Granite may look solid and predictable, but every quarry tells a different story. In this episode of Monument Matters, host Mike Johns talks with Brandon Archer, Chief Revenue Officer of Dakota Granite, about how granite color, pattern and grade are shaped by nature. Archer explains Dakota Granite’s grading system, the long process of developing a new quarry, the introduction of Dakota Green, and why samples do not always show the full range of a stone. They also discuss helping families choose granite for lettering, artwork and design, plus future opportunities for mixed materials, multiple colors and cremation memorials with confidence.

• (00:00:00) - Introduction and Welcome
• (00:00:54) - Brandon's NFL to Granite Industry Journey
• (00:03:09) - What Gives Granite Its Color and Pattern
• (00:07:06) - Waste, Byproducts and Sustainability
• (00:09:25) - Understanding Granite Grading Systems
• (00:12:53) - Introducing Dakota Grain Granite
• (00:14:11) - Opening a New Quarry: Process and Testing
• (00:18:52) - Monument vs Commercial Stone Requirements
• (00:19:46) - Telling the Story of Stone to Families
• (00:21:48) - Managing Expectations: Samples vs Finished Monument
• (00:24:17) - Setting Realistic Client Expectations on Variation
• (00:26:55) - Helping Families Choose Without Overwhelming Detail
• (00:28:54) - Future Trends in Granite Memorial Design
• (00:30:33) - Domestic vs Imported Granite Quality Concerns
• (00:32:37) - Closing Remarks and Upcoming Events

What do Jimmy Buffett, maritime history and memorialization have in common? Discover the connections as Monument Matters host Mike Johns welcomes Karen Poth, executive director of the National Maritime Museum of the Gulf in Mobile, Alabama.
Explore the museum's immersive exhibits, including Son of a Son of a Sailor, a permanent exhibition celebrating Buffett's remarkable life, adventures and Gulf Coast roots. Learn how the museum brings personal stories to life and discover the maritime history that shaped Mobile.
Get a preview of the museum that will host MBNA's closing reception during the 2027 Monument Industry Show, February 25-28.

• (00:00:05) - Introduction and Guest Welcome
• (00:01:22) - Overview of the National Maritime Museum of the Gulf
• (00:03:35) - Jimmy Buffett's Mobile Roots and Family Maritime History
• (00:05:45) - Jimmy Buffett's Adventures and Life
• (00:07:38) - Building the Son of a Son of a Sailor Exhibit
• (00:09:19) - Curating a Full Life: Challenges and Highlights
• (00:11:45) - Balancing Public Figure and Personal Story
• (00:13:26) - Permanent Exhibit and Future Growth
• (00:15:16) - Beyond Buffett: Other Museum Exhibits
• (00:17:47) - Personal Reflections and Closing Thoughts
• (00:18:53) - Sign-off and Podcast Wrap-up

Selling a memorial isn’t like selling almost anything else. Families may arrive grieving, uncertain and unfamiliar with the process, making empathy and careful listening essential. Joey Cashmore-Johnson of North Chicago Memorials joins Michael Johns to share her approach to creating meaningful retail experiences, reading customer signals, navigating difficult conversations and collaborating with families. The conversation also explores cemetery regulations, communication between sales and production teams, and the danger of becoming too comfortable with “the way we’ve always done it.” Joey explains why MBNA’s new Sales Module offers valuable perspective for newcomers, experienced professionals and even employees who never work directly in sales.

• (00:00:05) - Monument Matters
• (00:01:18) - What Makes Monument Sales So Different?
• (00:02:40) - Retail Experience
• (00:04:26) - Adaptive Selling: Death and Family
• (00:09:57) - Grief Counselor: A Salesperson
• (00:10:45) - Sales Module: Cemetery Regulations
• (00:13:06) - The Importance of Compassion in Memorials
• (00:15:57) - When a monument is designed, does the family have a say?
• (00:20:35) - The Future of Monument Design: What Can This Course Still Challenge You
• (00:22:13) - How the Sales Training Module Benefits
• (00:25:07) - A Taste of the Veterinary Diploma
• (00:26:06) - Monument Matters: Sales Training Module