‘You have an opportunity—as scholars and changemakers—to ask the hard questions’ from commencement speaker Barb LaMue
As the President & CEO of New North, Inc., Barb LaMue has been an innovator and changemaker for more than 20 years. Today as the morning ceremony commencement speaker at UW-Green Bay, she challenged each of the graduates before her to do the same by asking critical questions, “How can we use our knowledge and relationships to build bridges? To foster peace? To encourage understanding across cultures and communities?” Important questions for everyone in attendance to consider.
Her words challenged and inspired. Read her full comments, below.
“Today, we celebrate your hard work, your perseverance, and your remarkable achievements. I am incredibly proud of each and every one of you.
Your time at UW–Green Bay has equipped you with more than knowledge—it’s given you the critical thinking and problem-solving skills our world so desperately needs. Skills that empower you to analyze, evaluate, and take meaningful action.
And I know you’d be the first to say: you didn’t get here alone.
To the faculty who challenged you, the families who supported you, and the friends who never let you give up—thank you.
You come from slightly different disciplines within the College of Arts, Humanities, and Social Sciences. But what unites this graduating class is a shared commitment to understanding human experience.
You’ve studied the stories people tell, the systems they build, and the values they fight for. You’ve learned to ask questions that matter—and to listen to answers that challenge you.
Today represents more than a degree. It’s a symbol of late nights, too much coffee and Red Bull, the doubts you overcame, and the courage you discovered along the way.
Let’s take a step back in time—250 years to 1775. In the early fires of revolution, a determined group of American minutemen stood against one of the most powerful armies in the world. Their courage and conviction helped lay the foundation for our country’s enduring pursuit of freedom and justice.
Today, the world still wrestles with conflict and division. And yet, you have an opportunity—as scholars and changemakers—to ask the hard questions:
How can we use our knowledge and relationships to build bridges? To foster peace? To encourage understanding across cultures and communities?
While opportunity may exist everywhere, access to it does not. Ensuring that every person has the chance to thrive—free from discrimination—isn’t just the right thing to do; it’s a strategic advantage.
Respecting human dignity should be a universal principle. Inclusion is not a buzzword—it’s a path forward. And it starts with respect, empathy, and action.
You are the critical thinkers in a noisy world, the creative minds in times of stagnation, and the voices of empathy in moments of division. In this age of rapid change, your skills—curiosity, communication, compassion—aren’t just relevant. They’re essential.
Now, I know creating change on a global scale can feel overwhelming. So, let’s bring it closer to home.
Begin by looking inward. Find your True North—your why.
What drives you?
What do you stand for?
What difference will you make?
Will you speak up when it’s easier to stay silent?
Will you build others up when it’s easier to criticize?
As I’ve reflected on these same questions in my own journey, I’ve come away with three simple—but not always easy—life lessons.
Lesson #1 – Stay True to Your Roots: Be Authentic
My earliest mentors, aside from my parents, were my grandparents—Babi and Deda—from the Czech Republic.
My grandmother used to say, “Bobby, if you do good, you get good.” I didn’t fully understand it back then, but over time, I realized she was teaching me to use my voice and position to lift others. To be an ally—especially for those who may not have the same platform.
My father left school after eighth grade to work on the family farm. I’m a first-generation college graduate—just like many of you.
That authenticity—your story, your roots—is your strength. Never lose it.
Lesson #2 – Let Your Imagination Fuel Innovation
At New North, our team constantly asks: How can we build a better region?
Whether it’s a big idea or a small one, progress starts with curiosity and creativity.
There’s a powerful link between education and innovation. As technology evolves, so does the need for bold thinkers and imaginative problem-solvers—something UW–Green Bay continues to nurture.
Many of the world’s most successful companies began in university classrooms just like yours—fueled by students encouraged to dream, challenge the status quo, and collaborate.
That’s the entrepreneurial spirit. And it starts with imagination.
Lesson #3 – Act with Integrity: Be the Best Version of You
Success looks different for everyone. What matters is staying grounded in your values and competing only with the person you were yesterday. That’s what I call being rooted in resilience.
Some of my greatest mentors allowed me to stand on their shoulders to reach new opportunities. When I’m approached with a new idea, I often say “yes” first—and then figure out how we’re going to make it happen, together, as a team.
There are no lost opportunities. If you say no, someone else will say yes. So lean in. Be honest. Be bold.
Put yourself in others’ perspectives.
When I was pursuing my master’s degree, I had a two-hour commute each way. A colleague and I made the drive more engaging by picking a current topic each week, flipping a coin, and debating opposite sides—regardless of our personal beliefs.
Sometimes I had to argue for a viewpoint I didn’t agree with to fulfill the rules of the game. But that exercise taught me how to listen, how to think critically, and how to open my mind to other viewpoints. In today’s polarized world, maybe we should play more games.
Maya Angelou, a famous American poet and civil rights activist, once said, “Do the best you can until you know better. Then, when you know better, do better.”
That’s our responsibility as educated individuals:
To act with integrity.
To listen with empathy.
To lead with heart.
Here in the New North, we believe in the power of collaboration between education and industry. Together, we’re building a vibrant ecosystem that connects learning, business, and community—creating pathways to meaningful careers.
By investing in your education, you’ve taken a powerful step—not just for yourselves, but for all of us.
You will face challenges—some of them hard, some of them deeply unfair. But you know how to face them. You know how to build new narratives. You know how to hold space for others, and for yourselves.
Congratulations, Class of 2025.
As you go forward with pride, passion, and purpose—the future is yours to create.
You arrived as individuals.
Today, you leave as a community of thinkers, creators, and changemakers.
Your path won’t always be clear. But that’s not a sign to stop.
It’s an invitation to create your own road.
To Find Your True North.”
As the President & CEO of New North, Inc., Barb LaMue has led this organization, an 18-county regional economic development corporation in northeast Wisconsin whose mission is to be a catalyst for regional prosperity for all through collaborative action. This is done primarily through the creation, implementation, and marketing of regional strategies for business and talent development.
Prior to this role Barb served as Vice President of business and community development for the Wisconsin Economic Development Corporation (WEDC). In addition to working with companies and communities on growth strategies and investments, she directed Downtown and Minority Business Development and has over 27 years of senior leadership experience in economic development.
Barb holds a master’s degree in public administration from the University of Wisconsin-Oshkosh and a bachelor’s degree in business administration and economics from Lakeland University. She is a Certified Economic Developer (CEcD), a designation granted by the International Economic Development Council that is the industry gold standard for excellence in the profession. She also received her Economic Development Finance Professional certification through the National Development Council.
Barb currently serves on the boards of the Transportation Development Association, the Wisconsin Business Development Finance Corporation, Wisconsin Procurement Institute, On Broadway District, Wisconsin Innovation Board, and the International Economic Development Council (IEDC). Barb is a Trustee with Lakeland University, a Commissioner with the Brown County Harbor Commission, Board member of UWGB’s Institute for Women’s Leadership, mentor with the Green Bay Packers Mentor Protégé Program, and Advisory Board member of African Heritage, Inc. She received the designation of the top 275 most influential leaders in Wisconsin from the BizTimes Media for both 2023 and 2024, the ‘Women of Influence – Lifetime Achievement Award’ from Insight on Business, and Wisconsin’s Titan Top 100 CEOs. She is a recent past president of the Mid-American Economic Development Council (representing 12 Midwestern states) and recent board members with the Wisconsin Economic Development Association, UW Madison Grainger Institute, and the UW-Stevens Point Wisconsin Sustainable Technology Institute (WIST). Barb has been appointed by governors of both parties to serve on various state commissions.
