February 4, 2026 • 16 mins
A lot can happen between a basement repair bench and a statewide service team. We invited Kara and Will, third-generation owners of Nordyk Business Equipment, to share how a company that started by fixing typewriters now helps organizations manage secure, AI-enabled document workflows without losing the personal touch that built their name. Their story blends legacy and leap: faith-driven values shape daily decisions while smart adoption of software, security, and automation keeps customers moving faster with fewer headaches.
We dig into what has actually changed in the copier and printer world—less the box itself and more the brains behind it. From authentication and scan-to-cloud to OCR and routing, the modern “printer” is really a document infrastructure hub. Kara and Will explain how their team evaluates real workflows before quoting, why paperless still depends on great scanning, and how AI can trim manual steps without creating new complexity. They also talk about the moment COVID forced a rethink on hiring, shifting from process-based checklists to culture-first recruiting that finds people who care, learn, and stay.
Growth brings tests, and their 2023 acquisition in Lansing became a masterclass in integration. They walk through maintaining service standards, aligning tools and policies, and keeping customers protected while expanding coverage. Throughout, a theme stays steady: human trust matters. When a deadline looms, someone picks up the phone—and sometimes a box of toner—and gets it done. That’s how a local team can out-serve big competitors with 800 numbers and long approval chains.
If you’re curious how a multigenerational business stays relevant, builds a culture that lasts, and uses technology to solve real problems, you’ll find practical takeaways and candid lessons here. Subscribe, share this episode with a business owner who values service, and leave a review to tell us what legacy and innovation look like in your world.
If you have comments about this podcast, or ideas for future episodes, please email us at PODCAST@WALKER.CITY
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SPEAKER_00 (00:07):
Welcome to Maiden Walker, a podcast that connects
you to the people, the stories,and the ideas shaping our
community.
From local innovators toeveryday change makers, we're
diving deep into what makesWalker a great place to live,
work, and grow.
Here's your host, NicoleDiDonato.
SPEAKER_03 (00:26):
Very few businesses make it to third generation, and
fewer still do it whilecontinuing to grow, adapt, and
also staying relevant with theircustomers and community.
I'm joined by the thirdgeneration owners of Nordike
Business Equipment.
They are a walker-based businessthat is celebrating 80 years in
2026.
Kara and Will, thank you bothfor joining us for this episode.
(00:48):
Yeah, thanks for having us.
SPEAKER_01 (00:50):
Glad we could be here.
SPEAKER_03 (00:50):
Yeah, Will, you're just your turn guest.
You were here about a year ago,just giving us the backstory.
Kara, we're certainly happy tohave you here with this episode.
So take us, well, can't reallytake us back to 1946.
But just your grandfather hadstarted this 1946 in a basement,
right after World War II.
(01:11):
Why do you think he had the urgeto want to really dive into
being a business owner and thento really look at repairing
typewriters?
SPEAKER_02 (01:20):
So his involvement in World War II was actually
with repairing typewriters,right?
Yeah.
Um, and then I think just thetimes back then are different
than they are now.
That was what you did is you hada skill set, you started a
business with it.
Um, so he did.
He started it out of hisparents' basement, um, grew it
throughout the years, andeventually got my dad involved.
(01:44):
Um eventually got mom involvedwhen they got married.
SPEAKER_01 (01:47):
And then so he took it over in the eight my dad took
it over from grandpa in theeighties and kind of grew it
into the the digital world thatit is now to the copiers and
printers.
So kind of outgrew thetypewriters, and that skill set
is not needed quite as muchanymore.
unknown (02:00):
No.
SPEAKER_03 (02:01):
What do you think were some of the um the values
that he really started hisbusiness on that you think you
still kind of embody today?
SPEAKER_02 (02:08):
Sure.
Um, grandpa's definitely afaith-based man.
So all um in his life, it wasthat was the driving factor.
Um, and I think that is whatattracted employees to him.
I think that's what attractedcustomers to him.
And I think that's the core ofwhat we do today.
Um I mean, our purpose here inlife is how can we glorify
(02:30):
Jesus?
How can we bring people toJesus?
Um, and I think that in thewords that we choose and how we
speak to our customers and howwe speak to our employees, um,
the policies that we set when weset them, um the actions,
everything that we do.
If if we can get one encounterwith someone to share the gospel
with them, I mean that's a greatday.
(02:50):
And if we can sell copiers alongwith that, that's an even better
day.
Yes.
SPEAKER_01 (02:53):
Grandpa's dad was actually a pastor too.
So it was just kind of somethingthat's always been instilled in
the family, whether it was fromgrandpa down to our dad, into
us.
Uh, you know, we went to privateschools growing up.
So just a big, big part of ourvalues.
