112. Channeling Your Skills Into a New Side-Hustle with Justine Sones

October 3, 2019

“There’s an expression that I heard a while ago: Be rigid about your goals, but flexible about your methods.” — Justine Sones

Justine Sones had already established herself as a licensed massage therapist with a successful practice in several locations.

While hanging out with her friend one afternoon, she got a glimpse of a new possibility — location-independent work. As her friend demonstrated, you can earn a living without having to be physically present at specific locations at specific times of the day. Justine was immediately attracted to the idea, which became even more appealing when she found out, two weeks later, that she was pregnant.

This started her exploration for a different way to make a living which eventually led to a small side-hustle opportunity.

Highlights of Ep 112:

  • How a side-hustle got started by raising her hand when someone asked for help on Facebook
  • How this seemingly insignificant work grew into something bigger and became the basis of her new career
  • Justine’s approach to channeling the skills she mastered in one field of work into another
  • The idea that we can be headstrong about our goals but flexible about the way we will achieve these goals
  • The principle of ‘ruling things out’ when considering a new career


StrengthsFinder 2.0 by Tom Rath and Gallup
Mind Over Medicine: Scientific Proof That You Can Heal Yourself by Lissa Rankin*
Braving the Wilderness by Brené Brown*
Connect with Lou Blaser on LinkedIn


The most satisfying thing about being a massage therapist was seeing someone transformed — from one who at the beginning of the session carried so much tension and all the visible signs of stress to someone who feels like they’re floating by the end of the treatment. For me, it’s the same way when my clients work with me today. They come to me with their business-related stress and I’m able to help them organize and get space away from the chaos in their brain.

I just never really identified myself based on a career or role. For me, the work has always been a means to an end. It’s like, how do I want the fun-living part of my life to look? And how does my work allow me to have fun? How do I earn the money that I need to pay for the things that I want to do or to contribute in the areas of life that I want? It’s like, if I love going to the beach in the middle of the day, what kind of job do I need to have that gives me the middle of the day off?

There’s an expression that I heard a while ago: Be rigid about your goals, but flexible about your methods. It’s like I’m looking at the map and there are multiple routes to get me to where I want to go. If I get to a juncture and realize there’s construction and need to take a detour, yeah, it may be annoying but it doesn’t stop me from finding a different way to get to my destination. I don’t get hung up on these adjustments that we need to make along the way.

I moved from Ontario to BC years ago and started up a massage therapy practice when I got here. I also got a job selling stretchy pants at Lululemon. It wasn’t like I had a planned that out. But the job presented itself. And I thought if my goal was to build a massage therapy practice that’s rooted in the active community in Vancouver, then working at Lululemon was a great way to meet people who were already active in that community. I didn’t intend to have that job but it served the greater goal.

There are these orthopedic tests that isolate certain muscles and movements, and they rule certain things in and rule certain things out. Thinking this way has helped me with the choices that I make in my career. You can try something on and see if it’s a ‘rule in’ or a ‘rule out’. It doesn’t say anything about your character or that you’re a flake or that you don’t see things through. Changing your mind is fine. That’s how you don’t end up like Michael Scott driving right into the lake in that episode of The Office.

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