Pat Finken - City Magazine

Why did you retain the
cm: “Odney” name after you
bought the Bismarck side of the
agency?
Pat Finken: Who the heck would want to
hire an agency named “Finken?” But the truth is,
I’m a brand guy; I believe in the power of brands.
Great brands are the product of what people care
most about and what you do best. Understanding
that overlap is the key to developing great brands.
It’s also how you do great advertising, how you
create awareness, motivation and persuasion. The
Odney brand was established and known in the
marketplace and on a regional basis. We had an
eight or nine year jumpstart on that brand identity
and we would have been crazy to change. It had
become a valuable brand, and I never had the ego to
insist my name had to be on the door. I’ve counseled
many clients on brand strategy and what I did was
act as I tell my clients to act.
cm:
As an entrepreneur, what’s
your advice to someone
thinking about going into business for
themselves?
Pat Finken: Do your homework. These
decisions must be made by your head working with
your heart. Make sure the market is right, that you
see a clear pathway to building a business that’s
going to be profitable. What matters to you is not
important; what matters to your potential customers
is how you win. Understand who your customer
is and what they value and make sure there are
enough of them to make it work. That’s no. 1; no. 2
is don’t be afraid.
Understand who your customer is and
what they value and make sure there
are enough of them to make it work.
That’s no. 1; no. 2 is don’t be afraid.
cm:
What has been your biggest
personal challenge?
Pat Finken: My wife has struggled with
depression. She has spoken on it at a couple of the
First Lady’s Health Summits. It’s been a 20-plus year
battle and it’s better now, but it’s a sad, sad thing
to watch someone go through and to be part of it.
Obviously, it affects the whole family. You really
don’t understand the issues until you’re immersed
in it, until you see it firsthand, and that’s the way it
is with any disease. It doesn’t get to be personal until
it gets very personal. When you go through this
kind of stuff you have much greater appreciation,
sympathy and compassion for people who go
through these things.
cm:
work?
Photo by Glasser Images
What’s the most personally
rewarding thing about your
Pat Finken: What I find rewarding is that
we can make a difference. I believe wholeheartedly
that North Dakota is enjoying what it enjoys today
because our state has embraced the idea that
business is good and that we need business to create
jobs which, in turn, create quality of life. I’ve been
able through my work to have made a difference in
building the economy.
See Pat Finken’s answers to the
“City Mag 10” questionnaire by visiting
thecitymag.com and clicking “Extra Content.”