The intention of the “My Story” series is to share the experiences of sign professionals in the industry with others. These experiences include personal stories, from struggles to triumphs, and everything in between that makes it all come together. The sign knowledge Alexandra (Alex) shares is both practical and thought-provoking.
Wendy Graves (WG): Who is Alexandra?
Lund: I grew up in a small town called New Rockford, in the middle of North Dakota. I believe these experiences really helped develop my visionary brain. I learned the values of hard work and responsibility while helping with farm projects and taking care of animals. When I was twelve years old, my mother was diagnosed with terminal brain cancer. This forced me to mature quickly. I was an introvert who didn’t really fit in anywhere, and with my visionary brain, I found it hard to pay attention in school. These years were tricky for me. My childhood had come to an abrupt end and I struggled to find my place. One thing always stuck with me, however. I always knew I wanted to make a positive impact on as many lives as I could. I wanted to get out of the small-town life and see the bright lights and learn more about what was out there.
My dreams of living in a big city shifted to wanting to bring the color and lights of the big city to the local community. I dove hard into learning about all the materials, the printers, the plotters and the list goes on. I built relationships with vendors across the country that would help me further my understanding of the materials coming out. Many times, along the way I was told “it wasn’t possible” or “it would never happen,” and for me, that is jet fuel to success.
WG: Being a caregiver for someone we love can be challenging yet filled with great joy and lessons. What did that time with your mom teach you?
Lund: The experience of being a caregiver to my mom was a profound gift that will forever impact my life. First, I had to learn patience and understanding. As a pre-teen, instead of picking fights with my mom like other kids might do, I had to develop patience and understanding. Secondly, I learned empathy and resilience. Having cancer in the family meant that plans hardly ever went as expected. We had some ups, and we had lots of downs. I learned to quickly readjust and keep moving forward when things didn’t go according to plan.
One evening as I was lifting her out of her wheelchair, we both fell to the ground. I remember feeling exhausted and lost. And this phrase came to me: “It’s not about the challenges in life, but how we overcome them.” To this day, that sticky note is framed and in my house as a reminder.
The most impactful lesson came when my mom was fading away, and I laid next to her lifeless body. It struck me hard that no amount of money could bring back the ones I love. In that moment, all I wanted was to have her back. This taught me that I should focus less on accumulating wealth and more on building memories with my family.
WG: How does saying YES to every job hurt or help a company?
Lund: For me, saying yes to everything helped me develop skillsets that I may have never learned until pushed into that situation. It also helped with product development. However, there are downsides to saying “yes” to every job. Overcommitting to projects can lead to a strain on resources including time, labor and finances. This can result in decreased quality of work, missed deadlines and dissatisfied clients. All of which scream “stress!”
We spent the last year focusing on this, and it has absolutely paid off. We ended up selling less and through this came less stress, less warranties and a much better net profit at the end of the year.
WG: Saying “No, we don’t offer that service” frightens some companies. Is there power in saying NO?
Lund: Absolutely! That power comes in the form of more time to focus on what you are good at, less stressed-out employees, less wasted resources, and more profitability.
WG: You and Bismarck Sign Co. are very involved in the community. Everyone says that’s important for a business, but what does that look like for your company?
Lund: I think that it seems unreasonable to rely on a community’s support without giving back to the community. We have been very active in our community and believe that it has played a significant role in our success. We participate in many Chamber events and sponsor as many local non-profit or youth programs as our budget allows. Another often overlooked way to build potential business relationships in the community is by being involved in a gym, a sports team or even a trivia league.
WG: “The next will come; you just have to be prepared.” What does that mean for you and Bismarck Sign Co?
Lund: Today, my business partners and I have built our business into an 11,000 sq ft facility with 20 employees. We focus on a culture that fosters inclusivity and growth both personally and professionally. We have learned that there is less stress and more growth on the bottom line when we focus on what we are great at and let go of the rest.
I believe in manifesting your future. For me, preparing for success involves having a clear vision written out and reviewing it daily. By regularly analyzing that vision, you can work backward to determine the steps needed to achieve it and actively make progress. Additionally, having an exceptional leadership team is crucial for guiding your team toward the goal.
We are excited about adding a second e-commerce business that niches out even more. And lastly, I am finally getting to do what I always wanted to do, and that is helping others grow, through The Sticker Lady Coaching. I have two amazing daughters, and the coolest, most supportive husband. I am grateful and blessed.
WG: After we spoke, I reflected on my time with Alex and she had me reflecting on several invaluable points.
Trauma, stress and struggles shape who we are, but struggles do not have to become the identity that we wear. Everyone can agree life is not always flowers and sunshine, so uing the lessons from those situations will provide you with the energy and determination to know what you can overcome.
Focus on your greatest strengths and what your team can execute with immense success. The signage industry is full of unique opportunities, products and directions. Don’t be afraid to stand and say no to all others.
As a local business, community involvement can be the make or break for growth. However, never lose sight of the fact that it ius better to give than to receive. Align the cause(s) you connect with to drive your involvement.
As Alex said, “focus less on accumulating wealth and more on building memories with my family.” Each day we wake up and head to work to conquer the sign world, serve our teams and the amazing clients. Yet, let us never lose sight that nothing matters more than close personal relationships.