SPEAKER_03 (03:04):
So and able to still continue that generations and
decades later.
Yep.
So obviously a lot has changed.
Will you kind of touch on this alittle bit, starting from your
uh typewriters all the way tothe electronics that we see
today, what has that whirlwindbeen like?
I mean, you haven't really seenthe whole progression, but just
in your tenure, what have younoticed has changed?
SPEAKER_01 (03:25):
Yeah.
Um, so I mean, when you talkabout copiers and printers, not
a whole lot has changed.
I mean, they're they're printingas fast as they can.
And if you look at one 20 yearsago, they look pretty similar.
And the technology is from whatyou can see, is all pretty
similar.
But what's changed is kind ofthe software on the back end or
the security on the back end.
So even though to the normaluser walking up to it, it's the
(03:46):
same machine, knowing how theinternals are affected with
technology and new computers ona day-to-day basis, we've kind
of had to adapt and learn whatthat looks like uh and to be
able to adapt with that.
SPEAKER_02 (03:59):
Especially nowadays, I think a lot of AI is getting
into that world, right?
And how can we automate systems,make people more efficient while
still using copiers andprinters?
You're still printing, you'renot going paperless, but you're
able to utilize the AI systemsthat are out there to then
automate your process and justmake your business more
efficient.
SPEAKER_03 (04:15):
That's incredible to see that progression from
decades ago to now.
You think your grandfather wouldhave just imagined that he would
have kept this company sustainedfor so many years?
SPEAKER_02 (04:25):
I think the shock that's in our dad's words and
face when he realizes it.
No, I don't think there's Idon't think he would have ever
imagined that.
SPEAKER_01 (04:33):
I don't think so either.
And and especially she touchedon it too with a lot of
companies trying to gopaperless.
So that you know that brings achange to technology.
But again, with the AI, so ifyou're going paperless, you
gotta scan the documents in.
So there's a big part of the thecopy and printers is a scanning.
So I don't think they could haveforeseen that even being a thing
back when a typewriter wasaround.
So so yeah, for him to it'd bepretty far out for him.
SPEAKER_03 (04:58):
What does he tell you about the changes he's seen
with the technology?
Yeah.
SPEAKER_02 (05:02):
I don't know that he really fully anymore.
SPEAKER_01 (05:06):
No, he's he's pretty stepped out of it.
So I mean he's he's happy to seethat we're involved, but you
know, as long as we're keepselling, he doesn't really care
what it is, you know.
So he doesn't have to deal withwith print and papers or or a
whole lot of technology himself.
So he he trusts that he's gotthe right people in place that
want to be involved in thetechnology changes, so he
doesn't have to.
SPEAKER_02 (05:25):
It's definitely a different world than I mean when
my dad was was really in it, itwas buying used machines, fixing
them up, and selling them.
So to go from that to now whatwe're dealing with, where a lot
of it is software driven, andwhat software can our printers
and copiers work with that ourcustomers need.
Um, even you talk about changefrom typewriters to now, even
(05:46):
from when our dad was in it 20years ago to now, it's night and
day difference.
SPEAKER_03 (05:50):
Yes.
And and I did forget to specifyyou guys are siblings.
We are.
So yeah.
And so um, you know, was italways the plan to take over?
Sometimes we were talking offcamera a little bit, just
sometimes it's tough nowadays tomaybe get children to want to
take over their parents'businesses, or maybe they do
sell out of necessity.
But what was it like for you?
SPEAKER_02 (06:10):
It was not ever the plan.
I mean, I think it was alwaysmaybe a hope of our parents that
we would maybe step into it.
But um, I went to collegethinking I was gonna go into the
health care field, um, gotmarried, and then ended up just
moving back this way and took ajob with the company because I
was trying to figure out my wayand then liked it and stuck.
And then it's a kind of similarstory for you.
SPEAKER_01 (06:32):
Yeah.
So I remember as a kid, it wasalways, yeah, you're gonna take
over the family business.
And as I got into middle schooland high school, it was like I I
wasn't a very technology-basedkid.
I didn't want anything to reallydo with copiers and printers.
It wasn't exciting, it wasn'tfun.
I had a big interest inautomotive.
Um, so I was actually a mechanicfor about seven years before I
got into this.
Um, that became tough on thebody and decided I want to
(06:55):
change.
I really liked working withpeople, and there was a sales
position open at our company.
So I talked to my parents.
I said, Can I apply?
And they're like, Yeah, you gotto go through the interview
process just like everybodyelse, but you know, there's an
opening, so sure.
So they were really excited tohear that, and even more excited
that I got through the interviewprocess.
But but yeah, no, it wasdefinitely not on my radar until
(07:16):
I don't know, five or six yearsago.
