What’s My Biggest Boss Move? Building Something Bigger Than Me.
By Jaci Russo, CEO & Co-Founder, brandRUSSO
I was recently invited to contribute to Boss Moves Magazine for a feature spotlighting the most significant strategic decisions that transformed our careers. And honestly, that got me thinking:
What was my biggest boss move?
Not just the flashiest or most public win—but the decision that truly shaped the trajectory of brandRUSSO and the way I lead today.
Turns out, it wasn’t one moment. It was a series of decisions—each one built on a mix of risk, purpose, and a long-game mindset.
So, I decided to share the full story here as well. Whether you’re building your brand, your team, or your next chapter, it’s not about one move. It’s about bold ones.
It All Started with a Leap (and a Deadline)
In 2001, I was eight months pregnant when I launched my business as a solopreneur.
The timing looked terrible on paper.
But for me? It felt right.
I had a vision for something that didn’t exist yet: offering fractional marketing leadership to small, local businesses that couldn’t afford an agency. I went door-to-door, pitching strategic branding services built around results. No fluff. No frills. Just focus.
No safety net either. Just experience, hustle, and a belief that smart branding should be accessible to every business—not just the big ones.
From One-Woman Show to Full-Service Agency
Within six months, demand forced my hand. I hired my first employees, leased our first office, and transitioned from a solo act to a full-service agency.
That move meant risk—payroll, overhead, responsibility.
But it also meant opportunity.
Expanding our capabilities enabled us to serve clients holistically, secure larger accounts, and build a scalable business. That wasn’t just a boss move—it was the foundation for everything that followed.
The Move that Changed Everything
One of the most pivotal moves I’ve made—and maybe the smartest—was bringing on my husband and business partner, Michael Russo, as brandRUSSO’s Chief Creative Officer.
Michael was a talented Art Director, Designer, and Writer, and it only made sense for us to join forces as we continued to grow.
While I focused on strategy, positioning, and business development, Michael brought a creative vision that helped our clients discover their voice and visual identity.
Together, we built something unique:
A branding agency rooted in strategic process and creative execution—equally.
That balance has defined our Razor Branding™ methodology.
It’s also defined our partnership.
We don’t always see things the same way—but that tension is often where the best ideas are born.
Building a brand that works means having both perspectives at the table.
And from day one, Michael’s voice has been a core part of how we help businesses define theirs.
Buying the Building (And Owning the Brand)
By year three, we had twelve employees and were ready for another leap: purchasing an 8,000+ square-foot building in Downtown Lafayette.
But this wasn’t just a real estate deal.
It was a brand strategy decision.
We gutted the space and rebuilt it as a creative, collaborative environment that reflected who we were and what we stood for. It became a magnet for top-tier talent and a clear signal to clients:
We’re here to stay.
Adapting Without Apologizing
Over the last two decades, marketing has undergone significant changes multiple times. From the rise of social media to the dominance of digital ads, and now, the emergence of AI.
At every stage, I made the conscious choice not to fight the shift but to evolve with it.
This mindset, one rooted in adaptability, is why we remain here, remain relevant, and continue to grow, while others have stalled.
Leading With Purpose
Two of our most impactful initiatives didn’t come from a whiteboard session. They came from a more profound need to connect, empower, and lead:
- The Women’s Summit at Sea: A business conference for women, held aboard a Royal Caribbean ship, where strategy meets support and collaboration is queen.
- The She’s So Bossy Podcast: A platform featuring the 1.9% of women founders who have built companies generating $1M+ in annual revenue—real stories, real challenges, authentic leadership.
These aren’t side projects. They’re extensions of our brand’s promise:
Change the conversation—and empower others to do the same.
So, What’s the Biggest Boss Move?
If I had to name just one, it’s this:
I’ve never viewed success as a solo journey—or a single destination.
From launching a business with no safety net, to hiring my first employee, to creating platforms that elevate other women entrepreneurs—it’s always been about building something bigger than me.
That’s what leadership looks like.
That’s what branding should do.
And that’s what makes a move truly worth making.
Want to Make a Boss Move in Your Brand?
If your business is at a crossroads—or if you’re ready to scale but feel stuck in the same cycle—our Razor Branding® process can help. From brand clarity to messaging and strategy, we help B2B brands build with purpose.
Schedule a 30-minute brand assessment
Let’s find your next big move—and make sure it’s the right one.
Let’s change the conversation.
—Jaci
Jaci Russo, P.C.M., is the CEO and co-founder of brandRUSSO, a published author, entrepreneur, and sought-after speaker. She is the architect behind Brand State U, Growth X Academy, TrainYard Advisors, and co-host of the He Said, She Said, Razor Branding Podcast. Jaci is a civic leader, mentor, and mother of 4 and is part of the less than 1% of women-founded and led agencies in the U.S.
To learn more about brandRUSSO, subscribe to our blog , or add the He Said, She Said Branding Podcast to your playlist.
brandRUSSO was established in 2001 by Jaci and Michael Russo, representing a global portfolio of B2B clients in the professional services and manufacturing industries. As a strategic branding agency, we believe in the promise behind the brand, and that by changing the conversation we can inspire and motivate consumer behavior.
