Great leaders often find their strength in moments of uncertainty. Rather than getting overwhelmed by challenges, they pause, gain perspective, and work to understand the situation with clarity and purpose. They reflect on their goals, recognize both limitations and opportunities, and lead with resilience. Jessica Lust exemplifies this kind of steady, thoughtful leadership, making her one of the most inspiring and empowering women leaders today. In her words, “In my most chaotic moments, career shifts, motherhood, industry changes, I found my biggest opportunities. And I want more women to find theirs, too.”
Meet Jessica Lust — Leading with Vision at Aventiv Technologies
Jessica is the Chief Product Officer at Aventiv Technologies, where she leads the development and management of products that serve justice-impacted individuals and correctional facilities. In her role, she has been instrumental in launching EVOTAB, a durable and secure tablet designed to empower incarcerated individuals through technology.
An Unlikely Tech Trailblazer
Jessica is a thoughtful and determined leader in tech who, despite not having a traditional background in the field, has earned her place through perseverance, curiosity, and a deep commitment to growth. She never expected to work in tech. When she was in college, Jessica saw herself in business, imagining a life of structured meetings, suits, and corporate success. She was drawn to problem-solving, and at the time, she thought business was the best path to tackling complex challenges. She hadn’t yet realized that the tech industry was where she could do it best.
When she joined JPay, a financial services company that provides technology solutions for incarcerated individuals and their families, Jessica started in account management, working closely with customers and operations. In that environment, she found herself drawn to how products were developed, and solutions were built. “I wanted to be part of that process, even though I didn’t have a formal background in tech.”
The Leap of Faith That Changed Everything
When the opportunity arose to transition into product development, Jessica hesitated. Could she really do this without the “perfect” credentials? But she took the leap anyway, and it was one of the best decisions of her career, she adds. “If I had waited until I felt fully prepared, I would have missed out on the experiences that defined me as a leader.”
The Power of Mentorship — Male and Female Allies
Of course, there were mentors — because this is where mentorship is critical. Jessica credits both her female and male mentors with shaping her growth, each offering valuable, if different, forms of support. Her female mentors helped her navigate the unspoken rules and unique challenges of being a woman in a male-dominated industry. Her male mentors, aware of the dynamics at play, used their influence to push her forward, even in moments when others might have expected her to step back. True progress, she’s found, comes from a support system that includes a range of perspectives working together to open doors and challenge the status quo.
Progress Begins Outside the Comfort Zone
However, real progress for women comes when they step out of their comfort zone. Jessica feels that when considering career advancement, women often aim to be fully prepared—armed with experience, expertise, and a solid plan. “While preparation is invaluable, so is seizing opportunities that foster development and open new professional doors. Take the leap before you feel ready.”
Throughout her own journey, from business to tech, from account management to product development, and from individual contributor to executive, Jessica has learned that growth comes from stepping into the unknown.
Composure in Crisis — A Leadership Superpower
This ability of Jessica to thrive in the unknown is not a mere tolerance for fear; it’s a sophisticated skill set. Whenever faced with a chaotic scenario, she begins with an unwavering composure. She states, “When a crisis hits, we must maintain our equilibrium, projecting a sense of calm that can be contagious, preventing panic from spreading through our teams.” This composure allows leaders like Jessica to think clearly under pressure and to analyze the situation objectively rather than reacting impulsively.
Redefining Possibilities in Motherhood and Merger Mayhem
The most important thing, according to Jessica, is “Don’t let others define your limits.” Perhaps the most chaotic period of her career was when she became pregnant with twins right as her company was navigating a major merger. Jessica knew that some people assumed she would step back, that she wouldn’t want new responsibilities because she was becoming a mom. “But I had a rare kind of mentor; he didn’t make that assumption for me. Instead, he presented me with opportunities and let me decide for myself.” That’s the kind of support women need: choices, not limitations.
From Doubt to Determination — Owning Your Narrative
Too often, says Jessica, “Women feel pressured to make career decisions based on what others expect of us. We hesitate to take on new roles because we fear failure or doubt – whether we can truly “do it all.” The reality is that we are capable of much more than we think. Instead of making choices based on assumptions, we need to own our decisions and step forward with confidence.”
She suggests that if you don’t have mentors who challenge you in this way, find them. Seek out a diversity of leaders who see your potential, even when you don’t. Just as importantly, be that kind of mentor for others. Sometimes, the best thing you can do for another woman’s career is to offer an opportunity rather than assume she wouldn’t want it.
Calm, Clarity, and the Courage to Decide
Beyond calm, Jessica possesses exceptional clarity of vision. In chaotic environments, information can be fragmented, contradictory, and overwhelming. Jessica cuts through the noise, identifying the core challenges and articulating a clear path forward, however uncertain. She provides a beacon of direction when all else seems adrift, helping her teams to focus on what truly matters.
Thriving in chaos demands adaptability and decisiveness. The rules of engagement often change rapidly during periods of disruption. Jessica excels in these times because she is not rigidly tied to old playbooks. She is agile, willing to pivot strategies quickly based on new information, and courageous enough to make tough decisions with incomplete data. She understands that inaction in chaos is often the most dangerous course.
Turning Disorder into Innovation
Jessica leverages chaos as a catalyst for innovation and growth. The disorder often exposes systemic weaknesses and creates voids that can be filled with novel solutions. Instead of simply seeking to restore the old order, Jessica sees an opportunity to fundamentally rethink processes, products, and strategies. She empowers her teams to experiment, learn from failures, and ultimately emerge stronger and more resilient from the crucible of chaos. Jessica doesn’t just survive the storm; she learned to sail better within it, transforming adversity into an engine for her personal and professional progress.
Advocate for Yourself — Loudly and Relentlessly
Finally, one of the best pieces of advice Jessica ever received came from a mentor who told her: “If you’re not going to ask for it, no one is going to give it to you. The worst they can do is say no.”
Jessica rephrases it as: “Advocate for yourself—no one else will do it for you.” She continues that women often undervalue themselves, especially when it comes to negotiating salaries, promotions, or leadership opportunities. Early in her career, she learned that self-advocacy isn’t just about asking for more; it’s about recognizing your worth and making sure others do, too.
Having both male and female mentors with vastly different leadership styles was instrumental in helping her strengthen this skill. Jessica’s female mentor not only helped her navigate workplace dynamics unique to women but also shaped her strategic thinking, leadership approach, and ability to manage complex teams. In Jessica’s words, “She pushed me to advocate for ideas, make tough decisions, and lead with both confidence and clarity. My male mentor reinforced that advocacy isn’t just about confidence; it’s about persistence and making your voice heard in the right rooms.”
The Final Word — Say Yes to What Scares You the Most
That is why Jessica strongly suggests that if you’re a woman in tech or any male-dominated field, say yes to the thing that scares you. Surround yourself with people who encourage you to take risks and walk away from environments that fuel self-doubt. Stop waiting for the perfect moment—it doesn’t exist. She reiterates, “In my most chaotic moments, career shifts, motherhood, industry changes, I found my biggest opportunities. And I want more women to find theirs, too. If I want to rephrase it, then I would say, ‘In chaos, there’s opportunity. That’s why women in tech must take more risks.”
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