A Visionary: Spotlight on Lynn LaFroth

-- Julie Kline

Lynn LaFroth is a deadline-driven woman who loves to write. She edits and publishes a monthly newspaper called Essential Wellness, formerly known as Twin Cities Wellness (TC Wellness), with her sister Dee LaFroth.

In 1992 Lynn began a tabloid publication with Gary Beckman called The Edge; its focus is exploring the evolution of consciousness. Lynn said she felt The Edge combined her spirituality with writing. The publication was Lynn’s first adventure as a monthly newspaper partner that she helped manage. With The Edge, Lynn was able to use her promotional skills to make her dream come true. After a couple of years, Lynn realized her personal interests had changed and she left the publication. "As an ever-evolving human being, one’s creations also shift and evolve," she said.

Lynn and Dee started TC Wellness to focus on issues that interested them: Healthcare and wellness. It’s a healthy relationship, with Dee the advertising sales manager and Lynn the managing editor.

Established in 1995, TC Wellness is now celebrating over 10 years of serving the spiritual and of healing the community. TC Wellness changed its name to Essential Wellness in October 2004.

According to Lynn, editors need to stay focused on the publication’s vision. Essential Wellness’ original vision was to publish information about health and spirituality. Lynn said the marketplace puts many demands on companies, particularly on publications seeking advertising as a source of income. This is true at Essential Wellness; advertising is a large distraction. So Lynn focuses on monthly themes to stick to her vision for the publication.

As an editor, Lynn often faces the conflict of balancing copy with advertising. She must have a sufficient income (from advertising) to justify the number of pages printed. There are constraints with every publication, and to Lynn, there is not enough energy or money to produce more and fancier pages

Her advice on stress: Be clear in your communication, tell the truth and create win-win situations. And if you make an error, apologize immediately; rectify the situation quickly and give more of yourself than original error requirements.

Lynn suggested future editors have goals for what they’d like their publication to achieve. Do not waiver from your vision, she said, make all decisions based on what you intend the publication to do, to serve and to achieve. "Self-doubt arises, as well as other issues, about competition versus cooperation; serving other versus looking out for oneself; distractions versus focus; integrity and loyalty versus selling out; and disappointment and disheartening experiences versus hanging in there and moving through challenges," she said.

Lynn considers herself a good manager as well as a visionary with strong leadership and conflict resolution skills. Lynn always sees the big picture and she orchestrates many "players" to create a harmonious symphony of work. She dislikes routine and enjoys change. She is an entrepreneur.

Lynn said she is able to inspire and help people feel good about themselves. She enjoys lifting people up and feels her writing is strong because of her personality traits.

"Lynn is very professional in her work habits," said Dee. "She is a very detail - and deadline - oriented person, which is absolutely essential in this type of work. She is also fun to work with; and [she] has a lot of creative marketing ideas, which is something we collaborate together on.".

Lynn was born and raised in Duluth, Minn. She graduated from the University of Minnesota in 1968 with a bachelor’s degree in anthropology and a minor in business. Lynn served in the Peace Corps in Afghanistan from 1968–1970.

Driven by goals (she wanted to teach), Lynn received her Montessori teaching certificate in 1973. She taught preschool in San Juan, Puerto Rico, and operated her own preschool until 1982 in Duluth, Minn., which she opened in 1977.

Lynn currently lives in the north woods of Wisconsin. She said she chose the area because she loves nature. She has established a relationship with the deer she feeds everyday. She loves the water and she swims a lot. Lynn also hosts pontoon parties in the spring for her friends and family; and in the winter, Lynn spends her time snowshoeing and cross-country skiing.

Lynn works hard to stay true to herself. She wants to be realistic about what her skills and natural gifts are. Her standard of success: Standing in her own power, maintaining her integrity and honesty, and doing her best to produce a quality product. "Dee and I strive to be honest in all of our dealings with others, be clients, business associates or those who work for us. We treat everyone around us fairly," she said.

Lynn loves to write and doesn’t plan to stop. She loves her job and doesn’t plan to quit. She has followed her dream and does the best she can. She said her heart is writing and Essential Wellness. Her advice: "Remember who you are and what you are about. Tighten your boundaries if need be. Don’t be afraid to say no. And above all else, stay focused on what you are trying to do."