Kent Untermann shared entrepreneurial wisdom during an HPU 'CEO-Student Talk Story Series' event at Aloha Tower Marketplace. From left to right: Allison Gough, Leslie Blood, Kent Untermann, Lori Untermann, Tara Wilson.
When Kent Untermann stepped up to the podium at the HPU “CEO-Student Talk Story Series” event at Aloha Tower Marketplace for College of Business students, he brought with him decades of entrepreneurial wisdom and a candid reflection on the personal principles that have shaped his success. The founder and CEO of Pictures Plus shared his journey from selling picture frames at the Aloha Stadium swap meet to leading a multimillion-dollar enterprise, captivating the audience of HPU students on a crisp November evening in Honolulu.
Kent Untermann spoke to an engaged audience of HPU students, who turned out in large numbers to hear his insights.
Untermann’s story began humbly. After playing football at the University of Hawaiʻi (UH) and briefly trying out for the Dallas Cowboys, he returned to Hawaiʻi and launched his first business selling framed artwork.
“I started with three van loads of leftover goods, zero cost of goods sold, and a big dream,” he said, prompting laughter from the crowd. From these modest beginnings, he built Pictures Plus into a company that now encompasses 14 retail locations and brands like CocoNene and Plus Interiors, employing over 150 people across the state.
At the heart of Untermann’s success is his partnership with his wife, Lori, whom he met while studying at UH. “The person you choose to spend your life with will be the most important decision you make,” he said. “She’s been my yin to my yang, especially in the toughest times.” Untermann credits their shared vision and teamwork as the foundation for the business, emphasizing that relationships are as crucial to success as strategy.
That emphasis on relationships extended to his employees, particularly during difficult times such as the COVID-19 pandemic. With retail spaces closed and mounting expenses, he devised a strategy that not only kept the company afloat but also built incredible loyalty among employees.
Loyalty and a commitment to shared success have remained cornerstones of Untermann’s leadership. He introduced a profit-sharing program called “operational equity,” designed to reward top-performing employees with shares of the company’s profits. “It’s about aligning everyone’s interests and creating a performance-based culture,” he said.
Untermann’s commitment to ethical leadership and resilience shone through as he recounted his experiences navigating the challenges of running a business in Hawaiʻi. From high shipping costs to recovering from the Lahaina fires, the obstacles were many. “Making things on an island is like being a salmon swimming upstream,” he said. Yet, he has remained steadfast in his decision to keep manufacturing local, citing both sustainability and the importance of investing in the community.
Adapting to market shifts has been another hallmark of Untermann’s career. When consumer interest in traditional framing waned, he diversified into custom closets, cabinets, and tourist merchandise. His willingness to innovate extended to adopting cutting-edge technology, including the recent acquisition of a UV printer from Switzerland. “If we’re going to make things on an island, we have to do it better than anyone else,” he said.
Throughout his talk, Untermann returned to the importance of ethics and integrity. Reflecting on his own business relationships, he cautioned students to choose partners carefully.
“A partner without honesty is a disaster waiting to happen,” he said. Untermann also shared the challenges of driving cultural change within his organization, particularly in Hawaiʻi. “People here are loyal and hardworking, but resistant to change. The key is to over-communicate expectations and keep pushing forward.”
Untermann closed his remarks with advice for aspiring entrepreneurs: embrace adversity, continuously learn, and focus on building something meaningful. “Adversity is like lifting weights—it makes you stronger if you let it,” he said. “Don’t grow just for growth’s sake. Grow to create value, support your employees, and build something that lasts.”
Students left the event inspired by Untermann’s wisdom, humor, and humility. His journey serves as a testament to the power of resilience, innovation, and ethical leadership, offering invaluable lessons for the next generation of entrepreneurs.
