We’re excited to introduce you to the always interesting and insightful Jess Goodkey. We hope you’ll enjoy our conversation with Jess below.
Jess, first a big thank you for taking the time to share your thoughts and insights with us today. I’m sure many of our readers will benefit from your wisdom, and one of the areas where we think your insight might be most helpful is related to imposter syndrome. Imposter syndrome is holding so many people back from reaching their true and highest potential and so we’d love to hear about your journey and how you overcame imposter syndrome.
Imposter syndrome is something many of us face – no matter how old or seasoned we are! Personally speaking, I don’t think it ever leaves us but I have found a few effective ways that worked for me to help manage it in order to keep moving forward confidently.
First, it’s so important to start by knowing your values and defining your own version of success. I think imposter syndrome often sneaks in when we’re too focused on external markers like wealth, fame, or power —things that may not actually align with what we really want. Instead, I recommend digging deep into what you value and what success looks like for you. For example, maybe success to you means flexibility to spend time with family on weekends without any guilt or making an impact in your community. Let those core values guide your decisions, and you’ll find it easier to stay grounded when self-doubt creeps in. It also helps to avoid getting swayed by offering products or services you have no interest in, just to keep up with what others are doing. Let your mission and those core values guide your decisions, and you’ll find it easier to stay grounded when self-doubt creeps in. It also helps to avoid getting swayed by offering products or services you have no interest in, just to keep up with the Joneses!
Second, I can’t stress enough the importance of practicing gratitude and celebrating every single win. This was a game-changer for me. As cliche as it sounds, it’s about progress, not perfection. Each step forward—whether it’s gaining your first client or simply learning something new—is worth celebrating. I always say, “The only person we can be better than is the one we were yesterday.” And sometimes, that means celebrating 1% growth. Outside from journaling, I had created a ”HYPE FILE” early on on my computer that I would pull in screenshots every week/month! That way, I’ve something to reference on those “feeling low” days to remind me how far I’ve come.
Lastly, community is everything. Seek out peers and invest in mentors who have been in your shoes. Everyone has struggled with imposter syndrome and that’s a fact. The beauty of community is that when we come together, share our stories, and support each other, we feel less alone. It’s reassuring to know that others are facing similar challenges, no matter how many years they’ve been at it. Surrounding yourself with people who are honest, encouraging, and willing to share their lessons can make all the difference!
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I’m a former event planner turned brand and website designer, and honestly, looking back, the signs were always there that I’d end up in this space. As a teenager, I spent hours learning how to code fun HTML animations for my friends’ Myspace profiles—what you could loosely call online “branding” back in the 2000s. In college, I’d be designing my sorority’s website or volunteering for various marketing committees. I was constantly drawn to creativity, even if I didn’t fully embrace it. It wasn’t until a few years ago when I confronted those limiting beliefs and took a chance on myself that I fully stepped into this world of design.
What’s most exciting for me about what I do is helping people create brands that go beyond just looking “pretty.” It’s about crafting a brand that feels true to you—where you’re comfortable and confident showing up as yourself, quirks, personality, and all. I’ve noticed so many women, in particular, holding back their brilliance because they feel like they’re not “enough” or need to tick every box before they pursue their dreams. Through my work, I’m here to change that narrative. When we show up authentically in business, it not only opens the door for more meaningful connections but also gives others permission to do the same.
I’m passionate about building a business that matters, one that creates a ripple effect for future generations. I dream of a world where every girl has the chance to chase her dreams and use her voice. That’s why I’ve partnered with Kurandza, a nonprofit that supports girls’ education and community empowerment in rural Mozambique. I believe education should be accessible for everyone, not a privilege based on where you’re born, and that the world can be a better place when women are educated and leading. If there is a cause that you feel heavily drawn to, I encourage you to build it into your business and stand up for it too!
Speaking of accessibility, I’m also excited about the launch of my website templates designed for service-based small businesses. Having a website is a non-negotiable in today’s world, but it needs to be more than just informational—it has to be user-friendly, strategic, and and reflective of who you are. These website templates are built with the DIY entrepreneur in mind who wants a professional online presence without the overwhelm. And the best part? A drag-and-drop builder that requires NO coding so you can spend your time customizing it to your brand identity with the bulk of the website already designed professionally. It’s all about making it easy for newer business owners to create a strong online presence that feels like them.
