We had the good fortune of connecting with Nermin Jasani and we’ve shared our conversation below.
Hi Nermin, Let’s talk about principles and values – what matters to you most?
I think for a business to truly succeed, your values and principles have to be your own. Borrowing values and principles from other businesses because they sound good or make you seem professional or more likeable doesn’t work and won’t work.
For me, I have my personal values that I strive to bring into my business.
I value honesty and integrity. If a client isn’t a good fit, I’m upfront about it. If a client is a bottleneck in their own business, I’m not shy about telling them.
I care about real results, not vanity results. I want to see bottom-line increases to profit, and I don’t care about an increase in the number of Instagram or YouTube followers or email opens.
Communication – real communication – rarely happens. I find most conversations get stuck in the “shoulds.” We should do XYZ. But let’s pause and ask why? What’s the business benefit? Is there a risk? Can we limit it? How much do you want to make in your business? Why? What will you do with the money?
Having personal values and making sure it is present in your business is one of the foundations to having a wildly successful business.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
I often hear, “Nermin, you know a lot about running businesses. How? Did you get an MBA?” I am a lawyer, but I don’t have an MBA. The truth is, the best way to learn about business, is to do it and learn boots on the ground, what works and doesn’t work.
I’m 35, but I have 12+ years under my belt with running a business, and in fairness, learning how NOT to run a business. My experience far outweighs my law degree or any other degree.
I’ve had my own law firm, I have started my own tech start-up and played the VC funding game, I worked in construction as a project engineer for a Studio Movie Grill in Simi Valley, CA, I have managed a retail store, started a mattress manufacturing business here in Atlanta. Trust me when I say, I’ve seen it and done it all, which is why I feel more than confident advising businesses.
Through these various businesses that might seem like randomness, there is a common thread: every business must have the fundamentals, the foundation, to be wildly successful.
Trends don’t last. But if it’s a business built on concrete and not sand, that business can outlast any trend, fad, market downturn.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Many people don’t realize how dynamic Atlanta is as a city. I think to truly enjoy the city, you have to explore the hotspots, in nature and in urban living.
There’s of course the Beltline. As a midtown resident, I’m most excited about Colony Square and seeing all the restaurants and bars that are coming in.
You also have to explore all of nature, because just 20-30 minutes outside of the City is all of nature and outdoor activity you can ask for. We may not have a beach, but we do have a 50+ mile bike/pedestrian-only trail (Silver Comet). And we have excellent lakes, including Allatoona, Hartwell, Arrowhead, etc. If you’re a fan of hiking Kennesaw is wonderful and so is Yonah.
Whatever your preference: bars or nature, Atlanta has it all. The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
They say it takes a village to raise a kid. The same is true for your business.
And I wouldn’t be where I am without my colleagues, friends, and family, who have supported me by referring clients to me and listening to me blab on about consulting.
Thank you to: Exit Planning Exchange, Provisors, and the Buckhead Club.