The Jefferson Fisher Podcast - From Denny’s Waitress to Billion-Dollar CEO with Jamie Kern Lima

Episode Date: November 11, 2025

I sat down with my friend Jamie Kern Lima—founder of IT Cosmetics and New York Times bestselling author of Worthy—to talk about turning rejection into purpose. She shares how she transformed years of “no” into a billion-dollar yes, the mindset shifts that build real self-worth, and how to protect your energy by curating the right circle. If you’ve ever doubted yourself or felt like your confidence took a hit, this episode shows you how to get it back. Follow Jamie - https://www.instagram.com/jamiekernlima/?hl=en Check out Jamie’s podcast - https://jamiekernlima.com/show/  Thank you to our sponsors: Cozy Earth. Upgrade Your Every Day. Get 40% off at cozyearth.com/jefferson or use code JEFFERSON at check out. Fabric by Gerber Life: Apply in minutes at https://meetfabric.com/JEFFERSON Momentous. Visit https://www.livemomentous.com/ and use code JEFFERSON for 35% off your first order. BetterHelp. Click https://betterhelp.com/jeffersonfisher for a discount on your first month of therapy. Order my new book, The Next Conversation, or listen to the full audiobook today. Like what you hear? Don’t forget to subscribe and leave a 5-star review! Suggest a topic or ask a question for me to answer on the show!  Want a FREE communication tip each week? Click here to join my newsletter.  Join My School of Communication Watch my podcast on YouTube  Follow me on Instagram  Follow me on TikTok Follow me on LinkedIn Learn more about your ad choices. Visit megaphone.fm/adchoices

Today I have a very special guest here on the podcast. Her name is Jamie Kern Lima. You probably have heard of her name. She is the founder of It Cosmetics, which later sold to L'Oreal. And she is somebody that you're going to get so many wonderful nuggets from. She's written two times, I think twice, Jamie now. New York bestselling books, the latest one is worthy. It's amazing book.

I have it here on my shelf. And she's just an overall amazing. person, business leader, also guests on Shark Tank. She's incredible. Jamie, thank you so much for coming on the show today. Jefferson, honored to be here with you. And congratulations on everything. As a friend, it's been really fun to cheer you on. Thank you. Jamie's been a wonderful friend throughout my whole experience here for somebody who's very new to writing books. Jamie, Jamie's not. So she was great to check in on me when I needed it when I needed it most. I would love for you to tell the listeners here, kind of your short story of you went from as a waitress at Denny's

to now CEO, a billion dollar company. I mean, that's with a B. How did you get there and where are you at now? Yeah, well, I think it's a story that so many people listening and watching us right now can, I'm sure, relate to in many ways. And it's also part of why I think the work you're doing, Jephton, that's so powerful because, you know, when it comes to communication, especially how we communicate with ourselves, about ourselves, can change everything. And it's funny, a lot of people, if they Google my story, they'll see sort of the outcome or maybe the highlight real. But the real journey was, I mean, most of my life, the way I communicated to myself was very much around, am I enough? Am I worthy of these things?

And so much of my life was filled with a lot of self-doubt. And so I think that, you know, when people look at the outcome now and maybe they've read some of my books or they've heard the story of, you know, starting the company in my living room, selling it to L'Oreal for a billion dollars, cash, like things that just seem wild. Like I must just be so confident and have so much self-worth. And I've gotten to that point where I'm able to talk to myself, communicate with myself, and of course, other. from a place of, you know, okay, I'm worthy of my goals and dreams, but for anyone listening who's maybe in that place where they still have that self-doubt, which is kind of wild because Jefferson, as you and I are talking right now, 80% of women don't believe they're enough, 73% of men feel inadequate and not enough.

And a lot of times we hide it and we think it's just us or, you know, there's something wrong with us or maybe we aren't enough. And, you know, what I've learned to believe is, like, when we fundamentally believe we're not enough or unworthy, it's a lie. And it's a lie. We keep telling ourselves over and over that becomes our ceiling in so many areas of our life. And the beautiful thing is, through work like yours, like mine, like so many things out there, like, you know, we're able to unlearn those lies and really believe we're enough. So for my story, you know, I was, I was raised in the suburb of Washington State. And I used to, you know, we're able to unlearned. And I used to, I used to sit, my parents worked a lot, and I would watch Oprah every day in my living room. And I used to have, I used to have this kind of whisper when I was a little kid, and I'm sharing this in case anyone listening has had a similar experience. But I'd have this whisper like, one day I'm going to host a show, like she does and share other people's stories with the world and help so many people. And I also had this kind of whisper, like I would

meet her one day. And, you know, as this kid in the middle of a suburb of Washington State who didn't know nobody who knew nobody, it was sort of just this big kind of wild thing, but I had that whisper. And, you know, growing up, I did all these jobs trying to eventually, you know, make my dream happen. So I pushed grocery carts in the Safeway parking lot and bad groceries and sold popcorn at the swap meet and was a receptionist, to coach gymnastics. And, You know, I worked a lot of jobs trying to pay my way through school. Waiter's at Denny's. And I remember the days waitressing at Denny's, Jefferson.

