Rusty’s Corner: New Location in Nocatee

Over the past 18 years in business, The Master's has been focused on becoming an organization that ‘clients love doing business with, and team members
love working for.
’ It is more than a vision statement, as it is the framework in how we make decisions.

Some of the ingredients for team members loving where they work are a healthy culture, being a part of something larger than themselves, and opportunities for growth. Strong team members want opportunities to develop their career, provide for their families, and see the bigger picture. They want to be challenged. One of my most important jobs is ensuring we provide those opportunities for growth throughout our team.

In that vein, we are excited to announce our new location opening on the northside of St. Augustine. Nocatee is one of the fastest-growing communities in the nation, and it’s centrally located between St. Augustine and Jacksonville Beach. We will start out serving the...

Rusty’s Corner: August, The Second New Year

August can be such a challenging month! As the summer draws to an end, most families experience a little change of schedule heading into fall. Some of the reset is heading back to school, the end of vacation season, business schedule changes, and several other changes that August triggers.

It’s also a very challenging month for some who’s kids move into their next stage of life. Some are seeing the taillights of their child heading off for their first year at college. Some parents are finding themselves the parents of middle or high school students for the very first time.

Personally, this transition is more real to me because my toddler that I wrote about a couple years ago is now officially in elementary school.

A famous person once said, ‘The days are long, but the years are short.’ I just didn’t realize how short they were.

As we all experience some sort of reset this...

Rusty’s Corner: The Importance of Your Mission

If you’re a longtime reader of Rusty’s corner, you know that I love goals. I love the planning session to set them, and having to claw, fight, stretch, and reset to reach them. I have my goals written on my bathroom mirror so I see them every morning, and I keep a yearly list for all 5 areas of my life I want to make progress in.

Some years, I crush them. Some years, I have fallen on my face miserably (like my entire plan for 2020). However, goals always make me better because they push me.

I’ve found that goals are only a part of the story, though. Goals are like having a short-term destination you want to reach - but they can lead to the age-old analogy of getting up the ladder and finding...

Rusty's Corner: The Paradox of Freedom

As Americans, we get to experience something that few others enjoy - Freedom. We get the freedom to choose our home, employer, spouse, religious practice (or lack thereof), and even how to spend our resources.

Freedom of choice, as great as it is though, doesn't give us the freedom from consequences. Consequences can be penalties or rewards, but your choices are what determine the consequences.

If I choose to focus on my health by working out and eating healthy, I will reap the consequences of strength and endurance. I may also have a consequence of being sore and a higher grocery bill. If I choose to work 70 hours a week, I will reap the positive consequences of career and financial growth, but I may also reap the negative consequences of the toll on my marriage.

When it comes right down to it, our future is determined by the sum of our choices we make today. The old saying is "You are free to...

Rusty’s Corner: Be known by what you're for; not what you're against

For some reason, it's become increasingly popular for organizations to be known more by what they're against; rather than what they're for. This is most notable in politics and religion.

We are constantly hearing ‘the Republicans are against this policy,’ and ‘the Democrats are against that one.’ This religious group is against this, and another is against that, and so on.

Rarely are organizations known by what cause they rally around to support, and that’s truly sad.

The reason is simple: You can raise more money, gain a bigger following, and turnout more votes by having an enemy - but does it ever accomplish anything significant?

Let me be clear - I have deeply held personal religious and political beliefs, so this is not about disengaging with any group. Quite the contrary.

I’m asking you to engage further, but rather than merely following - I'm asking you to speak out. These organizations are just groups of individuals, and the issue isn’t the...

Rusty’s Corner: Is ignorance bliss?

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Some people say ignorance is bliss. Certainly being plugged into every breaking story can have some ill-effects. Regardless of your preferred news source, they are all full of anxiety-inducing and polarizing stories. oil shortages, immigration challenges, inflation, new COVID variants, increasing interest rates, etc.

The news media - yes, even your preferred...

Rusty’s Corner: Fences Make Good Neighbors

Robert Frost had a famous quote, “Good fences make good neighbors,” which to me is about so much more than fences. I am convinced that one of the most overlooked skillsets for creating a happy life is setting healthy boundaries.

I was reminded of this quote recently as a close friend went through some challenges in his family he discussed with me - challenges of which all grew from him not setting clear boundaries with a family member. Although he couldn’t see it in the middle of the circumstances, it was really clear from a few steps back.

Although the details of my friends’ situation are private, some of the “fences” needing to be built are common for all of us. We all need to set boundaries on our time, our values, our finances, and even our work. Most of all, we need boundaries around our health - whether it’s emotional or physical.

The challenge for most isn’t knowing what your boundaries are - you know exactly when they’re...

Rusty’s Corner: 5 Books to Add to Your Reading List

When this idea for an article came up, I had no idea how hard it would be to name the 5 most influential books I’ve ever read. There are so many more books that should make this list, yet making a list beyond 5 books just means less people will read through the list.

Although media has changed dramatically over the past few decades, one thing we know will never change is the value of a great book. Literally, for the price of a cheap dinner, you can get a book that may literally change your life.

Each one of these books has shifted the trajectory of my life. I hope one, or a few of them, can do the same for you.

#5 - The Legend of the Monk and the Merchant - Terry Felber
Although it is a fiction book, it teaches twelve of the most timeless and fundamental life principles to successful living. Not only is it an easy and quick read, the story keeps you reeled in as you wait for the next lesson Antonio...

Rusty’s Corner: Finding the Win/Win in Business

“Clients do not come first. The staff come first. If you take care of your staff, they will take care of the clients.” - Richard Branson

This seems like an obvious approach to running a solid business, however it was not my vision early on. Starting out young in business, I had studied some basic economic principles and thought I had it all figured out. The fundamental idea was that you pay as little as you can for something, and then sell as much of it as you can to make a profit. 

This short-sighted outlook on business led to a culture of underequipped, overworked, and underpaid employees serving a client base that perpetually wanted (and deserved) more. For me as a young entrepreneur, every day held a new equipment, client, or employee issue - and most days had all 3.

As I looked around for someone to blame - I kept coming back to one person to blame. Myself.

Just over a decade ago now, that all changed. The intersection of an opportunity to...

Rusty’s Corner: A Dose of Reality

I was just leaving the parking lot of GRACE Marketplace (a homeless shelter near the airport), and I certainly didn't expect to see anyone I knew as a guest there. After I got my truck started, I heard, "Hey Rusty! Please roll down your window." I looked out to see a roughly-dressed man, in his mid-40s, with a dirty ball cap and a gnarly beard looking in my window at me.

As I rolled down my window, he seemed excited to see an old friend, and asked how I had been.

It took a moment, but shortly I recognized Jeff. Jeff had been my manager almost 2 decades ago when I was fresh out of college in one of my first jobs. He had recognized me walking out to my vehicle and was excited to see an old friend. Of course, more questions than I could ask raced through my mind.

Before I could ask anything, he caught me up on his story and I was literally shaken. I learned that he had lost his wife in a tragic car...