Human on the Inside with Adam Jelic
Human on the Inside. We’re big believers in the power of human skills. But don’t just take our word for it - the evidence for excellence powered by human (‘soft’) skills is everywhere! In this engaging, ever-enlightening series, we speak with industry leaders, innovators and game-changers to learn a little about their personal career journeys, and how human-led strategies, philosophies and cultures are proving a force for good in their working worlds …
Maxme: Welcome Adam, and thanks for stepping into the #SuccessIsHuman Spotlight!
You’re the Founder and Managing Director of Mi Goals - a brand dedicated to helping people set and achieve their goals through diaries, journals and notebooks.
In 1 sentence - ok, we’ll give you 2 - what does this role entail?
Adam Jelic: Typically my role is about leading the vision and strategy for MiGoals. On a day to day basis it involves helping with ideation, product design, brand direction, business growth, and everything in between. I wear many hats, which is somewhat typical of most small business owners.
M: Since launching Mi Goals in 2010, you’ve built a community of users who utilise your beautiful, considered products to stay focused, organised, and motivated.
Your passion for goal-setting and self-improvement is of course much deeper than diaries, however. On these topics, you’re a passionate speaker with a regular appearance at events, conferences, and schools.
Beyond your current Mi Goals chapter however, is of course a career much deeper. You’ve held roles in business development, including positions at Toshiba, Franchise Entertainment Group, and Thankyou Group, where you contributed to sales and corporate strategy.
How does all this work speak to your personal purpose and what drives you as an individual?
AJ: I’ve always been passionate about personal development and helping others unlock their potential. Every role I’ve had—whether in sales, strategy, or business development—has reinforced my belief in the power of mindset, structure, and goal-setting.
MiGoals was the natural evolution of that passion. I basically created a product for my own personal goals and growth which then turned into a business whose mission is to empower others to achieve their goals and realise their full potential.
M: Tell us a little about your personal education pathway/s - what led you to where you are now? How closely do your formal qualifications match your current career?
A.J: After a brief stint studying Health Science at university, I dropped out after 12 months and went on to become a personal trainer. Later, I completed a marketing diploma at TAFE, which gave me some sort of foundation for what was to come.
I guess my real education came from launching MiGoals, learning from mistakes, and continuously adapting. While my formal education provided some tools, it’s been hands-on learning that’s truly shaped my career.
M: If you could share one piece of career advice to your 21 year old self it would be ...
AJ: Back yourself. Take more risks, start earlier, and don’t be afraid to fail. Looking back I was really afraid of failure and the ‘what ifs’. I still have some of those fears 20 years on, but have learnt to adapt and deal with those feelings in a more positive way.
M: Maximising the potential of individuals, communities and businesses through the power of human skills is the reason Maxme exists. Can you tell us a little about the role and / or value of human skills in the retail/e-Commerce space right now?
AJ: Even in an increasingly digital world, human skills and connection remain key. Emotional intelligence, communication, and problem-solving are what drive great customer experiences, brand loyalty, and business growth. The best brands leading the way are doing a good job of effectively blending tech with a human touch.
M: Self Awareness sets the critical foundation for all Maxme learning experiences. With that said … what’s your strongest trait / personal super power?
AJ: Probably Resilience. Entrepreneurship is a rollercoaster, and my ability to push through challenges, adapt, and stay focused on the long game has been crucial. It hasn't been an easy ride, we haven't had that big breakthrough like some other businesses have, so year in year out it's at times been a constant grind to get to where we are today.
M: And on the flip side, what’s one human / ‘soft’ skill you’ve had to really work on improving over the course of your career?
AJ: Patience. I’ve had to learn to slow down, trust the process, and give things the time they need to evolve rather than trying to force immediate results.
M: If you could share one piece of career advice with recent Uni graduates or candidates keen to explore the world of eCommerce, what would it be?
AJ: Get hands-on experience—whether that’s launching your own side project, working for a startup, or diving into marketing, sales, or operations. The best way to learn eCommerce is by doing.
I constantly say it’s never been easier to start a business or eComm brand, however in saying that, it’s a highly competitive space. To cut through and get noticed is becoming a lot more challenging and competitive.
M: You’ve been granted approval to add one University graduate to your team, but have 100 applicants, all with outstanding academic results. How do you find your perfect candidate - what are you looking for?
AJ: Beyond academic results, I’d look for passion, initiative, and problem-solving ability. The ideal candidate is someone who has taken action, whether it’s building a personal brand, starting a side hustle, or demonstrating creativity in how they approach challenges. I’m looking for that GSD attitude. “Talk is cheap and actions speak louder.”
M: In the words of John Dewey, “education is not preparation for life, education is life itself.”
What’s next on your #learning agenda?
AJ: Exploring AI’s role in personal development and business growth. Things are moving pretty fast, and I’m fascinated by how technology can help people set and achieve goals more effectively. Thus, I’m keen to continue learning and see how we can integrate AI into MiGoals future.
Adam Jelic
Founder and Managing Director of Mi Goals
Adam’s mission is to empower people to be the best they can be by creating diaries, journals and notebooks that help individuals to gain clarity on their goals, stay focused and think big. Adam is passionate about sharing his knowledge with others in order to unlock their potential and live the life of their dreams. He believes that everyone has the capability to achieve amazing things, while also noting we all need a little inspiration and guidance in our lives.
Ready to develop the human skills within your organisation, team or self? Explore our menu of Maxme Products & Programs or simply download the Hodie app to get started today.
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