G: There’s a lot going on in commerce right now. 2024 is a different beast. What’s something you’re doing at Midday Squares that really sets you apart?

J: It’s a buzzword, but we don’t treat it like one: authenticity. We’re leaning hard into who we actually are as a brand. When we started, it was the three of us—me, Lez, Nick—showing how we built the business. Now, we’re focused on what Midday Squares makes people feel. We’re building a company that stands for being bold, taking risks, and being unapologetic. That’s not a trend. That’s forever.

G: When you think about that evolution—from three founders to a bigger organization—how has your approach to storytelling changed?

J: We’re completely different people now. Every day we evolve. At the start, we showed the behind-the-scenes of three people hustling to build a company. Now it’s about translating that same bold, risk-taking energy into a culture. How do we make Midday Squares feel like something? Something you can experience—like holding an Apple iPhone or a Starbucks cup in early 2000s LA. It’s hard. But we’re working on infusing that emotion into every part of the company.

G: What would you say to someone who wants to be bold—maybe they’re building something new or working at a brand—but they’re scared? Scared to say the wrong thing or rub someone the wrong way?

J: Your story is one of the most unique assets you have as a human. You’ve lived through millions of experiences that make you totally different from the person next to you. That’s your superpower—use it.

And just like you don’t walk into a gym and lift the heaviest weight on day one, you’ve gotta build the muscle. Start small. Share a little. Then a little more. Eventually, it compounds into something powerful.

And if you’re still scared, zoom out. As long as you’re a kind person—not breaking the law—that’s really what matters. Everything else is noise. Most of us won’t be remembered in 100 years. Think about it—can you even name five people from 1850? There were millions alive then. So why not just say the thing? Be yourself. You’re here once.

G: That perspective—of just being here once—what helps you stay grounded in that?

J: Therapy. I go once a week—sometimes with my partner, sometimes alone. Good times, bad times—it helps me see things clearly, gives me perspective.

And then… mortality. Life’s short. There are so many accidents, so many people who go too soon. That reminder keeps me centered. It’s like—have fun, be yourself, and let things unfold. It’s not easy, but when you actually do the work, you start to feel it. That’s what keeps me grounded.