Jenny Menzel
Jenny had just returned from Miami, where she and her team had successfully launched Wisdom of the Century, a book featuring stories and lessons from 90 people, over the age of 90. Despite not yet being anywhere near that milestone, Jenny had something just as valuable: experience. Two years ago, Jenny was part of the inaugural group in the Idea to Market 8-week workshop. This program was designed to help budding entrepreneurs transform their ideas into real businesses. Jenny’s path had already been entrepreneurial, but when she joined the program, she was seeking something deeper.
Her previous work had always centered around helping others—designing logos and marketing strategies, making businesses shine. But now, she wanted to develop a non-profit that would blend her artistry and publishing experience to creatively nurture survivors of complex traumas like abuse and chronic illness. Born and raised in South Dakota, Jenny’s life had been marked early with tragedy, loss and mysterious body pain that she’d learn later was Lyme disease. After moving across the country from San Diego to Florida, her health began to decline, ultimately bringing her back home to South Dakota. Since 2015, Jenny has been a recognized South Dakota Roster Artist, known for her design work that has left a lasting impression in the community. She has created iconic logos and promotional materials for local businesses in Aberdeen such as Audra Day Spa, Diamond Dry Cleaning, and Natural Abundance. However, as her health took a turn for the worse, Jenny made the difficult decision to step back from her work, focusing on her health and recovery.
It was a time of darkness, uncertainty, and isolation. But Jenny’s struggle planted the seed for Light on Shadows. This wasn't just a business—it was a movement. A way to offer light to others in their darkest hours, whether from grief, hardship, or loss.
When Jenny joined Idea to Market, her dream of turning Light on Shadows into something real was still in its early stages. The challenge? How could she take a deeply personal mission and turn it into something scalable?
Defining the Core Message: Jenny’s vision was clear—Light on Shadows wasn’t just about loss and illness; it was about resilience. It was about shining light where darkness had once ruled.
Building the Right Platform: Jenny explored every option—could Light on Shadows be a community, a coaching program, a resource hub? Each iteration brought her closer to understanding what would work best.
Creating a Space for All: This wasn’t just her story—it was a collective one. She wanted others to contribute, support one another, and grow together.
The Idea to Market program wasn’t just a business accelerator—it was transformative for Jenny. The process of refining her idea, learning how to pitch it, and engaging with other entrepreneurs gave her confidence. It wasn’t just about learning—it was about growing. Light on Shadows became more than a dream. It became her future.
Though Jenny eventually put her business on hold, Idea to Market had changed her. The thought of building her passion project no longer seemed impossible. More than that, she realized that Aberdeen, her home, wasn’t just where she lived—it was where she belonged.
Then, an unexpected opportunity came. Jenny joined the Wisdom of the Century project as co-owner—a journey that would take her across the country to speak with remarkable individuals in their 90s, gathering life lessons and wisdom. As she met with these inspiring individuals, Jenny’s perspective on life, business, and healing shifted once again.
This wasn’t just about collecting stories—it was about sharing a legacy.
As she traveled, she saw that no one journey is the same. Each person had faced their own struggles, yet their stories shared a common thread: resilience. Jenny’s work on Wisdom of the Century not only deepened her understanding of human connection, but reignited her passion for building something meaningful.
In the end, it wasn’t just about what she could offer—it was about the strength of community and the wisdom we all carry. Jenny’s path may have changed course along the way, but one thing remained certain: her desire to help people heal, rebuild, and step out of darkness into the light. To see more of Jenny’s work visit her website.
Wisdom of the Century is available for purchase on their website and locally at Red Rooster and Novel Ideas.
