Ashley Storm Ruleman

Henri Nouwen, Life of the Beloved

I've learned that you can’t do everything perfectly all the time, in life or in business. But you can build a foundation that helps you prioritize what matters. From what I’ve seen, when your structure is intentional: - Contracts support how you operate - Licenses and insurance align with your work - Records stay organized - Roles stay clear A strong foundation frees you to focus on what really matters.

Hiring a lawyer doesn’t have to be overwhelming. In my experience, the clients who get the most value from their attorney are the ones who come in prepared. All that means is having a list of: - What you're unsure of - The terms you’ve already talked about - The questions you still have You don’t need to draft your own contract. But you can create a term sheet. You can outline your expectations. It saves time, and reduces the back-and-forth. Preparation helps you use a lawyer most efficiently.

Early in my career, when I began assisting clients with Texas Alcoholic Beverage Commission compliance, I learned something important: A single unanswered question can hold up an entire project. I’d see business owners ready to open their doors, and one small detail in their paperwork would stop everything. - A missing signature - A name discrepancy - A step they didn’t know they needed From what I’ve seen, most of those delays could’ve been avoided if someone had paused long enough to ask: “Is there anything I’m missing here?” It’s a simple question. But it saves time, money, and a lot of unnecessary stress.

Bringing on investors or preparing for a sale is exciting. But it also shines a light on your internal systems. From what I’ve seen, the businesses that get the best outcomes are the ones who clean things up 5 things before those conversations start (bookmark this): 1. Contracts 2. Ownership records 3. Tax filings 4. Insurance 5. Permits & licenses Don't be surprised when investors look at your structure. A strong structure signals a business that’s ready for what’s next.

I’ve seen business owners give away equity early because they want to keep good people. I understand the reasoning behind it. But equity isn’t always the best tool. From situations I’ve seen, a simple ownership change can create: 1. Unexpected tax events 2. More complex filings for the business 3. Long-term responsibilities neither person expected There’s another option to consider: profit-sharing through a clear, written agreement. It rewards the person for their contribution without tying both sides to a long-term ownership structure before they’re ready. In many cases, you can reward the work without giving away the company.

You can’t pour from an empty cup. Not in life, not in business. When your foundation is stretched thin, everything feels harder. But when the structure is steady, owners can feel more in control and far less overwhelmed. A good foundation protects the people running it.

If a contract has ever confused you, you’re not alone. From what I’ve seen, many issues start because the basics weren’t clear. Here are 5 things a basic service contract should spell out: 1. Who’s involved 2. What’s included 3. How long it lasts 4. How it ends 5. How payment works These sound simple, but in my experience, they’re where most misunderstandings begin. Getting the basics in writing can make the whole relationship smoother.

Everyone wants to grow. But not everyone is ready for what growth adds. From what I’ve seen, scaling too fast, without understanding your structure, creates more stress than success. Before you expand, pause and make sure you have: 1. Updated LLC documents 2. Aligned licenses and permits 3. Insurance that matches your operations 4. Records that are consistent Slowing down now prevents things from falling apart later.

Simple doesn’t mean easy. In business and in law, success comes from managing the small details and sticking with them long enough for the systems to work. That’s what I’ve seen make the biggest difference over time.

After working with hundreds of business owners, I’ve noticed this: People wait too long to get help. Most feel intimidated hiring a lawyer. They think they need everything figured out before they reach out. From what I’ve seen, that’s what holds them back the most. You just need your key points: - What matters most to you - What you're unsure of - Any terms you’ve discussed Coming in prepared helps them do their job better. A lawyer is a tool to help you build things the right way from the beginning.

Did you run into any issues when setting up your LLC? I've heard some stories.

@CarlisleCFO Guilty 🙋‍♀️

Made my first video about a trap I see far too many solo business owners fall into Doing $30/hour work themselves to "keep costs down" Your time has a cost. Even when you're not billing it.

