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The Long Way Home

My availability to commit to a permanent job this summer means I won’t be haunting boat land­ings, looking for Eurasian Milfoil, Zebra Mussels, and invasive tourists. To reinforce our somewhat precarious financial position, threatened by pos­sible reductions in Social Security pensions and Medicare, I look for any opportunity to earn a few bucks for the piggy bank. So when offered the chance to work a couple of days each week while I can, I jumped on it. The “Hoot” is back in cus­tomer service on Friday and Saturday at the Ace Hardware store in the Cook County Home Center. Expect a few stories later.

Over the last few weeks, I’ve connected with a bunch of familiar faces at the Home Center. Two conversations, one directly and the other indirect­ly, were relevant to my work here at the Journal.

The first conversation was with a retired edu­cator who lives nearby. Based on the often opin­ionated typing that comes from my fingertips, he asked me if I’d had people who would disagree with me prowling around the house. I assured him that we don’t and that I get more positive feedback than negative.

The second conversation was with my friend who bought a section of land in the county’s east end from us a quarter century ago. He was in the store on my first day back, and we bantered back and forth. On his next visit, he said, “I owe you an apology for what I said last time I was here.” He was concerned I’d been offended by a comment he’d made.

I don’t remember what he said; it had been a week or two since that day, so I assured him I wasn’t offended and asked him if he could repeat it. He demurred, and I told him not to worry; I obviously wasn’t hurt or pissed off.

Whether putting my words out there as a corpo­rate puke, a political hack, or an ink-stained edi­tor/writer, my skin has achieved the thickness of a Kevlar vest. Insults that scar lesser mortals just seem to tickle my funny bone. Feelings? What Feelings? I’m not one of those MAGA types get­ting pissed off at every little slight or the actions of a particular group.

So, on to the art of negotiation, something that is as much a part of being alive as oxygen and water. I recall negotiating with one of our daughters to get her more committed to getting better grades in school. “I’m not as smart as my sisters,” she said. I assured her I didn’t believe that, but they did homework and she rarely did.

Her response was classic negotiating while de­fending the homework boycott. “I spend six hours a day doing work at school. Do you expect me to do more at home?” Well, yes.

So we negotiated. If you’ve had kids, you know that every day involves multiple negotiations. If you clean up your room, I’ll do something you want.

Business leadership also involves negotiations all the time. One negotiates with vendors, cus­tomers, banks, and employees every day, and ne­gotiations are even more intense when buying or selling a business.

As a primarily self-taught corporate guy, I read many books about business leadership and nego­tiations. My reading began with Dale Carnegie’s “How to Win Friends and Influence People” and every issue of Success Magazine.

To paraphrase Jimmy Buffet in his great song “Son of a Son of a Sailor,” I read dozens and doz­ens of books written by and about business heroes and crooks, and I learned much from all of their styles.

I even read “The Art of the Deal” by Donald Trump and Tony Schwartz when it was published in 1988. At the time, Trump’s political dreams weren’t well known. The book offers a glimpse into Trump’s hardball business philosophy and deal-making strategies. It presents an aggressive approach to business, emphasizing thinking big, leveraging power, relentless self-promotion, and a willingness to fight for what you want. My busi­ness style wasn’t his, but his book helped me suc­cessfully cope with the type of people who ad­opted its premise in hundreds if not thousands of deal-making adventures I’ve been on.

Deal-making and negotiating in business, poli­tics, and family life should ensure that both par­ties get what they want. One of our vendors back in the day, the Burlington Northern Railroad, had a Vice President who stressed the need with his sales and marketing underlings that every negoti­ation should provide a “Win/Win” outcome.

When we met with BN’s marketing guys, usu­ally over a three martini lunch, that silly “Win/ Win” slogan of corporate propaganda provided much sarcastic banter.

I see its logic now that I’m in my twilight years.

Steve Fernlund
Steve Fernlund
Typically these “about me” pages include a list of academic achievements (I have none) and positions held (I have had many, but who really cares about those?) So, in the words of the late Admiral James Stockwell, “Who am I? Why am I here?” I’m well into my seventh decade on this blue planet we call home. I’m a pretty successful husband, father, and grandfather, at least in my humble opinion. My progeny may disagree. We have four children and five grandchildren. I spent most of my professional life in the freight business. At the tender age of 40, early retirement beckoned and we moved to Grand Marais. A year after we got here, we bought and operated the Cook County News Herald, a weekly newspaper in Grand Marais. A sharp learning curve for a dumb freight broker to become a newspaper editor and publisher. By 1999 the News Herald was an acquisition target for a rapidly consolidating media market. We sold our businesses and “retired” again, buying a winter retreat in Nevada. In the fall of 2016, we returned to Grand Marais and bought a house from old friends of ours on the ridge overlooking Lake Superior. They were able to move closer to family and their Mexico winter home. And we came home to what we say is our last house. I’m a strong believer in the value of local newspapers--both online and those you can wrap a fish in. I write a weekly column and a couple of feature stories for the Northshore Journal. I’m most interested in writing about the everyday lives of local people and reporting on issues of importance to them.
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