Welcome to Dirks’ Must-Reads, where Marketing Director David Dirks shares his top book recommendations for business success. Each episode dives into a powerful book, offering insights and practical takeaways to help you and your business thrive. In this episode he unpacks the provocative ideas from Jeffrey Gitomer’s Customer Satisfaction is Worthless, Customer Loyalty is Priceless. David explores why simply satisfying customers is no longer enough in today’s competitive business landscape.

In this episode of The Business Edge, we sit down with HR Manager Veronica Bruner to explore the evolving landscape of compensation, benefits, and pay transparency in small businesses. Veronica shares expert insights on how small organizations can create competitive and equitable pay structures, the importance of transparent communication around compensation, and practical tips for supporting employees through meaningful benefits. Whether you’re a business owner, manager, or employee, this conversation offers valuable guidance for building trust and driving success in today’s workplace.

Ever wonder why some retail locations never seem to succeed? Dave Dirks dives into the factors that can make or break a brick-and-mortar business. Find out why cheap rent isn’t always a bargain and what you should look for in terms of access, parking, and customer flow.

What’s the secret to building better business relationships? In this episode, Dave Dirks reveals how content marketing - offering helpful, free resources - can help you connect with customers and stand out from the competition.

In this episode, Dave Dirks dives into the world of customer testimonials - what they are, why they matter, and how to use them to boost your business. Find out how to turn your loyal customers into your best promoters, and why their words are more persuasive than any price cut.

Worried about the next recession? In this episode of the Business Edge podcast, CMO, Dave Dirks shares practical strategies for small business owners to prepare for economic slowdowns, before they happen. Learn why cutting prices isn’t always the answer, how to diversify your revenue streams, and ways to add more value for your customers. Tune in for real-world examples and actionable advice to help your business weather any storm.

In this episode of The Business Edge with Central Willamette, we welcome back Andy Shelley from CanExperts for a deep dive into receivership. Andy shares his expertise on what receivership is, how it works, and when businesses should consider it as an option. From real-world stories to practical advice, learn how this "bankruptcy light" process can help companies recover or wind down efficiently while considering the unique challenges of the cannabis industry.

Thinking about hiring but not sure if it’s the right move? Central Willamette’s HR team joins us to break down the decision-making process, from workflow audits to financial planning. Learn how to avoid costly hiring mistakes, the difference between employees and contractors, and why culture matters more than ever in a small business. Don’t miss this essential guide for business owners at any stage.

Are you just selling to your key accounts, or are you truly invested in their success? Dave Dirks discusses the importance of understanding your clients’ industries, identifying their pain points, and building relationships that last. Learn how to stand out from the competition and become an indispensable partner.

Join us as Dr. Kristine Medyanik, organizational psychologist and creator of the “Leading Across Generations” UnCourse, shares practical insights on bridging generational gaps at work and beyond. Discover why understanding generational perspectives matters, how to move past stereotypes, and what leaders can do to prepare for the future.

Special Giveaway:
Get a free copy of Dr. Medyanik’s eBook, Leading Across Generations, at centralwcu.org! 

Tune in for actionable tips to help you connect, lead, and thrive across generations.

In this episode, we welcome Ellen Yin, founder of Cubicle to CEO, as she shares her journey from corporate cubicle to entrepreneurial success. Ellen dives deep into the power of mindset, the realities of work-life balance, and the unique challenges faced by women entrepreneurs. Tune in for actionable insights, honest reflections, and empowering advice from one of today’s leading voices in business. Whether you’re an aspiring entrepreneur or a seasoned professional, Ellen’s story will motivate you to break barriers and redefine success on your own terms.

In this episode of The Business Edge, David Dirks, Chief Marketing Officer at Central Willamette Credit Union, talk about all things website optimization. David shares smart, actionable tips that any small business can implement to turn a basic website into a powerful tool for growth. Whether you're building your customer base or nurturing a loyal community, learn how strategic tweaks can make a big difference in visibility, usability, and engagement. Tune in and level up your online presence. 

In this inspiring episode of The Business Edge, we talk with Camille Mercier, the first woman CEO of Spirit Mountain Casino. She shares her journey to leadership, how tradition and innovation work hand-in-hand, and why community, culture, and customer experience are at the heart of everything they do. Don’t miss her insights on building strong teams and leading with intention.

In this episode, we’re talking about the simplest—and most overlooked—way to build lasting customer relationships: genuine gratitude. Learn why saying “thank you” and understanding your customers’ pain points isn’t just polite, it’s powerful. If you’re not connecting, you’re not converting.

In this episode of Business Edge with Central Willamette, we sit down with Andy Shelley, founder and CEO of CannXperts, to talk about the rapidly evolving cannabis industry. Andy shares how CannXperts helps businesses navigate complex regulations, scale operations, and stay compliant in a competitive market. It’s a candid look at entrepreneurship, innovation, and leadership in a unique and growing sector.

Are flyers still pulling their weight in modern marketing? In this episode, we break down the classic 8.5x11 sales flyer—its purpose, its pitfalls, and whether it's still worth your print budget. Tune in for a fast, honest take on paper marketing in a digital world.

In this bite sized episode, we break down why hiring a professional designer can save you time, boost your brand’s credibility, and actually help you make more money. If you’ve been DIY-ing your visuals, this is your sign to invest smartly in your business’s image. Quick, clear, and worth the listen!

 In this quick-hit debut episode (under 5 minutes!), our Chief Marketing Officer, Dave Dirks, shares why “less is more” when it comes to promotional signage. Whether you're updating in-store displays or designing your next marketing piece, these simple tips can make a big impact.