Jim Becker: Creative Log & Lumber

“It just felt like I was sitting on a powder keg, just apply a little bit of sales and some operations and, and watching it grow.”

-Jim Becker



Welcome to a brand-new episode of the Woodpreneur Podcast. Today, your host Steve Larosiliere is joined by Jim Becker the driving force behind Creative Log and Lumber, a full-service urban lumber company located in Southeast Wisconsin. Jim's story is one of transformation, from a career in aerospace and hydraulics manufacturing to becoming a passionate advocate for sustainable woodworking and the preservation of urban trees. 

Jim's journey began in the world of manufacturing, where he spent 12 years working primarily in aerospace and hydraulics component manufacturing. Although he excelled in this field, it wasn't his true passion. Then came a furlough from his company due to the COVID-19 pandemic, and it was the catalyst for change.

Jim's journey into the world of urban lumber started with a simple kitchen renovation project during the pandemic. He stumbled upon Creative Log and Lumber while searching for a live-edge bartop or island top. Little did he know that this encounter would set the course for his future.

Months later, when the furlough extended, Jim decided to reach out to Creative Log and Lumber to offer his assistance temporarily. What was meant to be a short-term gig turned into a two-and-a-half-year adventure of passion and learning in the urban lumber industry.

Listen now and get the whole story!

“My mom looked at me and said, Jim, your marketing is so bad that your family members don't even know it. And she was done. And she's always called it as she's seen it. So that was a wake up call just so that I felt like I talked about what I did and shared with people what I did.”

-Jim Becker



The Genesis of Creative Log and Lumber

Creative Log and Lumber is a division of Creative Edge Landscapes, owned by Bob and Corrine Livingston. These visionary entrepreneurs saw the potential in salvaging high-quality urban logs that often ended up as low-quality landscaping products. In 2011, they purchased a sawmill, built a dehumidification kiln, and slowly built their lumber business piece by piece.



Jim joined the company when it was on the cusp of exponential growth. With his manufacturing expertise, he applied lessons from his previous career to the lumber industry, implementing operational improvements and quality control standards.



Becoming Visible: The Marketing Challenge

One of the significant challenges Jim faced was the company's lack of visibility. Creative Log and Lumber was nestled in a small town in Wisconsin, and very few people knew about their existence. Even Jim's own family members were unaware of his involvement in the business.



The wake-up call came during a family dinner when Jim's mother-in-law innocently revealed that they were buying a table from a local woodworker found on Facebook Marketplace. Jim's dismay at not being their first choice highlighted a severe marketing deficiency.



Jim realized that to grow the business, he needed to overcome his aversion to social media and embrace it as a powerful tool for reaching potential customers. It was time to change the narrative and make Creative Log and Lumber a well-known entity in the market.



“I know, there's like this mindset amongst the wood community. It's like, if you do good enough work, people will find you, i’m like No!!!”

-Steve Larosiliere



Want to get in touch with Jim Becker?



Contact him through:



Website: https://www.logandlumber.net/

Instagram: https://www.instagram.com/creativelogandlumber/