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October 15, 2012 from the editor

From the editor: Inspired reading in 2012 Next list

By Carol Coultas

Do you know someone on the front cover?

Congratulations if you do because you're in the company of an innovative and inspiring business leader. For a decade, Mainebiz has solicited nominations for our Next List, 10 people we see shaping Maine's future. This year, more than 100 nominations were considered for the recognition and after much vetting, the 10 honorees appear in this issue — their profiles start on page 17.

They are an impressive lot, each contributing to his or her company, community and Maine's economy in significant ways. Some are doing it by harnessing technology (kudos to Fortunat Mueller and Phil Coupe of ReVision Energy); others by bringing investment to places where it matters most (thank you, John Hallé of Cate Street Capital and Adam Wintle of Biogas Energy Partners); and still others by marshaling resources in ways that change people's lives (take a bow, Don Gooding of the Maine Center for Entrepreneurial Development and Jean Maginnis of the Maine Center for Creativity). And let's not forget those executives who run growing enterprises that put dozens of people to work in forward-thinking companies such as Keri Seitz's FHC Inc. and Stephanie Volo's Planet Dog. And finally, those who make our lives healthier — thank you, Susan Shaw of the Marine Environmental Research Institute for protecting our oceans and to Luke Livingston, whose Baxter Beer makes life more pleasurable in an increasing array of ways.

Check out their profiles and slideshows, then join us Nov. 8 at the Harraseeket Inn in Freeport for a reception honoring our Nexters (details at mainebiz.biz/ourevents).

Speaking of inspiration, I wonder who first had the idea of selling naming rights to public venues and events? The practice is explored in Contributing Writer Doug Rooks' story, "Calling dibs," starting on page 36 and part of this issue's focus on sales and marketing. While several Maine companies have jumped on the naming-rights bandwagon — most recently Cross Insurance for the new Bangor arena — it's a tactic that comes with its own dangers (think Enron Field) as well as rewards. According to one Maine marketer, the ROI on a naming rights contract runs in the neighborhood of 3-to-1 or 4-to-1.

Online Editor Darren Fishell takes us into a new kind of marketing that connects customer feedback to the proprietor, reinforcing positive customer experiences and sidelining poor ones until they can be addressed. Dozens of Maine companies have signed on, as Darren reports in "Spreading the word," starting on page 34.

We have our own word to spread: Although we have concluded the 2012 On the Road regional receptions (thank you, L-A — we went out with a bang), we'd still like to hear what you have to say about Mainebiz, our publications, website, events, and anything else that bears our name. So although we will start a new series of regional receptions in 2013, you can always reach me at the email below. I look forward to hearing from you.

Carol Coultas

ccoultas@mainebiz.biz

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