I sat down with Jared Jennings, founder of Phantom Brands, to dive into what it truly takes to build a sustainable business today and how to create a lasting enterprise. Jared’s story is powerful because it’s one many of us can relate to. He didn’t start with a blueprint. He began with discomfort, a big decision, and the willingness to figure it out.
Leaving the Corporate 9-to-5: The First Step to Building a Sustainable Business
Jared’s journey started like many entrepreneurs: trapped in a corporate job that didn’t align with his dreams or values. As we discussed, leaving the comfort of a steady paycheck isn’t easy, but staying stuck is far more dangerous if you want a fulfilling life. His first move paved the way for understanding how to build a lasting business.
“I realized I didn’t want to wait until I was 75 to feel successful,” Jared shared.
“It wasn’t just about money. It was about building something I cared about.”
Founders often wait for the “perfect” time to pivot, but Jared’s story shows that sometimes, you don’t have a complete plan; you need to take the first step and trust yourself to figure out the rest.
How to Pivot Your Business Without Losing Momentum
One of the most powerful lessons from this episode was how Jared recognized it was time to evolve from an e-commerce brand to a service-based business. Instead of diving in blindly (and spending tons of money), he tested his pivot with zero cost, showcasing how to build for the long-term in business.
Here’s what we covered about how to pivot your business strategically:
- Stay close to what you’re already good at. Jared didn’t pivot into a different industry, and he evolved around his strengths.
- Test the market without overspending. Before building Phantom Brands, he messaged people about his idea and waited for feedback.
- Protect your resources. Pivoting doesn’t mean burning down what you built. It means adapting intelligently based on real demand.
“I didn’t know if the new idea would have legs, but I tested it before I invested heavily,” Jared said.
This is critical advice for tech startups: innovation and protecting your runway are key.
Building a Brand That Stands Out
In the world of startups, especially in tech and e-commerce, it’s easy to blend in. Jared and I discussed how niche positioning and storytelling are essential to building a brand people notice and trust, essential components in building a lasting business.
The foundation of a lasting brand?
- A strong emotional connection with your audience.
- Straightforward, consistent storytelling.
- A founder who shows up and builds trust with their market.
In tech, we often get caught up in features and specs. But people buy stories. People buy authenticity. Whether you’re building a SaaS platform or a physical product, your founder story and brand story matter more than you think.
How to Grow Your Business Without a Marketing Budget
Another key point Jared and I explored was how to market a business with no money, something early-stage founders know all too well, which is crucial for how to build a business model that lasts.
Here’s what we agreed are non-negotiables:
- Leverage free platforms. Post consistently on LinkedIn, Instagram, and X, wherever your audience is.
- Start messy. Don’t wait for perfect content. Authenticity beats polish.
- Network relentlessly. Reach out. Send DMs. Build relationships.
“You either invest time or you invest money. In the beginning, if you don’t have money—you hustle,” Jared said.
I couldn’t agree more. In the early days of building MenuSano and Field Eagle, consistent effort, networking, and storytelling made the difference, not big ad budgets.
Key Lessons for Startup Founders on Building a Business That Lasts
Throughout our conversation, Jared shared many gems that every founder needs to hear about building a successful business.
- The only way you fail is if you quit. Keep going, even when it’s hard.
- Protect your energy and mindset. What you consume (content, conversations, environments) impacts your thinking and acting.
- Overdeliver. Always. Relationships are your leverage, whether it’s clients, customers, or partners.
- Start simple. Test fast. Evolve intentionally.
Final Thoughts: The Tenacity It Takes to Build a Business That Lasts
This episode reminded me that while building a tech startup today is more accessible than ever, learning how to build a lasting business still takes courage, strategy, and a relentless commitment to learning. You don’t have to know it all to start. You have to be willing to figure it out along the way. If you’re a founder serious about scaling your startup, adapting when needed, and becoming a true leader, this episode with Jared Jennings is a must-listen.
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🚀 Let’s keep building businesses that aren’t just exciting but built to last.
By Sonia Couto | Startup Mentor | Founder | Speaker | Host of Tenacity with Sonia C
