A New Kind of Support for Growing Businesses

When Diana Rogers launched The Alternative Board Northwest Arkansas in 2025, she brought more than 30 years of corporate transformation experience to a community she’s watched evolve since 1999. For business owners caught between startup resources and the next stage of strategic growth, TAB offers a confidential peer advisory space focused on accountability and collaborative problem-solving.

Diana didn’t set out to be an entrepreneur. Her path wound through computer information systems, human resource development, and global supply chain excellence, often working with colleagues across continents to align people and operational needs. She built her reputation taking underperforming departments and turning them into models of efficiency. But what energized her most was not the data analytics or process improvement alone. It was the leadership development and the moments when someone shifted from reactive to strategic, from overwhelmed to focused.

The Alternative Board framework clicked immediately. Founded in 1990, TAB uses peer advisory boards, one-on-one coaching, and planning tools to help privately owned businesses grow sustainably. When Diana discovered there had once been a TAB franchise in Northwest Arkansas that retired with its owner, she saw an opportunity to fill a genuine gap. TAB focuses on serving growth-minded CEOs whose businesses have moved beyond the startup phase.

TAB NWA centers on monthly peer advisory board meetings, where eight to 10 business owners from non-competing industries gather to tackle real challenges. Each member presents a problem or opportunity and receives candid feedback from peers who’ve faced similar crossroads. It’s not networking or masterminding. It’s structured, facilitated collaboration backed by TAB’s diagnostic tools, KPIs, and the Business Builder’s Blueprint, a comprehensive framework that assesses where an organization stands and maps a clear path forward. Rogers also offers one-on-one coaching, leadership development through the HI-MAP program for emerging managers, and StratPro sessions that bring senior teams together around shared goals.

“What I love most about what I do is witnessing the transformation in business owners—not just in their revenue or operations, but in their confidence, clarity, and quality of life,” Diana says. “Watching a stressed, overwhelmed CEO become a confident, empowered leader living the life they’ve worked so hard to build—that’s why I do this work.”

TAB stands apart through its insistence on aligning personal vision with business direction. Diana starts every engagement by asking what a client actually wants their life to look like, then helps build a company that serves those goals rather than consuming them. It’s a philosophy grounded in her own journey. A New England native who moved to Northwest Arkansas for a Walmart internship, she stayed because she treasures how well-rounded Northwest Arkansas has become, with arts, entertainment, and outdoor activities creating a lifestyle she loves. She has two children, a 19-year-old son studying supply chain and business finance and a 12-year-old daughter who attends Old High Middle School.

Diana actively connects TAB members with community resources and opportunities, from introductions that advance their companies to invitations to events she sponsors. She describes herself as a business wingman, invested in members’ success beyond monthly board meetings. TAB’s confidential, non-competing board structure encourages candid discussion among peers. With access to a global TAB community of more than 500 boards across 1,100 industries, members tap into collective wisdom refined over three decades.

For local business leaders across Bentonville, Fayetteville, Rogers, Springdale, and the surrounding communities, TAB Northwest Arkansas offers what many have been looking for: a way to stop going it alone. The goal isn’t just financial gains. It’s building a company you can lead with confidence, with a team that doesn’t depend on your constant presence, and a life that reflects the vision you started with in the first place. Interested readers can contact Rogers by phone or learn more at the TAB Northwest Arkansas website.

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“Working with Diana at the TAB NWA chapter has been an incredible experience. She is genuinely dedicated to getting to know you, your business, and your unique needs. Her observant, thoughtful approach helps you clarify your vision—not just for the business, but for your role in it—with a truly holistic perspective.

Diana has a remarkable way of guiding you out of the owner-operator mindset and into the mindset of a confident, strategic CEO. She consistently helps me focus on the things that fill my bucket and move my business forward with intention.

I strongly recommend Diana to any business owner looking for clarity, growth, and a trusted partner in leadership. She is truly exceptional.”