Our Team

Steve Van Remortel
Founder, Chief Strategist and Talent Advisor, Thought-Leader, Author, Speaker, Certified Professional Behavioral Analyst  
Steve Van Remortel

It was 1985, Steve was a sophomore in college and was taking his first night course and the professor started talking about strategy and how a company needs to differentiate itself. He remembers it like it was last night because the room got real bright and he realized that strategy was one of his primary passions in his life. He discovered what we like to call his Mint Chocolate Chip Strategy for his life.He went on to earn a Master’s Degree in Strategic Management after a BA in Marketing and Organizational Communications. Steve is also a Certified Professional Behavioral Analyst (CPBA) in four behavioral sciences.

Using his passion for strategy & talent, Steve created the Stop the Vanilla Movement that guides leaders, teams, employees and their families on how to Stop The Vanilla in their Business and Life. In simple terms, how to wrap their talent around their strategy to achieve their goals and dreams. In 2012, he published his award-winning book Stop Selling Vanilla Ice Cream and will publish his second book Stop Living Vanilla Ice Cream later this year. He speaks regularly to leaders around the world on how to Stop Living Vanilla Ice Cream in their life and how to Stop Selling Vanilla Ice Cream in their organization.

He founded SM Advisors, Inc., a strategy & talent planning firm, in 1999 and has since created a library of 100+ Strategy & Talent methodologies.  To date, Steve has led over 1,000 Strategy & Talent Planning Sessions across 350 industries as well as provided leadership coaching to thousands of leaders. He lives in Green Bay, WI, where he was named Business Person of the Year. And for the record, his favorite ice cream flavor is Chocolate Chip Cookie Dough.

Contact Steve at info@stopsellingvanillaicecream.com

Mark S. Zelinski
Strategy & Talent Advisor, Certified Professional Behavioral AnalystZelinski Mark Picture

Mark Zelinski has a passion for helping leaders and businesses succeed! With over 40 years of real world, practical experience in several industries and with broad functional duties, Mark can provide the insight and knowledge to help take any business to the next level. And putting together a differentiated strategy, with the right people in the right jobs, is the key to success.

A sampling of Mark’s experience includes 8 years as the President/Shareholder of a Benefits Administration firm, responsible for all aspects of the business. He managed this successful firm through significant regulatory and operational change, and significant productivity improvement. Prior to that, Mark was the General Manager of an $80,000,000 paper and packaging converting organization with over 200 employees in a union work environment. In that role Mark was responsible for all aspects of Sales, Marketing, Operations, Quality, and Product Development. In his earlier years, Mark held positions in Sales, Marketing, Business Management and Plant Management in preparation for his executive assignments.

There are few business problems and issues Mark has not had a taste of in his years of service. He is committed to helping leaders and organizations with his knowledge and experience. He prides himself on helping individuals understand their personal strengths and leverage their inherent skills.

Mark’s specific areas of specialty include:

  • Interim Leadership (CEO, GM)
  • Strategy & Talent Planning
  • Leadership Development & Coaching
  • Talent Selection & Planning

Board of Directors/Advisors

Mark is a Graduate of North Dakota State University with degrees in Economics and Business Administration. Mark also earned an MBA from the Carlson School of Management at the University of Minnesota in Marketing and General Management. He is a Certified Professional Behavioral Analyst in three behavioral sciences.

His favorite ice cream is Cookies & Cream!


Cindy LaLuzerne
Client Services Manager, Certified Professional Behavioral AnalystCindy LaLuzerne

Cindy serves as the Client Services Manager at SM Advisors.  She maintains the day-to-day efficiencies by planning and implementing office systems and processes.  In addition, she manages the Internet Delivery System for talent development, project estimating, and invoicing for SM Advisors and Stop Selling Vanilla Ice Cream.  Cindy is a Certified Professional Behavioral Analyst (CPBA) in 3 sciences. She has 25+ years of experience in businesses administration and project coordination. She has a passion to ensure that SM Advisors maintains a standard of excellence in client relationships and customer service.  

Cindy enjoys reading, biking, sporting events, and spending time with her family and friends.  Her favorite ice cream is Mint Chocolate Chip.


Mitchel Van Remortel
Digital Marketing Manager and Generation Y Advisor Mitch Van Remortel

Mitch is responsible for the all Digital Marketing/Social Media for SM Advisors and Stop Selling Vanilla Ice Cream.

As a member of Generation Y, Mitch has a passion for inspiring and helping his peers optimize their professional and personal success through speaking and coaching. As a Certified Behavioral Analyst he assists developing leaders on how to wrap their natural skills around their passion to maximize their full potential and live a prosperous life.

He earned his Marketing and Organizational Communication degrees at the University of Wisconsin – La Crosse.

His favorite flavor of ice cream is Cookies & Cream.


Ben Fauske
Strategy and Talent Advisor Ben Fauske

Ben Fauske is invested in serving leaders so that their teams win.  With over 15 years of practical leadership experience and extensive training in change management and communication, Ben delivers a unique blend of theory and practice.

Ben was the Director of Organizational Development for a Canadian based multi-national corporation with over 1100 employees, headquartered in Montreal, Quebec.  He led the training and leadership development process from the executive level to the shop floor.  Ben also specialized in culture development, merger and acquisition integration and performance management.

Ben consults organizations looking to create a differentiated strategy and increase the engagement and productivity of their team.  Ben has worked with startups to large corporations, and his clients describe him as passionate, invested and committed to the process of individual and organizational development.

A graduate of the University of Wisconsin Green Bay, Ben holds Bachelor Degrees in Marketing and Computer Science.  He is a Certified Trainer from Kona University, Certified Negotiation Professional from the University of Windsor and a Certified Behavioral Analyst.

His favorite ice cream flavor is Chocolate Chip Cookie Dough.


Lisa Van Remortel
Training & Event ManagerLisa Van Remortel

Lisa is responsible for planning and coordinating all events for SM Advisors, Inc. and Stop The Vanilla.

Lisa has a passion for creating, organizing and implementing educational and inspiring events where the attendees walk away speaking about the event for weeks to come. With her LEAN expertise, Lisa provides our clients a well-organized event while meeting budget requirements. Her primary objective is to ensure all the client’s needs are met from location to content to follow up.

She earned her Communications degree at the University of Wisconsin – Eau Claire. She is certified in three behavioral sciences and lean manufacturing

Her favorite flavor of ice cream is Peppermint.