Meet Jaclyn Zukerman and the Birth of Next On Scene

Jaclyn Strominger 0:22

Hello, everybody, and welcome to another amazing episode of Unstoppable Success. I am your host, Jaclyn Strominger. And on this show, we hear from amazing leaders and influential people who have done it. They have had unstoppable success or are still having unstoppable success. And they get to share their tips, their tricks, their insights so that you can be like them and have unstoppable success. And today, I can't wait to introduce you to somebody that I absolutely love. And this is the Jaclyn Squared show. Today, I get to introduce you to Jaclyn Zuckerman. And let me tell you a little bit about Jaclyn. She built and has been building this amazing media like platform. I was gonna say empire. That was the word I was looking for. It is an empire, but she is the founder and CEO of Next on Scene Media. It's she is it's an independent media company spotlighting cultural leaders, entrepreneurs, entertainment figures at pivotal moments in their careers. And it began as a podcast and evolved into a multi-channel platform spanning magazines, live events, strategic visit visibility, say that 10 times fast, high-level interviews across entertainment, business, fashion, and culture. She has worked with hundreds of founders, public figures. She has been featured on Fox, NBC, CBS, ABC, you know it, like InStyle Alore. She is like the It Girl. And she is all about building visibility ecosystems. So without further ado, welcome, Jaclyn.

Jaclyn Zuckerman Delray 1:58

Thank you, Jaclyn, for that beautiful introduction. I appreciated that.

Jaclyn Strominger 2:02

Oh my god, it was like so amazing to have you on because we first met in 2017.

Jaclyn Zuckerman Delray 2:11

Yeah, like we go way back. We really go way back. Really special. We have a special bond, the Jaclyn Squared. Exactly. I love it.

Jaclyn Strominger 2:18

And when you were, I I remember when you were starting out and we had a there was a fashion show. I I was not in the fashion show, but participated as an exhibitor. It was great. It was a great event. But let's just kind of go back because your success, I mean, just amazing to see all the things that that has, you know, has transpired. But where did it start for you?

Jaclyn Zuckerman Delray 2:44

Yeah. So I'm a New Yorker first. So I've lived in Boston now since 2014. I worked for a talent casting agency prior to going off on my own. And it was great. It was just working for other people, getting, I don't want to say yelled at, but getting talked down to and felt disrespected a lot. And not even just in that job, but in other corporate jobs. Like I worked for family for a long time. Like I just had kind of seen it all, you know? And so I was like, screw this. I have skill sets. I'm gonna call it my own. And so that's really like what kind of like as soon as I moved to Boston, I didn't know anyone here. I like try, I fell into top chef on Bravo. I worked as the assistant stylist at Padma, but then they went back to California, New York, and they're like, Are you coming back? And I'm like, no, I'm actually gonna take a risk and like bet on myself, you know. So I had my little startup podcast in my guest room closet, and everyone kind of was like, I'm getting attention from this. What else can you do? And this was like in 2014 before podcasting like blew up, you know, to what it is now. So that kind of funneled into everything we do today from social media to getting in media. So that's what we do.

Jaclyn Strominger 3:52

So taking that leap, which you know, what what do you think it was that helped you have, for lack of a better word, the courage to

Taking the Leap Into Entrepreneurship

Jaclyn Strominger 4:04

do that?

Jaclyn Zuckerman Delray 4:05

Real. So I I just talked about this a little bit today with somebody. It's so funny that we're talking about this. It's like the theme. So there is a lot of judgment as a woman in business, as a young woman in business. And so it has like if you go in, you it's it's just like trial and error. Like you take a risk, there's gonna be judgment, there's gonna be tests and trials and tribulations, and you're like, Do I face this head on and and go for it? Or do I want to like curl up in a ball? And I've definitely done both. Like, we're gonna be honest here. But I think like I just there was something in me that was like, there's more to this. Like, I really just went all in. It was resilience. I think it's from like personal life of growing up with divorced parents and like having to face things in my life that I was like, I want to go in on myself. Like, this is for me.

