The Career Preparation Advisory Council, made up of representatives from a dozen or so local businesses in this rural bedroom community of Grand Rapids, seems to be echoing a major concern of companies nationwide: the need for more trustworthy and responsible managers, employees, vendors and customers. Consequently, the public school district and their county’s CC! coordinator, April Petersen, have been working to teach character to a broader audience than just the elementary and middle school students.

In February 2000, they targeted parents and high school athletes with a series of presentations given by Dr. Michael Thomson, host of the video series "In Search of Character" and author of Getting Your Parents Off Your Back ... And On Your Side. His message reiterated the community’s call for individuals to be more accountable for their choices.