Strategic Communications & Marketing

Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with John Parrino, CMO and Co-Founder of Isabelli Partners Inc., located in Miami, FL, USA.

What's your business, and who are your customers?

Our business is Isabelli Partners Inc. We specialize in expert communications and marketing consulting for the hospitality and lifestyle industries. Our clients include luxury hotels, asset managers, Michelin-starred and James Bead Award-winning chefs, culinary events, and independent restaurants.

Tell us about yourself

I'm a fourth-generation entrepreneur. After 20 years of working in the restaurant business, I finally came to the conclusion that I was not employable and that I had to work for myself to find fulfillment.

I met my brilliant and beautiful wife (who would eventually become my business partner). After being terminated (again) for not playing politics in a very unprofessional work environment, we decided to start pursuing our own venture. Initially, we planned to open a restaurant but ended up opening Isabelli Partners instead. My wife, Janet Isabelli, was a communications executive focused on the hospitality industry. When she resigned from her post of nearly ten years to work in the restaurant with me, several former clients reached out to her and were interested in retaining her services. We ended up returning the investor capital we had raised to pursue Isabelli Partners — and never looked back. That was nearly twelve years ago. Since then, we've been fortunate to handle the openings for more than 150 businesses, representing over 300 in total, and market and/or co-produced some of the nation's highest-profile culinary events.

I'm motivated every day to help our clients succeed and to remain in control of my own destiny. It is far riskier to work for someone else, especially if you are creative. Many organizations aren't seeking a free-thinking creative they want employees to take direction, not complain and execute someone else's vision.

What's your biggest accomplishment as a business owner?

My biggest accomplishment is choosing the best business partner possible (Janet Isabelli) and being profitable since day one for 11+ years.

What's one of the hardest things that come with being a business owner?

As an executive consultancy, we always recommend that our day-to-day contact is a seasoned decision-maker. This isn't always possible given the nature of the hospitality industry, and at times we discover that very sophisticated campaigns have been left in the hands of junior staff. While these individuals are capable at their experience level — and certainly have a role in implementation — this isn't the most efficient way to structure a high-impact marketing strategy and will slow results. PR and marketing are one of the biggest financial investments a company will make. As owners, we hope for and recommend direct alignment with an owner or another key decision maker who will allow us to earn their trust as an extension of their executive team.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Start a business that you love and that suits your lifestyle. Don't start a business for money or status because that will not make you happy.
Strive to run and operate a tight ship in all areas of your business — including HR, accounting, sales and marketing, and execution. Suppose you don't know how then surround yourself with people who do. ASAP.
Hire carefully and deliberately, but terminate poor performers as quickly as possible. Your business culture and success depend on your team, and one bad seed can very quickly damage the whole crop.

Everyone wants to be successful...until they realize how hard it is. There is no easy money or success. Admit your shortcomings and find people who can make up for them. While important to uphold for employees, the concept of work-life balance doesn't exist when you own the business. Stay positive.

Where can people find you and your business?

Website: https://www.isabellipartners.com/
Facebook: https://www.facebook.com/IsabelliPartners/
Instagram: https://www.instagram.com/isabellipartners/
LinkedIn: https://www.linkedin.com/in/john-parrino-530a77228/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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