Jaclyn Strominger 4:51

So okay, so one thing that I think some that that I hear a lot of people say, I'd like to do this, but like, what do I do about the money? Like, how do how do I make money? Like, I'm used to I'm used to the check that comes in every single week. So, how did how how is that mindset for you?

Jaclyn Zuckerman Delray 5:09

And no, love this question. So, clearly, when I first started my idea, I came off of money from Top Chef. So, I had some money saved and I was like, I'm gonna try and see if this works. And this was 2014 podcasting, like, could not go fully on a business in podcasting. Like, could not, like, I'm gonna be open about it, you know. So I was like, I took a part-time job at the chamber of commerce where I live in Everett. It was a great networking opportunity. I met a lot of people there, and I was building my business on the side. So I went back and I just it kind of gave me the courage and stability financial that I could invest in myself at the same time. And then three years after being chamber of commerce, I fully went 100% in my business because I had money saved. I was like, my husband was like, go for it. So I went all in. That is awesome.

Jaclyn Strominger 5:57

But here's something that I think that I really want listeners to hear there was a plan. Right? You had a plan, and it wasn't it wasn't it wasn't like a seat, you know, like fly by the seat of your pants. It's like and you were very focused, uh, you know, on that. And so when you became that focused were there things that that you had to say no to?

Jaclyn Zuckerman Delray 6:33

Totally. And that was tough. That was tough. Because I like, especially in my business, like to go off site and do interviews at different places, and like I just because I had the job, like I couldn't do that all. You know what I'm saying? But I was I this is something I look back now and I'm like, those opportunities at that time weren't aligned, and so now I feel like better opportunities are presenting themselves, but that's a learned experience. Like back then, I like you know, like we're all about like our egos in our head, like, oh, we shouldn't have done that and we could have done better and all these things. And I'm like, I'm glad it didn't work out the way that it did because now I'm here, right?

Jaclyn Strominger 7:07

So and what you just said is also really important. Talk about the alignment piece because I think that's really again, listeners listen because alignment is so important,

Alignment, Growth, and Learning to Say No

Jaclyn Strominger 7:19

so important, so important.

Jaclyn Zuckerman Delray 7:21

I really believe in doing like spiritual work, like you have to work on the inner work to really understand what alignment is for you, right? Like, I think that that's really big for me. Like, I've done so much internal work, and I think that that's what I constantly teach people in my business. I'm like, you're gonna be in the spotlight. Can you face judgment? Can you face what people are gonna say? There's gonna be a lot of people that love you, but there's gonna be people that don't like you, and that's just the way of the world, right? And I think that's so real and it's hard to accept. And I think that's also like a fear factor for people too.

Jaclyn Strominger 7:51

Yeah, and I think that's I think that's really true. But I think also, you know, I think what you said about it, you know, if if certain opportunities are are are not aligned with you, both whether it's your values or maybe how you feel, you know, the energy of it.

Jaclyn Zuckerman Delray 8:09

You have to say no 100%. But I think you have to take some chances on yourself to understand what's a hard no for you. Like I think I I like people please tendency, like, oh, maybe I'll do this and maybe I'll do that. And like long term I learned like that was a hard no for me. Like, so I think it's like a learned experience too.

Jaclyn Strominger 8:28

You know, I I I I would agree. I think it's a learned experience, but I do think that if I'm just thinking, you know, there's if you can get to the point almost like ahead of time where you know your vision and your mission and your values, then you can almost use those as the lens to filter, right? Right, to what is a yes or no, right? So you're you've been in the your business for 11 years. 11 years. 11 years. So would have been, I mean, because it's it's not uh it's not a linear straight up. Yeah, no. So how you know what have been some of your you know lows and highs? Yeah.

