Beyond the Title: 12 Questions with “Action” Antoine Jackson

“Action” Antoine Jackson

CEO, Jackson's Yard Care

“Action” Antoine Jackson is a prominent Madison, Wisconsin entrepreneur who turned his life around to found Jackson's Yard Care in 2009. Over 17 years, he has scaled the business from a childhood garage into one of Dane County's leading Black-owned landscaping and snow removal companies, operating a commercial fleet out of Sun Prairie. Deeply committed to community leadership, he launched the JYC Workforce Program to provide free job and equipment training to local youth. He is widely recognized alongside his iconic sunglasses-wearing “spokesdog.”

01Built to Last starts with a strong foundation. What is the foundation your leadership is built on, and how do you return to it when things get shaky?

For me, it starts with keeping my word and taking responsibility. If I expect people to show up and do their job, I have to do the same. When things get hard, I step back, look at what's going wrong, and figure out what I need to change. I don't always get it right, but I'm willing to own it and fix it.

02Where do you come from, and how do your roots keep you steady when leadership gets hard?

I've been building Jackson's Yard Care since 2009, and a lot of what I know came from doing the work myself. I know what it takes to get through a long day and still have people counting on you the next morning. When things get hard, I think about how far I've come and the people I can help through the business and our training program. That gives me a reason to keep going and make better decisions.

03What's a piece of advice that has stood the test of time for you, the kind you still come back to years later?

Don't make a permanent decision over a temporary problem. When you're frustrated, it's easy to want to walk away or change everything at once. I've learned to give myself time to think, look at my options, and make a decision I can stand behind after the frustration passes.

Hard times don't last too long, so the challenge keeps me intrigued to solve the issue.

04What's a book, quote, lyric, or scripture that has stayed with you and shaped how you lead or live?

Hard work, motivation, and the determination to fulfill the destination.

05What's something you've had to rebuild after it broke or fell apart, and what did that teach you about building things that last?

Building too fast and taking on too much overhead and equipment. Once you figure out that you're paying for space and equipment you don't need, you know exactly what you need to keep the business going profitably.

06What's one question every leader should ask if they want to build something that outlasts them, and why?

“If I couldn't show up tomorrow, would people know what to do?”

That question makes you look at what you've taught people and what you're still keeping in your own head. If every decision has to come through you, there's more work to do in getting others ready.

07Who are you actively preparing to carry this work forward, and what are you doing to set them up to succeed without you?

My team and the people coming through our workforce development program. We teach hands-on skills, safety, and what's expected on a job. I want people to understand why we do things a certain way so they can make good decisions on their own. I'm still working on that inside my own business, too.

08When leadership feels heavy, what do you turn to (music, travel, culture, faith) that restores you and keeps you feeling like yourself?

Sometimes I need time away from the business to clear my head. There's always something that needs my attention, and it's easy to let that take over. Taking a break gives me room to think and come back with more patience. I'm still learning how to do that without feeling like I have to handle everything.

09When you think about the legacy you want to leave, what do you hope still stands long after you've moved on?

Just remember the time it took to build something bigger than you, and remember that greatness doesn't happen overnight.

10What's a small daily habit or discipline that has compounded into something meaningful over time?

Writing things down. I have a lot going on, and trying to remember everything makes it easy to miss something. Getting the plan out of my head helps me follow through and gives my team clear direction. It's a simple habit, but it helps us get more done.

11What's a moment in your life where the music playing in the background ended up meaning more than you expected, a song that showed up right when you needed it, or made an ordinary moment stick with you?

It's crazy to say, but it's Hannah Montana's “The Climb,” and its reminder to keep your head up high.

12What's a tradition in your life or family that you hope lasts for generations?

Helping others get a chance to move forward. That's something I want my children to carry with them. Through our training program, I can share what I've learned and give people a place to start. I hope that continues, with each person turning around and helping somebody else.