As a business grows, complexity grows with it. One thing I’ve seen make a big difference? Consistency. After helping dozens of business owners, these are 3 things to keep consistent as your business scales: 1. Naming conventions. Keep your LLC, licenses, contracts, and insurance aligned. 2. Policies. Update them regularly, but keep your standards steady. 3. Points of contact. Make sure everyone knows who’s responsible for what. As all business owners realize sooner or later, growth creates moving parts. Every business grows differently, but in my experience, maintaining consistency across these areas can help prevent a lot of unnecessary mistakes along the way.

When things get complicated, you want someone who knows your business. A client reached out when a lawsuit popped up in his industry. He wasn’t involved, but wanted to be sure he was protected. Because I knew his business well, we could move quickly and minimize risk.

Ever wonder who picks the carpet in an apartment building? A project manager once turned to me and said: “Hey, what carpet do you think we should put in here?” I wasn’t an interior designer. Neither was he. But a decision needed to be made. And I'll never forget that moment. I realized not every business decision comes from some expert plan, or even from someone who knows what's best. Sometimes it’s just whoever’s there, making the best call they can with the time they have. For lots of entrepreneurs, that’s how business really works.

@michaelfiore @runningdmc These are just stunning. Absolutely love what you are doing. THANK YOU for growing poinsettias!!!

@runningdmc Here’s most of our lineup this year:

Each year I hear of more growers that have stopped growing poinsettias. Honestly, I don’t blame them. Poinsettias are a pain in the rear to grow, and they take up a lot of space (and time) in greenhouses that have to be heated. Pair that with the mega-growers selling them to big box stores that will sell them below cost as a loss leader, and you’ve got a recipe for a crop with little or no profit. Me on the other hand, I will probably keep growing them forever. I actually enjoy growing them and we have a loyal customer base that appreciates the superior quality and varieties that we grow compared to the box store selection. It also keeps our growing team busy at a time where normally I’d need to lay people off or cut hours severely. Long live poinsettia growers!

As a business owner, what was the moment when everything clicked for you? I’ve seen it happen hundreds of times, that moment when an owner finally realizes everything is connected. At first, most people see their business in pieces. Contracts in one folder, licenses in another, insurance somewhere else. Then something shifts. They realize every part is connected. That’s when they can finally start managing. Because they have that full picture. Once you understand how it all fits together, you finally feel in control.

I didn’t plan this path. I just kept saying yes to the next opportunity. After law school, I started at the Texas Alcoholic Beverage Commission (TABC). Then I became a prosecutor to get courtroom experience. Later, I worked in the Texas Legislature. That was one of the most fun (and challenging) jobs I’ve ever had. Then a coworker suggested we start a business helping owners through the process with the TABC. A few months later, he took another job. So, I decided to create the business myself. 14 years later and Storm Liquor License is still going strong. Each role gave me a new perspective. But the common thread was always that I loved helping people do things the right way. Which led me to what I do today: helping new business owners navigate LLCs, documentation, and fractional general counsel.  I might not have set out to be an entrepreneur. But every person I help reminds me why I started.

I never set out to have a day named after me. All I wanted was to help the people in my community. Needless to say, I don't often share this story because I'm not big on self-promotion. But here we go. Years ago, my parents went to a hearing about power lines that were planned to cut through land my family had owned for generations. We're talking massive power lines going through all these old farms. I tagged along just to help them understand what was happening. When the judge asked who was representing them, my mom pointed at me. And just like that, I became the attorney for nearly 40 people in our small Texas community who couldn’t afford one. I went house to house, listening to stories about family farms and generations of hard work. We spent months gathering details, presenting our case, and hoping the lines would be rerouted. After a lot of hard work, they agreed to reroute them. The community later gave me a key to the city and declared a “Mary Ashley Storm Day.” But the real honor was getting to help people protect what mattered most to them. That’s still the part of my work that means the most. Do good work with the goal of helping people, and good things tend to find you.