Jaclyn Zuckerman Delray 9:13

So I think in all first thing that I learned really early on is I got threatened to be sued because I launched a magazine and I had to learn really young about trademarking. So like that was traumatic for me. Like I was like, what is this? Why are people coming after me? Like, and this is just what happens when you get a lot of eyes on you, which I constantly tell people like there is going to be people that unfortunately like aren't your friend or aren't your business people. Like these are lessons to be learned. So I ended up trademarking at a really young age. And then from there, too, like I feel like there's there's I'm looking for the right word. I feel like you're going like as you grow, the old clients don't align, always align with you anymore. And so it's outgrowing each other and being able to face those things to get to your next, you know, financial goals or your next, you know, dreams. Like there's almost these barriers that I've had slow periods, but I've had the slow periods, and then I got my dream client at like a higher dollar amount a month, you know. So like in those months where I'm struggling, I'm like, it was worth it, you know. Like I had to take on some slow projects that I didn't love to do, but it got me to that next place. So there are there is some sacrifice with it, you know.

Jaclyn Strominger 10:23

So we one thing you just said made me think about Michael McAllowitz's pumpkin plan, which is basically understanding that the book. If you haven't uh listeners, I'll put a link into the show notes for it. But it's a really great um book because it talks about what you just said about you outgrow your clients. You have to look at some of your clients are have a higher per client, you know, margin, you know, and some of the low-lying fruit end up being not as profitable because they take up more time. It'll be like so you outgrow them.

Jaclyn Zuckerman Delray 11:05

Right. And I think too, for me, a big thing that really kind of opened the door to that was having kids because my capacity changed. So the way that I used to give to my clients, like I don't have that capacity anymore. You know, like I love to help people, but like I just like family's important to me, and I that takes priority.

Jaclyn Strominger 11:23

Right. And that's really that's really huge. So, so obviously crazy struggle. So, would have been some of the like, like, oh my god, that's I can't believe that happened to me moment for sure.

Jaclyn Zuckerman Delray 11:35

So I would say, like, a few, a few stand out to me. So I don't remember

How Relationships Create Extraordinary Opportunities

Jaclyn Zuckerman Delray 11:39

it was the year that we did the fashion show together, but one of my clients was a designer at that show, and we got her to dress some of the producers at the Emmys, like the daytime Emmy Awards. So we flew out to California. She dressed some of the producers there, some of the actors. It was so cool. Like to see her like lying on them, like being interviewed. It was really cool. So that was like an unbelievable moment for us for sure. And it feels so full circle because in January this year, one of my clients has like a luxury hair tie product that she does, and we got her place at the Grammys. So we like she did the gifting lounge there, we gave some of the musicians her product. It was so cool. So, like, it's really cool how things like come full circle, you know. Right.

Jaclyn Strominger 12:21

Okay, so that's actually totally fair. How did you make that happen for them?

Jaclyn Zuckerman Delray 12:27

So I relationships, relationships I've built over the years, and so and I always love partnering with publicists. People think sometimes of publicists, like, and I think they get competitive in all their industries. To me, like we're allies, like we don't take each other's clients, we can collaborate. Like my client represented one of the person who directs the Emmys. We've been friends for years, and she was like, Oh my god, you have a fashion client, like she'd be great for this. And so that's how that happened. And with the Emmys, too, they do all these lounges, and I had been in touch with people who run them, and over the years, like it just kind of fell into place. I just re-reached out to them and they were like, Yeah, of course we'd love this product, it would be great. So it's so funny how that happens.

Jaclyn Strominger 13:05

Okay, so I actually want to break, I really want to hone in on this because I think this is actually really important. Actually, because it for a lot of different reasons, and I'll and I'll say, listeners, do not be bashful, right? About picking up the phone and trying to make connections. Go for it.

Jaclyn Zuckerman Delray 13:24

Just go for it, right?

Jaclyn Strominger 13:26

What's the worst that could happen?

Jaclyn Zuckerman Delray 13:29

And seriously, like to your point, too, years later. Like it had been like over seven years since I last did that. You know what I mean? Like, and it just like it was my old relationships I had, and I just it's something presented itself and I just knew who to contact from like seven years ago. You know what I mean?