I would have moments where I would look around the restaurant because our kitchen had operational challenges and the pancakes would always take like an hour to get out. Customers would leave. It was a mess. And I used to have these thoughts like, I can run this restaurant one day. And I'd have these big ideas, but my self-doubt at the time, was so loud, the way I communicated with myself, was like, oh, but you're not qualified. You don't know anyone who runs, you know, that kind of thing.

So I would sort of doubt myself out of things during that season in my life. And fast forward to where we are today. It's been a wild crazy journey, building it cosmetics from my living room all the way to selling it for a billion dollars. The story is really a story of learning how do you turn down the volume. on your own self-doubt and like sort of turn up the volume on your knowing that you are enough, that you're worthy, that your dreams are possible for someone like you and I had to learn how to do that. And I would say the journey of learning how to communicate with myself and then

others, because I started going live on QVC to sell our products, the journey of learning how to communicate without that, none of this would have happened. I wouldn't have believed I was worthy of my dreams. I wouldn't have believed I was worthy of being called CEO, of having a team of over a thousand employees, of going from Denny's waitress to selling a company to L'Oreal that I started in my living room for over a billion dollars. It was really, my whole story is really a journey

of learning not just how to communicate with customers and through product and on television, but also just in my own head. Yeah, and what I love so much about, about your story, Jamie, is that it is, like you said, the whispers, like these little things that we tell ourselves, it really can be achievable. You obviously have something special of where you are now is incredible. For anybody just now listening, Jamie is the first female CEO in L'Orielle's 100-year history. That's incredible. Like, that is such a ceiling breaker moment. And I know through our relationship, you have been told, you know, many times. You face rejection many times. And for people that, as you know, and here the listeners really care about how they communicate,

how can we improve our conversations just bit by bit, time by time, conversation by conversation. So I want to have a discussion with you. First, I want to take it on whenever you got told no, and when you're building it cosmetics in your living room, you're going on QBC. You're doing all these things. You have to continue to run into this doubt, continually run into, am I just the crazy person? Am I out of my mind? Am I thinking I'm bigger than what I am? Am I, it's just so many crevices for doubt to creep in. So what was the conversation like? How did Jamie talk to herself from the beginning to how she talks to herself now? This might be one of my favorite questions I've ever been asked because I think that so many of us doubt ourselves out of our own destiny and like doubt ourselves out of our own potential and think that somebody else's no is somehow an indication that our idea is not going to work or our business isn't going to work or we don't have what it takes and that's not the case at all.

And I think when you can learn how to change your relationship with rejection and knows, you can change your entire life. And the foundation of doing that is how you communicate with yourself about rejection and knows. And so, you know, for anyone right now who's listening who feels like they're stuck or they're in a season of setback or their idea isn't getting traction or they put their art out there and nobody's liking it yet or they keep putting their book idea and getting a rejection from publisher. after publisher or their business just isn't getting traction. I am absolutely a billion percent sure, Jefferson, that other people's nose or rejections is no indication of the potential that it's gonna work. And so for me, you know, I, you know, I was,

I thought I was in my dream job, right? So my whole journey, the building at cosmetics actually started with a season of setback. And I was anchoring the news. I'd finally, you know, made my way to my dream job. And I was like, one day, I'm going to host, you know, my own show. And one day, you know, I'll have Oprah on it.

I just thought those things and I was working so hard. Yeah, and you did. How wild, by the way, right? With my podcast, I've been so blessed with the Jamie Kernigh-Mishel podcast to have Oprah as the very first guest and have Jefferson Fisher on. What? Yeah. Yeah, but let's be clear.

You had Oprah on as your first guest. So you totally as a kid whispered to yourself, that would be my thing. And now you've done it. I mean, I, I, it's such an incredible realization that, yes, how you treat rejection is, is everything. It's everything. And here's the thing is like, I want to say really quick, just anyone who has a whisper and maybe they feel like it hasn't happened yet, sometimes it takes 40 years to happen. But those whispers you have are worth trusting, whether they're ones you've had as a little kid or you're having as an adult right now that you're supposed to, you know, make a change in your career or just speak up from. the first time or raise your hand at work or share your idea and you know what sometimes it comes

with rejection but you know i was i'd finally um i'd finally gotten hired in television news it was anchoring the news and i thought jefferson like i'm in my dream job this is it this is it and what i didn't realize was i was about to enter a huge season of setback and self-doubt and you know i have a hereditary skin condition on my face called rosacea and it gets really bumpy really red uh sometimes it feels like sandpaper and I had been to tons of dermatologists about it and there's no cure and you know I tried all the things so anyways it was no big deal I was always able to cover it with makeup and one day I was live on the air anchoring the news and I hear in my earpiece from the producer there's something on your face you need to wipe it off you need to wipe it off and I glanced

down during the commercial break and I saw it was the makeup was breaking up almost like the way you imagine desert clay cracking and the red coming through so I reached down went to cover it but it wouldn't cover. And then I'm back live on the air in front of millions of people and I hear in my earpiece as I'm talking, you know, you're live on the air so you can't talk back, but I hear on my earpiece, it's still there, it's still there. And that moment started this whole detour in my life. And, you know, not only a season of what felt like a lot of setback and self-doubt because