You can check them out here: https://studiocrescent.co/shop
On a more personal note, as someone who is fully dedicated and passionate about my work, I’ve also realized the importance of exploring who I am beyond it. We are so much more than just our jobs, and it’s been a priority for me to live a more present, balanced life. This year, I’ve spent time traveling, reading, and intentionally setting boundaries like saying “no” to work on weekends. I’ve also taken up new hobbies like pottery, which has been such a grounding experience. It’s all part of discovering who I am outside of my work and embracing life in a more intentional way!
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, I’d say the three qualities that had the most impact at the start of my entrepreneurial journey would be curiosity, resilience, and relationship building. These skills are still essential in navigating the ups and downs of entrepreneurship, and I believe they can be equally impactful for anyone early in their journey starting out.
Curiosity was key in helping me grow – in business and in life! Like many, when I was just starting out, I didn’t have all the resources to outsource every task, so the ability to learn what I don’t know is invaluable. Whether it’s basic accounting, content writing, or learning how to use a new social media platform, investing time and effort into learning new things each week was instrumental and kept me excited! I suggest making a habit of exploring something new regularly, whether through YouTube tutorials, podcasts, or books. As a new business owner, the more curious you are, the more opportunities you create for yourself to grow, innovate, and improve. My advice? Don’t be afraid to experiment—be willing to try, fail, and try again.
Speaking of failure, resilience is another must-have skill as a small business owner. Let’s be honest—failure and rejection are inevitable parts of entrepreneurship. Statistics show that over 1 in 5 small businesses fail in their first year, so knowing that kind of helps put things in perspective! To me, resilience is about picking yourself back up when things don’t go as planned, not letting failure define your self-worth, and continuing to push forward. Understanding (and being OK) that your journey will have setbacks, and believing in your ability to persist in the face of challenges will help you thrive. Don’t let one “no” or mistake stop you from moving forward!
Finally, relationship building. It’s not just about collecting business contacts; it’s about forming real, genuine connections. Whether it’s with clients, industry partners, or peers, understanding human nature and taking the time to build authentic relationships will benefit you in the long run. I remember before I had anything to launch, I focused on supporting others in the industry and just cheering them on! Focus on quality over quantity and support others without expecting something in return. Cultivate relationships and get to know people beyond what they do for a living, and they’ll be far more valuable than any transactional connection.
How would you describe your ideal client?
Oh that’s a great question! As a solopreneur and brand & website designer, I’d say my ideal client is typically a small business owner in a lifestyle-based service industry—such as weddings, interiors, wellness, or beauty—who is the face of their business and has a potential interest in growing their personal brand as well. They tend to be passionate about what they do and are deeply committed to serving their clients selflessly. They put people over profit, valuing relationships and quality of service over fame or wealth.
I enjoy working with clients who are kind, respectful, collaborative, and laid-back! They are down-to-earth individuals who desire a fulfilling life that includes balance, purpose, fun and rest. They recognize that there’s more to life than just work, and they actively pursue that balance.
My ideal client understands the value of design and sees it as an important investment, not just for their business but for personal growth as well. They are not chasing trends and are interested in building a meaningful brand that reflects their unique personality. They’re excited to bring life and personality into their business through thoughtful, intentional branding that resonates with their audience on a deeper level.
Ultimately, they want to create an authentic, meaningful brand that mirrors their passion for what they do and the people they serve, and I’d be honored to help bring that vision to life!
Contact Info:
- Website: https://studiocrescent.co
- Instagram: https://instagram.com/studiocrescentco
- Facebook: https://facebook.com/studiocrescentco
- Linkedin: https://www.linkedin.com/in/jessgoodkey
- Other: https://pinterest.ca/studiocrescentco
Image Credits
Sarah from Amarah Creative Productions
so if you or someone you know deserves recognition please let us know here.
