GOAT TALES #26
Jess Bruton - Founder and Creative Director, Somi
25 JULY 2025, WRITTEN BY JACKIE BARON
Teen-Inspired Innovation: Has your teen son ever given you a business idea or insight that was so brilliant it made you think, "Why didn't I think of that?" What was it, and how did it influence your business?
My 13 year old Roc is an animal lover and has an amazing concept for a business. I hope that my husband and I can help him bring his vision to life. He has Asperger’s Syndrome, so the education system was not really built for him – but he’s brilliant – so we will do whatever we can to make his dreams come true. He told me we must keep the idea confidential though, so no one steals it!
Admirable Traits: Teenagers (tweens) often teach us more about life than we realise. What's one thing you admire most about your teen son, or what have you learned from him that's been surprisingly profound?
Roc (13) has the most beautiful heart. He once said to me when he was about 8 years old , “you know I can feel other people’s feelings, like physically in my body. When someone feels sad, I feel that sadness all through my body”. It worried me that he was taking on other people’s big feelings at such a young age. I explained to him what an empath is, and he replied, “it’s ok mum, I feel joy too, when people are happy, I feel their joy”. I think the perception the world has of people with Asperger’s is that they don’t have feelings, but the truth is it’s just the expression of feelings they struggle to convey. He teaches me patience, kindness, acceptance and compassion.
Shared Passions: What's an activity or hobby you love doing together with your teen son that brings out the 'cool' in both of you, Neon Goat style?
I have 2 brothers, one older and one younger. I grew up gaming with them – Atari, then Sega, then Nintendo. I can still complete all 3 Mario Brothers games to the end. I love gaming with my boys, and they can’t quite grasp why I’m so good at it. We love completing missions together and working as a team.
Time-Travel Tips: If you could step into a time machine and visit your teenage self, what cheeky piece of advice would you give yourself about navigating the future, especially knowing what you do now about business and life?
There is a season for everything and God’s timing is perfect. Enjoy and have peace about where you are in your life at every given moment. I have been fortunate enough to stay-at-home and be a really present parent during the early stages of motherhood. I understand that this is a privilege. I am naturally a creative and an ideas-driven woman, so sometimes being in mummy-mode felt stagnant and like I wasn’t achieving anything. But, that is so far from the truth. My kids are my greatest achievement in life and there is nothing more rewarding than nurturing them and watching them grow into beautiful and respectful young men. I was able to be there for them in the early years of their lives, and now I’m able to build my brand. So, yes, a season and a time for everything. Enjoy where you are in the moment.
Navigating the Teen Terrain: Teens are known for their mood swings and monosyllabic responses. What's your secret to getting your teen son to open up and engage in meaningful conversations, especially about life and your business?
Rio and I have always had a great relationship. He trusts me and shares his feelings openly. I tried to establish this trust from a very early age and we’ve always spoken about our feelings since he was really little. I know when he comes into my room and sighs, he has something he wants to tell me. It usually takes a while to pull it out of him, but we work through any issues together, whether it’s about girls, basketball, school or life. He knows there is nothing he can’t tell me and there is never anything he could do to make me stop loving him. The truth is, teenage boys are going to do some stupid stuff, it’s a rite of passage. As parents, we can only give them strong foundations, so they understand right from wrong, and you just pray that they make smart decisions.
The Teenage Perspective: Living with a teenager can be like riding a roller coaster in the dark. What's one challenge you've faced while living with your teen son, and how did you turn it into a positive experience?
My eldest son Rio (17) is an aspiring professional basketball player. Both his Dad and Grandad are Australian Basketball Hall of Famers. It’s easy for Rio to feel the pressure of continuing the family legacy, especially when both his brothers hate basketball, (they would rather go fishing). He’s had people say things like, “you’ll never be as good as your Dad”. We’ve taught him to use these moments to motivate him. When we moved from QLD to SA, he trialled for the State Team and missed out two years in a row. He was so disappointed, but again we told him to use it as fuel and he did. He trained harder, prayed harder, and shifted his mindset. The following year he made the State team, had a standout tournament, was invited by Basketball Australia to trial for the U17s National Team, got invited by NIKE to be a part of the NBA Asia-Pacific Camp in China (only 2 players from Australia were chosen), and now is training with the Centre of Excellence at the Australian Institute of Sport. We are so proud of how he turned the feeling of rejection into motivation, and he can see that his resilience and determination paid off.
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GOAT TALES #26: JESS BRUTON
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