SPEAKER_02 (07:18):
So I mean, let's be real, there's nothing sexy about
copiers and printing, right?
Thinking about that as ateenager or like college
student, you're like, okay, isthis really what I want to do?
Not knowing like, you know, thethe benefits or like the pros of
owning a company and be able todrive that.
Um, I don't think it's anythingeither of us were like setting
our goals on.
Yeah.
SPEAKER_03 (07:39):
I mean, and did your parents kind of give you like
life lessons, business lessonsabout this, or is it something
you just had to figure out onyour own, basically?
I think it's a lot of how wegrew up.
SPEAKER_02 (07:47):
I mean, they were very transparent and we are, I
think that way, they were thatway with the company with
employees, we are as well, butthey were that way with us at
home, right?
It was always talking shop, itwas always talking business, um,
yeah, you know, financial adviceand just life advice, I think,
rolls over a lot into it.
Would you agree?
SPEAKER_01 (08:06):
Yeah.
Uh and to go off that, I mean,every family vacation for our
elementary years was always abusiness trip that dad needed to
take.
So, you know, dad had to go hereto pick up this.
So let's make a vacation out ofit and stop at a museum here or
there.
But yeah, some things that werealways coming out of dad's mouth
was buy low, sell high, youknow.
And as a kid, you hear that andyou're like, oh yeah, that makes
sense.
But you know, to translate thatto to him giving us a business
(08:28):
lesson, I don't know if that washis plan or just kind of his
day-to-day speak.
So yes.
SPEAKER_03 (08:33):
And any l lessons or um that you learned along the
way that you're grateful for,kind of looking back.
I know there's probably beensome times um where businesses
have shifted or you've had tokind of adapt with uh COVID and
such.
What did that sort of teach you?
SPEAKER_02 (08:49):
Yeah.
Um, COVID, you could probablyspeak to.
You were still selling activelyat that point with the lessons
we learned there.
SPEAKER_01 (08:55):
Yeah, so just COVID brought a lot of changes.
Um there was just a lot ofchanges on us taking over.
One was one of the big ones washow we hired uh salespeople, how
we hired service tax, how wejust hired employees in general,
um, kind of stopped looking atit as a process and looked at it
more of as a culture and reallyjust changed our interview
process to fit the culturerather than to find somebody
(09:18):
that checked all the boxes tofit the process.
SPEAKER_02 (09:21):
Um finding people that fit with our company
values, fit with the culture wehave.
Because you can find the rightperson, you can teach, I mean,
you can pretty much teach anyoneto do anything, right?
SPEAKER_01 (09:30):
So the right cultured people tend to stick
around longer.
So if we can focus on that,that's gonna give us ease of
operating in the future withless hiring for the people that
stick around longer and justrealizing that was big.
SPEAKER_02 (09:45):
So I think the other thing that comes to my mind when
you ask that question is um inthe beginning of 23, we acquired
another company in Lansing.
And that is not something thatour grandpa had done, it's not
something that our parents haddone.
So that was new and heavily puton us, right?
So navigating what does thatlook like?
How do you run an office that'sin your hometown and also an
(10:08):
office that's in an hour-ishaway and keep and then keep we
kept a lot of the employees thatwere with that company on?
So how do you bring them up tospeed to how Nordike does
things?
Because we do things a lotdifferent from our competitors.
SPEAKER_01 (10:20):
Yeah, we do.
SPEAKER_02 (10:21):
Um, so it was, I think we're still learning in
that respect, but I think we'velearned a lot and we're going
the right direction with it.
SPEAKER_03 (10:27):
And that does lead me to one other question too.
Uh a family-owned business,generations old.
What is it that you are able tooffer to customers that they
can't really get at a biggerindustry?
SPEAKER_01 (10:39):
I would say it's really just the personal touch.
Uh I know without naming names,a lot of our competitors have
gone to like an 800 number.
So when you call, you eitherget, you know, a robot phone to
get you to the right departmentor one person transfers you to
the next, to the next.
I can tell you if our you callour shop in Lansing, you're
gonna talk to Chris nine timesout of ten.
If you call our shop in GrandRapids, it's gonna be probably
(11:01):
Lisa or maybe Matt.
So you're always gonna have aperson to talk to.
And then our salespeople reallytake more of a client-centric
approach.
Um, we get people that email usall the time, almost every day,
and say, hey, we need a quote onthis.
And we aren't the type ofcompany that's just gonna fire
off a quote and see what sticksto the wall.
Our salesmen want to go meetwith the company, see what
(11:21):
they're doing, understand theirbusiness, understand their
workflow, and then we can eithermake recommendations, help them
guide them in the rightdirection for something that
they might not know exists.
