Embark on a journey into the dynamic world of marketing with “Marketing Champions,” where our host connects with media experts from coast to coast every week. Dive deep into compelling conversations that explore the latest trends, groundbreaking strategies, and transformative innovations driving the marketing industry forward. Today our host, Olivia Rouse, spoke with James Fenimore.
James Fenimore
Founder at The Heart Posture Company
Website Address: theheartposturecompany.com
Short company description:
The Heart Posture Coaching is a Christ-centered coaching practice led by PCC-certified executive and life coach James Fenimore. Blending decades of real-world leadership experience with powerful personal transformation tools, the company helps individuals grow in clarity, purpose, and spiritual alignment. Whether through 1:1 coaching, group sessions, or speaking engagements, The Heart Posture Coaching equips people to thrive in every area of life — both now and for eternity.
What is the biggest marketing challenge that you will face in the upcoming year?
The biggest marketing challenge we’ll face in the upcoming year is clearly communicating our unique value—authentic, faith-driven community and coaching—in a crowded online landscape.
What differentiates you from the competition?
We uniquely combine faith-based principles with expert coaching and authentic community, empowering meaningful personal and professional transformation rooted in genuine Christian values.
What is the most important lesson you’ve learned over your career?
The most important lesson I’ve learned is that relationships are everything. How we treat others, invest in our connections, and leverage those relationships positively to lift each other up—that’s what truly defines our success.
If you could be remembered for one thing, what would it be?
Professional, it would be whether leading businesses with hundreds of employees or serving as a coach, I want to be remembered for elevating people—helping them achieve their goals, better themselves, and realize their full potential.
What is the most fascinating fact you know?
One of the most fascinating facts I know is that the human brain can physically rewire itself based on what we focus on, it’s called neuroplasticity. That means transformation isn’t just theoretical or spiritual, it’s biological. The thoughts we choose, the habits we build, and the truths we anchor ourselves in can literally reshape our minds and change our lives.
How did you acquire deep knowledge in your area of expertise?
I acquired my expertise through years of hands-on leadership, owning and scaling multiple businesses, and mentoring teams from the ground up. That real-world experience gave me a front-row seat to the challenges leaders face — both professionally and personally. I’ve built on that foundation with advanced coaching certifications, including my PCC from the ICF, to sharpen my skills and ensure I’m bringing both practical insight and professional rigor to every client I serve.
How do you use feedback to accelerate your growth?
I treat feedback as a gift. It gives me insight into blind spots, highlights opportunities I might miss on my own, and keeps me aligned with the impact I intend to have. Whether it comes from clients, peers, or mentors, I actively seek it out and use it to refine how I lead, coach, and communicate. Growth doesn’t come from perfection, it comes from humility, reflection, and a willingness to evolve.
Transcript:
Olivia:
Welcome back to another segment of Marketing Champions, where we highlight the best and the brightest leading marketing and the brands of tomorrow. This is your host, Olivia Rouse. And I’m so excited to be joined by James Fenimore with the Heart Posture Company. James, welcome.
James:
Thank you so much for having me today.
Olivia:
Absolutely. It is such an honor. I wanted to ask first, what’s been bringing you joy in your work recently?
James:
I really love helping people. Even if it’s a business, businesses are comprised of people. Helping them achieve their goals or set forth new goals, something they maybe didn’t even think they were capable of doing, has really been such a rewarding process for me and Tricia, my wife, who’s also a co-founder and my partner.
Olivia:
That’s beautiful. At the end of the day, when that is your why, it just enlightens you every day. There are so many things to unpack and bring forth for those individuals.
So tell me a little bit, how did you get into helping people with their businesses and identifying some of their gaps?
James:
Sure. I started as an entrepreneur, built businesses from scratch. I also bought businesses and retooled them, reformatted the operations, made them successful, and I sold almost all my businesses except this one.
Olivia:
Wow. A testament of your success. So we know what we’re talking about here.
James:
Over the years, hundreds of employees, a lot of hiring, unfortunately some firing does happen, a lot of leadership development, building operations, things tested in the fire, a lot of failures that I’ve learned from. I like to take those lessons and apply them to other people and help them in their growth and new chapters.
Olivia:
Absolutely. With all of the experience that you’ve had, what’s your guiding North Star as you get started helping someone? It’s very vulnerable to run a business and seek help.
James:
Sure. We always build a roadmap. What are your goals? The goals act as the North Star. I want to sell my business in five years. Okay, that’s an easy one. We need something to sell. Does everyone work for you or the business? If they work for you, we don’t have anything to sell. If the business can run without you for six months, we have something we can sell.
Or maybe it’s scaling. Doing 5 million in revenue and wanting to do 10 million. Or 10,000 wanting to do 100,000. That becomes the goal. Everything we do has to keep that in mind.
We get distracted a lot by noise and clutter. It does not stop in this digital age. A client could call. An employee problem could arise. These things need to be addressed, but they can take you off your game and focus.
We create a roadmap. You can take it and transform yourself, or hire us to implement it. Usually you’re going to call us after a few months.
You might need marketing support or operational help. Maybe you need more leaders. We can identify potential leaders inside your company. Sometimes we have to go outside the business, which can be hard for founders.
If you built a crew of ten and growth stops, it might be time to bring in a director of operations or CEO. That’s difficult, but necessary for scaling. Sometimes it takes someone like me to hold up the mirror and say, you need to do it.
Olivia:
Absolutely. Tell me a success story.
James:
Sure. AI is the buzzword. People are either obsessed or afraid of it. There really is no middle. The truth is, it’s just another tool. When embraced as a tool, you can utilize it well.
Some clients use large models for marketing, scheduling posts, email campaigns, CRM development. Others did nothing with it. I explain that admin work can be streamlined. You don’t need to type six-paragraph emails. Prompt it and now it’s repeatable.
Not to eliminate staff, but allow them to step into their strengths while the tool handles inefficiencies.
Scalability has never been easier if you know how to do it. A staff of five could function like 25 from years ago.
Olivia:
That’s transformational. What are some pitfalls?
James:
Your competitors will use this, so you’ll get left behind. If you’re focused on basic tasks AI can do, you’re wasting calories and time. Instead, spend time building personal relationships and strategic thinking.
To start, just mess around with it. Pick one platform and get comfortable. Ask it questions. Use it in daily life. My wife Tricia uses it in the kitchen. She takes a picture of the cupboard and asks what to cook. It’s supercharged her creativity.
Imagine that in business. If someone is good with customers, AI can make them even better.
Olivia:
That’s incredible. What’s upcoming for you?
James:
We’ll be speaking at the US Christian Chamber of Commerce. We’re talking about Apologetics on Fire in the workplace and sharing your faith. It’s important to me. Living My Faith is a TV show I host. I’m excited to meet business owners and share tools for living your faith in the workplace.
Olivia:
Beautifully said. Thank you so much, James, for sharing your insight. And thank you for tuning in to another episode of Marketing Champions. We’ll see you next time.
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