Embracing Sustainability and Intentional Growth
Mentee Spotlight - Jay McDonald
An honest conversation with Jay McDonald, co-founder of Roam Creative, on how VMSA Mentors helped him reevaluate his business strategy and create an environment where his team could thrive.
Introducing Jay
Entrepreneurs in VMSA often have their sights on rapid growth, ambitious targets and pushing their teams to the limit. Jay McDonald, co-founder of Roam Creative, was on the high growth track when he experienced a pivotal moment that taught him the importance of slowing down, understanding his team's true motivations, and pursuing a more sustainable path forward.
Jay started Roam Creative, a film production and commercial photography creative studio focused on providing stunning visuals and incredible storytelling, and has scaled it to be a leading studio within the travel and tourism space.
Jay was driven by a desire to scale rapidly and capitalize on his company’s creative potential. The team was working back to back shoots and the company was hitting record profits. However, after a few months of meeting with his Mentors, they posed him the question,
“Is this sustainable?”
Despite the company’s impressive growth, Jay was blindsided to learn, the team was feeling overwhelmed and tired. Jay was unaware because the team hadn’t felt comfortable bringing it up with him; his co-founder was the one to share the news.
“I thought everyone was just making great money and doing creative work, so what else could they want?”
A Turning Point in Leadership
This eye-opening moment led Jay to rethink his leadership approach and communication.
“I felt ashamed when I learned that the team didn't feel comfortable telling me and had to go to my business partner. We all have a great relationship in and outside of work, I was just too focused on getting the surplus of work done so I didn't slow down enough to stop, reflect and ask questions. In my opinion people come first above all else and I lost sight of that without knowing.”
He began to prioritize profitability, sustainability, and most importantly, the well-being of his team. Through reflection and working with his Mentors, he became aware of how vital it is to create an open space for communication, allowing team members to voice their personal motivations and actively providing space for check-ins. Jay discovered that while some team members wanted more time for travel, others were eager to explore personal creative projects.
“I had to step back and go, 'Okay, I need to find out what actually motivates the team,’”
Jay shared. By understanding his team's diverse needs, he was able to realign the company’s strategy to ensure that both business goals and personal aspirations were met. This shift in focus resulted in a more fulfilled and productive team, ultimately driving more meaningful business growth
Building a Stronger, More Sustainable Business
In addition to prioritizing team well-being, Jay recognized the importance of implementing solid policies and procedures to ensure long-term success. The business was in the green and a shift needed to happen from survival “get it done” to thriving “let’s make sure we are all doing this the best way.”
He reflected on the fragility of his business and realized the need for governance. “If one of us gets hit by a bus, you don’t have a company, you don’t have a job,” Jay explained. By documenting processes and creating governance structures, he aims to build a business that could function smoothly, even in the absence of key individuals.
“The focus on process came when we entered a space of profitability and surplus of cashflow to hire someone to implement those processes with and for us. We continue to shift, add and implement more processes as we go. I think it's a consistent and ongoing process once you've begun because one new and successful process paves the way for more capacity to do other things. I can't necessarily speak for other businesses but in our experience process wasn't important until we had the money to think about it.”
As Jay’s leadership evolves, he is working to adopt a slower, more intentional pace of growth that allows both him and his team to unlock new levels of creativity. “So much creativity comes out of that place of boredom, but also time for intentionality and conversation,” Jay noted. This shift not only impacted the team's productivity, performance, and creativity but also allowed them to pursue their personal interests outside of work, ultimately enriching their contributions to the company.
Celebrating Team Achievements
Jay’s journey with VMSA also emphasized the importance of celebrating successes, both big and small. He shared the story of his teammate Chris, who completed a short film during his time away from the company, ultimately winning the New Waves Grand Award' at the New York Indie Shorts Awards and 'Best Script' at the Paris Film Festival. This recognition of personal achievements contributed to the team’s sense of fulfillment and reinforced Jay's belief in creating a people-centered business.
Transformation through VMSA
Participating in VMSA has been a transformative experience for Jay. The mentorship and guidance he received not only helped him prioritize sustainability and team well-being but also encouraged him to reflect on his own leadership style. Now, when faced with business decisions, Jay channels the insights of his Mentors and approaches challenges with intentionality and thoughtfulness.
“I now go about my day with my Mentors in mind and ask myself, ‘What would they think? How would they encourage me to act in these situations?’ Being thoughtful, aware, and mindful about how I show up in my business is one of the biggest tools I’ve gained from this program.”
Having an unbiased accountability board invested in your growth as a leader can help entrepreneurs unlock key learning moments in their leadership journey.
Key Lessons from Jay’s Journey
Jay has been in the VMSA program for just over a year, and has had immense learnings that has led Jay, the team, and company to reorient and reprioritize.
1. Recognize the importance of sustainability and work-life balance:
Don't get caught up in the pursuit of rapid growth at the expense of your team's well-being.
Regularly check in with your team to understand their true motivations and needs beyond just financial goals.
2. Shift focus from growth to profitability:
Evaluate your business model and projects to identify the most profitable opportunities.
Don't just chase revenue targets; prioritize sustainable profitability.
3. Implement Policies and Procedures:
Document your processes and create governance to ensure the company can function smoothly, even in the absence of key individuals.
This helps with better communication, both internally and with clients.
4. Evolve Your Leadership Style:
Create space for intentionality, creativity, and open communication with your team.
Slow down and make time for meaningful conversations and personal development.
5. Celebrate team successes:
Actively recognize and celebrate your team's achievements to foster a positive and supportive work environment.
Acknowledging individual growth and accomplishments can have a significant impact on morale and motivation.
Advice for Entrepreneurs Considering VMSA
For entrepreneurs considering VMSA, Jay offers valuable advice:
Vulnerability is key: "You get what you put into this program. Show up with the vulnerability to admit you're struggling with X, Y, or Z in your business, and don’t be afraid to seek help."
Put your ego aside: "A lot of the challenges I’ve faced seemed less intimidating because I had a supportive team of Mentors behind me, guiding me through the tough decisions."
Jay’s experience in the VMSA program is a testament to the power of intentional growth, open communication, and creating a business that prioritizes both success and sustainability. His story serves as an inspiring reminder that entrepreneurial leadership is not only about achieving rapid growth but also about building a thoughtful, resilient, and people-focused business.
Reach out to our team to learn more about our mentorship program.
