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After his freshman year at Iowa State University, Dan Houston went to the dean of admissions and asked for a break. “I said, ‘I have a problem; I fell in love with a girl from Iowa,'” Houston said. “He said, ‘Why is that a problem?'”

Houston explained that his parents had been planning – more like demanding – that he attend college in their adopted home state of Texas. If he wanted to go to ISU just to be near this Joanie girl, he would have to pay the out-of-state tuition himself.

The dean took pity on Houston and granted him the lower rate. “But he said, ‘You’ve got to do something good for Iowa someday,'” Houston recalled.

We seem to be getting our money’s worth.

Houston, 48, is president of retirement and investor services at Principal Financial Group Inc., responsible for the full-service pension business and retirement distribution. But that’s not all. He has been a leader for the United Way of Central Iowa campaigns, serves on the board of the Iowa Natural Heritage Foundation and is a member of the Dean’s Advisory Council for the business school at Iowa State. He also works with Children and Families of Iowa along with his wife, Joanie – the school decision worked out well for Houston, too.

“I do see him as a future leader of Des Moines,” said retired Wells Fargo Bank executive H. Lynn Horak. “He’s an energetic, bright, passionate person with an enormous amount of enthusiasm about what he does. When he says he’s going to do something, it’s going to get done.”

Houston credits the past four Principal CEOs – G. David Hurd, David Drury, J. Barry Griswell and Larry Zimpleman – as business mentors with the highest possible standards. Out in the community, he cites Steve Chapman, Steve Zumbach and Suku Radia as people who have helped him get plugged in.

“Des Moines is a small town, and if you want to get involved, they’ll welcome you with open arms,” Houston said. “To use a Texas hold’em term, the next thing you know, you’re all in.”

Houston started with Bankers Life Co., the predecessor of Principal, in 1984. These days, he’s the company’s lead spokesman on projects like the Well-Being Index. That equals a rare combination of financial acumen and communication skills.

“We’re delighted to have Dan as a part of our team,” said Mark Ackelson, president of the Iowa Natural Heritage Foundation. “His business perspective is extremely helpful to our organization.”

Houston can be expected to push for continued business growth. “One thing we can’t do,” he said, “we can’t get comfortable. Prior city leaders have done yeoman’s work, ensuring that the central business district did not fall into disrepair. I travel around the country and the world, and we can be proud” of our downtown.

Houston grew up in Houston – the family name is pronounced HOUSE-ton, however – and saw that city realize the need to diversify from an oil-only economy. “Des Moines is fortunate to have as well a diversified economy as it has,” he said, “but we have to keep pressing for growth opportunities.

“We used to have the luxury of competing just in Iowa, then in the U.S. But when we think about how technology has connected the world, it’s going to be full-body-contact competition around the world for labor. Can we attract and retain the best talent that’s needed to fill the roles needed for our growth?”