Jesse Vierstra owns Iron Oaks Custom Homes in Twin Falls, Idaho, where he has built more than $30 million in residential projects since starting the company in 2018. He also owns an HVAC company, wrote the book Under the Red Oak Tree, and founded the Ryan Franklin Memorial Golf Tournament. In this Q&A, he talks about what success means to him, on the job and off it.
How Do You Define Success?
Success is knowing you did the best job you could do. That sounds simple, but it is the measure I come back to on every project. I am not chasing a number on a spreadsheet. I am asking myself if I gave the work everything I had that day.
Has That Definition Changed Since You Started Iron Oaks In 2018?
Yes. When I started, I thought success meant landing the next job and keeping the lights on. Once the company grew past $30 million in projects, I realized success had shifted to something else: putting myself in a place where I could help other people, whether that is a client, a crew member, or someone in the community.
What Does a Successful Day Look Like on a Job Site?
A day where the crew knows what they are doing before they show up, the client understands what is happening with their home, and nobody is guessing. I grew up in a dairy family, so I learned early that the work does not care how you feel. You show up, you do the next task, and you do it right.
You Went to State for Golf in High School. Did That Shape How You Think About Success?
It did. Golf is a game where you cannot blame the weather, the course, or anyone else. You hit the shot, you own the result, and then you move to the next one. That stuck with me. I started the Ryan Franklin Memorial Golf Tournament partly because golf taught me something about focus I still use in business.
How Do You Set Goals for Yourself?
I journal and break big goals into smaller ones, what I call micro goals. Instead of writing down “grow the company,” I write down the three or four steps that actually get me there. Every step is supposed to lead somewhere specific. If it does not connect to the bigger goal, I cut it.
What Has Been Your Biggest Obstacle on the Way to Where You Are Now?
Starting with nothing and having people doubt whether it would work. When you build a company from the ground up, there are a lot of moments where nobody else believes in it but you. You cannot quit in those moments. You either have the grit to keep going or you do not, and I decided early I was not going to quit on what I was building.
Where Does Your Drive Come From?
My faith is the biggest part of it. My relationship with God shapes how I treat people and how I handle the pressure that comes with running more than one business. It is also why volunteering in my church and community matters to me as much as the construction work does.
Did Your Time at the University of Idaho Change How You Think About Success?
It gave me room to think beyond the family business I grew up in. I came out of it wanting to build something of my own, which is part of why I eventually started Iron Oaks and the HVAC company.
What Does Success Look Like Outside of Work?
Time with family, time outdoors, and knowing I gave back somewhere. Writing Under the Red Oak Tree was part of that too. It let me put down ideas I had been carrying for a while, separate from the construction work.
What Would You Tell Someone Who Feels Like They Are Starting From Nothing?
Find a place of peace with the fact that your own inner strength is what gets you to the end goal. Nobody else can carry that weight for you. You keep setting the next small goal, you keep showing up, and you trust that the work adds up.