Ep. 024: Becoming the 25th President of Simpson College w/ Jay Byers
- Ryan Snaadt
- Mar 27
- 4 min read
In the heart of Indianola, Iowa, a significant transition is taking place at one of the state’s most prestigious liberal arts institutions. Jay Byers, the former CEO of the Greater Des Moines Partnership, has stepped into a new arena as the 25th President of Simpson College.
In a recent episode of the Rhymes With Odd podcast, host Ryan Snaadt sat down with Byers to discuss his "boomeranging" career path, the intersection of business and academia, and why the Des Moines metro remains the fastest-growing region in the Midwest.
A Non-Traditional Path to the Presidency
For decades, the path to becoming a college president was predictable: earn a PhD, become a professor, serve as a Dean, and eventually ascend to the top. However, Jay Byers represents a growing national trend of recruiting leaders from the business and legal sectors to navigate the complex landscape of modern higher education.
Byers is no stranger to the Simpson campus. A 1993 graduate, he previously served as an adjunct professor and a board member for 11 years. Yet, his 18-year tenure at the Greater Des Moines Partnership—including 11 years as CEO—is what truly prepared him for this role.
"I’ve been a CEO for 11 years," Byers told Ryan Snaadt. "When we looked at core competencies—board management, government relations, fundraising, and communications—those were things I had extensive experience with."
For Des Moines business owners, Byers’ appointment signifies a bridge between the classroom and the boardroom. His background in labor law and economic development ensures that Simpson College isn't just an ivory tower, but a talent pipeline for the Iowa workforce.
Why the Value of a Liberal Arts Degree is Growing
There is a common misconception in the marketing and business world that technical degrees are the only path to a high ROI. Byers and Snaadt tackled this head-on, discussing the "invisible" value of a BA.
Byers noted that the income gap between those with a degree and those without is not shrinking—it’s widening. He emphasizes the "Big Six" life skills that Simpson focuses on, which include:
Critical Thinking: The ability to solve complex, non-linear problems.
Communication: Moving beyond technical jargon to tell a compelling story.
Adaptability: The capacity to pivot as industries evolve.
For marketers, this is essential. As AI and automation handle more technical tasks, the human element of "invisible" soft skills becomes the primary differentiator in the marketplace.
The "DSM USA" Connection: A Strong Region Makes a Strong College
During his time at the Greater Des Moines Partnership, Byers was a key architect behind the DSM USA brand. He oversaw a footprint of 11 counties and 24 affiliate chambers of commerce, helping Des Moines become a national leader in population and GDP growth.
Byers explained to Ryan Snaadt that Simpson College’s location in Indianola (Warren County) is a strategic advantage. "A strong college makes a region stronger, and a strong region makes a college stronger," Byers remarked.
Why Des Moines Business Owners Should Care:
Talent Retention: Simpson is a "College of Social Mobility," with one-third of students being first-generation. These students are often the ones who stay in Iowa, fueling local businesses.
Regional Momentum: By aligning the college’s initiatives with the region’s economic goals, Byers is ensuring that graduates are "job-ready" for the specific needs of Central Iowa industries like insurance, ag-tech, and manufacturing.
Transforming Students to Transform the World
While much has changed since Byers graduated in 1993—including the addition of a state-of-the-art Campus Center—the core mission of Simpson remains the same. The college continues to serve as an engine for social mobility, with 40% of the student body being Pell Grant eligible.
Byers views the college as a "transformative experience" that exists between the ears. His goal is to package that experience in a way that resonates with modern students and parents who are increasingly focused on the tangible outcomes of an expensive education.
The Man Behind the Title: Music, Family, and "Home Diddy"
Beyond the suits and board meetings, Byers shared a more personal side with Ryan Snaadt. A lifelong musician, Byers currently plays in a Simon & Garfunkel tribute duo called Homeward Bound. He even managed his daughters' all-girl rock band, Plomero, whose album Prune Juice is available on all streaming platforms.
This creative streak extends to his wife, Katie, a full-time artist at Mainframe Studios in downtown Des Moines. Together, they represent the vibrant, creative class that is essential to the "cool factor" of the Des Moines metro area.
Key Takeaways for Iowa Marketers and Leaders
The conversation between Ryan Snaadt and Jay Byers offers several lessons for those looking to grow their brands in Iowa:
Storytelling is Paramount: Whether you’re selling a college degree or a product, you have to move from "facts" to "narratives" that touch on the human experience.
Leverage Local Partnerships: Byers’ success stems from his ability to manage diverse stakeholders—from small-town farmers to big-city CEOs.
Invest in Social Mobility: Brands that support the growth of first-generation professionals often build the deepest loyalty within the community.
About the Rhymes With Odd Podcast
Hosted by Ryan Snaadt, the Rhymes With Odd podcast features interviews with the movers and shakers of the Iowa business landscape. Ryan, a Simpson College alumnus himself, brings a unique perspective to digital marketing and video production, helping brands tell their stories with authenticity and wit.
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