Roger Christianson, Founder and Former CEO
Christianson’s Business Furniture
Account Executive, Fluid Interiors, 2026
2828 13th Ave So
Fargo, ND 58103 US
Office direct -701-551-2990
Cell – 701-371-2233
Hometown: Lignite ND
High School: Burke Central – Lignite
UND- Williston and Grand Forks- forever a Fighting Sioux
Started in the office furniture industry in November of 1984 in Grand Forks at Floor to Ceiling Store
Worked in sales with Fireside Office Products in Fargo from 1987-1993
Started Christianson’s Business Furniture in February of 1993
Sold CBF to Fluid Interiors December 31st, 2022
Market President with Fluid 2022-2025, transitioned to Account Executive 2026
Community Involvement:
Past board member of Fargo-Moorhead Chamber of Commerce (prior to West Fargo merger)
Past leader for Boys Scouts and Cub Scouts – Northern Lights Council
Current board member of Valley Christian Leadership Association
Volunteer on Area Leadership Team – Christian Business Men’s Connection (Northland Region)
Volunteer leader Men’s Ministry Team – Hope Lutheran Church
Other Ventures…
Exploring the world one country and one marathon at a time.
In training to be the best grandfather our grandkids will ever experience.
1. Looking back at your career, what decision truly changed the course of your business—or your life as a leader?
1. When starting our business we made a commitment to have the best customer service of any dealer in our market. As well we committed to returning all phone calls(before there were emails) by the end of every day. Customers noticed and we often had an order before our competition even returned their phone call.
2. Buying out our majority shareholder who I started our business with after 10 years.
3. Purchasing the building we have our showroom in – in 2004.
4. Expanding in St Cloud at the request of Haworth. This successful expansion eventually led to Fluid’s desire to purchase our company
2. If your business disappeared tomorrow, what problem in your industry or community would go unsolved?
The brand of product we sell, Haworth, comes with a 12 year warranty along with a non-obsolescence clause. We have many customer with product purchased 20+ years ago that is still functioning well that we need to be available to service.
3. What’s one “business rule” you follow religiously, no matter what?
Never burn your bridges! In other words integrity applies throughout the bloodline of our company. Never take advantage of a customer being greedy on pricing, never hide product damage or deficiency being delivered or installed. “leave the wood pile higher than you found it”.
The plaque on my desk I’ve had for over 30 years sums it up…..With Christ as my example, and the Bible is my tool, may I always conduct my business by the Golden Rule.
4. What’s one “business rule” you tend to ignore—or break—because it just doesn’t fit reality for you?
Accountability- holding others accountable for their responsibilities
Delegating – I’ve never been a good delegator.
5. What’s something your business had to stop doing in order to actually move forward?
Worrying about always trying to capture every cost in a transaction. There are just some things that will happen that are chalked up to “the cost of doing business”. Live with the loss or expense and move on
6. Think about your blind spots. Which one challenged you the most, or are you still working on today?
Delegating effectively. I’m improving by not always providing the answer when my employees as me for advice. I’m reversing it by answering with a question, most often asking them what they would do or what they think we should do.
7. What’s a lesson you learned the hard way—something no book or mentor could have prepared you for?
Not firing customers that needed to be fired. That along with ruthless competition that used the “bait and switch” tactic and customers fell for it.
Not understanding how employees feel entitled after a while.
8. Which early belief about leadership or business turned out to be completely wrong, in your experience?
When you own our business you can work whenever you want to
9. What’s one boring, unglamorous habit your business does consistently that you credit with long-term success?
Retaining earnings. While it would be nice to pay it out via distributions you will only survive the ups and downs if you have adequate retained earnings to fall back on.