In every business — big or small — the owner has a story to sell
As soon as Tom Sourlis began recalling the comical beginnings of his company, more than 300 guests began listening more intently.
Without realizing it, they leaned toward the stage, stopped clanking their forks or munching their dessert. They instead looked at Sourlis inside the packed ballroom at the Radisson Hotel in Merrillville.
There's nothing like spinning an old-fashioned story — from Stone Age campfires to digital age computer screens — to pique our primal curiosity about what happens next.
Sourlis did this without even trying Wednesday at the 25th anniversary of the Entrepreneurial Excellence Awards, also known as E-Day in the local business world. It's an annual event to publicly recognize small business owners in Northwest Indiana who have captured the spirit of “being your own boss” through an idea, product or service.
Sourlis recalled having the “flash of an idea” many years ago and how he waffled on pursuing it for a business venture. He eventually pulled the trigger, he told the audience, yet he stumbled on naming his new company.
Years earlier, he founded Sourlis Masonry Restoration Inc., weaving his own name into his company's name, a trait he enjoys seeing with small business ventures. When your name is on a product or service (or newspaper column), it shows pride, ownership and accountability.
Still, such a name involving “Sourlis” escaped him for his new endeavor: preventing mortar droppings from clogging weep holes designed to permit water to exit building walls.
For nearly 25 years, Sourlis repaired buildings that in large part had been damaged by trapped water in masonry walls. He said he worked on such notable historic buildings as The Rookery, Holy Family Church and the landmark Chicago Water Tower.
As a response to seeing what water damage can do to a building of any size and scope, Sourlis invented a patent to collect mortar on multiple levels. His idea took off, with thousands of buildings across the country using his idea.
“I thought it was a very simple idea that could maybe go somewhere,” he told the audience.
His simple idea, though, needed a simple name.
After pitching a couple of ideas to his work team, both involving his last name, he realized neither sounded right for his new company. He received polite but cold responses and quickly got the hint.
“My business names sounded like plant diseases,” he joked to guests, who laughed at his candor.
After his unproductive meeting with colleagues, he returned home somewhat dejected. His son, Colin, who was 11 at the time, asked innocently how things were going with his new mortar net project. At that moment, the proverbial light bulb went off in Sourlis' head.
“Mortar Net,” he told himself.
Mortar Net USA, Ltd., he later told his colleagues.
For his son's offhand yet invaluable contribution to the company, Sourlis gave him $100 on the spot. Imagine getting $100 cash as an 11-year-old. Colin ran around their home like he hit the lottery.
In time, the company's name became Mortar Net Solutions, which now develops, distributes and supports innovative moisture management solutions for masonry construction. Sourlis led its operations until 2011, yet he still serves as its formal chairman, as well as an informal diplomat for the Northwest Indiana business industry.
Sourlis' success allowed him to assist nonprofits and foundations, including the Nazareth Home, TradeWinds, the Crisis Center, Parents as Teachers, Planned Parenthood and the Legacy Foundation.
This, in part, is why he was awarded this year's lifetime achievement award by the Northwest Indiana Small Business Development Center.
“This is a milestone in my life,” he said in accepting the honor.
He made a point to applaud his staff, which sat at one of the front tables near the lectern. These award events always include a lot of polite clapping, endless handshakes, networking chitchat and business relationships masquerading as personal friendships.
This event, however, celebrated the minor miracle of “Be your own boss” small businesses in this region, reflecting similar mom-and-pop triumphs across the country.
“The American dream of small business ownership
Yes, it can. But it's not as easy as coming up with an idea, hanging a shingle and watching the money roll in. As a recovering small business owner for 20 years, I can't forget all the long days and short paychecks.
Turning off the business lights is much easier than turning off your thoughts, worries and concerns about your “baby,” as it grows up. If it grows up.
The E-Day awards included Young Entrepreneur of the Year, given to Kevin Hand, owner of Zounds Hearing, a thriving young business in this area. I remember writing about Hand and his new company when he launched it three years ago.
I asked Hand to introduce me to a client whose life profoundly was improved by his hearing aid products. Hand led me to a Hobart pastor who forgot what it was like to hear birds tweeting, leaves rustling and people whispering. I jumped at the chance to tell the pastor's “silence to sounds” story.
Again, another business, another story behind it.
“It's all about our stories,” Brian Rusin, an E-Day steering committee member, told the audience.
I've been saying this for 20 years in the newspaper industry. Everyone has a story. And stories still matter, even in a business world that historically values profits over prose.
Sourlis' son learned a related lesson about the business world.
At 17, he reminded his father about earlier naming Mortar Net Solutions. He asked if he could be rewarded again with more money, considering the financial success of the company.
Sourlis told him no, instead offering his son a life lesson in lieu of easy cash.
“The first offer is just that,” he told his son. “The first offer.”
Everything in life is negotiable, he taught him.
“My son has been negotiating for everything ever since,” Sourlis joked to the guests.
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