I’ve seen a lot of write-ins from subscribers recently about not knowing when to leave a job, or when to go all-in with their side hustles, so I wanted to share how I got into producing The Assist full-time.
I launched The Assist with my co-founders after I was furloughed due to the pandemic, and it took a LOT of coaxing from my husband for me to finally do TA full-time. (I am generally a risk-averse person when it comes to anything financial.)
Here are 7 reasons that drove me to finally go for it:
1. I felt financially and mentally secure enough to pursue it.
After careful consideration and planning with my husband, I felt financially and mentally secure enough to take the plunge into producing The Assist full-time.
The financial aspect of it is obvious, but mentally—it’s scary!
You have no idea how it’s going to pan out, and you just have to believe in yourself.
2. I believed in my co-founders.
I had confidence in my co-founders and their abilities.
Two of them had experience launching other companies and proved to be great mentors.
Knowing I had reliable and talented partners by my side made the leap into full-time entrepreneurship feel much more achievable and promising.
3. It was an opportunity to learn new skills.
Before I was furloughed, my supervisor asked me what skills I wanted to develop further.
I told her I was really interested in learning more about digital marketing since I spent most of my marketing career focused on events as a lead-generation channel.
Launching TA not only gave me the opportunity to explore a growing niche business, but it also fast-tracked my learnings in many aspects of digital marketing—from funnel building to email marketing, SEO to marketing automation, etc.
4. I wanted to build something meaningful and impactful.
Feeling a lack of purpose or passion at work is one of the worst feelings, and even though I enjoyed my last role immensely, it is nothing compared to the joy I feel when I read positive feedback from our audience—you!
Knowing that our work was making a difference motivated me to commit full-time, and I wanted to see how we could scale that impact.
5. The flexibility and control over my schedule.
If COVID taught companies anything, it’s that most people can still get sh*t done without having to be in the office.
I’m from LA, and the traffic here is just as bad as people make it out to be (or worse)—I’ve wasted hours of my life commuting to work.
So the idea of owning my time more and more was incredibly appealing.
6. The potential for financial growth and independence.
I recognized the long-term potential for financial growth with The Assist.
I was heavily inspired by other heavy-hitter newsletters (like TheSkimm, The Hustle, Morning Brew, etc.) that were taking newsletter businesses to the next level.
In TA, I saw the possibility of creating a sustainable business that could eventually offer more financial security than my previous job.
I also appreciated that my hard work and dedication directly influenced our success, rather than just contributing to someone else’s profit.
7. The timing felt right.
Sometimes, the timing aligns perfectly with opportunity and readiness.
After the pandemic, I felt it was the right moment to take a calculated risk.
I had gained momentum from doing TA part-time and had the team and resources I needed to turn it into something more.
Plus, I knew that regular full-time jobs would still be there if I wanted to return to being an employee.

Joanna (Co-Founder of TA)