from a transition, having a plan brings clarity and confidence—to you and your team.
The Takeaway
Trends change. Markets shift. But a business built on values, people, and purpose? That sticks.
Legacy isn’t what you leave behind. It’s what you build—day by day.
This playbook isn’t about retiring—it’s about leading with intention, every step of the way.
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The Columbia Montour Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike.
Member News ~ April 24, 2025
SBDC Hosts 'Starting A Small Business' Seminar
Aspiring entrepreneurs in Columbia County are invited to attend The First Step: Starting a Business in Pennsylvania, a free in-person seminar hosted by the Wilkes University Small Business Development Center (SBDC). The event will be held on Thursday, May 8, 2025, from 9 to 10 a.m. at The Hub at Mulberry Mill, 160 W. 6th St., Bloomsburg, PA 17815. For more information, click here.
PPL Electric Utilities hosting open house at CMVTS
PPL Electric Utilities is hosting an Open House on electric reliability improvements in our area on May 8th. Learn ways to save energy and manage your electric bills. This is a free event to discover how we’re investing in the future of your electric service. Learn more.
The Women's Center Hosting Brain Trauma Event
The Women's Center of Columbia and Montour Counties will be hosting a brain trauma event on June 20th. This is a free event covering brain injuries and held from 9:00 - 3:30 at the Hub at Mulberry Mills. Click here to register spaces are limited.
Opening Weekend at Knoebel’s
April 26 & 27 - The weekend we’ve all been waiting for, Knoebel's is opening! Learn more.
Higher Information Group Announces New Partnership
Higher Information Group (HIG) is excited to announce a new partnership with Duplo USA Corporation, the leading provider of innovative print finishing solutions for the print and graphic arts industry. Learn more.
Just Announced: The Impact of Tariffs on Small Businesses Event
From increased production costs to shifting supply chains, small businesses face both challenges and opportunities in this changing economic landscape. Join the SBDC for a panel discussion on June 4th. Sign up here.
Check out Upcoming PATHS trainings
Pennsylvania Training for Health & Safety, also known as PATHS, offers free lifesaving training and educational materials. As we enter Spring, it is critical to educate participants on topics such as crime prevention, the safe use of electrical extension cords, basic ventilation practices, and boating safety. Click here to view the training objectives and register.
Weis Center Receives 2025 Green Business Award
The Weis Center for the Performing Arts has received the 2025 Green Business Award! Congratulations and see Lisa Leighton, Marketing and Outreach Director, receiving the award on Earth Day!
Downtown Bloomsburg Inc. Hosting Renaissance Jamboree
A completely outdoor event held in downtown Bloomsburg on Main and Market Streets on April 26th, Renaissance Jamboree features hundreds of craft vendors and delicious food from non-profit organizations in Columbia, Montour, and lower Luzerne counties. Enjoy FREE entertainment, kiddie rides, and games. Free parking with shuttle service will be available from the Bloomsburg Fairgrounds. Get more details.
Columbia Child Development Program – Head Start Gearing Up for 60th Birthday
This year marks the 60th year of children having the opportunity to succeed through Head Start Program. Click here to learn about Head Start in Columbia County and current advocacy efforts happening.
Did You Miss Last Week's Member News? Here's News That's Still Timely
ServPro of Columbia Montour and Sullivan Counties and Sean Black - State Farm Insurance Hosting Lunch and Learn
Join ServPro of Columbia, Montour and Sullivan Counties and Sean Black - State Farm Insurance for a Lunch and Learn on April 30th from 11:00 am - 1:00 pm. The lunch event will help walk you through what to do when your business has an emergency. Learn more and register today.
PA Chamber Hosting Educational Tax Credit Webinar
The PA Chamber is pleased to partner with educational tax credit experts on a free upcoming webinar, “How Businesses Can Utilize Pennsylvania’s Educational Tax Credits.” Join us from 10 a.m. to 11:30 a.m. on Thursday, May 8 for an overview of various educational tax credit programs. Registered today.
The Press Enterprise's Best of the Best Contest is now open for Nominations
The Press Enterprise's annual Best of the Best Contest is now open for nominations. Nominate your business or a Chamber member business you love today!
Apply Now for the 2025 Greatest Places to Intern in PA Awards!
Does your organization offer rewarding internship opportunities to the next generation of leaders? If so, you might be one of the “Greatest Places to Intern in PA!” Sponsored by the PA Chamber of Business and Industry. Apply here before April 30th.
Bucknell SBDC hosting National Small Business Week event
Celebrate National Small Business Week with the Bucknell SBDC and the presentation of the Eastern PA Entrepreneurial Success of the Year Award on May 8th. RSVP by April 29th here.
