North of Normal
A space for thoughtful conversations and writing rooted in real places, real work, and real people.
Why North of Normal Exists
Much of the advice aimed at small businesses assumes big markets, endless resources, and a tolerance for noise.
That’s not how things work here.
North of Normal was created by our founder, Amanda McKeen, to slow the conversation down and make room for:
-
lived experience
-
nuance
-
reflection
-
and voices that don’t usually get amplified
It’s less about answers—and more about paying attention.
The Podcast
Long-form, unscripted conversations with business owners, community leaders, and people doing meaningful work across the North Country.
These conversations aren’t interviews.
They’re honest, curious, and grounded—often touching on:
-
Personal stories
-
decision-making
-
service
-
leadership
-
identity
-
and the quiet realities of building something that lasts
A Note on Participation
Guests on North of Normal are invited intentionally and personally.
This is not a booking calendar, a promotional stop, or a platform built around self-promotion.
Most guests are people Amanda has come to know through community, conversation, or referral over time. Before anyone is invited onto the show, she typically reaches out personally and invites them into conversation first. If the connection feels genuine and the conversation feels aligned with the spirit of the show, an invitation may follow.
The show is rooted in trust, curiosity, and honest human conversation. It is less interested in polished talking points or credentials, and more interested in lived experience, self-awareness, and the willingness to show up as a real person.
Protecting the spirit of the space matters.
The Blog
Short-form reflections written from the perspective of someone paying close attention.
The blog explores:
-
reputation
-
visibility
-
trust
-
business ownership
-
and the human side of work in small communities
These pieces aren’t instructional.
They’re meant to help readers think more clearly about what they’re seeing—and what they might be missing.
How This Content Connects to the Rest of This Site
North of Normal isn't marketing content.
It's context.
For some visitors, it’s where trust is built before they ever look at services or pricing.
For others, it’s simply a place to listen, read, and feel less alone in the work they’re doing.
Both are valid.