j.j. ramberg. remember, we make your business our business. i'm katrina markoff, owner of vosges haut chocolates. we combine chocolate with exotic roots, flowers and spices to create tastes that tell cultural stories. but in today's economy, how do you run a business that's about indulgence, - yet maintain fiscal responsibility? - ( cash register bell dings ) selling prospective clients can require more than truffles with hungarian paprika to seal the deal. so to make every dollar we spend do the most for us, we use our american express open charge card. it's the card that understands what my business needs. we use membership rewards points to visit clients and vendors all over the world. and we rely on open's concierge service to get our clients into the top hotels and restaurants. which makes us look pretty sweet. when you're selling exotic chocolates, having a cd you can count on isn't a luxury. it's a necessity. announcer: today how you run your business is anything but typical. so use the card that isn't your typical credit card. the amer

j.j. ramberg. remember, we make your business our business.g times like these it seems like the world will never be the same. but there is a light beginning to shine again. the spark began where it always begins. at a restaurant downtown. in a shop on main street. a factory around the corner. entrepreneurs like these are the most powerful force in the economy. they drive change and they'll relentless push their businesses to innovate and connect. as we look to the future, they'll be there ahead of us, lights on, showing us the way forward. this is just the beginning of the reinvention of business. and while we're sure we don't know all the answers, we do know one thing for certain, we want to help. come see what the beginning looks like at openforum.com

j.j. ramberg, host of msnbc's "your business." what is shine a light all about? >> this is so exciting.s is a chance for people to recognize small businesses that have had a big impact on their lives. so nbc, and amex have put together this program. go to nbc.com/shinealight and you get to nominate a business. >> i've got a mom and pop store in my neighborhood. i like the way they do business, they make my life better and you nominate them? >> exactly. we expect to get so many nominations. and then i will judge it along with ellen degeneres and diane von furstenberg. we'll narrow down the three businesses and the public gets to vote. >> as an example, tom, you did a commercial spot for the program about your favorite small business in new york a fishing store called urban anglers. what makes it so extraordinary? >> i fly flish and it's a boutique for fly flishing. everything is carefully selected. everybody in the store is passionate about fishing. the hour that you're there shopping, looking around, it's about fishing. and so it's really living in new york and working in new york, you