I would try every makeup product out there, nothing would work, right? And listen, I had no idea I would one day start to make it. company. I'm just there in this career that I think this is what I'm called to do. And every time then I would go live on the air, I would still hear like, okay, it's still there. Jamie, it's still there. And I started having a lot of self-doubt. I'd be live on the air thinking thoughts like, am I going to get fired? Like, am I costing the station ratings right now? And I'll never forget, and by the way, what I know for sure, Jefferson, no matter if someone has faith, or no faith. I believe this in my whole heart. It's a universal thing. I really believe that

the setbacks that happen in our life, so often our setbacks are actually God's set-ups for what we're called to do next and the step we're supposed to take next and the season we're supposed to go through next. We just don't often know it at the time. It just doesn't, it's not so fun. But I remember the moment I had this whisper again, like, well, if you can't find anything that works for you. Nothing will cover your skin and you're having all kinds of problems at work. Like, what if you figure out how to create something? You know, because if you can figure out how to create something that works for you, it's probably going to help a whole lot of other people. So I had that kind of knowing. And that I felt like came from my gut, but my head was

really quick to talk me out of it. It was like, oh, but you've got no money. You don't know anyone in the beauty industry. You have no connections. And I sat in that place between having that whisper or that gut feeling or that knowing that, you know, what if I do this? What if I totally take a detour and launch a business and try to figure out how to solve a problem that I can't find a product to solve? And I one day just had this, this overwhelming feeling that if I could do it, that, you know, my whole life I had seen makeup ads on television and magazines and they always use sort of like photoshopped images of of models with flawless skin i'd never seen anybody with bright red bumpy rosatia saying buy this product and i kind

of realized that even though i love those ads they always deep down inside made me feel like i wasn't enough and one dj Jefferson on the news desk i got this like big aha moment this big feeling where i was like if i can figure out how to find great chemists and figure out how to figure out how to to make a great product and it actually works? What if I also put real people as models, like every age, shape, size, skin tone, skin challenge like me, call them beautiful and mean it? What if there's something I could do that's way bigger than myself, way bigger than a product, where I could try to help shift the definition of beauty in the entire beauty industry for every little girl out there who's about to see those ads and start doubting herself too,

and every grown woman who still does. So that kind of big why came to me, that's when I made the decision to quit my job on my honeymoon flight with my husband. On our honeymoon, we wrote the business plan to It Cosmetics, got back, quit our jobs, poured every penny we had into this thing, which wasn't a lot of pennies, by the way.

We poured everything we had into this. And Jefferson, just for anyone he needs to hear this, Like what I didn't realize is from the day we launched that business and went all in, it would be over three years until we could even pay ourselves a penny, but hundreds and hundreds and hundreds of noes. So every single expert or beauty retailer that I loved like Sephora or Ulta or QVC, they all said no after no after no, no, you're not the right fit. You need to use, you know, unattainable aspirational models.

they would say women won't buy makeup from images that look like what you're showing, like my rosacea or real people, because at the time it wasn't being done. And I entered the season. Well, you certainly proved them wrong. Yeah, I mean, yeah. Yeah, and I think it's to your point. It was about learning how to communicate with myself about rejection. And, you know, for the longest time, like right now, if everyone in your audience,

So you can do this tool together right now. Every single person listening right now, if you imagine yourself getting rejected or you imagine, you know, failing at something right now. And without thinking about it, you just think of the first thought that comes to your head when that happens. If you imagine yourself getting rejected or failing, for me it was always, oh, I'm not enough. There's proof I'm not enough. And when I've asked this question, you know, in rooms before,

and have people shout out their first thought, a lot of people shout out things like, oh, I should have even tried. I'm stupid. I, you know, what was I even thinking going for? A lot of people with the I'm not enough thing. And whatever your first thought is about rejection or failure is your current definition of rejection or failure. And this is really important because as human beings, you know, we're wired to avoid pain at all costs.

And so if we, you know, give a meaning of it. to rejection or failure that's negative, that's painful, more likely to be stuck and not go for things. And, you know, what I did on my journey that was life-changing in case that someone needs to hear this today is one day I just sat down and I was like, I'm getting so much rejection. Everybody is saying no. And every time this is happening, I'm telling myself it means I'm not enough. And I'm so close to giving up. But when I get still or pray about it, like I know I'm supposed to keep going. And so I wrote out one day, okay, my current definition of rejection is I'm not enough.

