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Our Founder                                      


Diana Herzan is a long-time resident of the Minneapolis, Minnesota area. Transplanted from the east coast, she has raised a family and lived in the area for over 30 years. Her family brings her more joy and delight than anything in her world.  Diana is blessed to have been involved in marketing, a life long interest for the duration of her career.  It is hard to use the word, "work" to describe what she has the privilege of doing each day.  She will tell you it is definitely more fun than the word "work" implies.

"I love living in Minnesota.  Growing up out east, I would have never known I would become a Midwesterner.  I originally came here for my first job out of college and have been here ever since.  Minnesota is a wonderful place to live and raise a family.  It is a place surrounded with friendly, helpful, caring and genuine people.  Minnesota is beautiful and full of opportunities to enjoy so many aspects of life.”

I always knew what I wanted to do when I grew up!

"When I went to college, I was one of those lucky people who knew what I wanted to do when I graduated.  Marketing had always seemed fascinating to me even though as a kid, I didn't realize that what occupied my mind at times was actually marketing.  Watching commercials on TV was always interesting to me.  I tended to "see" TV commercials differently than most people.  I wondered how someone came up with the ideas for them.  Like the 1975 Alka Seltzer "Plop, plop, fizz, fizz, oh what a relief it is" commercial. This commercial sticks in my mind, still today, as an outstanding example, especially of its time.  It brilliantly acknowledged a pain and a solution.  It created a visual and an audio that explains with undeniable clarity how to use the product and receive its benefits.  

Another brilliant commercial was Faberge's Organic Shampoo where a happy customer “told two friends about it, and they told two friends, and they told two friends, and so on, and so on.”  Doubtful the creator knew how smart this commercial really was and how the power of telling two friends and so on would take on huge broader definition some 40 years later.

I guess we never really know when we will first identify what our future calling will be. While some kids were playing house or played with Chemistry Sets, I was analyzing TV commercials.  Was I a marketing nerd in the making?  Very possibly! I went off to college excited to learn as much about all that as I could.
I am so blessed with a wonderful family, great friends, and amazing business relationships! Most of the joys in my life are because these awesome PEOPLE are in my life!

Diana Herzan
Founder, The Service Guide

I am very blessed to love what I do every day!

An epiphany moment happened my freshman year when I completed a Psych 101 course that was required for my major.  I loved that class.  I thought, that, too, was fascinating.  Learning how the mind works, why people think they way they do… very cool!

After taking this class, I began to second guess myself and wondered if I shouldn’t be going into Psychology. On a flight home for winter break, something out of nowhere hit me like an invisible two by four in the head. A little voice inside me said, “Hey, what do you think marketing is? It is psychology of the consumer!” Wow! That was exactly right! I never knew where that little voice came from, but it came with the right message that ended up keeping me on a lifelong track!
I finished out my marketing degree and graduated from Syracuse University.  I have loved a great run in marketing related work ever since.  I feel very blessed to have been able to work in a field I have loved for a very long time.  It has never gotten old.

Is there anything I can do for you today?