Jaclyn Strominger 13:49

And and I love that because it's so important, it's so important to build those relationships. You know, I I feel like I say this all the time, and you know, I have a course coming out, it's all on relationship capital. But I they I created this formula. It's the relationship capital RC equals P, the your, you know, well, like Y, like you're the person, you know, times other relationships to the nth degree, right? And so the N is all the people that they know, right? So your relationship capital, you meet somebody, you stay connected with them, you never know. You can pick up the phone and be like, I can be like, okay, hey Jaclyn, I've got a client who, oh, do you know somebody? I can ask you. Totally. It's you know, think of it as Kevin Bacon, right? Six degrees of separation, right?

Jaclyn Zuckerman Delray 14:40

Not really though. It's such a good comparison, it's so true, right? And it's the saying too, like, even though you out, like even we were talking about how you outgrow your clients, it doesn't mean that we end on bad terms. You just have you just outgrow each other, you have different needs, right? Like, but you don't burn the bridge, right?

Jaclyn Strominger 14:56

Exactly. Right? And you can expand, and so a client could change, but you still have them as a contact. 100%. So as you've been growing, you know, you've because you have different media channels. What what do you feel like is the one right now that is like what is your biggest focus on right now for for media and and growth?

Jaclyn Zuckerman Delray 15:22

So are we talking about like news or are we talking about social media? What are we talking about? Well, I guess on on both fronts. Like, what do you think? I think Instagram and LinkedIn are my fake, my favorite apps. I scroll TikTok all the time. It almost like feels like you're like in a zone though, like unhealthy after a period of time. I actually feel like Instagram and LinkedIn are more business savvy. Like, I think if you have products, TikTok is great. You know what I mean? But for me personally, I would say LinkedIn and Instagram are my favorite social media outlets. From a media side, I think TV news is changing a lot. They're growing on YouTube, like they have to go with the way of the world. I mean, literally, not as many people watch actual news, but they'll replay it on their on their computers, you know, or on social media. So I think that that's changing a lot in the news world. So I use a lot of social media now for my news outlets. I follow my reporters on social media, like that's how I get the news. And then I would say too, like, I think what's happening now with more magazines and newspapers are going digital. Like, that's what's happening because print is just it's expensive. It's expensive. You worked in magazines, like you get it.

Jaclyn Strominger 16:29

I know I was and I was into the digital side of it too. And I'm like, it was I was just having this conversation with somebody though. I maybe it's the old school person in me, but I literally just said to somebody, I want to start subscribing to more magazines because I want them coming in. I'm so tired of looking at a screen.

Jaclyn Zuckerman Delray 16:48

I know. I feel you on that though. I don't know how, like, I don't know how many real prints exist as much anymore.

Jaclyn Strominger 16:54

Right. And I and it's funny because I used to I used to sell digital magazines and help magazine companies get into digital. And now I'm thinking, uh, I get it. I it's less expensive, you know, shipping, mailing, print, paper, ink, all of those things. But yet it's still a screen if I switch to digital.

Jaclyn Zuckerman Delray 17:16

100%. I only like for mine, I only print a certain amount because I like the tangible, but majority of it is digital.

Jaclyn Strominger 17:24

It's digital. And so where are you seeing? So if somebody right now, if you had to say them, because obviously promotion, marketing, and you know, if you said to somebody who's just starting their business, what is the like top three things that they should be doing to grow or get visible?

Building Visibility, Personal Branding, and Media Presence

Jaclyn Zuckerman Delray 17:44

So I have this like I call it like a 360 visibility process where like if you don't have current photos that are depicting your goals today, you need to update your photos. If you haven't tried going on video, you need to practice some video talking. Like it's really important because especially as a service provider and as product, what if you have products, like people need to visually see things and they need to know how you differentiate yourself from the competition, right? So I always say that that's really important. I think having email marketing is really important. So I would say, like, three starters is like, I don't know, I would even say a website though is probably more important than email marketing. So I would say like updated photos, practice some stuff on video, and get like a one-page website up and figure out your messaging. Because I think social media can be overwhelming for people. So like get clear on your messaging and have visuals, and then you can explore that. You know what I mean?

