Newman Guitars: Building a Brand and Carrying a Legacy Forward. On Friday, November 6, 2026, the Daviess County CEO Cohort welcomed Jeff Smith of Newman Guitars for an insightful discussion about entrepreneurship, branding, and business growth.
Founded by Ted Newman, Newman Guitars began with a vision that would eventually reach well beyond its local roots. In 2016, Ted entrusted Jeff Smith with the company, giving him the opportunity to carry the brand forward and build upon the foundation Ted had established. Since taking the lead, Jeff has worked to expand the company's reach, including growth into Switzerland, while maintaining the identity that makes Newman Guitars unique.
He shared lessons from his entrepreneurial journey, including navigating the transition from traditional print media to the digital age. He compared building and maintaining a brand to tending a garden—something that requires consistent attention, care, and effort to continue growing. His message to students was clear: know your identity, believe in your brand, and continually invest in its future.
He also recalled being asked an important question on an airplane nearly 20 years ago: "What are you going to do when you retire?" His takeaway was simple: Always have a plan. Jeff encouraged students to invest in themselves, develop valuable ideas, recognize opportunities, and understand that protecting what you create can provide lasting benefits.
Among his many entrepreneurial lessons, Jeff emphasized:
+ Build a recognizable brand and stay true to your identity.
+ Find your niche, focus, and become really good at what you do.
+ Create value rather than focusing only on numbers.
+ Stay humble and maintain a willingness to learn.
+ Put in the work through sweat equity and persistence.
+ Surround yourself with people who believe in your vision.
+ Embrace technology, digital marketing, and AI.
+ Attend trade shows and conferences to build relationships and discover opportunities.
+ Understand negotiation, networking, and the value of traditional "horse trading."
Students also learned some interesting history behind Newman Guitars, including its distinctive logo, which was designed by a member of the Rolling Stones.
One of the highlights of the visit came when Jeff played an original Newman Guitar for the students. Knowing that legendary musicians such as Billy Gibbons play Newman Guitars gave students an appreciation for the craftsmanship and reputation behind the brand. The demonstration brought the company's story to life and showed how a focused vision can grow into national and international recognition.
Jeff continues to manage Newman Guitars while maintaining his career with NASCO Industries, demonstrating that entrepreneurship can take many different paths.
The Daviess County CEO Cohort appreciated Jeff's willingness to share his experiences and knowledge. His story, along with Ted Newman's vision and trust in passing the company forward, reminded students that successful businesses are built through strong foundations, meaningful relationships, and a willingness to keep evolving.
The lasting message: Build your brand, believe in your vision, stay humble enough to learn, and never stop looking for opportunities to grow.