Bloomsburg Rotary Hosting E-Cycling Day May 17th
The Bloomsburg Rotary is hosting an E-Cycling Day on May 17th at rear parking lot of Agape from 10:00 am - 12:00pm. Get a full list of accepted items here and the event is welcome to all!
Northern Columbia Community & Cultural Center hosting Golf Tournament
Join the Northern Columbia Community & Cultural Center for the Richard Kriebel & George Hasay Memorial Golf Tournament on June 14th. Learn more here.
SEDA-COG MPO to host Public Meeting ON Electric Vehicles
The SEDA-Council of Governments Metropolitan Planning Organization (SEDA-COG MPO) is partnering with the Pennsylvania Department of Transportation (PennDOT) to sponsor an Electric Vehicle (EV) Community Charging Station public meeting. The event will happen May 8 from 1 - 3 at the Shamokin-Coal Township Library, 210 E. Independence St. Shamokin. Event free, registration requested: https://bit.ly/scevreg.
Direkt Recovery Bloomsburg Overhauling Scale
Direkt Recovery will be temporarily closing from May 1st - May 5th for a scheduled scale overhaul. During this time they will be open by appointment only to accommodate customers. Call (570) 380-1317 to schedule an appointment.
PA Careerlink Hosting Unemployment Compensation Seminar
Get an overview of claims and determination process, as well as appeal rights at the PA Careerlink's in person Seminar on April 30th. The seminar will be held at The Careerlink's 421 Central Rd., Bloomsburg location from 3:30 - 4:30. Learn how to register for this free seminar here.
Berwick YMCA offers Financial Foundations Workshop
The Good Neighbor Project is proud to offer its Financial Foundations workshop on Wednesday, April 30th, from 6pm – 7pm at the Berwick YMCA. This interactive workshop will guide participants through the basics of budgeting, setting financial goals, and how to properly use credit. If you’re interested in attending, you must contact the Berwick YMCA at (570) 752-5981.
The Women's Center Sponsors Mother's Day Tea and Father's Day Celebration
Learn More here about the Mother's Day Tea and the Father's Day Celebration.
Danville's 39th Spring Fling
The festivities take place on Mill St. from Rt. 11 to Front St.; Lower Mulberry to Ferry St.; and a portion of East and West Mahoning Streets and East and West Market Streets. Saturday, May 3rd from 9am to 4pm. Learn More
Grammy Award-Winning Blues Artist Concludes Weis Center’s Spring Season
The Weis Center will end its spring 2025 season with Grammy Award-winning blues artist Ruthie Foster on Friday, April 25 at 7:30 p.m. in the Weis Center Concert Hall. For more information about this event, contact Lisa Leighton, marketing and outreach director, at 570-577-3727 or by e-mail at lisa.leighton@bucknell.edu.
Registration is Open for Camps at Camp Victory
Camper Registration is now open, and Camp Victory and its partner camps are looking for campers to register for a summer full of unforgettable experiences. Visit campvictory.org/partnergroups for registration information about each camp.
Patsy Cline Musical Saunters onto BTE Mainstage
The biographical musical A Closer Walk With Patsy Cline will run on the Bloomsburg Theatre Ensemble Mainstage from May 1st through 4th. Learn more.
Sean Black State Farm Insurance hosts photo contest
This year's categories are People, Nature, Places, and Miscellaneous. Limit one entry per category. For more information and to submit your photos reach out to stephanie@insureberwick.com by May 16 at 8 p.m. to be considered!
Susquehanna Valley United Way’s Day of Action is back!
On April 25, more than 390 volunteers will roll up their sleeves to support 36 Funded Partners and other local nonprofits—bringing practical, hands-on help to meet real needs in our communities. To learn more, click here.
YOUR PERSPECTIVE MATTERS - Take the Creative Workforce Survey from the Pennsylvania Council on the Arts
Their goal is to better understand the people and jobs that comprise Pennsylvania's creative workforce and creative industries. The survey is anonymous and does not include any questions that involve personally identifying information. Take the survey here.
VOTE NOW- Knoebels Nominated for 3 Awards
USA Today's "10 BEST" Readers' Choice Awards is open NOW! Click here to vote for Knoebels.
- Best Theme Park
- Best Restaurant
- Best Roller Coaster
Bloomsburg ArtFest Deadline May 2
The seventeenth ArtFest will occur on Saturday, August 23, 2025, from 10:00 AM to 5:00 PM. ArtFest showcases regional artists' original work, accompanied by local food, live music, and activities. More details here. Read the call for entries.
Ready. Set. Scale.
Source: CO by US Chamber of Commerce
As the new year approaches, certain consumer trends are expected to continue in 2025, while others may have run their course.
