From Income Support to a Thriving Business with Clear Boundaries: An Interview with Yemima Bismuth

At the age of 32, Yemima Bismuth found herself in an unenviable situation: a freshly-divorced mother of two young children who constantly fell ill, preventing her from going to work, subsisting barely on income support. "We lived this way for several years, with me checking in weekly at the local employment office, continuing to live off the stipend and charity," she shares. "I was pushed out of the workforce and didn't know how to return. Although I had a degree in graphic design, I knew my knowledge was outdated."

Then the Bnei Brak employment office decided to start filtering the applicants. "They informed me that from now on, I had to clean kitchens at the Tel HaShomer Hospital to continue receiving the stipend... In despair, I approached the center for single mothers, and they referred me to an amazing community project called 'Your Own Business', aimed at empowering Haredi women with children, enabling them to start a home-based business. I immediately signed up for the 'Your Own Business' project, and fortunately, the kitchen work decree hanging over my head was postponed until the project's end. The project included building a business plan and helping with dealings with the authorities."

Yemima decided to start a business in content writing. She didn't have money to build a website, but then a marketer approached her with a tempting offer: he would build her a website, and in return, she would write content for him. And so they did. "Since I'm a designer by education, I designed the site myself. But since I didn't have graphic software, I designed the entire site in Word!" she laughs. "My site, 'The Final Word', was entirely designed and written in this software, and I've never changed a thing because it's still very successful in bringing me clients."

This is how Yemima started running her own business – in her own way.

"What helped me succeed, *Baruch Hashem*, was having clear boundaries. Ironically, by defining 'what not,' I found success. This is true ideologically – it's very clear to me, for example, that I won't write about seafood – and it's also true regarding my comfort... As a newly observant Jew, I told myself: after all, Hashem tells us that income is determined on Rosh Hashanah. So it's enough for me to make an effort. And if this is the effort – I can choose the hours that suit me. Since I remarried and found myself a mother of seven, I discovered that it’s comfortable for me to work only 4 hours a day. Therefore, I started working in this way, with my schedule and work methods. Meetings with clients? That’s a waste of time for me. I explained to people that I don’t meet, but instead send them a questionnaire to fill out, followed by a deep phone or Skype conversation. Initially, they were startled – but today, my work method is fashionable everywhere."

"The same goes for payments. Everyone knows about the problematic payment practices in the country. From the start, I set myself a rule: no net + 60 days and no net + 90 days! I only work when I get paid in advance. We can divide into installments, but I must receive the full payment or standing order upfront. People told me there was no chance, and no one would agree to these terms, but I've been working this way successfully for a decade."

Where does the courage to draw such clear boundaries come from?

"I was internally ready to let go, to give up. If the client doesn't want me under these conditions? Then no. There were times of doubt: maybe I should work on Friday after all... maybe I should agree to a later payment... it never proved itself."

The online marketing world has changed quite a bit since you began in the field.

"Indeed. Over the years, as online marketing became more competitive and challenging, I discovered that what people need most is to capture the customer's attention and build trust. If they don't, they won't succeed. That's what I focused on, and that's my expertise."

Yemima does not hide her identity as a 'religious person' as she defines herself. This phrase appears in black and white on her websites (she also runs a successful blog), and her photo wearing a turban leaves no doubt about her lifestyle. "I always go with my authenticity. This is who I am. And I believe we are all more alike than different. As a newly observant Jew who remained in close contact with the secular world, I know we all operate from the same place: the need to feel belonging, loved, unique, and happy. My clients are of all kinds, and I manage to understand them all. But there’s no doubt that a secular client also gets a bit of Jewish coaching from me..."

What do you tell women who want to start a business?

"For me, the business is a contribution to my mental health. The money is a bonus. Not because I don't need it – but because I'm truly connected to what I do. When you act from your passion, from your core, you do a good job.

"On the other hand, being self-employed isn't easy and isn't for everyone. I can afford it because my husband has a steady salary. For someone not in such a position, I wouldn't recommend it, unless she has a natural business sense. However, I do tell everyone: if you have a strong pull toward a certain field – don't give up on it. Hashem imbues everyone with passion for what suits them."

In the last four years, Yemima has also started teaching the secrets of her profession. Initially through books she published, and later through webinars and lectures.

"A few days ago, I lectured at a 'Ta'amat' conference in front of an audience of a hundred women," she shares. "If you had told me a few years ago that I would do this, I wouldn't have believed it... I have such stage fright!

"People think I'm full of confidence. The truth is, I'm full of fears like everyone else. My method is simply to speak about the fear aloud, thus neutralizing its effect. I go on stage and say I'm scared to death. Look at the Ta'amat conference: I was on a high afterward. After all the fears, it was so natural and simple! The fear is just fear. I recommend that anyone dealing with any fear talk about it out loud – and then it's not such a big deal."