Um, and I just don't see thathappening with our competitors.
A lot of times we'll go out,especially the ones that are
farther away from Grand Rapids,you know, that aren't within 10
or 15 minute drive from downtownhere.
(11:43):
A lot of the other salesmendon't want to go that far out.
So our guys will go out, they'llspend the time, really do a deep
dive on on what your company'sdoing and try and understand
their workflow and everythingbefore we really make any
recommendations.
So I think that's probably thebiggest thing that sets us
apart.
SPEAKER_02 (11:57):
Building that trust, transparency, 100%.
Yeah, and service.
I mean, we I think that's a bigpart of it as well is you're
talking to a real person on thephone when you call and we're
able, being a smaller business,we're able to make those
on-the-fly decisions that maybeother companies, if they're
larger, have to run up theladder to get the approval for,
(12:17):
right?
So I know I ran toner out to acustomer the other day because
they needed it and it wasimportant and needed to get
done, right?
Um, so I think that sets usapart as well, is we're they're
building those relationshipswith our customers.
They're not just another number.
We truly care, you know, aboutthem getting what they need from
us in order to operate theirbusiness.
(12:37):
And not everyone's super excitedabout copiers and printers.
I mean, it's a a necessary partof a business, but if we can
make that not stressful, that'swhat we like, that's what we aim
to do.
SPEAKER_03 (12:49):
Yes, of course.
Like that um, you know, thatapproach there and that mindset.
So looking ahead, do you eventhink about where you will go in
10, 20 years, just what the nextgeneration of Nordike looks
like?
SPEAKER_01 (13:03):
So yeah, I mean, we want to keep growing.
We want to fill in the gaps inbetween here and Lansing, um,
just so that we have a goodcustomer base all the way
through and that our servicetechs can be anywhere in the
state and and service anycustomer needed.
Um, I know she's got four kids,I don't, but I've I've heard my
oldest niece ask, when can Iwork for you guys?
SPEAKER_02 (13:23):
Yeah.
We we shot a marketing video atwork the other day, and we
actually brought in like an oldtypewriter, and it was hilarious
to watch the kids have no ideawhat it is, how do you use it,
what was this for?
Um, but yeah, just to see theexcitement that they're like,
oh, you know, when I work hereand they're talking about
salesmen that we currently have,they'll still be here.
And I'm like, well, I don't knowthat that's gonna happen, but
(13:43):
just that they, you know, thatthought is in their head that
like maybe this would happen,maybe, and then for us to talk
about it and think about it,it's like, wow, maybe it'll go
to the fourth generation, maybeit'll go to the fifth
generation.
I don't know.
SPEAKER_03 (13:54):
Yes.
So it is incredible to thinkabout.
Yeah.
Kind of wild to just to placeyears ahead.
Yeah.
And what as being a um, youknow, several uh third
generation owners, what kind ofadvice would you give to other
business owners who've maybemade it, you know, a couple
generations?
What what types of advice couldyou pass along as uh is
sustainable and yeah, I thinkjust being true to yourself,
(14:16):
right?
SPEAKER_02 (14:17):
Um, it's easy to get caught up in this world with
comparing yourselves to whoeverelse is in your industry and
them doing things differently.
And if you need, if you'retrying to keep up with the big
corporate world, like we need tochange how we do things.
But I think for us specifically,staying true to who we are, the
values that we have and keepingthose at the forefront of how we
operate a business and thedecisions we make for the
business is what has allowed usto remain in business all these
(14:40):
years.
SPEAKER_01 (14:41):
Yeah, I would agree 100%.
Um, to add to it is not gettingtoo comfortable or doing things
just because they've always donethings that way.
I mean, if we were doing thingsthe same thing, the same way my
dad was doing things 20 yearsago, I don't think it would work
out.
So being able to look at it froma 10, 20 foot view and saying,
hey, change is needed and youknow, we do need to adapt um and
(15:02):
being able to make those changesand be willing to make those
changes, it's it's a risk.
It's it's scary but necessary.
SPEAKER_03 (15:08):
Sure.
Yes.
Yeah, that is something you'rejust kind of the pioneers now
taking it going forward, andit's kind of exciting.
It is exciting, it's fun.
The unknown.
So, and um, if people areinterested in uh checking out
your services, what is the bestway for them to do so?
Call, talk to Lisa or Matt orChris.
SPEAKER_02 (15:25):
Otherwise, we've got a website that's really easy to
use, Nordike.com, um, and youcan request a quote and it just
sends us your information.
And then, like Will was sayingsomebody's gonna call and either
talk to you on the phone orthey're gonna go out and meet
with you.
It's not gonna be just likeanother number coming through.
SPEAKER_03 (15:40):
So love that personal touch.
