A profile is a type of feature story and usually focuses on a person and what’s important or interesting about that person. It is a great way to tell a story about your executives and employees or people of interest in your industry in an interesting and compelling way. It’s also a way to position your business leaders as thought leaders on specific topics of interest in your industry. Plus, as a bonus, many editors are interested in profiles for their magazine and web pages. Profiles are a great way to promote your company story!

For this profile, I interviewed former Wisconsin Gov. Scott Walker to discuss his views on the changes needed to get Wisconsin back in business. The article shares his reform agenda targeted at company growth and job creation.

Excerpt 1

As the state’s manufacturing base crumbled during the Great Recession, it became increasingly apparent that small businesses were the engines keeping Wisconsin’s economy running. For this reason, much of Walker’s plan focuses on businesses with 50 employees or less.

“Projections show that up to two-thirds of all of the new jobs are likely to be created in the state’s small businesses,” Walker says.

Excerpt 2

“Currently, the Department of Commerce is more about regulating commerce than promoting it,” he says.

Walker seeks to replace this department with a public-private entity focused entirely on economic development. He cites the state’s seven regional economic development efforts, including those of The New North, Thrive and Milwaukee 7, as models for this change. Public-private entities, he says, can be more flexible and act more quickly than government models.

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