Jaclyn Strominger 18:35

So I I I'm so glad that you said that because I feel like about your messaging, because I really feel that there's that it that is like one of the such a key topic. So I'd love for you to kind of hone in on on niching. Right? Because people talk about oh you know, I hear it all the time, where people are like, I but I want to I I help everybody.

Jaclyn Zuckerman Delray 19:02

Right. And that's long term, it never works out. Like you almost spread yourself too thin. Right.

Jaclyn Strominger 19:08

Right. So really being able to know what that message is and who you want to speak to is really, really key and important.

Jaclyn Zuckerman Delray 19:15

Sometimes though, that's like like we said earlier though, it's like learned experience because when you are starting a business, you are learning, like you think you know who your client is, and then you get totally different people that end up buying from you or like hiring you. So I think it's like a catch 22 sometimes, you know.

Jaclyn Strominger 19:31

I you know, well, let me ask you a question on this. Like, what do you think? Because sometimes if your messaging, let's say your messaging is up here, like higher, you know. For those of that are not seeing this on video, I'm raising my hand like as a level. But if you're you know, your messaging is like I've talked to CEOs, but you're getting people that are not yet a CEO, but maybe they want to be there. So like your messaging says CEO, but the wannabe is higher you like elaborate for me, elaborate that question. So it's like the the person who's the dreamer. Like I was hit, somebody said, Oh my god, you know, let's just say, oh my god, Jaclyn works with all these amazing stars. I'm not a star yet, but I want to be one, so I'm gonna hire her, right? So, you know, it's like they hire you for the because you can help them with the dream. Right, right.

Jaclyn Zuckerman Delray 20:30

So I think like what people gonna like so many people come to me with this. It's so funny we're talking about this. And I think like we all are stars, first of all. We all have our lights, and there's plenty to go around for everyone. But I think like figuring out, and I think this is something that I push people so hard. It's like the most vulnerable things you don't talk about is what's gonna separate you in the noise. Like, figure out like your story, and you have that's another thing too, like getting confident and sharing vulnerable things because that's really what sets you apart. It is like that's your story that no one can ever take from you. Yes, you could be a coach, you could be a marketer, you could be a publicist, but like no one has our story how we got to where we are, right?

Jaclyn Strominger 21:10

That is so true, and knowing that story is so important, and and I I love that you said be comfortable being vulnerable, because not everything is you know a bed of roses, right? Right, and and I from what I see, a lot of people want to see the authentic you.

Jaclyn Zuckerman Delray 21:37

And I think that's really important, and so I mean you see all the people that are going more and more viral and getting more picked up by brands, it's like the people that are doing behind the scenes of get ready with me, or like they have no makeup on, or like they're just being themselves because that's just what people want. That's what people want, right?

Jaclyn Strominger 21:57

And so that actually just makes it so that it's like for the everyday person, totally, right? You know, so thinking about success, if you you know, and our listeners are wanting to like, you know, I want to level up, who would be like, you know, your top three pieces of advice, you know, that you would say. To somebody to help them sort of like level up, you know, how do they like where does the grit come from, you know, and that like you know, the unstoppableness, so to speak.

Jaclyn Zuckerman Delray 22:33

Well, this is where I believe in coaches and like all like do work on the inner work. Like, what's preventing you from getting to like be talking on TV confidently and sharing something vulnerable, right? Like, you need to do that inner work. So I would say, like, that's part one. Update your wardrobe because I believe that when you

Boundaries, Authenticity, and the Future Vision for Next On Scene

Jaclyn Zuckerman Delray 22:49

look good, you feel good, you show up, right? Like that's something that I'm personally working on myself. So I'm speaking from firsthand experience, like getting there as a mom with young kids, but it's totally good. I think also like boundary setting has been really big. Like, I think it's really important to have clear boundaries, like your personal life and your personal time. Put your phone away. Like, people don't have access to you because when you have the time to be present with yourself, I actually think the opportunities present themselves a lot faster because you're not focused on those things, you know.

