In Episode 7 they interview

Deb Muchmore:

Background:

For nearly three decades, Deb Muchmore has been a trusted advisor to business leaders across Michigan and the Midwest, guiding them through public affairs, crisis situations, and complex regulatory challenges. Her work spans diverse industries, including economic development, energy, natural resources, environmental stewardship, food processing and safety, and health insurance, making her one of the region’s most versatile and respected communications strategists.

Often referred to as the “fixer” when organizations face tough challenges, Deb’s approach is rooted in three guiding principles:

● Collaborating with critics to find common ground

● Transparency with the public to build trust

● Meeting problems head-on before they escalate

Her reputation management expertise emphasizes the importance of listening, clear communication, and aligning corporate actions with words. She is also known for preparing leaders to handle tough media interviews, public appearances, and high-stakes conversations with confidence and integrity.

Deb brings a no-nonsense, ethically driven perspective to problem-solving, helping organizations of all sizes establish guiding principles that strengthen resilience and credibility.

Deb is the owner of Deb Muchmore Consulting, LLC, but before she went off on her own she spent multiple years in the marketing business in and around Lansing after her graduation from Michigan State University.

Questions:

1. As incoming chair of the MI Chamber, what is part of your vision & priorities for Michigan’s business community?

2. What are some of your regrets and what did they teach you?

3. You’ve expressed that you don’t see yourself as being a risk taker. How does that limit opportunities for you?

4. You’ve been called the “fixer” when trouble arrives. What’s the most memorable moment when you had to step in and turn things around?

5. If you could describe your career journey in three words, what would they be?

6. What’s the biggest misconception about reputation management that you’d love to debunk?

7. Can you share a time when transparency with the public completely changed the outcome of a crisis?

8. You’ve worked across industries from energy to food safety. What’s the most surprising lesson you’ve learned that applies universally?

9. If your leadership style were a song, what would it be and why?

10. What’s the boldest risk you’ve taken in your career, and how did it pay off?

Gina Thorson:

Background:

Leadership Role: Gina Thorsen serves as President and CEO of Jacquart Fabric Products, the parent company of Stormy Kromer. She is the third generation of her family to lead the business and the first woman to hold the position in the brand’s 120‑year history.

Stormy Kromer Brand: Stormy Kromer is best known for its original wool cap. Under Gina’s leadership, the company has grown into a full lifestyle brand offering outerwear, apparel, and accessories. More than 80% of the product line is manufactured in the U.S. and sold in over 800 retailers nationwide.

Business Growth: Since 2017, Stormy Kromer has experienced over 90% growth, with ecommerce sales increasing by 146%. Gina has been instrumental in broadening the brand’s appeal to younger demographics and women customers, ensuring its relevance for new generations.

Advocacy & Recognition: In 2024, Gina was named Small Business Advocate of the Year by the Small Business Association of Michigan, recognized for her efforts to recruit and support small businesses across the state.

Community & Roots: Born and raised in Ironwood, Michigan, Gina has deep ties to the Upper Peninsula. She often speaks about the unique challenges and opportunities facing rural communities and the importance of sustaining local manufacturing.

Family Legacy: Jacquart Fabric Products was founded in 1958 by her grandfather, Robert R. Jacquart, originally making bank deposit bags in his basement. The company acquired Stormy Kromer in 2001, and Gina has carried forward the legacy while modernizing the brand for today’s market

Questions:

1. You’re the first woman to lead Stormy Kromer in its 120‑year history. What did that mean to you personally?

2. What’s the boldest leadership decision you’ve made since becoming CEO?

3. Stormy Kromer is iconic for its wool cap. How do you keep a heritage product fresh and relevant for new generations?

4. What’s one challenge small businesses face today that you think doesn’t get enough attention?

5. Growing up in Ironwood, how has the Upper Peninsula shaped your leadership style?

6. What does it mean to you to keep manufacturing local in a time when so many companies outsource?

7. If Stormy Kromer were a person, how would you describe their personality?

8. Who are you outside of Stormy Kromer?

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