In this dynamic episode of The Learn-It-All Podcast, Damon Lembi sits down with Juliana Sommer, founder and CEO of Priority Architectural Graphics, to talk about how bootstrapping, self-awareness, and vulnerability fuel long-term leadership success. Juliana shares her journey from making small electrical labels to building one of California’s leading architectural signage companies—all without changing jobs for three decades, right in the heart of San Francisco’s ever-evolving business culture. The conversation explores assertive leadership, overcoming imposter syndrome, using behavioral assessments for team effectiveness, lessons learned from recessions, and adapting to the rise of AI in traditional industries. Whether you’re a founder, a new manager, or craving more meaning in your career, this episode is filled with wisdom, actionable frameworks, and candid stories about what it really takes to lead well through thick and thin. In this episode, you’ll learn: What “assertive leadership” really means—and why most people drift toward aggression or passivity How vulnerability can be a superpower for leaders (and the difference it made in Juliana’s early years) The power and pitfalls of “shape-shifting” in leadership—and how to avoid burning out your team How behavioral assessments like DISC, Predictive Index, and Myers-Briggs boosted team self-awareness and performance Practical strategies for surviving downturns—from COVID and the dot-com crash to the Great Recession Why gratitude and self-reflection are essential antidotes to the “comparison trap” and imposter syndrome How being AI-ready can make a traditional business future-proof (and what that looks like in signage and construction) Timestamps: 00:00 – Three tracks of leadership: aggressive, passive, assertive 02:15 – 30 years bootstrapped: starting in 1995 and staying in one company 04:46 – Juliana’s family roots in construction and how Priority Architectural Graphics was born 08:25 – First experiences with Learnit and how upskilling changed Juliana’s trajectory 09:41 – Landing the first big state contract and overcoming imposter syndrome 12:42 – Leaning on family for support, vulnerability, and grounding 15:11 – Assertiveness as the “magic middle” of leadership (and how boundaries matter) 17:34 – Why passive leadership fails and how assertiveness sets direction 19:43 – Juliana’s evolution as a leader: moving from passive to assertive, and learning through experience 21:31 – Fast-tracking self-awareness: behavioral assessments for team and leadership 25:26 – The exhausting trap of “shape-shifting,” strengths, and the DISC framework 29:02 – Surviving downturns: lessons from COVID, dot-com, and the Great Recession 31:16 – Merging companies and finding opportunity in crisis 34:11 – Leading through stress: balancing internal panic and outward stability 37:04 – The critical role of trusted mentors and vulnerability in hard times 37:56 – Staying motivated: love for the work, team, and entrepreneurship after three decades 39:30 – Advice for finding work you love—patience, team dynamics, and impact 42:22 – “Don’t just point out the hole”: A framework for bringing problems and solutions to your boss 45:13 – How ambitious employees stand out: ownership, suggestions, and filling the gap 46:01 – The “what if” of Bay Area careers and lessons from staying the course 48:26 – Overcoming the comparison trap: gratitude as the anchor 50:15 – Preparing for AI: staying open, adapting, and bridging the digital divide 51:55 – What AI
