Download PDF version (122.4k) The full article is available as a free PDF document.
Thanks to a textbook case of team promotion, Madelia, Minnesota's Main Street is now paved with concrete instead of asphalt. The renovation had originally been planned in asphalt but Rick Nelson, co-owner of Gopher Concrete-Watona Concrete Products of Madelia, along with a promotion team, was able to change the minds of city officials by lobbying, getting public support, and bringing guest speakers to city council meetings. The biggest reason that the city decided to work in concrete was Nelson's Madelia ready-mix plant, which employed local workers.