We take the parts of running a business that eat your week, from formation and finance to software and communications, and get them handled, so more of your time goes to the work that made you start this business. None of it is rocket science. Somebody still has to sit down and get it done.
Flow is three partners with decades of combined work, and clients that run from wineries to clinics to software teams.
Passion gets a business started, and good systems keep it going.
Kitchen-table idea or sign-on-the-window operation, you should have someone reliable to call for all of it, from formation to communications.
Think of a concierge doctor. They treat you themselves, they know your history, and when you need a specialist they make the call and stay on it. Flow works the same way across formation, planning and finance, workflows, software and applied AI, and brand and communications. Most of the work we do ourselves. When a piece belongs with your accountant, your bookkeeper or another vendor, we bring them in and keep track of it, so you still have one number to call.
It's easy to be overwhelmed by the options and the costs, and end up doing too much or too little. We help you pick the right amount.
We've worked this way since 2016, and every service on the list has real work behind it.
We’ve spent years inside accounting firms, banks, and health care organizations, so we know what it feels like to get an answer you can’t use.
So we skip the jargon, and the person you meet over coffee is the person doing the work.
A recent campaign is a good example. Terri rebuilt the candidate’s identity over a weekend while Nick set up the website, email and compliance behind it.
Flow is a three-partner business consulting firm in Walla Walla, run by Terri Croghan, Nick Croghan, and Steve Gregory. Terri and Nick are mother and son, and they started the firm in 2016 by putting her fourteen-year brand practice and his operations work under one name. Steve joined in 2026. Between them they bring decades in operations, systems, software, communications and design, and a shared belief that the expert you hire should be someone you can sit down and talk with.
Terri can take a business from its name to the message its customers hear, without handing it off. That’s what her own firm did for fourteen years. She founded New Leaf Communications in 2002 for brand development, design, copywriting, and media placement, and folded it into Flow in 2016. She was marketing director for HighSpeed Communications, a telecom serving eight western states, and spent ten years at Baker Boyer, the last six as assistant marketing director. Her degree is in fine arts from Washington State, painting and design with a minor in English, which is why she writes the words as well as designing the page. Nine years in commercial printing, through 1992, are why her packaging goes down to the prepress proof, and why her labels still sit on Walla Walla wine shelves.
“A project has gone right when the client feels supported and is communicating clearly with their intended audience.”
Nick moves a business from the way it works now to the way it needs to work next, and the system is how he carries people across. He ran the support desk behind an electronic medical records platform serving 1,600 institutions and 64,000 users, and talked all of them through the ICD-10 conversion when the whole medical coding standard changed at once. The software is the vehicle, not the destination: a logging system running in a regulated care setting, an evidence platform a Washington law firm's attorneys use daily, and a bilingual shop floor tracker that replaced a stack of clipboards. A change nobody understands is a change that doesn't stick.
“You should be working with your systems, not on them. When the business changes, the workflow should be the thing that gives.”
Steve builds systems that have to hold up when the stakes are real. He spent three years on the platform behind a cell therapy cancer program, where scheduling had to reconcile patient travel, hospital timing, and blood samples that expire, all of it under HIPAA. He has worked on disaster recovery at Microsoft and architected an AI design platform that grew to 30,000 monthly users. He has also founded two companies of his own, which is why he starts from what a business can keep running. At Flow he leads software and applied AI: deciding what should be built, what should be bought, and what should be left alone.
“The tools will keep changing. What I build with them should be worth more to you in year ten than it was on day one.”
Not sure where to start? Most people aren't. Tell us what's slowing you down, and we'll start with a conversation about your business and whether we can help.