But let me see what's actually true about rejection. Like, what's a better definition that every time it happens to me, I can replace it with that empowering definition of rejection so that I'm able to keep going so that I can communicate to myself with this tool that empowers me every time I get knocked down instead of making me want to quit? And so one day I just sat there and I wrote out new definitions. And the key is you have to believe they're true. So for me, you know, I wrote out, you know, rejection as God's protection.

And I believe that. Like, I believe in my soul that God will block your value from people who aren't assigned to your destiny. I believe that. Oh, I like that. I like how you put that. Yeah, like that's one definition. Another one, you know, rejection's redirection or or rejection is a victory because it means I'm one of the brave ones willing to go for it. Like most people just sit on the sidelines and don't go for it.

But like every rejection, I'm going to celebrate it because it means I'm one of the brave ones. And so I started sort of creating this toolbox of definitions that I literally would believe. So I, you know, I have a lot of issues in my life. Jefferson, I know as my friend, you probably know some of them. But one of them is not fear of rejection. I am virtually, I virtually became fearless of rejection and failure. And it was so key. Being able to communicate that way with myself was so key because every time I get another

rejection from QVC who said you're not the right fit to present your products, right? And by the way, we eventually became the biggest beauty brand in KVC's history. But what a lot of people don't know is they said no for years. And it was that ability to communicate with myself and just make a decision. I'm going to assign this meaning to rejection. I'm going to believe it's going to be a yes one day. But right now, you know, I believe rejection is God's protection, which means the timing's not right yet.

You know, you just assign the meanings. Another great definition is, oh, I'm putting in the reps. I'm one step closer to you, yes, I'm putting in the reps. And I think that, you know, we talk so much about cancel culture. I think that, you know, the single greatest cause of cancel culture that nobody talks about is us canceling ourselves. before we even try. And when you learn to communicate with yourself

around rejection or failure and just go for it, it can literally single-handedly change the course of your life, your dreams, your career, your job, who you end up in a partnership with, it can change every part of your life. This episode is brought to you by Cozy Earth. You know, if you listen to my podcast, I love Cozy Earth. Why? Because they make quality products,

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That was so good. I'm so packed with a lot at Jefferson. Yeah. Well, there's so many things that unpacking that. And so where I want to take it real quick is we, we, my audience really likes very practical things, you know, practical strategies. What I'm picking up from you is what you found to work for you is reassigning, redefining, like new definitions of what rejection. is. Yes. Instead of seeing rejection as a no, you just, you are editing your dictionary to what, if you had to look it up, find the page, find the R, go down, RE, and find the word rejection.

You're going to, within your own life, have a totally different definition that does not see it as a setback, but something that is only part of your stepping stone, your journey. So redefining exactly what it means. I am curious on, when you were, when was the time that you really felt like you had gotten the product going and you made your first ask and you got your first nose? What year was that? So we launched in 2007. Yeah. And then it was in 2010. So it was about three years of hundreds and hundreds of noes. And they ranged from retailers saying no to, you know, I had a potential investor who I really thought was going to be our saving grace because we were so

close to bankruptcy for years, which a lot of people don't know that. We were just like barely alive. Yeah, just on the dream. Yeah. Right. Which is what most entrepreneurs are. I mean, they are, they are, it's the passion that pushes them forward. So back in 2007, 2003, I'm curious if we could go back in time and talk to that, Jamie. You know, when you got the nose right then, what did you say to yourself? Because we're going to compare it later. So the, the conversation you would have with yourself of was it okay I need to I need to be better or oh my gosh am I doing the right thing now I have to imagine like what are the words of doubt that you had then yeah so I mean in the in the very most of my life anytime I had rejection or failure but also

in the beginning of building this business it was almost always a version of yep there's proof again I'm not enough great things like this don't happen to people like me Right? Like, you know, maybe my past mistakes and, you know, not, you know, doing X, Y, or Z is now showing up and great things like this don't happen to people like me and my family. I mean, there's so many things. They're all a version for me of, of, you know, oh, there's proof again, I'm not enough. And the rejections were so much. I mean, and, you know, a lot of times we'll quit after one no or 20 knows and we'll think. Like, oh, maybe I was wrong. Maybe my gut or my intuition was wrong. You know, there's people that meditate and get a strong feeling and they think maybe that is wrong. People that will pray. And they're like, did I hear God wrong?

Right? Because nothing around me seems to be going right. And so, you know, one big moment that really stands out to me is, you know, and I knew Jefferson. I knew if I'm going to have a shot, I'm either going to give up and quit. Or I'm going to have to really change the way I communicate with myself and if I'm going to keep going. I'm going to have to believe. I'm going to have to figure out how to believe this is going to happen, even when there's no proof around me that it's happening, even when nobody seems to agree with me. And I'm going to have to believe it's going to happen.

