What is a good story worth to a business?
In Zach Athertons world, the answer can be measured in billions of views and more than $750 million worth of products sold.
Atherton has spent his career exploring what makes people pay attention, connect with an idea and remember a message. He led the Writers Room at Harmon Brothers, the agency behind some of the internets most memorable advertising campaigns, including Squatty Potty and Purple, and wrote campaigns for brands including Lum, Kodiak Cakes and Kizik.
He also founded ImprovBroadway, now North Americas most-followed improv theater, produced more than 50 improv comedy specials for Dry Bar Unscripted and today shares original songs and stories with more than 3 million followers online.
On Oct. 22, hes bringing that experience to Janesville as the featured speaker at our 2026 Forward Janesville Annual Dinner.
His message starts with a deceptively simple idea: Every business has a story.
You know why you started your business. You know why you chose to work where you do. You know the product youre excited to sell, the service youre proud to provide or the customers you cant wait to help.
But do the people you want to reach know that story?
And are you telling it in a way that helps them understand not only what you do, but why what you do matters?
Those are questions worth asking whether youre an entrepreneur trying to build a customer base, an established company competing for talent, a nonprofit rallying people around a mission or a professional building a career.
Theyre also particularly fitting questions for Janesville right now.
Drive around our community and youll find reminders everywhere that Janesvilles story is still being written.
The former site of Sears at Uptown Janesville has been transformed into the Woodmans Sports & Convention Center. A building generations knew as First National Bank is preparing for its next chapter as the Childrens Museum of Rock Countys Bysted Family WonderVault. Areas once surrounded by open fields are now home to businesses, jobs and investment.
Places change. Communities evolve. New chapters begin.
But ultimately, the story of a community isnt about buildings. Its about people.
Its about the entrepreneurs who took a chance on an idea. The businesses that grew here and created opportunities for generations of families. The people who showed up every day to make those businesses successful. And the community leaders who saw what Janesville could become and worked to make it happen.
Thats why Athertons message fits so naturally with the theme of this years Annual Dinner: A Story Worth Telling. A Future Worth Building.
For decades, Annual Dinner has brought together members of our business community to connect, celebrate and consider whats ahead. Last year, more than 730 business professionals and community leaders joined us, making it one of the largest gatherings of Rock Countys business community.
This year, well look back at the people, businesses and decisions that helped shape Janesville. Well celebrate the momentum and opportunities in front of our community today.
And then Atherton will help turn the conversation toward each of us.
Whats your story?
Why does it matter?
And could you tell it better?
Our hope is that attendees leave Annual Dinner proud of the community theyre part of, optimistic about where Janesville is headed, and better equipped to tell the stories of the businesses, organizations and people helping us get there.
Annual Dinner is a Forward Janesville event, but attendance isnt limited to Forward Janesville members. Individual registration is open to members and non-members for the Oct. 22 event at the Woodmans Sports & Convention Center.
Because Janesville has a story worth telling. So does your business.
And both are still being written.
Learn more and register at