235: What Founders Learn When They Never Work for Anyone Else | Juliana Sommer
Juliana Sommer, founder and CEO of Priority Architectural Graphics, joins Damon Lembi to explore how bootstrapping, self-awareness, and vulnerability can shape a resilient leadership journey. From starting with small electrical labels to building one of California’s leading architectural signage firms, Juliana shares three decades of lessons in assertive leadership, team development, and adapting to rapid industry change. Together, they dive into topics like overcoming imposter syndrome, building self-aware teams through behavioral assessments, surviving recessions, and staying AI-ready in traditional industries.
Read the full breakdown of Juliana Sommer’s episode on Learnit.
Key Leadership Lessons from Juliana Sommer’s Journey:
Lead from the “magic middle”: Assertive leadership is the balance between passivity and aggression—where clarity and empathy coexist.
Vulnerability builds trust: Openness with your team and mentors fosters resilience and stronger collaboration.
Know yourself and your people: Tools like DISC, Predictive Index, and Myers-Briggs accelerate growth through better self-awareness.
Stay steady through storms: Gratitude, reflection, and adaptability turn downturns into opportunities.
Be AI-ready: Even traditional industries can thrive by embracing technology and continuous learning.
Connect with Juliana Sommer:
Website: Priority Architectural Graphics
LinkedIn: Juliana Choi Sommer
Juliana is the founder and CEO of Priority Architectural Graphics, a leading signage company based in San Francisco. Over 30 years, she’s guided her team through industry disruption and economic challenges while championing inclusion for women in architecture, engineering, and construction.
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