We were lucky to catch up with Armoni Easley recently and have shared our conversation below.
Armoni, looking forward to hearing all of your stories today. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.
I once took on a hosting role for an entire conference, despite the offered pay being below my usual rate. This decision paid off, the caliber of attendees and the potential networking benefits lead to five additional speaking engagements, with one of them being the most significant in my career so far. I will be the keynote speaker of an annual statewide conference that host over 1000+ attendees. It was a bit of a gamble, allocating my time to an event that didn’t meet my financial expectations, but it opened doors to opportunities I wouldn’t have encountered otherwise. I was also requested to speak at a California State University that same day of the conference and I turned that down because I wanted to honor my commitment. Reflecting on it, this experience underscored the value of strategic risk-taking, particularly when it comes to career growth and expanding my professional network. It’s a reminder that sometimes, the best moves are those that initially seem less advantageous.
Armoni, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
First and foremost, the most significant message I can impart is the existence of transferable skills in everything you do. Reflecting on my personal and professional journey, I’ve possessed these skills for as long as I can recall. From my ability to use my ideation skills to my ability to unite people as a social butterfly, speaking passionately and persuasively has been innate. Initially envisioning a career in event promotion, I had no idea these skills would pave the way for the calling on my life. My purpose was clear: Creating untraditional products and programs through the lens of self-development, youth mentoring, building community, and community service opportunities. This is where co-creating a nonprofit and owning a for-profit endeavor that aids thousands of people annually by serving, employing, and providing opportunities for people to give back.
My social impact entrepreneurial journey began 8 years ago with the co-founding of Project Optimism, Inc. Project Optimism serves 400+ youth on a weekly basis through mentorship and leadership development now. My second business, Easley Done & Company, was an initiative that emerged from individual requests for my unique gifts and skill set. As a speaker, consultant, and workshop facilitator, I’ve carved out a niche for myself as an Empowerment Facilitator which has allowed me to facilitate workshops all over California. My venture into authorship with the creation of LifeWork felt like a spiritual calling, complementing my existing role as a speaker in self-development and entrepreneurship. My book has sold over 2,600 copies and undoubtedly positively affected many lives. My passion for connecting people, forging memorable experiences, and sparking meaningful conversations has now culminated in the development of 2 LifeWork Experience Cards, a new venture designed to integrate seamlessly into every aspect of the reader’s life, offering a transformative experience with the use of cards to spark both meaningful and fun conversations. Building community in every space(family and friends gatherings, work team building, School sites, etc) was important to myself and my team.
Serving people, especially young people, is not something you can master; it’s an ever-evolving practice. If you are a youth mentor working for PO, you would hear me say this all the time, “you came here to make a difference, and you will realize in one of the most opportune times, that being a mentor to a young person is helping you just as much, if not more.”
I take pride in setting an example, teaching, and promoting the belief that success comes in multiple forms. Literally, if I asked you what are 2 numbers that make 10, there are 9 different ways to do so, and that is something we provide with Project Optimism and Easley Done & Company on a daily basis. Optimism and serving others form a universal language, transcending backgrounds, as we all aspire to similar goals regardless of race or origin. “You had to have some form of optimism to be right here right now and for that, you should be proud of yourself”.
Between the blessing/challenging work I do on a day-to-day basis and my lived experiences, my goal is to leave NO room for you not to pursue what you are called to do on this earth. There are certain things that you are called to do, if you don’t step up to do it, the world will never benefit from it. “That’s heavy and beautiful, isn’t it?”
Any fun sales or marketing stories?
Creating LifeWork was purpose-driven in my reasoning, as well as an enhancement to what I was already doing as a speaker and empowerment facilitator for all ages and audiences. So this story I’m about to tell you next, my small-minded brain didn’t prepare me for what God had for me when I simply opened myself up to be a go-giver. This book has opened up doors I never thought I would walk through and conversations I never thought I’d be in when it comes down to leaving my own blueprint that will live even when I am gone. Every so often I offer my self-development book for free to people who I feel inspired to share it with. I firmly believe in the book’s potential to impact lives, and I want it to reach as many people as possible, even if that means occasionally giving it away.
One unexpected outcome changed everything. A reader who received the free book was deeply moved by its contents and shared it with a friend who happened to be a principal at a local school. This single act sparked a chain reaction that I could never have predicted. Soon enough, I found myself presented with the opportunity to provide copies of my book to an entire school. The LifeWork book is being used in their leadership short period called Avid for the whole school year. Wow, the ripple effect of offering the book for free not only led to this incredible chance to impact the lives of numerous students but also created a strong bond between the school and my work.
The feeling was indescribable—a mix of surprise, gratitude, and immense fulfillment. It was a reminder that sometimes, the most unconventional marketing strategies can yield the most rewarding outcomes. This experience is one of the biggest confirmations of my belief in the power of a “go-giver” mentality in this business endeavor. It highlighted that when you genuinely give and add value without expecting immediate returns, it often paves the way for opportunities beyond what you could have imagined. It was a lesson that the rewards of a selfless approach to marketing and sales go beyond immediate gains and can create lasting, meaningful impacts.
Does your business have multiple or supplementary revenue streams (like a ATM machine at a barbershop, etc)?
Easley Done & Company started off with how well I did my last 9 to 5 at a local school district which led to them requesting me back as a consultant for students, staff, and families for over 60 schools. This wasn’t a part of the plans people. Becoming a business involved more than just motivational speaking and workshops; it was the incorporation of my skill in collaborating with partners to create programs and systems that enhanced their financial outcomes. Following that, throughout the years, my greatest asset has been the exceptional professionals I’ve collaborated with, enabling me to consistently deliver their services. My business approach revolves around connecting individuals, concepts, and services.
Current revenue streams:
Empowerment facilitating services
Keynote Speaking / Workshops – various professionals providing their expertise in their specialties
LifeWork Book / Soon-to-be products for self-development
LifeWork Experience Cards (Coming this spring)
LifeWork experiences/events
Consulting
Investments
For more information https://linktr.ee/
Contact Info:
- Website: www.easleydoneco.com
- Instagram: @easleydone_co
- Linkedin: https://www.linkedin.com/in/armoni-easley/
- Youtube: @easleydoneco