Talkers, Dreamers & Doers: Speaking at Rural King Headquarters in Mattoon, Illinois

Written by Cassie Yoder, Founder of Cass Concepts

Speaker. Business Coach. Community-Builder.

I had the privilege of stepping into the corporate headquarters of Rural King in Mattoon, Illinois, to speak to a room full of incredible women. The topic? My keynote, “Talkers, Dreamers & Doers”—a message born out of decades of stories, lessons, and the belief that the way women lead in business is something to embrace, not erase.

I’ve always said my journey started long before I had a company name or a business card. It began in kindergarten, walking out of “timeout” from talking -  into the snow—not out of rebellion, but because I already had the confidence (and the curiosity) to go find what was next. Years later, that same voice that got me detention became the voice behind Cass Concepts, a 20-year-old brand that champions our company motto “Community over Competition.” 

The Calling Comes Before the Clarity

One of the truths I shared with the Rural King team is that you don’t have to wait until everything is perfect to begin. My first radio gig came at 15. By 18, I was selling underwriting spots two businesses an employers. Those opportunities didn’t happen because I had a polished plan—they happened because I said “YES!”  before I felt ready and stayed curious enough to learn as I went.

Saying Yes Before You Feel Ready

Cass Concepts wasn’t born from a blueprint. It evolved from listening to what people needed—first through event planning, then through marketing, media, and coaching. Even during the pandemic, when storefronts closed, we opened doors for others through Prairie Commons Business Collective. The through-line has always been the same: believe in people’s dreams and help them build them.

Being a Woman in Business—Unapologetically So

For decades, women in business have been told to fit into a mold that wasn’t designed for us. My message at Rural King was simple: stop shrinking to fit. I’ve built a company while raising a son, while going to grad school and obtaining my degree solely so that I could teach at the collegiate level. I’ve  launched projects WHILE  in grad school and teaching, and stood on stages where my voice wasn’t always the easiest to hear—but I’ve learned you can be both strategic and fully yourself. And what an audience needs more than anything is for you to not enable them When they are making self sabotaging excuses. They need tough love to say sacrifices have to be made in order to move forward and it will be worth it!

Community Over Competition—In Action

When women and businesses stop breaking themselves down and start lifting each other up, everything changes—not just inside your department, but in your schools, churches, and neighborhoods. I’ve seen this firsthand through Christmas Walks, First Fridays, and coaching entrepreneurs who didn’t even have a storefront yet. Collaboration isn’t just good business—it’s how communities thrive.

Your Sparkle Isn’t a Flaw—It’s a Feature

I closed my talk with a reminder: the very thing you’ve been told is “too much” is likely your superpower. Your bold ideas, your unique way of leading, your “sparkle”—those aren’t extras. They’re essentials. And when you combine talking, dreaming, and doing in service to others, magical things happen.

I left Rural King inspired—not just by the women in the room, but by the ripple effect they’re already creating. Because the greatest thing I’ve ever built isn’t a company. It’s a culture—one where people are seen, small businesses are lifted, and collaboration is currency.

And if that sounds like a revolution… it is.