Yeah.
Congratulations on 80 years.
We're excited to see where youall go from here.
But uh, thank you for making theinvestment and choosing to um to
open your doors and walk ourcontinue that.
So we appreciate it.
SPEAKER_01 (15:54):
That'd be good.
Thanks for having us.
SPEAKER_03 (15:55):
Yes, of course.
Thank you, Will.
And Kara, and thank you fortuning in as well.
SPEAKER_00 (15:58):
Thank you for joining us for this episode of
the Maiden Walker Podcast.
If you have comments orquestions about this podcast, or
if you have suggestions forfuture episodes, we'd love to
hear from you.
Please drop us an email atpodcast at walker.city.
Maiden Walker is the officialpodcast of the city of Walker,
Michigan.
(16:18):
You can find Maiden Walkerwherever you get your podcasts.
Welcome to Maiden Walker, a podcast that connects
you to the people, the stories,and the ideas shaping our
community.
From local innovators toeveryday change makers, we're
diving deep into what makesWalker a great place to live,
work, and grow.
Here's your host, NicoleDiDonato.
SPEAKER_03 (00:26):
Very few businesses make it to third generation, and
fewer still do it whilecontinuing to grow, adapt, and
also staying relevant with theircustomers and community.
I'm joined by the thirdgeneration owners of Nordike
Business Equipment.
They are a walker-based businessthat is celebrating 80 years in
2026.
Kara and Will, thank you bothfor joining us for this episode.
(00:48):
Yeah, thanks for having us.
SPEAKER_01 (00:50):
Glad we could be here.
SPEAKER_03 (00:50):
Yeah, Will, you're just your turn guest.
You were here about a year ago,just giving us the backstory.
Kara, we're certainly happy tohave you here with this episode.
So take us, well, can't reallytake us back to 1946.
But just your grandfather hadstarted this 1946 in a basement,
right after World War II.
(01:11):
Why do you think he had the urgeto want to really dive into
being a business owner and thento really look at repairing
typewriters?
SPEAKER_02 (01:20):
So his involvement in World War II was actually
with repairing typewriters,right?
Yeah.
Um, and then I think just thetimes back then are different
than they are now.
That was what you did is you hada skill set, you started a
business with it.
Um, so he did.
He started it out of hisparents' basement, um, grew it
throughout the years, andeventually got my dad involved.
(01:44):
Um eventually got mom involvedwhen they got married.
SPEAKER_01 (01:47):
And then so he took it over in the eight my dad took
it over from grandpa in theeighties and kind of grew it
into the the digital world thatit is now to the copiers and
printers.
So kind of outgrew thetypewriters, and that skill set
is not needed quite as muchanymore.
unknown (02:00):
No.
SPEAKER_03 (02:01):
What do you think were some of the um the values
that he really started hisbusiness on that you think you
still kind of embody today?
SPEAKER_02 (02:08):
Sure.
Um, grandpa's definitely afaith-based man.
So all um in his life, it wasthat was the driving factor.
Um, and I think that is whatattracted employees to him.
I think that's what attractedcustomers to him.
And I think that's the core ofwhat we do today.
Um I mean, our purpose here inlife is how can we glorify
(02:30):
Jesus?
How can we bring people toJesus?
Um, and I think that in thewords that we choose and how we
speak to our customers and howwe speak to our employees, um,
the policies that we set when weset them, um the actions,
everything that we do.
If if we can get one encounterwith someone to share the gospel
with them, I mean that's a greatday.
(02:50):
And if we can sell copiers alongwith that, that's an even better
day.
Yes.
SPEAKER_01 (02:53):
Grandpa's dad was actually a pastor too.
So it was just kind of somethingthat's always been instilled in
the family, whether it was fromgrandpa down to our dad, into
us.
Uh, you know, we went to privateschools growing up.
So just a big, big part of ourvalues.
SPEAKER_03 (03:04):
So and able to still continue that generations and
decades later.
Yep.
So obviously a lot has changed.
Will you kind of touch on this alittle bit, starting from your
uh typewriters all the way tothe electronics that we see
today, what has that whirlwindbeen like?
I mean, you haven't really seenthe whole progression, but just
in your tenure, what have younoticed has changed?
SPEAKER_01 (03:25):
Yeah.
Um, so I mean, when you talkabout copiers and printers, not
a whole lot has changed.
I mean, they're they're printingas fast as they can.
And if you look at one 20 yearsago, they look pretty similar.
And the technology is from whatyou can see, is all pretty
similar.
But what's changed is kind ofthe software on the back end or
the security on the back end.
