“People first. Lead with integrity. Think big. Keep it real.” These values are the epicenter around which strategic communications firm PointNorth Consulting revolves. A woman- and minority-owned business, PointNorth specializes in crafting solutions that not only build trust but amplify voices and empower people.
From creating compelling marketing strategies to developing teams and leadership structures that drive results, PointNorth’s work is grounded in a commitment to authenticity, integrity, and inclusivity. Their unique ability to blend creativity with strategic insight makes PointNorth a trusted partner for businesses and organizations across the region, helping them tell their stories in ways that foster engagement and inspire action.
Lisa Keohokalole Schauer, President at PointNorth Consulting, was kind enough to share more about PointNorth with the Northwest Mountain MSDC and her insights as a minority business owner:
What’s your name, role, and businesses’ name?
Lisa Keohokalole Schauer, President at PointNorth Consulting.
What does your business do/sell?
PointNorth Consulting is a strategic communications firm, certified Disadvantaged Business Enterprise (DBE), and Minority-Owned Women’s Small Business. We work with organizations of all sizes throughout the region to engage with their communities, tell authentic stories with a strategic focus, develop their team and leadership, and execute on marketing and creative projects that get communities excited to engage.
Why did you decide to create this business? What inspired/motivated you?
Al Schauer started PointNorth as a leadership consulting firm in 2011, inspired by his love of mentoring young leaders, and the many opportunities he’d taken to lead throughout his life. The one thing Al is committed to in every area of his life, including PointNorth? Living his values in such a way that every single person who encounters him can’t help but be changed for the better.
That singular focus formed a rock-solid foundation that’s seen PointNorth through some pretty significant pivots. And now, 14 years later, things certainly look a little different. But that values-centered lifeblood still pumps through PointNorth’s veins, and informs our every action.
In 2018, I took the reins at PointNorth and led us to our current iteration as a strategic communications firm, certified Disadvantaged Business Enterprise (DBE), and Minority-Owned Women’s Small Business.
What do you love about your business?
Each and every thing we do stems from our history as a leadership firm, and we’ve grown and developed that with our own unique values. These aren’t just words to us, they’re our compass, pointing us North in every project. And the best part is, by embodying these values ourselves, we’re able to see them spread throughout the community in every project we do.
Whether we’re holding the line on People First, or encouraging our clients to Think Big, whether we’re Leading with Integrity, or doing the hard work of Keeping it Real, we’re always, always aligning our actions with our true North and values.
What does it mean to you to be a minority business owner?
My experience as a minority business owner drives our work and helped establish a values-based approach. With decades of experience as both an industry “insider” working in big firms, as well as an “outsider” who’s seen the dramatic about-face that happens when you’re a minority business owner working for yourself instead of one of those big firms, I bring a unique perspective to our organization, and the industry at large.
My experience as a minority business owner has instilled an unshakeable commitment to doing business in a way that honors all of us – and highlights the strength in areas overlooked in the traditional workplace. Informed by the realities of what it means to be a minority woman running a company in our current world of work, I created a firm foundation for the company that focuses on people, community-building, dreaming beyond the status quo, and a solid grounding in openly acknowledging the reality of any given situation, good or bad.
What are some challenges you had to face with your business? How did you overcome those challenges?
We’ve struggled to secure capital in ways that simply don’t happen when you’re a part of a white, male-dominated firm, and we’ve also had to wrestle with the idea that we are somehow less deserving than bigger firms, or those that don’t qualify as DBEs and MWSBs – or, even more insidiously, that we should downplay those elements of our story because to do otherwise would be to accept a handout, or take an unfair advantage. And of course, there’s the ongoing question of balance: How do we remain a profitable business that’s still people-first?
We’re proud to say that we’ve overcome many of these challenges. It’s been a really beautiful thing to see a team of dedicated, brilliant people come together and find creative, human-centered solutions that are every bit as scrappy and hard-hitting as any other firm while also being just as caring and empathetic as we all want, and deserve, to be.
What do you wish for others and your customers to know/ understand about your business?
Because we’re committed to humility, we won’t bang our own drum too much … but we will say that PointNorth has had quite the impact on the community. PointNorth team members now occupy 18 local board and committee positions, and have donated over 1200 hours in community service. We’ve also given $65,000+ in in-kind services to non-profits, $50,000+ in sponsorships to local organizations, and $35,000+ in charitable donations.
Thank you, Lisa, for sharing Point North‘s journey!
Website: https://www.pointnorthinc.com
Instagram: https://www.instagram.com/pointnorthinc/
LinkedIn: https://www.linkedin.com/company/pointnorthinc/
About the NWMMSDC
The Northwest Mountain MSDC, an affiliate of the National Minority Supplier Development Council (NMSDC), is a nonprofit organization dedicated to empowering minority-owned businesses by certifying, developing, and connecting Minority Business Enterprises (MBEs) with major corporations and public agencies.
Since 1978, the Council has been a driving force for advancing supplier programs and creating opportunities that enable minority-owned businesses to thrive. Serving the Pacific Northwest Mountain region—encompassing Alaska, Idaho, Montana, Oregon, Utah, Washington, and Wyoming—the NWMMSDC is committed to fostering meaningful business partnerships and driving economic growth.
For more information about the NWMMSDC and its programs, visit www.nwmmsdc.org.
To learn more about how certifying your minority-owned business can benefit you, click here.