A lot of people think a “successful” business is one that expands nonstop, chases scale, and looks impressive on paper. We see something different when we talk with Rolf Williams, an Ellensburg native and the owner of Jerrol's, a long-running local business with deep roots that stretch back to 1947. Rolf shares how a store can survive for generations by staying flexible about what it sells while staying stubbornly consistent about who it serves.

We dig into the real history of Jerrol's, from soda fountain beginnings and a drive-through diner era to the textbook years and the modern shift into retail, online ordering, and business-to-business office supply delivery. Along the way, Rolf explains the mindset that makes adaptation possible: continuous improvement, clear values, and a refusal to treat customers like transactions. If you care about small-town entrepreneurship, independent bookstore survival, and competing with Amazon through service, this conversation is packed with practical insight.

The most meaningful part gets personal. As a father of an adult child with profound autism, Rolf talks about autism acceptance, disability, and how isolation can quietly shrink a family’s world when support is hard to find. We also talk about leadership, hiring, and what it takes to give people real opportunity without assumptions, plus advice for parents who have just received a diagnosis and don’t know where to start.

If you want more grounded conversations on community, business leadership, and building a life that lasts, subscribe, share this with a friend, and leave a review so more people can find the show.

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Roots And Reinvention - w/guest Rolf Williams