I recently went one-on-one with Jessica Yarmey, President of Squeeze Massage
Adam: Thanks again for taking the time to share your advice. First things first, though, I am sure readers would love to learn more about you. How did you get here? What experiences, failures, setbacks, or challenges have been most instrumental to your growth?
Jessica: My career started 25 years ago, and very early on, I layered my marketing skill set onto franchised brands. I didn’t intentionally pursue the niche, but once it happened, new opportunities in that niche kept coming my way, so that became my area of expertise.
However, my career trajectory really unlocked when I overlapped a third interest area into my already very specific niche. In 2012, I applied the unique combination of franchise marketing in the fitness industry as Director of Franchise Marketing for Gold’s Gym.
That role was a dream job because it tied my interest in fitness to my franchise marketing expertise. I wasn’t just playing in my strengths – I was playing in overlapped strengths for a well-known, global brand.
Three years into that role, I got laid off, which was a pivotal setback that crafted the way I approach work to this day. The unexpected layoff taught me that I can never get complacent, especially in marketing, where innovation happens so quickly. My work started to have an urgency to it because I worked every day as if it were my last opportunity.
One of my personal brand values is to Leave It On The Field. I want to go to sleep at night knowing I put my maximum effort in that day. That drive and urgency come from one of the biggest setbacks in my career. But it has also created the greatest subsequent opportunities and results.
Adam: In your experience, what are the key steps to growing and scaling your business?
Jessica: Growth is all about resource acquisition and focused resource allocation. Entrepreneurs often get inspired by multiple projects, thereby pulling their own time and mental resources in different directions. Growth happens when you are able to acquire and align your resources behind a single project or problem. It is the focus of the resources that starts to grow your business.
The saying “less is more” is very true when you’re trying to grow and scale your business. Just as you put time toward creating a to-do list, entrepreneurs need to allocate the same amount of time to creating a do-not-do list. Give yourself permission to do-not-do so you can focus on what matters most to your growth.
Adam: What are your best tips on the topics of marketing and branding?
Jessica: In marketing today, attention is everything. Consumers have shorter and shorter attention spans, so brand messages need to cut through the clutter quickly. The best brands are built intentionally and with clarity so they are understood at a glance.
When I was exploring the opportunity with Squeeze Massage, I looked at the brand through this lens. As a consumer, you “get” the brand vibe really quickly, and the vibe is consistent regardless of the touchpoint. It’s a brand that consumers can connect to and participate in.
One big mistake that brands make early on is that they overbuild their brand platform, and they don’t leave room for consumers to put themselves into the brand. It’s important to walk the line between building all the touchpoints and leaving enough breathing room so consumers can add to the platform.
Adam: What do you believe are the defining qualities of an effective leader?
Jessica: One of the most important qualities in an effective leader is authenticity. Early on in my career, I felt like I needed to be a bulletproof leader. I thought I needed to have all of the answers in order to be respected.
As I’ve evolved as a leader, I’ve realized the opposite is true. I am respected more when I admit I don’t know something, but then dig in and figure it out. My team thinks I’m strong when I vocalize what my weaknesses are and ask for help.
The more you can strip away what you think you should be and just show up authentically as you, the better you will perform as a leader.
Adam: How can leaders and aspiring leaders take their leadership skills to the next level?
Jessica: One of the brand values at Squeeze Massage is Be Curious & Confident. I like this framework as it’s a more inclusive way to describe operating with a growth mindset. Instead of simply looking for ways to grow, you’re looking at the environment around you, including the people around you, with curiosity and genuine interest. Being Curious and Confident allows leaders to level up just about anything, not just their leadership skills.
Stay open to approaches you have not previously considered. Listen to conflicting opinions. Seek out advice and guidance from other leaders. Consume content with curiosity. Generally, drop the guise of knowing it all and get out of your own way.
When you’re sitting in a seat that’s expected to have all of the answers, the most important thing you can do is to admit you don’t know it all, but you’re willing to stay curious and figure it out.
Adam: What are your three best tips applicable to entrepreneurs, executives, and civic leaders?
Jessica: Three pieces of advice that I would share with anyone dreaming big are:
- It’s the “who” not the “what.” The most important decisions you will make will be around your people. Don’t underthink the people around you, as they have the power to help you shine bright or dim your light. Choose your people wisely.
- Love the process. Not the result. The journey is the destination, so make sure your process is something you could do every day without fail. The result may vary. Your destination may change. Set up your process so it sets your soul on fire, regardless of the outcome.
- It’s not the critic that counts. When you’re trying to do anything big, everyone around you will have opinions, including random strangers on the internet. Take advice from people who have done what you’re looking to do, and tune out the rest.
Adam: What is your best advice on building, leading, and managing teams?
Jessica: Everyone has strengths, and everyone has weaknesses. As you’re building your team, you need to assign the right people and resources to the right projects. The best way to do that is to give team members projects that are in their zone of genius. They will execute the project at a high level and will feel fulfilled as they are using their strongest skill set.
In contrast, if you assign a project that is aligned with a team member’s weakness, you’re exposing that weakness unless you support them with an additional resource.
If you set your team up to succeed, they will feel successful and will want to continue in the work. If you set your team up to fail, you can’t be surprised when the results aren’t there.
Adam: What is the single best piece of advice you have ever received?
Jessica: A few years ago, I was pushed out of ownership of a company I had started, and I spent months trying to figure out how to get it back. I sent an email to someone I admire and respect, asking his opinion. Within five minutes, he called my phone and gave me a really important piece of advice. He said, “Let it go and do the next one.”
It was important advice for me to hear because throughout most of my career, I was able to make things happen through hard work and perseverance. I saw this situation no differently. I just needed to work harder, and I would be able to get it done. His advice gave me permission to stop pushing where I wasn’t making any progress. I needed to focus my energy on my next project instead of staying stuck in what was.
Adam: Is there anything else you would like to share?
Jessica: I appreciate you pushing out the content that you do via this blog. It’s important for leaders to learn from other leaders on a similar path or only a few steps ahead in their journey. The content is more relatable and actionable. Additionally, you can reach out to the person and connect, thereby expanding your network. I am happy to connect with anyone in your audience who is looking to level up in their career.
