Entrepreneurship in Motion: Lessons from Big Rock Valley
By Jaci Russo, CEO & Co-Founder, brandRUSSO
Sometimes, to move your business forward, you have to step away from it.
Recently, Michael and I had the privilege of attending an Entrepreneur in Residence (EIR) retreat at Big Rock Valley, the Edward Lowe Foundation’s 2,000-acre learning and leadership center in Michigan.
It’s an experience unlike anything else—a place where second-stage entrepreneurs and advisors unplug, reflect, and rediscover the why behind the work.
And as someone who’s spent over two decades helping businesses build and clarify their brands, I can tell you: what happens in those moments of pause can be transformational.
The Edward Lowe Foundation
The Edward Lowe Foundation exists to support what they call second-stage companies—growth-minded businesses that have moved beyond the startup stage but aren’t yet enterprises.
These are the firms driving America’s economic engine: typically, between 10 and 99 employees and $1M–$50M in annual revenue.
They’re no longer chasing their first customer. They’re scaling, hiring, innovating, and shaping their industries. But they often face unique challenges—outgrowing early systems, struggling with leadership structure, and wrestling with how to evolve their brand identity while maintaining authenticity.
That’s where the foundation steps in.
Through its System for Integrated Growth (SIG) program, the Edward Lowe Foundation connects these second-stage entrepreneurs with a network of specialized consultants—experts in finance and operations, marketing, and branding.
In my role as a branding and marketing consultant for SIG, I work directly with economic development departments across the country to help business owners refine their messages, strengthen their positioning, and align their brands with their growth goals.
It’s some of the most rewarding work I do—helping companies uncover what makes them unique and giving them the tools and clarity to communicate that story effectively.
The Power of Stepping Back
The EIR retreat at Big Rock Valley isn’t about spreadsheets, metrics, or KPIs.
It’s about reconnection—with your mission, your leadership style, and your long-term vision.
Entrepreneurs spend three days unplugged from the day-to-day chaos, engaging in peer discussions, reflection, and strategy sessions.
And for someone like me—who works with brands every day—it was a powerful reminder of something I tell clients constantly:
You can’t see your brand clearly when you’re too close to it.
When you step back, you see what matters most.
You remember what got you here—and what will take you further.
The Razor Branding™ Connection
At brandRUSSO, our Razor Branding™ process helps companies do the same thing—pause, reflect, and realign.
We focus on four key areas:
- FOCUS: Who are you trying to reach—and are they still your best audience?
- PROMISE: What is your differentiator, and does your messaging reflect it?
- CONNECTION: Are you still telling your story in a way that resonates?
- HARMONY: Is your internal culture aligned with your external brand?
These questions may sound simple, but they’re incredibly powerful.
Because just like at Big Rock Valley, real growth starts when leaders take the time to zoom out—to stop reacting and start rethinking.
Entrepreneurs Are Builders by Nature
Edward Lowe, the foundation’s namesake and founder of Kitty Litter (yes, that Kitty Litter), built an entire movement around entrepreneurial growth.
He understood that the best entrepreneurs are builders—not just of products or companies, but of communities, opportunities, and culture.
That same mindset drives the work we do at brandRUSSO.
Every brand we build is designed to help entrepreneurs communicate not just what they do, but why it matters.
And for second-stage companies, that distinction is everything.
What I Took Away from Big Rock Valley
Sitting in that space surrounded by brilliant minds from across the country, I was reminded that every entrepreneur—no matter how seasoned—needs clarity, connection, and community.
Growth isn’t just about scaling your operations.
It’s about scaling your purpose.
And that’s why I love the work we do through both the Edward Lowe Foundation and brandRUSSO. Because at the end of the day, branding and entrepreneurship share the same foundation:
They both require vision, resilience, and the willingness to evolve.
For Entrepreneurs Reading This…
If you’re in that second stage—beyond startup but not yet “big”—you’re exactly where growth happens.
And if your brand no longer feels aligned with who you’ve become, it may be time to pause, reflect, and realign.
That’s where we can help.
- Learn more about Razor Branding™
- Schedule a brand assessment
- Discover the Edward Lowe Foundation’s programs
Take a breath. Step back.
Sometimes, the clearest path forward starts with stillness.
Let’s change the conversation.
— Jaci
Jaci Russo, P.C.M., is the CEO and co-founder of brandRUSSO, a published author, entrepreneur, and sought-after speaker. She is the architect behind Brand State U, TrainYard Advisors, and co-host of the He Said, She Said, Razor Branding Podcast. Jaci is a civic leader, mentor, and mother of 4 and is part of the less than 1% of women-founded and led agencies in the U.S.
To learn more about brandRUSSO, subscribe to our blog , or add the He Said, She Said Branding Podcast to your playlist.
brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a global portfolio of B2B clients in the professional services and manufacturing industries. As a strategic branding agency, we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior.