In this installment of CO–’s premier event series, Ready. Set. Scale., small business experts discussed what they can expect from consumers in the new year and how these trends can shape their strategies for growth and success in the year ahead.
- Elaine Buxton, President and CEO of mystery shopping business Confero Inc. (the 2024 CO—100 Top Small Business), discussed how an omnichannel experience presents both new opportunities and challenges to small businesses.
- Buxton also encouraged small businesses to make data privacy a top priority in 2025.
- CO— Vice President and Editor-in-Chief Jeanette Mulvey and Editorial Director of Features Barbara Thau highlighted using artificial intelligence (AI) in customer service and innovations poised to shape the market in the new year.
The good and the bad of omnichannel experiences
The “omnichannel experience” has enabled businesses to meet consumers where they are by being present on multiple platforms. While the expansion of channels presents ample opportunity to better serve consumers, Buxton, whose company specializes in customer experience and brand research, noted that it also presents operational challenges for small businesses, including:
- Inconsistent service across channels. Customers may receive different answers or levels of service depending on whether they interact online, in person, or via phone.
- Operational breakdowns. Advancing technology may cause internal disruptions. For example, an online order might not sync seamlessly with in-store pickup processes.
- Balancing in-person and digital demands. Businesses often struggle to allocate resources effectively when faced with surges in both physical and online orders.
“You've got this giant web of processes going on that are increasingly difficult to manage and … identify, and [this] creates a lot of opportunity for there to be exceptions and pain points for the customer,” Buxton said.
Buxton advised businesses to take a proactive approach by conducting internal audits to identify and resolve process inefficiencies.
While the expansion of channels presents ample opportunity to better serve consumers, Buxton, whose company specializes in customer experience and brand research, noted that it also presents operational challenges for small businesses.
Consumers are changing their tone about data privacy
Another key focus for 2025 will be the growing emphasis on data privacy. This issue now goes beyond compliance and has become integral to building and maintaining customer trust.
“If you are asking for an email address or a phone number so the customer can get communications from you, they … expect more clear information … [such as], ‘What are you going to send me, and what is the value to me?’” she said.
Buxton recommended these best practices for using consumer data:
- Protect sensitive information. Avoid publicly sharing phone numbers or other personal details.
- Be transparent about data use. Clearly explain the benefits customers will receive in exchange for sharing their contact information.
- Be proactive about preventing data breaches. Small businesses must remain vigilant about cybersecurity, as breaches can erode trust.
By prioritizing data security, small businesses can position themselves as trustworthy partners in a competitive marketplace.
Emerging consumer trends on the horizon for 2025
AI-powered chatbots are “democratizing customer service,” said Thau. She noted that chatbots contributed to 2% higher conversion rates during Cyber Week 2024, while mobile commerce reached a tipping point, with 70% of online sales occurring on mobile devices.
“Conversational commerce has become so much richer because these AI agents are … more sophisticated ... so we're seeing the return on investment,” said Thau.
Looking ahead to 2025, businesses are embracing trends that prioritize wellness and value. The rise of therapeutic wellness highlights the growing consumer demand for self-care, with companies integrating meaningful gestures like personalized notes or wellness-focused travel experiences such as sleep tourism.
Meanwhile, a shift from deep discounts to value-added experiences emphasizes the importance of creating meaningful connections with customers beyond the transaction.
“Think of your brand as an experience,” Thau said. “Consumers want experiences … and there's more spending on experiences than products.”
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
3 Big Hiring Trends to Watch For in 2025
Source: Emily Heaslip, CO by U.S. Chamber of Commerce
Businesses looking to grow in 2025 may also be hiring new employees. As your company prepares to hire or retain employees in 2025, here are the big hiring trends to watch for.
The use of AI is becoming more prevalent
Artificial intelligence is helping recruiters streamline the hiring process, taking on tasks from resume screening to scheduling to even conducting entire interviews. In fact, in a survey from ResumeBuilder.com, more than half of respondents believe AI will eventually replace human hiring managers.
Despite the growth of AI in HR, many businesses are still navigating the best way to use this technology. Gartner’s research found that 55% of HR leaders report their current technologies don’t meet evolving business needs. Rather than implementing an AI tool that delivers a short-term gain, leaders in 2025 will be looking for technology that simplifies and streamlines the hiring process while boosting long-term results.
Skills-based hiring will redefine recruitment
Skills assessments emerged as a way to improve diversity hiring, speed up the hiring process, and manage high-volume hiring events. Since then, skill-based hiring has only become more prevalent. “Research shows that 90% of organizations using a skills-based hiring method report reducing their mis-hires, and 94% agree that skills-based hiring is more predictive of on-the-job success than resumes,” wrote ADP.