And the second part of it was I'm going to have to believe I'm worthy of it happening. Because, you know, our self-worth can be our ceiling in almost every area of life. And it's why I'm so obsessed with building self-worth. It's why I'm so obsessed with, you know, us learning to believe that we're enough and believe we're worthy of our goals and dreams. You know, we all know someone who on the outside, you're like, oh, that person's so great and they're amazing and, you know, she's so smart and beautiful and talented. Why is she with that person that treats are horrible?

And it's like we can be confident in a lot of areas, but if underneath all of it, that we don't believe we're worthy of the thing, right? We can only, our self-worth becomes our ceiling. And so for me, it was sort of two parts. It was learning to communicate with myself about all the knows, but also learning to believe, to make the decision to believe that what I'm building and the outcome I'm hoping for is possible for me,

and also to believe that I'm worthy of it. And it was a big journey, because I would have big steps forward, where I would just absolutely focus on, okay, I'm gonna change the definition of beauty and the whole beauty industry. And that felt bigger than myself. That felt bigger than myself.

And so on all the days I would get knocked down, I would remember that. And then I would decide to really intentionally decide a new meaning for rejection. So one time, for example, we were so close to bankruptcy and we had gotten a call from a potential investor who was really well-known in a private equity firm. And they'd gotten a whole,

of our product and loved it. And I was like, this is going to be huge, right? Because all the retailers kept saying no, all of them. And I had this vision we're going to be on QVC one day, but they kept telling me no and that I wasn't the right fit. And this potential investor, I was like, this is our saving grace. Very well-known private equity firm. They've taken a lot of pre-revenue companies and, you know, and turned them into companies we all buy in the grocery store and big box retailers. And I was like, if they invest, A, we're not going to go bankrupt. And B, you know, what if I can use their power, their leverage to get us into all these stores that keep telling me no. So I was so excited. And we did meeting after meeting after

meeting. And we flew up for the final meeting. We entered the diligence phase, by the way, which is, you know, where you're going to do a deal. You're going to do an invest. You're very close. Yeah, you're very close. And we presented our whole product pipeline at the very end of the meeting. And I'm sharing this story for anyone who's ever had anybody tell them they're not enough or give them a painful no. I really was holding this investor on a pedestal at the time. And the very end of the meeting, his whole team was there. They're amazing. And he says to me, you know, congratulations. You should be so proud. This is a really, really great product. But it's a no. We're going to pass on investing in it cosmetics. And I said, okay,

can you tell me why? Because, you know, feedback's usually a gift, and I heard no so many times. And he got really still, and he says, do you want me to be really honest with you? And I was like, yes, please. And he said to me, he said, I just don't think women will buy makeup from someone who looks like you with your body and your weight. And Jefferson, I remember in the moment, I never actually felt any anger toward him, but I felt like this lifetime of self-doubt and body doubt, like fled through.

my body. So it kind of felt like I was staring my own fear straight in the eye. But when he said those words to me, I'll never forget this. Because on the topic of how do we communicate with ourselves, right, and how it can change our lives, when he said those words to me, I just don't think women will buy makeup from someone who looks like you with your body and your weight. I got this feeling in my gut, like deep down inside that was so strong. I can feel it right now.

And I'm thinking about it. I'm sure. It's in my gut that said, he's wrong. he's wrong and I felt it and I'll never forget Jefferson in the next I didn't hear from him again for six years but in that six year window there would be times where all of a sudden his words would replay in my mind and and two things that I would do just to be really practical I would I would literally imagine myself with a giant like radio dial like a volume dial turning down the volume on his words and turning up the volume on that knowing I felt in my gut

that said he's wrong. And then the second thing I would do is I would just remind myself, you know, and I have several definitions of rejection that I usually apply. But in that case, I would just tell myself, okay, rejections God's protection. He's blocking my value from that investor because for some reason he's not assigned to my destiny. I'm going to choose to believe that instead of feeling like I'm not enough, it's never going to happen. I'm going to be like, thank you because something better is coming. And just to tell you one quick thing for everyone Because sometimes we don't see the upside of things till way later. Sure.

Six years later, right? We had gotten a shot on QVC and we had grown and grown and grown and, you know, built to over 1,000 employees and had gotten into all these retail stores that were saying no. And so much had happened and the day that L'Oreal bought our company. And y'all, we were so close to bankrupt for years, right? All of a sudden, fast forward, you know, it was about an eight-year window all in of doing like 100-hour weeks and working so hard. But it was really applying these tools that made such a big difference. Eight years later, L'Oreal's buying our company. And the night before the deal, I learned that

they have to disclose the purchase price. And my family did not know. I mean, they knew we were okay maybe at that point, but like nobody knew how big the company had grown. And so the day that they bought the company, it was everywhere. It was on the homepage of the Law Street Journal. It's everywhere. L'Oreal buys it cosmetics for one point. to you, billion dollars cash. And there's all these articles, you know, Denny's waitress becomes billion-dollar entrepreneur, a first email CEO. That was the first time I heard from that investor in six years. And he called and said, congratulations on the L'Oreal deal. I was wrong. And I'll never. In a big way. Well, and it's so funny, I'll never forget that

moment. Because the first thing I thought was like, oh my gosh, like rejections, God's protection. For one, had he believed in me back then, I'd probably be on some diet. I probably would, who knows if I could have built this company that was inclusive of everyone. But also, I remember when he said that, I remember the, do you remember the movie Pretty Woman where she goes in the store and they won't help her? And then she goes back like a few days later. So what I wanted to say to him was big mistake. Huge. Yeah.

