The Business Edge with CWCU

 How do we prepare today's students for tomorrow's workforce? In this episode of Business Edge , Rhonda Rhodes, Principal of Salem-Keizer's Career Technical Education Center joins us and shares how career and technical education is connecting students with local employers, building real-world skills, and strengthening Oregon's future workforce. 

What does it take to grow a business without losing sight of your values? In this episode of The Business Edge, Kerry Bennett of Homegrown Cultivation shares lessons on entrepreneurship, leadership, organic farming, and building a team that cares as much as you do. Hear how he navigates industry challenges, maintains quality, and stays true to his mission while growing a successful business. Wheth...

Economic uncertainty is always around the corner, but strong businesses prepare before things get tough. In this episode, Dave Dirks breaks down how small business owners can build financial resilience, understand their numbers, improve cash flow, and create a business that can weather slowdowns, surprises, and changing markets with confidence. 

 This episode dives into a hard truth for small businesses: the customer you built your business around in 2019 may not be the same customer you’re serving today. Dave Dirks explores how changing expectations, digital habits, AI, and customer behavior are reshaping the way businesses compete and what small business owners can do now to stay relevant, valuable, and easy to choose. 

Host David Dirks explains why AI is no longer a big-business luxury—it’s a practical “new employee” for any small business. Learn simple ways to use AI to write emails faster, improve proposals, streamline customer communications, and save real time each week. If you want an easy starting point with immediate payoff, this episode is for you.

In this episode of the Business Edge podcast, David Dirks kicks off a four-part series on small business in a changing world—where AI, shifting consumer behavior, and economic uncertainty are rewriting the rules in real time. David challenges owners to stop relying on “yesterday’s playbook” and start building a change-ready business with faster decision-making, stronger cash visibility, and a habi...

In part two, CMO Dave Dirks dives into actionable steps for small business owners to take control of their brand. Learn how to craft a compelling local story, build strong community partnerships, and document your brand so employees can share it consistently. Dave also discusses the importance of listening to local feedback and why successful branding is a long-term commitment. Get inspired to thi...

In part one of our special series, CMO Dave Dirks debunks the myth that branding is only for big companies. Discover why your local presence is your greatest competitive advantage and how to define your business’s unique signature. Dave shares practical tips on making your brand stand out in your community and explains why, in today’s world, all business is local. Tune in to learn how to identify...

In this episode we welcome back Andy Shelley, CEO of CannXperts, to discuss President Trump’s executive order moving marijuana to Schedule III. Andy shares what this change means for cannabis businesses, banking, and investment in 2026.

Discover how David Rogers’ The Network is Your Customer reveals digital strategies to help your business thrive in a connected world, turning networks into powerful tools for growth and engagement.

Dave dives into Seth Godin’s Whatchya Gonna Do With That Duck?, a collection of unconventional wisdom and big ideas for business leaders. Whether you’re looking to spark innovation or simply see your work in a new light, this episode is packed with insights to help you break out of the ordinary and make a real impact.

In this episode of the Business Edge Podcast, we sit down with Denisse, the owner and operator of La Dama Bartending. Denisse shares her inspiring journey from launching her bartending startup to building a thriving business with a loyal clientele—including Central Willamette Credit Union. Tune in as she discusses the challenges, triumphs, and lessons learned along the way, and discover how passio...

Join Dave as he explores Scott Belsky’s The Messy Middle, uncovering insights on navigating the toughest, most unpredictable stages of business growth, and how to stay resilient through the ups and downs.

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...

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 empl...

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 he...

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 eff...

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 stag...

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, Le...

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...

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 ma...