Richard Barentine arrived in Winston-Salem, NC, certain that the modest city in the middle of the state held a great deal of potential. In this interview, he describes his effort to nurture that potential, first as a member of the city's Chamber of Commerce, and eventually as CEO of the International Home Furnishing Marketing Association. Barentine took the lead in transforming the Southern Furniture Exposition into the International Home Furnishings Market, a wholesale furniture event of international importance. For most of this interview, Barentine recalls his efforts to shape and expand "the Market," detailing his strategy as it unfolded over a period of years. He also describes his focused leadership style, which emphasizes communication, and reflects on the history of Winston-Salem and North Carolina's furniture trade, which is expanding its global reach. This interview will be useful to researchers interested in Winston-Salem's furniture industry and in business leadership.