Welcome to the Forty Over 40 blog. Every week we spotlight one of our female disruptors and their thoughts on reinvention, mentorship and momentum…plus a peek into what makes them tick.
This weeks Q & A is with Janelle Maiocco, CEO, Barn2Door
1. What was a pivotal moment of reinvention for you?
Many years ago my husband shared with me some of the highlights of a book he was reading – John Adams. Including, his continual pursuit of his passions – from calligraphy to law to leadership – not knowing how they might culminate in his career, but trusting the process. I took that to heart. (As you know, he eventually became our 2nd President and helped pen the Declaration of Independence).
I was a stay-at-home-mom for 15+ years – all the while deliberately pursuing my passions and developing my business acumen. I was a f/t mom, a p/t marketing consultant, and an intermittent student. While my sons were young I went back to school (MBA), authored a food blog for 8+ years, went to culinary school, became a proficient photographer, and even taught at a cooking school. I met countless friends in the food industry – from bloggers to chefs to farmers. I nurtured my understanding of food systems, big agriculture, sustainable food and the struggles of small farmers. I hoped my disparate interests would one day fold into a unified ‘a-ha.’
When my sons hit high school – I gave myself permission to increasingly focus on my career. They were about to launch – and it turns out so was I. I am still floored that I am in a role that is the culmination of my interests; the consistent pursuit of my passions and curiosities ultimately equipped me with the precise domain expertise, experiences and network to land where I am today.
2. Who has been a valuable mentor or sponsor?
My spouse has been my biggest sponsor. It is a significant commitment to take on a ‘start-up’ with steep hours, no pay, and a lot of blood, sweat and tears. A spouse is fully engaged in that commitment – the highs and lows, the decreased budget, the sleepless nights and out-of-balance work/play ratio. So often we hear ‘behind every man is a strong woman.’ I am here to say: it applies both ways.
Too, our company has mentors and sponsors in the form of a business advisory board and Board of Directors. While valuable for our company, I believe it is important to pursue self-development in my role as a CEO. To achieve that goal, I have been pulling together an unofficial ‘personal’ board. This consists of a group of 4-6 individuals whom I meet with regularly; they know me, believe in me and push me, they ask compelling questions, give advice and recommendations. They are my personal mentors and muses. I highly recommend crafting a board of your own.
3. What is your biggest goal right now?
Success. That might sound like an amorphous umbrella term but I am keenly aware – and glad for the challenge – of leading a start-up past [statistically usual] failure to ultimate success. It is not lost on me that I am under additional scrutiny and pressure as a female CEO. Female entrepreneurs are less funded than their male counterparts. Too few women are on boards, in presidencies, in executive roles and running up the chain of command. Women-led companies are often overlooked – but there is also growing interest and gumption to support women in business, leadership and innovation. When we succeed at Farmstr Inc., we will help normalize investment in women-led companies.
4. How did you get your first job? How did you jump to your second job?
When you say first job, a myriad come to mind including babysitting, cleaning a dentist office, picking berries, pasting wallpaper and working as a ‘bus-girl’ in a nearby restaurant. So much of who I am comes from my Dutch dairy farming roots and a notion of working hard and humbly. Each job included responsibility and lessons, managers and a tiny paycheck – appreciation for effort and human interaction. These early jobs are foundational and just as important as future, post-college jobs. I firmly believe in teens working and learning the value of responsibility, money, management and industry. Today I am still proud to think of berry-stained hands, heavy bus-tubs, matched wall-paper seams and accolades from the managers from my youth.
5. What time do you typically wake up? What do you do every morning?
Normally I am a night owl. But for the past 6 months – en route to landing funding, on-boarding a team and having the pleasure / responsibility / pressure of a recently-funded start-up… I wake up at 5:30am every morning whether I like it or not. Eyes open. Brain humming. And a long list of things to achieve.
My morning routine? I wake up and either pull on my clothes to go to the gym or take a quick shower and drive straight to work. Favorite morning moments:
- The espresso left on the counter for me, made by my husband.
- The squawking of my urban farm hens who are announcing their desire to exit the coop and hang out in the yard.
- The gasoline smell of my 52 red dodge farm truck as I rev ‘her’ for my short commute to work (named Rosie – after Rosie the Riveter).
6. How did you feel on your 30th birthday? What were you doing at that time?
At 30, my sons were 5 and 6. I was coaching their basketball team, throwing ‘rocket’ and ‘chef’ birthday parties, had just graduated MBA, and started consulting for a number of start-ups. We purchased our first ‘fixer’ home; I did a lot of painting, tiling, spackling, and an occasional bout with a jackhammer.
7. How do you unplug? How often do you unplug?
Since I am in early stage start-up mode, I am well aware that my life is and will remain mildly unbalanced for the foreseeable future – something I can maintain near-term and know to be worth it. My current goal is to take one day off on a weekend. It doesn’t always happen. That said, as a rule I insert vitamin size ‘unplugs’ including but not limited to: a pedicure, happy hour with a friend, an hour of gardening, a late night movie or an early morning walk. I would add sleeping in – but for now that isn’t an option (see #2 above).
8. What’s the best networking contact you’ve made? How did you make it?
This is a powerful question. I have learned to say yes to network opportunities. When an event arises, or coffee is requested or I am asked to speak at a conference – I do my best to say yes. I rarely regret time spent reaching out, making connections and meeting new people (please note I am naturally an introvert – so when I say yes it isn’t my knee-jerk response). In fact, I tend to say yes to things that terrify me or seem like a ‘personal stretch’ simply because I know: it will indeed personally stretch me. Say yes not no.
In that same vein: ask. You want to meet someone? You want them on your board or as a mentor? Ask. Until you ask, the answer is no. If you ask, the answer may be yes.
9. What challenge / achievement are you most proud of?
Capable, responsible, grounded children. I just graduated my first from high school – and the second is close to follow. Second to that: a successful marriage ‘for better or for worse’ (since we all know it isn’t always perfect and takes work). Third: raising a seed round for my start-up – as a first time CEO and female founder – from an impressive roster of angels and funds. #pressureison #I’mokaywiththat
10. What was the last business book you read?
I just finished Lean In by Cheryl Sandberg, and am halfway through The Hard Things about the Hard Things by Ben Horowitz (highly recommend).
11. What cause do you most want to advance?
The rise of Little Agriculture. A change to our food system through direct support and sales of small farmers with high standards (nonGmo, clean food, no chemicals, no hormones).
12. What is the best piece of advice you ever received?
I constantly receive advice. The trick is filtering all that advice to determine the true gems. Recently I read – with regard to being a good CEO – “no rearview mirrors.”
Probably a cross of a few of the books I am reading, but the gist is: take a moment to be angry / disappointed / offended or scared out of your wits. Then. Move. On. Make a decision, find the silver lining, craft an impossible solution if you must. Then don’t look back.
As a mother I often say to my children: you cannot change the past, but you can move forward. Keep being your best self – don’t dwell longer than necessary to digest a poor experience or mistake – then lead forward. Maybe to follow on Cheryl’s book Lean In, the next one should be called Lead Forward. If you take a moment to think of the leaders of a company or country – you will know what I am talking about.
13. What is your secret indulgence?
A Manhattan [cocktail] and a movie. Brunch out. A long walk in a foreign city. gardening in silence for hours. Pilfering through a new cookbook. Finding ‘moments’ to photograph.
Learn more about at Farmstr, Inc. and read Janelle’s full #40over40 profile here
Christina Vuleta
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