So even though to the normaluser walking up to it, it's the
(03:46):
same machine, knowing how theinternals are affected with
technology and new computers ona day-to-day basis, we've kind
of had to adapt and learn whatthat looks like uh and to be
able to adapt with that.
SPEAKER_02 (03:59):
Especially nowadays, I think a lot of AI is getting
into that world, right?
And how can we automate systems,make people more efficient while
still using copiers andprinters?
You're still printing, you'renot going paperless, but you're
able to utilize the AI systemsthat are out there to then
automate your process and justmake your business more
efficient.
SPEAKER_03 (04:15):
That's incredible to see that progression from
decades ago to now.
You think your grandfather wouldhave just imagined that he would
have kept this company sustainedfor so many years?
SPEAKER_02 (04:25):
I think the shock that's in our dad's words and
face when he realizes it.
No, I don't think there's Idon't think he would have ever
imagined that.
SPEAKER_01 (04:33):
I don't think so either.
And and especially she touchedon it too with a lot of
companies trying to gopaperless.
So that you know that brings achange to technology.
But again, with the AI, so ifyou're going paperless, you
gotta scan the documents in.
So there's a big part of the thecopy and printers is a scanning.
So I don't think they could haveforeseen that even being a thing
back when a typewriter wasaround.
So so yeah, for him to it'd bepretty far out for him.
SPEAKER_03 (04:58):
What does he tell you about the changes he's seen
with the technology?
Yeah.
SPEAKER_02 (05:02):
I don't know that he really fully anymore.
SPEAKER_01 (05:06):
No, he's he's pretty stepped out of it.
So I mean he's he's happy to seethat we're involved, but you
know, as long as we're keepselling, he doesn't really care
what it is, you know.
So he doesn't have to deal withwith print and papers or or a
whole lot of technology himself.
So he he trusts that he's gotthe right people in place that
want to be involved in thetechnology changes, so he
doesn't have to.
SPEAKER_02 (05:25):
It's definitely a different world than I mean when
my dad was was really in it, itwas buying used machines, fixing
them up, and selling them.
So to go from that to now whatwe're dealing with, where a lot
of it is software driven, andwhat software can our printers
and copiers work with that ourcustomers need.
Um, even you talk about changefrom typewriters to now, even
(05:46):
from when our dad was in it 20years ago to now, it's night and
day difference.
SPEAKER_03 (05:50):
Yes.
And and I did forget to specifyyou guys are siblings.
We are.
So yeah.
And so um, you know, was italways the plan to take over?
Sometimes we were talking offcamera a little bit, just
sometimes it's tough nowadays tomaybe get children to want to
take over their parents'businesses, or maybe they do
sell out of necessity.
But what was it like for you?
SPEAKER_02 (06:10):
It was not ever the plan.
I mean, I think it was alwaysmaybe a hope of our parents that
we would maybe step into it.
But um, I went to collegethinking I was gonna go into the
health care field, um, gotmarried, and then ended up just
moving back this way and took ajob with the company because I
was trying to figure out my wayand then liked it and stuck.
And then it's a kind of similarstory for you.
SPEAKER_01 (06:32):
Yeah.
So I remember as a kid, it wasalways, yeah, you're gonna take
over the family business.
And as I got into middle schooland high school, it was like I I
wasn't a very technology-basedkid.
I didn't want anything to reallydo with copiers and printers.
It wasn't exciting, it wasn'tfun.
I had a big interest inautomotive.
Um, so I was actually a mechanicfor about seven years before I
got into this.
Um, that became tough on thebody and decided I want to
(06:55):
change.
I really liked working withpeople, and there was a sales
position open at our company.
So I talked to my parents.
I said, Can I apply?
And they're like, Yeah, you gotto go through the interview
process just like everybodyelse, but you know, there's an
opening, so sure.
So they were really excited tohear that, and even more excited
that I got through the interviewprocess.
But but yeah, no, it wasdefinitely not on my radar until
(07:16):
I don't know, five or six yearsago.
SPEAKER_02 (07:18):
So I mean, let's be real, there's nothing sexy about
copiers and printing, right?
Thinking about that as ateenager or like college
student, you're like, okay, isthis really what I want to do?
Not knowing like, you know, thethe benefits or like the pros of
owning a company and be able todrive that.
Um, I don't think it's anythingeither of us were like setting
our goals on.
Yeah.
SPEAKER_03 (07:39):
I mean, and did your parents kind of give you like
life lessons, business lessonsabout this, or is it something
you just had to figure out onyour own, basically?
I think it's a lot of how wegrew up.
SPEAKER_02 (07:47):
I mean, they were very transparent and we are, I
think that way, they were thatway with the company with
employees, we are as well, butthey were that way with us at
home, right?
It was always talking shop, itwas always talking business, um,
yeah, you know, financial adviceand just life advice, I think,
rolls over a lot into it.
