Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Jeremy Jones, CO-Founder of Institute of Human Anatomy, located in Salt Lake City, UT, USA.

What's your business, and who are your customers?

The Institute of Human Anatomy is a private human cadaver lab that provides high-quality, easy-to-understand, basic to advanced levels, of human anatomy and physiology, often with the use of real human cadavers. Our customers range from early-stage medical and life sciences students to health care practitioners and professionals pursuing CEs or additional knowledge. We are an education production company with a very strong social media presence and have a large portfolio of online courses and additional IP resources in development. We also service sponsoring brands for product and service integrations on our social media accounts. Our goal is simple -- teach as many people as possible about the one thing they carry with themselves 24/7, for the entirety of their lives -- their body.

Tell us about yourself

I co-cofounded the Institute of Human Anatomy with my business partner and brother-in-law, Jonathan Bennion, in 2012. The initial idea of a private human cadaver lab was his, and he came to me with it as I had already started and excited a number of small businesses. He brought the specific skillset, knowledge, and credentials to the education side, and I brought the business side.

He and I both currently hold outside positions, so balancing the requirements of building this business against other responsibilities is a constant but fun challenge. My "day job" is the CEO of Saniderm Medical, a global tattoo aftercare provider, and Jonathan still practices medicine in a healthcare clinic 2 to 3 days a week. I don't know that I would say I need "motivation" to do what I do every day. I mean, I have a purpose in my life. I have a family, and I want to provide for us, so I am motivated by that, but ultimately on the day-to-day efforts, I get to do what I love to do, and that just comes naturally. I love to build businesses, and I love the process of figuring out how to do that. If you are lucky enough to do what you love, the motivation is just there.

What's your biggest accomplishment as a business owner?

I have no single accomplishment, and none of the success I have had in this business or others is 100% my own. People, teams, and relationships are my biggest accomplishments.

What's one of the hardest things that come with being a business owner?

My answer to this question has evolved over time and with many lessons learned along the way. I have never worked for a company that I did not start or was/am an equity partner in, so I have been self-employed all my professional life. The roller-coaster of entrepreneurship can be a wild and fun ride, but the downs can be super hard at times.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. If you're going to have a partner or partners, make sure you choose very wisely.
  2. Learning to cope with and adjust to significant change needs to be a priority because the one constant thing in entrepreneurship is change! It's going to be a grind, so you need to learn to love the process.
  3. Get out of your own way. It's not about you; it's about your people. Your employees, your contractors, your customers, and all of your stakeholders.

Is there anything else you'd like to share?

I do believe that having a very strong focus on personal development is critically important. Keeping yourself physically and mentally healthy will pay dividends on the business side, and finding support from mentors, partners, and other resources is imperative to the efficiency of your success.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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