Photograph By Shane Van Boxtel/Image Studios
In 2007, Brian Rasmussen and Insight co-founder Margaret LeBrun left their jobs at Marketplace to shape a new vision of what a Northeast Wisconsin business magazine could be. They envisioned more than words on a page, but rather a community that also offered digital connection points and meaningful in-person events.
After 17 years of leading Insight through economic downturns, industry changes and tech disruptions, Publisher Brian Rasmussen is transitioning into retirement this month. In this conversation, Rasmussen reflects on the relationships that spurred the magazine’s early success, the challenges of building and selling a business, and the personal experiences that are shaping his next chapter.
Insight: The first issue of Insight came out in April 2008. How did Insight establish itself in what seemed like a crowded market?
Rasmussen: In the early days, someone on our team said there’s no place in the market for three business publications. And at the time, we were number four. Starting out there was real uncertainty. The hardest part was we were going into a recession. I can’t overplay the fact that it was this perfect storm where I had met with Joe Weidert and he was showing me a digital page-turning version of the magazine where people could link their ad to their website and could video. We used that to sell advertising contracts. Then Jeff Amstutz [A2Z The Agency] came into town. [Given] the fact that he had this magazine expertise and [A2Z designer] Michael Miller did so much design work of the covers, all of a sudden it was the most elevated presentation of business in Northeast Wisconsin. The people who have the longest investment with Insight, outside of me, are photographer Shane Van Boxtel [Image Studios] and Jeff Amstutz. I appreciate the commitment and dedication that they’ve had with multiple people on my team. One of the keys to our success was relationships. New North, Inc. was just starting and became a big proponent for us. The biggest reason we jumped off to start our own [magazine] is because we could see so much more. Margaret and I sat down and said all the talk is about the stockholder and what they’re going to get this next quarter. Who’s going to focus on the readers, who’s focusing on the advertiser, who’s focusing on delivering what really matters to the business community of Northeast Wisconsin? So we decided to do it ourselves. And people just believed us.
You ended up selling Insight to Woodward Communications in 2022. What advice would you give to another business owner who might be considering selling their company?
Margaret and I would laugh about this, but Amy Pietsch [formerly] of the FVTC Venture Center asked us at our launch party what our exit strategy was. So I can honestly say I’ve been thinking about my exit strategy since day one. I never wanted the business to be a huge financial mistake that would hurt me, my family and my relationship with my wife. I sought out great coaching for selling the business, but not for handling the transition. I’ve spent 15 years totally running my business and in a heartbeat I am working under the direction of a corporation. It’s no longer mine, even though I have a business ownership mentality. When you sell your business, change is pretty much inevitable. I knew I was going to be helping with the transition for two to three years, but I was so focused on that finish line of selling it. If somebody is going stay on to help transition their business, I would suggest developing a support team to help them handle the emotions and feelings and role-changing that has to happen going from an owner to part of the leadership team. That’s a mindset shift. I wish I would have prepared my mind as much for that as I prepared the business for selling.
What are you going to miss the most about the magazine business?
One of the biggest things that I will miss is the relationship building. That was one of the big drivers — how many relationships can you build with all these different industry segments? We got the great privilege of going into what I call the “inner sanctum of business,” getting to talk with the owners and really understanding the heart of what they wanted to accomplish. We helped them get to that next step.
So the million dollar question — what’s next for you?
I want to pursue some of my passions. I plan to do a whole lot of fishing and a hell of a lot of travel with my wife Jill. We are planning a four-week journey to Hawaii. I don’t think I’ve ever taken a two-week vacation, so it’s a big deal that Jill and I can spend four weeks together in a place where we always thought we would want to go when we retired. My life is going to change because I’m not going to be committed to these deadlines and expectations. I plan on doing some speaking, and there’s a book that’s on my heart to write.
Can you tell me more about the book you’re writing?
The book is called “Today You Will.” People have this feeling like they can’t change, that they can’t do what they really, truly have a passion for. The book starts with the story of the thief on the cross and I will use that to help people take advantage of today.
Your son Ian fought a courageous six-month battle with cancer that has affected you deeply. How has this shaped your perspective?
One of the hardest parts of my journey was to have six months of fighting Ian’s battle with him, but I wouldn’t have a clear vision of where I’m going had it not been for Ian. Now I know exactly what I need to do. These things were on my heart to tell people that we only have today. Today is the only day you are given. Ian’s final direction to us in his life was to be at peace, and we could either be bitter or we could be better, which has now set a whole stage for what I need to focus on. I want to honor him. I want to share his message and the valuable lessons that I learned going through this battle with him. People will have things that they’re not in control of in their lives, but they still have a choice as to how they live today. If I can share that story to hopefully impact people’s lives, whether it be personal or professional, then I’m just going to continue to go in that direction that I feel led to go. That’s where my next chapter is.
