Fact: Haberman is a media + marketing firm that tells the stories of pioneers who make the world a better place. Fiction: What’s that? We specialize in non-fiction – truthful, authentic stories that resonate and inspire. Phantasmagoria: The scene constantly changes, with a myriad of places to tell the story, yet Haberman cuts through the clutter with the right tool at the right time.
That’s the story today – an evolving narrative, very much a work in progress, told by more than two dozen passionate storytellers headquartered in Minneapolis advocating for their clients and issues. The back story, though, tells the tale of two young people who met and fell in love at the University of Wisconsin.
They love each other, you can see it’s true
Fred Haberman and Sarah Bell met during college in Madison, Wisconsin. After graduation, adventure presented itself for Fred at Camp Manito-wish, the largest YMCA camp in the nation, where he worked as summer program director, and for Sarah in Europe, which she explored on a lengthy ramble. From there, they landed their first “real” jobs in the Twin Cities, but it didn’t take too many years to figure out that working in corporate America and institutional public relations firms was not their destiny.
Rather, it was time to get off the beaten track, to travel to remote places and follow their pioneering spirit. In 1992, they journeyed to Almaty, Kazakhstan, to open the first American office-products retail store. Later, they visited and fell in love with the Himalayas, Bali and New Zealand.
Wilderness provided constant inspiration and growth. Back in the U.S., Fred and Sarah started an adventure travel company, Simply Wilderness, and led explorers to Nepal and Canada. Fred and Sarah also tried their hand at organizational development consulting. Sarah even found time to co-lead a 600-plus mile canoeing expedition to Hudson Bay.
But despite helping others connect their personal passions with their work, they longed to create their own company, capitalize on their life experience and skills, and make a larger global impact.
Epiphany: The transformational power of stories
By the mid-1990s, Fred and Sarah realized with growing conviction that people everywhere have transformational stories to share. With newfound clarity, the entrepreneurs opened Haberman in their two-bedroom house to tell the stories of pioneers who make the world a better place or change the way business is done. Clients met at the dining room table, under the watchful eye of Meow-Meow the cat (CFO – Chief Feline Officer).
Over time, the Habermans added more storytellers: A member of a rock band, a storytelling champion and a former radio DJ. Soon, more storytellers joined the group, all of them seasoned marketing and public relations pros longing for meaningful work.
Enlightenment: The 2000-2001 Bancroft Arnesen Expedition
A pivotal moment in the early years of the firm came when the Haberman staff met Ann Bancroft. She and Liv Arnesen, both experienced polar explorers, were in the earliest stages of planning an epic ski traverse of Antarctica.
Haberman immediately joined forces, creating a mission to “inspire and promote the achievement of dreams.” From hiring staff to brokering media partnerships with the likes of BBC, NBC and CNN, Haberman did it all. Ultimately, the expedition served as a crucible for Haberman’s own identity and mission. Meaningful work meant telling the stories of pioneers.
Daily Practice: Passion Over Reason
Today, the modern storytellers are resolute in their mission, planning and executing public relations, media and marketing campaigns that feed their personal passions, inspire others to take action and make the world a better place.
Their clients’ life-changing technologies, sustainable lifestyle products, breakthrough business ideas, heroes, and catalysts for social change and healing make headlines.
Most importantly, the storytellers have learned a valuable lesson: When you follow your passion, whatever you do, you will succeed.
Ready for Another Story?
The next story could be yours. Contact us if you have a pioneering story to tell or if you'd like to become a modern storyteller.