Would you agree?
SPEAKER_01 (08:06):
Yeah.
Uh and to go off that, I mean,every family vacation for our
elementary years was always abusiness trip that dad needed to
take.
So, you know, dad had to go hereto pick up this.
So let's make a vacation out ofit and stop at a museum here or
there.
But yeah, some things that werealways coming out of dad's mouth
was buy low, sell high, youknow.
And as a kid, you hear that andyou're like, oh yeah, that makes
sense.
But you know, to translate thatto to him giving us a business
(08:28):
lesson, I don't know if that washis plan or just kind of his
day-to-day speak.
So yes.
SPEAKER_03 (08:33):
And any l lessons or um that you learned along the
way that you're grateful for,kind of looking back.
I know there's probably beensome times um where businesses
have shifted or you've had tokind of adapt with uh COVID and
such.
What did that sort of teach you?
SPEAKER_02 (08:49):
Yeah.
Um, COVID, you could probablyspeak to.
You were still selling activelyat that point with the lessons
we learned there.
SPEAKER_01 (08:55):
Yeah, so just COVID brought a lot of changes.
Um there was just a lot ofchanges on us taking over.
One was one of the big ones washow we hired uh salespeople, how
we hired service tax, how wejust hired employees in general,
um, kind of stopped looking atit as a process and looked at it
more of as a culture and reallyjust changed our interview
process to fit the culturerather than to find somebody
(09:18):
that checked all the boxes tofit the process.
SPEAKER_02 (09:21):
Um finding people that fit with our company
values, fit with the culture wehave.
Because you can find the rightperson, you can teach, I mean,
you can pretty much teach anyoneto do anything, right?
SPEAKER_01 (09:30):
So the right cultured people tend to stick
around longer.
So if we can focus on that,that's gonna give us ease of
operating in the future withless hiring for the people that
stick around longer and justrealizing that was big.
SPEAKER_02 (09:45):
So I think the other thing that comes to my mind when
you ask that question is um inthe beginning of 23, we acquired
another company in Lansing.
And that is not something thatour grandpa had done, it's not
something that our parents haddone.
So that was new and heavily puton us, right?
So navigating what does thatlook like?
How do you run an office that'sin your hometown and also an
(10:08):
office that's in an hour-ishaway and keep and then keep we
kept a lot of the employees thatwere with that company on?
So how do you bring them up tospeed to how Nordike does
things?
Because we do things a lotdifferent from our competitors.
SPEAKER_01 (10:20):
Yeah, we do.
SPEAKER_02 (10:21):
Um, so it was, I think we're still learning in
that respect, but I think we'velearned a lot and we're going
the right direction with it.
SPEAKER_03 (10:27):
And that does lead me to one other question too.
Uh a family-owned business,generations old.
What is it that you are able tooffer to customers that they
can't really get at a biggerindustry?
SPEAKER_01 (10:39):
I would say it's really just the personal touch.
Uh I know without naming names,a lot of our competitors have
gone to like an 800 number.
So when you call, you eitherget, you know, a robot phone to
get you to the right departmentor one person transfers you to
the next, to the next.
I can tell you if our you callour shop in Lansing, you're
gonna talk to Chris nine timesout of ten.
If you call our shop in GrandRapids, it's gonna be probably
(11:01):
Lisa or maybe Matt.
So you're always gonna have aperson to talk to.
And then our salespeople reallytake more of a client-centric
approach.
Um, we get people that email usall the time, almost every day,
and say, hey, we need a quote onthis.
And we aren't the type ofcompany that's just gonna fire
off a quote and see what sticksto the wall.
Our salesmen want to go meetwith the company, see what
(11:21):
they're doing, understand theirbusiness, understand their
workflow, and then we can eithermake recommendations, help them
guide them in the rightdirection for something that
they might not know exists.
Um, and I just don't see thathappening with our competitors.
A lot of times we'll go out,especially the ones that are
farther away from Grand Rapids,you know, that aren't within 10
or 15 minute drive from downtownhere.
(11:43):
A lot of the other salesmendon't want to go that far out.
So our guys will go out, they'llspend the time, really do a deep
dive on on what your company'sdoing and try and understand
their workflow and everythingbefore we really make any
recommendations.
So I think that's probably thebiggest thing that sets us
apart.
SPEAKER_02 (11:57):
Building that trust, transparency, 100%.
Yeah, and service.
I mean, we I think that's a bigpart of it as well is you're
talking to a real person on thephone when you call and we're
able, being a smaller business,we're able to make those
on-the-fly decisions that maybeother companies, if they're
larger, have to run up theladder to get the approval for,
(12:17):
right?