I can give you 1.2. billion reasons why it's a huge mistake. But I didn't. I kept it classy because I wouldn't have wanted to be in. But it's just like another tool. I think these experiences we all have, maybe even we look back on a relationship and we're like, thank goodness that didn't work out, even though we really wanted it to work out. And we just look back and we start shifting our belief around what is, what rejection

really is and then leaning on that. And I feel like it can really be a tool, you know, for every part of our life. Before we keep going, I'm going to take a second to tell you about a sponsor of this podcast, and that is a sponsor that I use almost every day, including this morning. That is momentous. Momentous is so much more than a supplement company. Most of the time when you hear supplements, I used to to, or I think, oh, that's only for people who work out. Now, I do work out, but that doesn't mean that I then have to take supplements,

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I take a lot of their vitamins. I take their magnesium, the L3onate. I take their creatine. Their protein is grass fed. I really like it. They have an essential vitamin that I like. I take their omega-3s. And here's the thing. Every product is third-party tested. It is NSF certified. What does that mean? It means it's really good stuff. It's designed for people who actually care about what goes on and goes in to their body. I don't have time to overthink supplements. I want clean, effective, trustworthy, and that's exactly what Momentus delivers. You can go to livemomentis.com. Use the code Jefferson and get up to 35% off your first subscription. That's livemomentis.com. use the go jefferson for 35% off momentous when your moment matters make a count and now let's keep going i want to ask as somebody who you know this is a rare chance truly for our listeners to hear from somebody who has you know first female CEO with lorio you've had thousands of employees you you've been responsible for a lot of people and uh a lot of everything with the company that size, and you've grown very, very quickly, and you've put in a lot, a lot of time.

When it comes to communicating as a woman, and I'm asking this carefully with the full acknowledgement, I am not one, right? So I get a lot of questions of how, as a woman, how do I communicate something without sounding aggressive, without sounding, you know, like I am a certain way, when I am being too much, I'm being dramatic, I am trying to take up space and barging in. How do you find, for the woman who's listening right now or driving or walking or working out that is saying, how do I speak with confidence and speak assertively and not worry about what everybody else is thinking? In your experience, how do you handle those situations being a female CEO?

The most important thing is to make the decision that you're going to commit to you learning. You're worthy of using your voice, of saying what you mean, of saying how you feel. You know, so many of us, myself included, but a lot of women were really raised to dim our light. And to, you know, if you think about it, and this is very now traditional in the past,

but still this way very much so, is that women will bond over problems and be very self-deprecating. Like, oh, my pants don't fit or this happened to me or this. But we're not comfortable sharing our wins and being extremely confident without somehow telling ourselves the story that it's arrogant or that will be excluded if we shine. And I think, number one, is realizing how much that doesn't serve us or our daughters or our granddaughters and making the decision to really almost do a quick audit of,

you know, gosh, do I share my beliefs? Do I say what I really mean? Or do I kind of dim my light to make everyone else feel good? You know, am I comfortable celebrating my victories? And what I'll say, Jefferson, that's a great kind of tool to go from never wanting to celebrate your own wins, which a lot of women are comfortable at that, to actually getting to a place where you believe you're worthy of that, or you're worthy of being a CEO or of leading a team or of speaking your truth or of sharing your opinion or of tomorrow hopping on the team Zoom

and raising your hand and sharing your idea. So many of us hold back, right? And a big sort of tool to get unstuck, especially as a woman, is to realize that by doing it, because we almost have to get outside of ourselves because we are so trained to dim our own light and to shrink and to play small because a lot of us get rewarded for that our whole life, right? And to get out of that, I think the greatest single tool is to say, okay, I'm going to share my idea. I'm going to cast a vision for our whole team.