Jaclyn Strominger 23:21

I want you to repeat that because that is really important.

Jaclyn Zuckerman Delray 23:25

Yeah. No, I think like put your phone away and like focus on being present in the moment. I've been finding lately when I have my kids like t-ball games or whatever, like I'm not accessible and I get people, I get leads. I'm getting like new opportunities because I'm just not present and worrying about it. You know what I mean? So that's been big, I feel like.

Jaclyn Strominger 23:47

You know, and and I think there's something there too. Like, I I just shared this the other day too. It's like I feel like things are, as we were just said, like things happen in themes. Being 100% present in conversations, it actually makes you so much more real as a person. Like, you know, I would bet that if somebody's looking at you at the T ball game and they're like, oh my God, she's got this business, but she's not sitting on her phone, she's actually watching her kids. Like that speaks volumes. I mean, it really, really does. So what is next? Like, no, no pun intended, like what's coming up for you.

Jaclyn Zuckerman Delray 24:30

So I'm doing I have my next magazine coming out. So we're gonna be announcing the cover like in the next week or two, which I'm really excited about. And other than that, like I still have my clients that I like do retainer work for regularly, like media PR stuff, but I don't really like I'm thinking bigger picture now. Like, because my kids are little right now, my focus is less clients and being more present with them. But in the next two to three years, I want my own space that I get people to come in for experiences, like for photo and video shoots and for like having their own shows. And I see it being like a big place where people come and create content and I don't know, have media days. Like, I don't know. It's kind of a vision that I have events, whatever it might be.

Jaclyn Strominger 25:12

I absolutely, absolutely love that. Yeah, that's what we know about that because then I then I then I can come back to Boston.

Jaclyn Zuckerman Delray 25:21

Exactly. Perfect. I love that.

Jaclyn Strominger 25:23

Just make sure it's in the summer or spring.

Jaclyn Zuckerman Delray 25:25

Like I agree with you.

Jaclyn Strominger 25:27

That I agree with for sure, definitely, or better yet, maybe even like you know, September, October, so we get the fall foliage. Because out here in Reno, Nevada, it is not the same. Right. Fall foliage is not the same. So all right. So, Jaclyn, tell everybody how they can connect with you, learn more about what you're doing, and get more of your greatness, and hopefully bring you on to help them with you know getting on media because that is, you know, and being seen.

Jaclyn Zuckerman Delray 25:59

Thanks so much, Jaclyn. This was awesome. Nextoncene.com is my website. Anything next on scene or Jackie Zook Z-U-K is great.

Jaclyn Strominger 26:08

Awesome. Okay, I will put all of those in the show notes. And listeners, please do me the favor. Share this episode with your friends, your family, because so many great information was shared. And then you have to follow Jaclyn. Follow her on social, have all those links in there. Connect with her on her magazine, get her magazine. And then lastly, please do me the favor if you haven't subscribed, actually, second to last, subscribe. And lastly, I have a school community, Unstoppable Success. It is a great community where you can actually connect with other people who are having unstoppable success. It's a place where you can share, connect. We're gonna we have power hours, we work together, and then we also have monthly meetups or masterminds where you can actually hear from a specialist. And when you never know, Jaclyn might be one of them one of those weeks and you can actually just ask questions. So join us on the school community. I'll have the link to that also in the show notes. Jaclyn, thank you so much for being here. Jaclyn, this was a blast. Thank you so much.

Jaclyn Zuckerman Delray 27:14

So much.

Jaclyn Strominger 27:16

I love it. And listeners, thank you so much for listening. I'm Jaclyn Strominger, your host of Unstoppable Success, and our goal is to help you keep leaping to your greatest success.