Every business has a story.

Why did you start? Why do your employees choose to work there? What excites you about the products you sell, the services you provide or the customers you serve?

And just as importantly: Do the people you want to reach understand that story — and why it matters?

Those questions are at the heart of this month’s Forward Thinking column from Forward Janesville, published in The Gazette, and they’re also central to the conversation we’ll bring to the 2026 Forward Janesville Annual Dinner on Oct. 22.

Featured speaker Zach Atherton knows a thing or two about the power of a good story. His work has been watched billions of times and helped sell more than $750 million worth of products. He led the Writers Room at Harmon Brothers, the agency behind memorable campaigns including Squatty Potty and Purple, and has written for brands including Lumē, Kodiak Cakes and Kizik.

REGISTER FOR FORWARD JANESVILLE'S ANNUAL DINNER

But storytelling isn’t just about selling products.

It helps businesses explain why they matter. It helps organizations rally people around a mission. It helps professionals connect with others. And the individual stories we tell collectively help shape the story of our community.

That’s why Atherton’s message fits so naturally with this year’s Annual Dinner theme: A Story Worth Telling. A Future Worth Building.

READ THE FULL FORWARD THINKING COLUMN HERE

As the column explores, Janesville’s story continues to evolve — from familiar places finding new purposes to businesses, entrepreneurs and community leaders investing in what comes next.

At Annual Dinner, we’ll celebrate that story and the people helping write its next chapter. Then Atherton will turn the conversation toward each of us:

What’s your story? Why does it matter? And could you tell it better?

Want to be part of the conversation?

More than 730 business professionals and community leaders joined us for Annual Dinner last year. registration is now open to Forward Janesville members and non-members for this year’s event on Thursday, Oct. 22, at the Woodman’s Sports & Convention Center.

REGISTER FOR FORWARD JANESVILLE'S ANNUAL DINNER

A Story Worth Telling. A Future Worth Building.