I'm going to say what I really mean. I'm going to speak up. I'm going to celebrate my win because by doing that, it's actually. setting an example and giving permission to other women to do it, right? Whether it's our daughters, our granddaughters, our nieces, our grandmothers, right? So often we have to see examples of things to be able to do it. And I think one of the greatest tools to start doing it, to start communicating more confidently and believing you're worthy of leading, is to make it bigger than yourself as well and be able to do that. And that's one thing. And then, you know, the second thing that I will

say for every person, man or a woman, part of how we grew this business in our living room, and it got bigger and passed almost every single beauty company in the country in terms of size and sales and all that was, you know, having a mission that was so clear that customers really felt the brand was for them. But then in terms of as a boss and a leader and a CEO, really having a clear vision and purpose where every single person in our company knew why they were there and what our mission was and how every single part of the job they're doing is purposeful toward that mission. We would have signs on every single person's desk where we had our customer in the middle, but we had our pillars of why we're doing what we're doing and the

impact we were having and trying to shift the definition around inclusivity in the whole beauty industry and around how to you know we truly believe every person's beautiful so our you know our brand wasn't about oh change who you are it was about who you are is enough and if you love having fun whether it's with your clothes or fashion or throwing on makeup or whatever like let's celebrate who you truly are and so we had our mission really really clear and what's interesting jefferson for anybody out there running a business or a team or leading one of our secret weapons I was able to hire so many people away from other companies that brought incredible knowledge and often they would take a pay cut.

And the reason why was they didn't feel like they had any idea of what their real purpose and meaning was where they were at. They didn't feel like there was a North Star. They didn't feel like what they were doing mattered or was seen or valued. It didn't feel like they were fulfilled. And so I think one thing we did really. well in terms of communication that was really a big secret weapon inside the company was, I mean, it was, we were unremitting about making sure everyone knew. Like, this is why we're here.

This is our mission. This is our North Star as a company. And every single thing you're doing to contribute to that is so valuable. And so we created this culture. You know, the company is called It Cosmetics and people started talking in it language. Like, I mean, it could be the accountant or, you know, our guy who was heading operations or someone in customer service, it didn't matter. They would write emails, like, make it a great day. And it was always capitalized and everything became it, everything. And, you know, people, our customers took on this whole new language of, I'm an it girl, I'm an it guy, I'm an it mom, I'm an it survivor. So we've donated tens of millions dollars to women facing the effects of cancer. But, you know,

it just took on this whole thing all from how we communicated, not just with our customers, but also internally about what the vision was. And it seems so simple, but it's amazing to this day, even with the podcast, right? When I get people applying to my podcast to work there, it's because they're just not sure what the purpose is and the one that they're working at now. They don't feel like a clear, a clear vision. And so I think, you know, the work that you do is so important right now because how someone communicates, whether it's with themselves or in this case with their team, can literally change everything. It can be it can be how you retain employees. It can be how you get employees from other even bigger, more successful companies to actually want to work for you because they feel alive again without communication about the North Star and the purpose.

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And now back to the episode. You've been in the room with a lot of big business CEOs, people who have a lot of influence, people who have a lot of wealth and these you know kind of the room where it happens type of scenarios what have you picked up on on how business leaders communicate some of these people who are extremely successful what kind of communication habits have you have you seen or some that you've picked up on yourself so two things come to mind uh that i see as patterns across and i feel so blessed Jefferson and I think you and I can connect on this and and also maybe so many people listening like some of the people I mean I was sitting in my living room you

know and I was working so hard to waitress at Denny's you know so when I made rooms like that or when I have some of the most incredible people in the world on my show including you I really am aware of how blessed I am but I also I do look at patterns and pattern recognition and I would say two things that I think are really big the first The first, and this might surprise people, I don't care who it is. And I've met a lot of people at this point. Every single one of them still actually struggles with self-doubt. Every single one of them.

And I think that's really important to call out because for the person who's watching and listening to us right now who might think that because they have self-doubt, they're disqualifying themselves from their dreams or they're thinking stuff's not possible for them or they couldn't one day run the company they're working for or they couldn't one day have healthy relationships in their family or whatever it might be. The thing that I've learned is I used to think I was alone in self-doubt or that something, you know, and I used to try to hide it. And I think the thing that I know now be in a shadow of a doubt, interview after interview on my show, it doesn't matter who it is. Every single person has talked about their own feelings

of self-doubt or feelings of being unworthy. And I think that, you know, learning how to navigate through those by things that you teach, you know, and I hope I teach in the book worthy and on the podcast is like the way you communicate with yourself and the tools that you can use. So I think this is really big because, you know, I could say, oh, all these people have something that we don't have. But really, I think the most important thing is to say, oh, wow, they all have self-doubt to you. And that means that, you know, the things I hope for in my own life are possible for me too. The second thing that comes to mind in a big way in terms of pattern recognition is that with this idea that energy is contagious, the thing I've seen is that some of the most successful people in the world, whether it's in business or thought leadership or in a public role of some sort, they're really good about making sure they have a certain. circle around them, that is, I don't know how to say it other than vibrating at a really high positive level versus a circle where there's negativity or, you know, gossip or

things that are that, that pull you down and they're very protective about it. And you know, I think that when all of us think about the people we have around us, and like some of, you know, some of the people, we're not going to be like, oh, my mom Mom is really negative. Peace out, Mom. Like, you know, but like, you know, some people we just need to learn, okay, because we can either have a close circle around us or are the people around us more like a cage. And I think asking ourselves, okay, let me see.

