Every year, Edify magazine shares its Top 40 Under 40 – a group of Edmontonians who are making an impact on our city. This year, seven MacEwan alumni made the cut, including Justin Yaassoub. He received his Bachelor of Arts from MacEwan in 2011, and the university’s Distinguished Alumni Award in 2018. He later served in the Canadian Special Forces, and now works as a leadership consultant.
We caught up with him to discuss leadership, community and abandoning mediocrity.
What moment or memory from your time at MacEwan stands out to you the most?
The strength of community. During my time at MacEwan, I always felt like I belonged to something greater than just a classroom. Being involved in the UN Club and Political Science Club created some awesome memories and lifelong friendships. With community comes accountability – we held ourselves to a higher standard during class discussions and while representing MacEwan internationally at UN Club events. With that, my most vivid MacEwan memory would be being recognized as an Outstanding Delegation during Model United Nations events in New York and Ecuador.
Why are you passionate about what you do?
Frontline leaders! They are the backbone of every organization. They turn strategy into execution. They are doers. They are in the most challenging role in the organization, balancing the demands of the company with the demands of the people they lead. They suffer, they struggle and wake up every day committed to turning someone’s idea or vision into action and reality. The frontline is where value is created. It is where the human connection thrives. It is where we need to create meaning, empowerment and inspiration. The frontline deserves recognition and attention. Most importantly respect, respect the fact that our frontline is innovative, creative and willing to show up to work and bring their best self. The frontline leader is the 21st century leader! They are the answer to the current leadership challenge of inequality, discrimination and mental health. Respect and dignify our frontline and we will build organizations and communities where the human connection is at the core of all decision making.
Was there anyone at MacEwan who made a difference in your life/studies while you were a student?
My professors taught me that the power of knowledge is empowering others. They were the first example of high performance and leading self. Investing years into themselves and devoting hours to immerse themselves in a specific topic or thesis to enrich others with the knowledge they have gained. That set the condition for me to be the best version of myself so I can give back my full self to others.
What are you looking forward to in the future?
The unknown! I would never have thought this is where I would be, and I sure don’t know where I will be in the future. But I do know that my actions and winning mindset strongly suggest that my future will be beyond what I can possibly imagine, and I imagine and dream of greatness daily.
What advice would you give to current MacEwan students?
Don’t be average. In a world where Cs get degrees, don’t be a C. In a world where mediocrity and complacency are tolerated, be extraordinary. If you are struggling with what your purpose is, simplify it – just bring the best version of yourself to everything you do. Your only competition is you; just be better than yesterday. So today, study for one extra minute, smile a little more, give one more dollar and pick up another piece of litter!