December: Reflecting and Redirecting
You may notice this newsletter looks a little different this month. That’s intentional. What’s evolving isn’t just the format—but the substance behind it.
My years inside the Texarkana business scene have given me a front-row seat to how local companies grow, struggle, pivot, and sometimes disappear altogether. The ones that last aren’t always the biggest or loudest. They’re the ones willing to evolve without losing sight of who they are.
Over time, a consistent pattern emerges: businesses rarely fail because they’re bad at what they do. They struggle when customer behavior changes, media changes, and attention becomes harder to earn. This newsletter exists to explore how Texarkana businesses are navigating that reality, and what evolution looks like when it’s done with intention.
Evolution Isn’t Abandonment
I’m a firm believer in “if it ain’t broke don’t fix it” but only as it applies to mechanical parts. The world is advancing at an incredible pace, and, as business owners, we have to keep up. That doesn’t mean turning our backs on the foundations that got us here, though.
Texarkana in 1874
Feature Story
The Last 20 Years: The Effect of Technology on Texarkana Business
From workforce pipelines to operational infrastructure, Texas businesses have spent the last two decades adapting to change. In Texarkana, that shift has touched every level of business—from small boutiques to multi-million-dollar organizations—forcing owners to rethink how their companies actually run.
In The Know
Texarkana Business Briefs
Marketing & Visibility
Visibility and leads aren’t the same thing—and confusing the two is where a lot of frustration starts.
Many businesses assume fewer leads automatically means marketing isn’t working. In reality, buying behavior has changed. Customers take longer to decide, research more sources, and engage later in the process. Visibility builds momentum (think 7 touch points); conversion often lags behind it. Understanding that gap is critical before pulling the plug too early.
Operations & Leadership
Growth stalls when every decision still runs through the owner.
As businesses evolve, the systems that worked early on often become bottlenecks. When approvals, problem-solving, and strategy all live with one person, momentum slows. Sustainable growth requires trust, delegation, and clear roles—especially as teams expand. The new year is a great time to work on SOPs and perfect the processes that keep your business running smooth.
Texarkana Economy
Investment follows confidence—and Texarkana is seeing it in pockets.
From continued growth along the I-30 corridor to renewed energy in downtown and Nash, long-term investment signals belief in the region’s future. These moves don’t happen overnight—and they rarely happen without careful planning behind the scenes. As our region grows, think about the things that make your business unique, and invest your resources there. When big business moves in, visitors will follow, and they’ll be looking for a distinctive Texarkana experience.
Tools & Technology
AI is showing up in more business conversations—but strategy still matters more than technology.
New tools can improve efficiency, but only when the underlying process is already sound. Automation doesn’t fix what’s broken; it multiplies it. The businesses seeing the most benefit are starting small and applying AI intentionally, not reactively. Platforms like Zapier can automate trivial tasks. Integrate Buffer to help with social media or Quickbooks for financial tracking and data management. The bottom line: AI can free up some time for the people running your business to concentrate on other things. But it doesn’t work miracles.
Visionary Voices
A CONVERSATION WITH BERKLEY MCKNIGHT
Behind every growing business community are leaders who rarely seek the spotlight, but whose work quietly shapes opportunity. Visionary Voices highlights the people influencing how business gets done in Texarkana. This month, we spoke with Berkley McKnight, Director of Partner Development at Texarkana Chamber of Commerce.
A Final Note
“There is a curious thing that happens with the passage of time: a calcification of character... Change isn't always for the worst; the shell that forms around a piece of sand looks to some people like an irritation, and to others, like a pearl.”
― Jodi Picoult, My Sister's Keeper
Until next time,
It’s all about the story.