How does it feel in my body when I think about the people that are around me, my closest people, who I share what happened in my day, who I share when I'm feeling down, who I share when I have a great big idea or a big win? And when we think about those people we share those things with, how do they feel in our body? Do they empower us? Do they tell us the truth even when it's hard? But do they believe in us? Do they truly want the best for us?

You know, just being around them, do we leave the room and we feel like, I feel like I'm, you know, energized? Or do we feel like, oh, like depleted, you know, like down? Like, oh, I went into that conversation believing this idea. and now I feel like maybe I don't have what it takes or, you know, and really paying attention to that feeling because a lot of us, instead of having a great circle around us, we have more of a cage and you can change that. Like even as an adult, you can, you know, love people, but maybe from a new distance, maybe they're in your outer circle and you really think about making a few new friends

as an adult or bringing mentors, even mentors online you may never meet like Jefferson Fisher or your favorite people, bringing them into your inner circle and being like, who how do I want to spend my time in a way that really elevates me and you know there's a thing called emotional residue Jefferson if and if and this is important this is a great tool actually super practical for anyone listening if you think about when you eat a Cheeto how it leaves orange on your fingers or you drink like a blue slurpee and your tongue is blue yeah some Cheeto puffs a bag of Cheeto puffs hate to see me come in yeah I'll destroy one yeah that's residue we can see but when you're around people and then you leave a room they'll leave an emotional residue on

you and you can feel it and so start paying attention to that and saying how does that feel and does in my body does that feel like joy does it taste like freedom you know or is it the opposite and you know when you ask about some of the the most incredible people I feel so blessed to to be in rooms with as are you by the way that's the big thing I notice is they're They do a really good job of curating the people around him, not having yes people around him, nothing like that, but people in their inner circle, even in their personal life, that they can really trust, but that really want the best for them, that really want to see them do so well and that tell them the truth.

And I think that's really, really important. Jamie, I love that. What a, this has been so nice. What a wonderful reset. I always like to, of course, as you know, I do my one, two, threes with, conversations, and this is what I've picked up on for us, is number one, when it comes to the conversations you have with yourself, especially when you run into rejection, you run into nose, you need to reassign, re-label, redefine what the word rejection means to you. Jamie has an awesome tip for that,

and that is to actually write it down. Maybe you need to find a dictionary near you and mark it up and redefine exactly what rejection is. I love what Jamie has about that. Sometimes just God blocks people from senior value. They're not meant to be in your destiny. They're not going where you're going, is what I like to say. I absolutely love that. Two, find your North Star.

When you're in difficult conversations with people and you're afraid you're going to say something wrong, that's not the right question. The right question is, am I following my North Star? That's always going to point you in the right direction. And three, what you say is often a determination of the words that you hear. That means you need to increase your circle in a positive voice. Surround yourself with people who give you positive energy, positive influence.

How do we do, Jamie? How do we feel on that one? So good. So good. So much of what you teach is, I know exactly where my book is. So my wife's been reading it's right above her laptop in the bathroom. We have this little buildout where she has a little thing. things. She has it opened right now. I thought I was about to get it. But yeah, I love it.

She has right there. Yeah, it's a wonderful, wonderful book. So let me listen. For everybody right now, I want you to go get the book worthy. It's got the shiniest, coolest cover you've ever seen. So everybody's going to be asking you. What is that? Jimmy, where else can everybody find you? Again, the Jimmy Kernelima podcast. Fantastic. I love it. I've been on it. And it was probably one of my favorite podcast experiences that I've had to date. where else can we find you? Well, our conversation is incredible. And when you're on my show, just like when you do anything, the emails that fled in, the DMs, the messages, you are truly blessing so many people. And I told you this on my show. I said, I know you're

anointed to do this. And I am just so honored as your friend. And I think everyone listening and watching will join me in doing this in celebrating you and the gift that you are and the tools that you share and I meet people everywhere that talk about things that they've picked up from you that have really impacted their life. And so I just want to celebrate you for a minute and also say I'm so grateful you've come on my show. And we have another part of our another episode coming out soon with you. So, and I left our conversation just like floating. I was like it's so good because I know everyone. It was the longest podcast I've been on. And it was also the shortest I felt like it was like our conversation yeah like it was just a few minutes yeah so I would say

that's the best spot the Jamie Kern Lima show podcast and you know I think um when we talk about people creating their circles when one thing that is beautiful about technology now is you can you know listen to Jefferson show or or the Jamie Kern Lima show for free and have this energy around you because a lot of us maybe don't have that in our family or in the group or around at work or whatever And so it's just a beautiful way. And I'm just honored to be here and pour into everyone who gets to be blessed by you and just be part of it and celebrate you, Jefferson. And I loved our episodes. I'm excited for that to come out to you on my show.

And I'm grateful to be here today with you. And congrats on your new book and just all of it. Thank you, Jamie. Thank you so much. Jamie Kern, Lima. I can't be more grateful to know you as a friend and to have you as a guest on the Jefferson Fisher podcast. Thank you for coming. Thank you.