CEO Panel Reflections

At the TNBA/KYRBA conference, 5 CEOs of rural cooperatives discussed their perspectives on the following topics. Greg Hale of LTC Connect, Shayne Ison of Mountain Telephone, Jonathan West of Twin Lakes, and Kasey Krueger of DTC sat down for a roundtable discussion moderated by Mark Patterson of HTC. Their conversation covered Universal Service Fund reform, mounting competition, and how to navigate a rapidly changing landscape.

USF Reform

Leaders agreed that a stable USF is vital for keeping broadband investment strong in rural communities. They discussed the possibility of providers charging a small broadband connection fee to all users, but Greg cautioned against rushing into details that could lock providers into bad policy. While implementing a fee poses challenges, participants agreed that reliable funding is key to maintaining strong networks and continuing service improvements.

Competing Through Customer Experience

Every CEO cited growing competition as their top concern. From corporate broadband providers to low-orbit satellites, companies of all sizes are focused on targeting rural communities. Jonathan warned against complacency: The next 5 years will preview the next 3 decades, and providers need to reinvent themselves now. He also pointed out how 15 years ago, we struggled to get enough bandwidth to the customer, and now, providers are capable of offering more bandwidth than the consumer is requesting. Ultimately, customer experience will be the differentiator, more than speed, cost, or availability. It’s up to each company to educate current and prospective customers on the co-op difference and why the investment matters.

Building a Strong Workforce Culture

Participants extended gratitude for academies like TCAT that fill the need for knowledgeable outside technicians. But recruiting engineers and accountants is a bit more difficult in rural areas, as is attracting talent that understands the cooperative difference and evolving customer expectations. Kacey noted that he’s more likely to hire someone who truly cares for their community, since skills can be taught more readily than dedication. Hiring employees who care deeply about their communities remains the surest way to sustain cooperative values and outperform competitors.

Cybersecurity & the Role of AI

Multiple CEOs said 2026 will be their year of AI implementation. Vendors like TNBA member NISC are driving the movement in expediting workflows and efficiency. AI will improve customer experience, tech support, and research, but Shayne warned that AI is making cybercriminals more sophisticated, turning security into an ongoing race. The race between innovation and intrusion will define the next phase of digital security.

Opportunities for Growth

New services not only generate additional revenue but also deepen customer relationships and strengthen local economies. The opportunity ahead involves monetizing untapped network capacity and serving small businesses that lack resources in cyber and AI. Broadband continues to be viewed as a cornerstone of community growth, and partnerships with electric cooperatives and local organizations will remain essential to that mission.