So I know I ran toner out to acustomer the other day because
they needed it and it wasimportant and needed to get
done, right?
Um, so I think that sets usapart as well, is we're they're
building those relationshipswith our customers.
They're not just another number.
We truly care, you know, aboutthem getting what they need from
us in order to operate theirbusiness.
(12:37):
And not everyone's super excitedabout copiers and printers.
I mean, it's a a necessary partof a business, but if we can
make that not stressful, that'swhat we like, that's what we aim
to do.
SPEAKER_03 (12:49):
Yes, of course.
Like that um, you know, thatapproach there and that mindset.
So looking ahead, do you eventhink about where you will go in
10, 20 years, just what the nextgeneration of Nordike looks
like?
SPEAKER_01 (13:03):
So yeah, I mean, we want to keep growing.
We want to fill in the gaps inbetween here and Lansing, um,
just so that we have a goodcustomer base all the way
through and that our servicetechs can be anywhere in the
state and and service anycustomer needed.
Um, I know she's got four kids,I don't, but I've I've heard my
oldest niece ask, when can Iwork for you guys?
SPEAKER_02 (13:23):
Yeah.
We we shot a marketing video atwork the other day, and we
actually brought in like an oldtypewriter, and it was hilarious
to watch the kids have no ideawhat it is, how do you use it,
what was this for?
Um, but yeah, just to see theexcitement that they're like,
oh, you know, when I work hereand they're talking about
salesmen that we currently have,they'll still be here.
And I'm like, well, I don't knowthat that's gonna happen, but
(13:43):
just that they, you know, thatthought is in their head that
like maybe this would happen,maybe, and then for us to talk
about it and think about it,it's like, wow, maybe it'll go
to the fourth generation, maybeit'll go to the fifth
generation.
I don't know.
SPEAKER_03 (13:54):
Yes.
So it is incredible to thinkabout.
Yeah.
Kind of wild to just to placeyears ahead.
Yeah.
And what as being a um, youknow, several uh third
generation owners, what kind ofadvice would you give to other
business owners who've maybemade it, you know, a couple
generations?
What what types of advice couldyou pass along as uh is
sustainable and yeah, I thinkjust being true to yourself,
(14:16):
right?
SPEAKER_02 (14:17):
Um, it's easy to get caught up in this world with
comparing yourselves to whoeverelse is in your industry and
them doing things differently.
And if you need, if you'retrying to keep up with the big
corporate world, like we need tochange how we do things.
But I think for us specifically,staying true to who we are, the
values that we have and keepingthose at the forefront of how we
operate a business and thedecisions we make for the
business is what has allowed usto remain in business all these
(14:40):
years.
SPEAKER_01 (14:41):
Yeah, I would agree 100%.
Um, to add to it is not gettingtoo comfortable or doing things
just because they've always donethings that way.
I mean, if we were doing thingsthe same thing, the same way my
dad was doing things 20 yearsago, I don't think it would work
out.
So being able to look at it froma 10, 20 foot view and saying,
hey, change is needed and youknow, we do need to adapt um and
(15:02):
being able to make those changesand be willing to make those
changes, it's it's a risk.
It's it's scary but necessary.
SPEAKER_03 (15:08):
Sure.
Yes.
Yeah, that is something you'rejust kind of the pioneers now
taking it going forward, andit's kind of exciting.
It is exciting, it's fun.
The unknown.
So, and um, if people areinterested in uh checking out
your services, what is the bestway for them to do so?
Call, talk to Lisa or Matt orChris.
SPEAKER_02 (15:25):
Otherwise, we've got a website that's really easy to
use, Nordike.com, um, and youcan request a quote and it just
sends us your information.
And then, like Will was sayingsomebody's gonna call and either
talk to you on the phone orthey're gonna go out and meet
with you.
It's not gonna be just likeanother number coming through.
SPEAKER_03 (15:40):
So love that personal touch.
Yeah.
Congratulations on 80 years.
We're excited to see where youall go from here.
But uh, thank you for making theinvestment and choosing to um to
open your doors and walk ourcontinue that.
So we appreciate it.
SPEAKER_01 (15:54):
That'd be good.
Thanks for having us.
SPEAKER_03 (15:55):
Yes, of course.
Thank you, Will.
And Kara, and thank you fortuning in as well.
SPEAKER_00 (15:58):
Thank you for joining us for this episode of
the Maiden Walker Podcast.
If you have comments orquestions about this podcast, or
if you have suggestions forfuture episodes, we'd love to
hear from you.
Please drop us an email atpodcast at walker.city.
Maiden Walker is the officialpodcast of the city of Walker,
Michigan.
(16:18):
You can find Maiden Walkerwherever you get your podcasts.
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