Founded in 1977, Williams & Associates (asi/360450), a past Counselor Distributor Family Business of the Year, scored well across the board in Counselor’s survey, including in the areas of mutual cooperation, flexibility and peer respect. That comes as no surprise to Sales Assistant Ursula Neubert, who’s been with the company for 10 years.

When Neubert was battling breast cancer, the team was understanding and supportive, from initial diagnosis to final treatment. And when Neubert’s daughter was seriously injured in a car accident, Neubert’s colleagues stepped up again, offering unconditional support and understanding.

Williams & Associates (asi/360450) employees cheer on Anne Williams riding a Zamboni during a Tucson Roadrunners ice hockey game.

The culture of mutual cooperation at Williams & Associates was put to the test again when its Lahaina, Maui, office was affected by the 2023 wildfires on the island, which killed more than 100 people. Though the offices were narrowly spared, one team member’s house was destroyed – it took more than two years to rebuild. Kim Williams, daughter of co-founders Bert and Anne Williams, oversees the Lahaina office and spent time volunteering to help with cleanup and recovery.

“We had to pull together,” says Neubert of the employees at the home office in Tucson and satellite office in Tempe. “It affected everyone. We picked up their work, shifted gears and kept moving forward.”

That’s the family-oriented culture that Bert and Anne Williams have overseen and nurtured since they started the company at their kitchen table in Arizona. “They realized quickly that promo is so much more than just buttons, T-shirts, pens and mugs,” says Neubert. “Every day here is a new day. We’re always amazed at how many products there are in the industry.”

Team members relax after an industry event. Clockwise from lower left: David Dudych, former sales associate; Fred Aguiar, sales associate; Risa Stephens, sales assistant, Karen Schone, guest; Kola Janoff, sales associate; Mike Williams, sales associate; and Ursula Neubert, sales assistant.

But what gives the company an edge is peer support of each other and their families. “We’ve truly become a family to one another,” says Lyssa Kortness, office manager and order specialist. “We celebrate the good times and support each other during difficult periods. I raised two children (now 16 and 6 years old) under this roof. My oldest has been coming after school since kindergarten, and my youngest spent her first year right beside me in the office.”

It makes sense that a company founded by a close-knit family has a family feel, echoes Neubert. “Everyone here gets along,” she says. “We might disagree, but we start over new the next day. It’s a family business and we treat each other like family. We’ve always been each other’s cheering squad, through the happy and sad. We try to be there for each other and treat everyone like we would want to be treated.”

Bert Williams attends an ice cream sundae bar, a special treat for employees.

It’s also important that team members get a break from their day-to-day responsibilities – from luncheons to ice cream sundae bars to outings to Tucson Roadrunner ice hockey games, having fun together is important for morale and a positive environment.

“We often have get-togethers or celebrations where we can all get together and decompress for a bit,” says Kortness. “Appreciation for hard work and fun team-building activities don’t have to be extreme or extensive – just a fun little get-together once a month or so builds relationships and strengthens bonds.”