Reaching the “Next Level”

by: Deborah Fransen
NIU College of Education
Endeavors

For College of Education alumnus Michael P. Hooks,
Vancouver, Washington, is more than just home. It’s
corporate headquarters for his business.
Hooks is founder and president of Next Level Assistive
Technology, which specializes in providing technology
solutions for individuals with visual impairments and
learning disabilities. He started Next Level Assistive
Technology in 2005 with a $10,000 investment and a
passion for helping people reach their goals; its sales
now approach $2 million per year, and Hooks has
offices in Arizona and Hawaii.
“A typical work day starts with the phone ringing
as early as 6:00 AM, and continuing until 8:00 or
9:00 at night,” says Hooks. “I speak with vendors,
manufacturers, teachers, parents, doctors, sales reps,
accountants, and end users all day long. I manage
inventory, order product, provide technical support,
process returns and exchanges and place orders. In
between, I schedule training, set up demonstrations,
and I spend time on business planning and marketing.
There is never a dull day in this business, and I enjoy
the challenge.”

Hooks knows the challenges of vision loss intimately;
he was born with juvenile retinoschisis, a degenerative
eye disease. In spite of the diagnosis, Hooks was
determined to learn Braille and lead an independent
life. That determination led him to NIU, where he
earned a master’s degree in assistive technology for
the visually impaired.
“I chose NIU because of Dr. Gaylen Kapperman,”
Hooks says. “He encouraged me and took a personal
interest in my success from the beginning. Kapp is
directly responsible for my success as a teacher and
business owner. As a mentor, he set the example of
hard work and dedication. He changed the way I
viewed myself and how I dealt with being visually
impaired. He inspired me to try hard, to work longer
and he never let me feel sorry for myself. The program
was intense, demanding and comprehensive, and it
changed my life.”
Kapperman directs the visual disabilities program,
and insists that his students learn how to use a wide
range of assistive technology. It was while finishing his
master’s degree at NIU that Hooks came up with the
idea for Next Level. He spent time developing it over
the next seven years, while working as a teacher at
the Washington State School for the Blind. To build
his business, he initially focused on aging clients and
those with low vision – people who needed assistance
with identifying currency, reading newspapers,
deciphering medicine bottles, and accessing other
information. Hooks knew these needs could be met
with available assistive technology, if only people were
aware of their options and were trained in how to use
the technology.
In 2005, Hooks left his teaching job to concentrate
full time on growing his business. He says that being
visually impaired has never influenced how he does
business. If anything, it has given him a leg up, in that

he can quickly hone in on clients’ needs, identify
assistive technology appropriate for them, and also
provide appropriate training for them.
Hooks says, “I can see when my clients or students
start to suffer from information overload. It is easy
to bark out keystrokes and commands, but for a
newly blinded individual who is used to pointing
and clicking, using assistive technology is extremely
challenging. We often have limited training hours,
and I want to maximize our time. I usually begin each
lesson with a review and try to build upon each skill
in sequence.” Hooks’ clients have ranged from those
in medical fields to universities and governmental
agencies. He is currently working with an individual
who is deafblind.
“Without question, this has been the most interesting
and challenging client I have ever had. Deafblind
people have an experience that is quite distinct from
people who are only deaf or only blind. There are
obvious deficits in our ability to communicate with
each other, so we are learning as we go. Most of our
communication is done through interpreters, but there
is a need to connect through touch. I find it amazing
how we can carry on a conversation through hand
gestures or a simple tap on the knee. I leave each
session feeling satisfied because I know that what I do
substantially reduces his isolation while helping him
overcome the extraordinary challenges he faces every
day.”
The Seattle Lighthouse for the Blind (www.seattlelighthouse.
org) estimates unemployment rates as high as 70%
for people who are blind or visually impaired. The
organization says part of the reason is that individuals
and employers are often unaware of the assistive
technology available that will enable blind people to
do a wide variety of jobs. Hooks agrees. With the right
tools, he says, many people who are visually impaired
can have tremendous success in the workplace. But,
that means staying current with emerging technology
that could help his clients land jobs is absolutely
essential.
“I work with the very best manufacturers in the
business,” he says. “So, I usually get to see the latest
and greatest technology before it even hits the market.
That being said, I cannot possibly be an expert on
everything, and I don’t have the time to keep up
with every new invention. I stay connected with
professionals all over the world through social media
outlets like Facebook, LinkedIn, and twitter. I also read

AT [assistive technology] blogs late at night when I
can’t sleep.”
On the personal side, Hooks is being fitted with
a BiOptic device that will enable him to obtain a
“daylight only” driver’s license. “I’m looking forward
to the freedom and independence of being able to
drive myself to appointments,” he says.
What advice does Hooks have for someone who is
facing vision loss? “It really depends on what stage
they are at and how they are coping,” he says. “Losing
your vision is traumatic and people have to go through
the grieving process at their own pace. I can only
offer comforting words and encouragement as they
move through the process. Eventually, they end up
at acceptance, and then I can help them to realize
that they can be successful, and that life isn’t over just
because they have lost their vision.”

Photos from The Columbian, Vancouver Washington.
Stephen Lane, photographer.