Meet Secretary Dick Leinenkugel 

In retrospect, Jacob Leinenkugel was one of Wisconsin's first "entrepreneurs." After learning the brewing trade in Sauk City from their father Mathias, a German immigrant, Jacob and his three brothers set out in opposite directions to find their fortunes.

Commerce Secretary Dick Leinenkugel

Settling in Chippewa Falls was a carefully calculated move for Jacob. He knew he could make the product –great beer – but he needed customers. The prospect of 2,000 thirsty lumberjacks in the area convinced him that that was the place to set up shop. The rest, as they say, is history.

Part of that history is Jacob's great great grandson – Richard "Dick" Leinenkugel, who was recently named Secretary of the Wisconsin Department of Commerce.

Having grown up in the family business – every Leinenkugel did their part as soon as they were old enough to hold a broom –Dick resisted the lure of the family firm to make his own mark after graduating from Chippewa Falls High School in 1976.

Having earned a naval ROTC scholarship, Dick attended Marquette University in Milwaukee, earning a BS in Business Administration with a specialty in Marketing.

He then fulfilled his commitment to the armed services by spending four years in the U.S. Marine Corps. Stationed in Hawaii, he was deployed twice to the Western Pacific and Indian Ocean.

However, he was on shore in Hawaii long enough to make the acquaintance of a young nurse named Jean, who, after graduating from nursing school in her native Wisconsin, moved to Oahu with two friends to "work and play," smiles Dick. The two hit it off and were married in 1984, the same year that Captain Dick Leinenkugel was discharged from the service.

The newlyweds settled in Palatine, Illinois. Jean took a job at a hospital in Barrington and Dick started work at Kemper Sports Management. He stayed with the organization until 1987, when he asked his brother, Jake, about joining the family business. He started work as a sales rep in Chicago for the Jacob Leinenkugel Brewing Company.

That same year, the first of Jean and Dick's three children, Jeffrey, was born, followed by twins Katie and Lindsay in 1989. The trio currently attends college – Jeff and Lindsay at UW-Oshkosh, and Katie at the University of Minnesota.

In 1988, the Miller Brewing Company purchased the Leinenkugel brewery and in 1991, integrated its sales forces and Dick went to work for Miller selling the entire portfolio of Miller and Leinenkugel brands.

By 1994, brother Jake persuaded him to return to the just the Leinenkugel side of the business to head up the national expansion of Leinenkugel's Red and other specialty beers. He and Jean, "cheeseheads" at heart, packed up the kids and moved to the Milwaukee area where Dick worked as a V.P. of Sales for the Leinenkugel Division of Miller Brewing for the next two decades.

After observing the half-century mark of his life, Dick decided that it was time for a new chapter. While admittedly a "non-political" person, he was intrigued to hear that Jack Fischer had resigned as the Secretary of the Department of Commerce. Heading the department presented an exciting opportunity, thought Leinenkugel and just perhaps, Governor Jim Doyle might be interested in talking to him.

Says Sec. Leinenkugel, "I had a desire to give back to the state that has so richly blessed me and my family. I felt with the skills that I have in sales & marketing I could effectively communicate strategies for (business) growth in Wisconsin."

The Governor agreed. He appointed Dick as the Secretary of Commerce in September of this year, and Sec. Leinenkugel couldn't be happier.

"I'm excited by the opportunity," he says. "The more I read and the more I learn about what we are trying to accomplish (regarding business growth in the state) – the more excited I get.

"We have a very ‘pro business' governor. I think he governs from the center – and he recognizes the importance of economic development across the state."

Since starting on the job in October, even Sec. Leinenkugel was surprised to learn "what a wide range of services we provide here." Although very comfortable with the business/marketing aspects of the agency, he admits to a crash course in the regulatory areas such as Safety & Buildings (S & B), Environmental and Regulatory Services (ERS) as well as Information Technology (IT), Investment and Exports (I & E). Fortunately, those who work with him say, he is a quick study.

"We have a lot of different jobs (at Commerce) and a very diverse set of people with a wide range of skills," he explains. "Any time you are dealing with ‘human capital' it is a management challenge. But it's not rocket science. Just treat people the way you want to be treated."

As Sec. Leinenkugel sees it, "People like to work. They like to have fun at work. They like to contribute their individual strengths and skills to a team. They want to feel that they are a part of the greater mission."

The former marine credits his Marine Corps training for much of his management style. "It's my job to motivate. To show each and every employee how their jobs fits into the big picture. It's important to feel like a part of a greater mission.

"Since day one, I promised to communicate – to keep the ‘troops' informed. There's nothing worse than ‘not knowing' – rumor and speculation are counterproductive." Faced with a stringent budget, he pulls no punches and as he learns what is in store for the future he intends to share all news – good and bad – with his staff.

The Secretary says that he is "blessed with a good management team" and credits Deputy Secretary Aaron Olver and Executive Assistant Zach Brandon as being "smart – and a wealth of information," Aaron, because of his knowledge of the workings of Commerce and government, and Zach for his "outsider's view" that questions the status quo. Commerce, he adds, is "fortunate to have them."

Commerce, he feels, is fortunate to have a department chock full of dedicated employees. "There is a lot of good work being done here – in the regulatory divisions as well as in business development. I'd like people to see that more. To recognize the team effort – whether they (employees) are here or in the field."

Now that he's gotten his feet wet in the public sector, Sec. Leinenkugel says that it is his hope that during his tenure the department will experience change – change that will lead to a more effective, strong organization that will lead the way into the state's economic future. He's looking forward to developing a strategy for the department on how we are going to move the economy forward. And, he hopes, he can be "the face of business in Wisconsin."

"I love doing outreach," he explains. "I like meeting people and learning about new techniques – renewable energy, biotech, high tech manufacturing and agriculture. I'm pleased that bridges are being built between business and the universities and tech schools."

Secretary Leinenkugel hopes to tap into that – and more – to help create a "terrific" business climate here in Wisconsin. "The companies here will thrive and after others see what a great state this is to do business in, they'll want to come here too."

And why, the question is posed, should companies want to do business in Wisconsin? What are the three top reasons he would give?

Sec. Leinenkugel replies without missing a beat.

"Wisconsin is about the people – their spirit. Our workforce is hard working and dedicated." He adds that as a marine, "There were three guys from Wisconsin (in his platoon.) If I needed a job done, and done well – and on time, I always asked the guys from Wisconsin to do it.

"We have terrific public and private schools (K-12) as well as great tech colleges and universities. We have a well-educated workforce."

He wraps up the big three with "our natural resources. We have wonderful parks, great lakes – beautiful North woods."

"In our thriving urban centers (Madison and Milwaukee) we have the University and government, art and culture and a diverse population. And of course our proximity to other major hubs such as Chicago and Minneapolis makes us an ideal location to do business."

Secretary Leinenkugel, his colleagues note, has hit the ground running. Up before the birds, he bids his two retrievers (Higgins and Calvin) adieu and hits the road for his hour and a half commute – which doesn't faze him a bit.

"It's a fun job - energetic. Any time you're learning and have an opportunity to help out – whether in the public or private sector – it's a great feeling."

As he traverses the state, meeting – and learning from – businesspersons, elected officials and entrepreneurs, the new Secretary is on the lookout for new and better ways to do business in Wisconsin – and no doubt, he'll spread the word.

-- Barbro McGinn