Yet, hiring teams surveyed by Korn Ferry report that finding candidates with the right skills remains one of their top two challenges. “[Many] are unsure of how to define critical skills, which is often the first step in the shift away from traditional hiring methods,” reported the consulting firm.
Skills-based hiring requires a different approach than traditional recruitment processes have used in the past. And, in 2025, we will see more recruiters shifting their approach to define the critical skills needed for each role—both personal and professional skills—and integrating different types of assessments and interview styles to get a clearer picture of those skills.
Employer branding is evolving
Employer branding emerged as a key trend for recruiters in 2023, when businesses started to recognize the power of employer branding not just for hiring, but also for selling. Data shows that your employee experience directly impacts your customer experience.
However, employer branding in 2025 will require more than creating a few video testimonials for social media. Today’s job candidates—and customers—are savvy about assessing a company’s culture. They’re looking for meaningful, authentic employee value propositions.
An employee value proposition (EVP) encapsulates the values, rewards, recognition, support, and company culture an employer gives employees, enabling them to do their best work and achieve their highest potential. Companies that live up to their promised EVP see higher retention, better productivity, and better performance.
“A strong EVP should highlight the reasons to join an employer and stick around, but it should not just be a list of selling points,” Jacob Zabkowicz, Vice President & General Manager, RPO, Global at Korn Ferry. “If you are recruiting for retention, then the EVP needs to align directly to the organizational vision, mission, purpose and values—to attract new employees with the right cultural and motivational fit.”
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.
The Smarter Way to Grow Customer Value
- Growth isn't about getting more leads—it's about making more of the customers you have.
- Alex Hormozi's Four R's—Retain, Review, Refer, Resell—focus on post-purchase impact.
- Traditional marketing builds attention. Hormozi's model builds revenue.
- Combine both strategies for stronger loyalty, social proof and long-term profitability.
- Focus on what happens after the sale—it’s where the real growth begins.
623 words ~ 3 min. read
You’re working harder than ever to win new customers—but revenue still feels flat. The problem isn’t reach. It’s what happens after the sale.
That’s the insight behind entrepreneur and author Alex Hormozi’s approach to business growth. While traditional marketing focuses on building awareness and brand image through the classic Four R’s—Reach, Reputation, Renew and Refer—Hormozi shifts the focus to what drives real revenue: Retain, Review, Refer, Resell.
Don’t Just Fill the Funnel—Squeeze It
Traditional marketing strategies are built to attract leads. They’re critical, especially for new or growing businesses. But without a strong back end, you’re pouring new leads into a leaky funnel. Hormozi’s model aims to fix the leak and turn one-time buyers into long-term profit centers.
Here’s how each step works:
Retain: Loyalty Is the Real Growth Hack
Customer retention is one of the most reliable ways to increase profitability. A Harvard Business Review study found that improving retention by just 5% can boost profits by up to 95%. Businesses often overinvest in attracting new customers while underinvesting in the ones they already have. Retention means strengthening relationships and solving problems before they cause churn.
Review: Let Your Customers Sell for You
Social proof sells. According to BrightLocal, 98% of consumers read online reviews for local businesses. Reviews build trust, shorten sales cycles and improve conversion rates. Hormozi’s advice? Make it easy for customers to leave reviews, and make sure those reviews are visible.
Refer: Turn Fans Into a Growth Engine
Referral programs aren’t new—but most aren’t executed well. A structured, incentivized referral system brings in leads who already trust your brand. Referred customers typically convert faster and stay longer, making them more profitable over time.
Resell: Serve More, Sell More
It’s easier to sell to an existing customer than to a new one. Yet many businesses stop after the first transaction. Hormozi emphasizes the importance of upselling, cross-selling and solving additional customer needs. Your warmest leads are already in your pipeline—keep serving them.
A Real-World Example
Consider a local fitness studio. Instead of spending thousands each month on paid ads, they focused on automating reviews and rewarding referrals. Six months later, their revenue had doubled without increasing lead volume. The secret? Maximizing the value of their existing customer base.
Combine the Old and the New
This isn’t about ditching traditional marketing—it’s about completing the strategy. Use Reach and Reputation to build awareness, then activate Hormozi’s Retain-Review-Refer-Resell loop to drive repeat value.
Here’s a quick comparison:
- Marketing R's: Reach → Reputation → Renew → Refer
- Growth R's: Retain → Review → Refer → Resell
Together, these models form a full-circle approach: Attract, deliver, retain, and expand.
Try This: One R at a Time
This week, choose one of the Four R’s and put it into practice. Start with Retain: What would make your best customers stay three months longer?
Growth doesn’t just come from new eyes—it comes from deeper relationships. It’s time to stop chasing leads and start growing value.
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