The Distinguished Entrepreneurs Lunch (DEL) program, sponsored by Neider & Boucher, S.C., brings together students and entrepreneurs for candid conversations about the realities of building a business. Speakers range from UW–Madison alumni to local business owners, founders, and CEOs, all connected through their entrepreneurial mindset. This semester’s lineup offered a diverse set of perspectives, highlighting both the successes and setbacks that shaped each speaker’s journey. Together, their stories provided students with valuable insights into what it truly means to be an entrepreneur.
The semester began with Carrie Thome, Co-founder and Managing Director of NVNG. Carrie shared stories from her career in investment management and her transition into co-founding a venture capital firm. Drawing on more than 25 years of experience as a senior executive and board member, she offered insights on portfolio management, strategic leadership, and investing across diverse markets. Carrie emphasized the importance of building strong networks at every stage of a career and remaining patient as opportunities develop.
Lyndon Lattie and Lonni Kieffer, a dynamic husband-and-wife duo, followed with insights into founding SmartCert. They discussed navigating the complex world of fasteners and simplifying certification processes across multiple industries. They also reflected on the importance of balance in both business and personal partnerships, sharing the unique challenges of being co-founders as spouses and the need to stay adaptable in a constantly evolving entrepreneurial landscape.
We then welcomed Annemarie Maitri, founder of Bloom Bake Shop and Lallande. She spoke about the courage required to launch and grow her Madison-based businesses, as well as the challenges she faced along the way. Annemarie highlighted the persistence and determination that carried her through uncertainty, emphasizing that businesses can be both purpose-driven and profitable.
Darren Smith followed with insights from his journey as a business broker, entrepreneur, and franchise consultant, which ultimately led him to become the owner of Murphy Business. He spoke candidly about the setbacks he encountered throughout his career and emphasized how embracing failure and learning from those experiences contributed to his success.
Matt Maroon reflected on his path to becoming CEO of C-Motive Technologies. He discussed the lessons learned through trial and error and the challenges of navigating both startups and established organizations. Drawing on his background in mechanical engineering, Matt shared how he translated technical expertise into effective strategic leadership.
Natasha Vora shared a career path that was anything but linear. Her willingness to take risks, rebuild, and maintain a strong belief in herself ultimately led her to become founder and CEO of Optical X. She spoke about overcoming challenges and adapting when plans changed, encouraging students to have confidence in themselves and their abilities.
Mike Trigg discussed his diverse career journey, beginning in politics before moving into leadership roles at major technology companies and eventually pursuing entrepreneurial ventures. In addition to his business work, he is also a published novelist and angel investor. Mike emphasized having resilience, being resourceful, rule breaking, and having an irrational belief in yourself or idea.
Katie Lorenz shared how her experience in consulting led to a pivotal moment during a trip to Peru, where she recognized an opportunity to empower women artisans. This inspiration led her to found Campo; a company focused on producing high-quality alpaca apparel while creating positive social impact. Her story highlighted the potential for businesses to be both profitable and purpose driven.
David Gilberg then shared the road to his entrepreneurial journey—from his time as a student at Madison to roles at Morgan Stanley Financial Services and GE Healthcare, ultimately leading to the launch of his own company, Elder Care Homecare. Recently recognized as one of the “8 to Watch” by WSB’s Update magazine, he emphasized a key strength: understanding what you can’t do. By recognizing your gaps, you can seek the right support and stay focused on the unique value you bring.
We concluded the semester with Joe Hamilton, CEO and President of Vortex. Joe shared the story of how the company was founded by his father and how he helped grow it over the past 25 years by maintaining a people-first mindset. He emphasized the importance of acting on opportunities, exercising patience, and trusting that success compounds over time — reminding students that “compound interest is undefeated.
We are deeply grateful to all the entrepreneurs who shared their time, experiences, and insights with our students this semester.
We also extend our sincere appreciation to Neider & Boucher, S.C., for their continued sponsorship of the Distinguished Entrepreneurs Lunch Program since the first lunch in fall 2013. Their support makes this program possible and we are truly thankful for their commitment.
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