Social Impact Tech: Jonathan Cherins of Vector Solutions On How Their Technology Will Make An Important Positive Impact

…Be ready to face uncertainty: Development paths are almost never clear from the get go. You’re certain to face forks in the road where you’ll have to make tough choices. You can’t predict every obstacle, but you can prepare yourself to handle them. What matters is how you respond when you hit those crossroads. Adaptability and a willingness to reassess your approach are just as important as your initial plan…

We had the pleasure of interviewing Jonathan Cherins, Chief Executive Officer at Vector Solutions. He brings 25+ years of executive experience leading technology-enabled companies in a variety of sectors. Prior to joining Vector, he served as CEO of PuppySpot for three years. Prior to PuppySpot, Cherins was a member of the leadership team at Yext (NYSE: YEXT) leading to its IPO in 2017. He also held various leadership roles at TravelClick, a Genstar company, playing a critical role in driving record growth and profitability. Earlier in his career, Cherins held a variety of leadership positions at Dun & Bradstreet and was a founding employee at Juno Online Services which went public in 1999.

Can you tell us a bit about your childhood backstory and how you grew up?

I was the definition of an introverted computer nerd growing up. My dad, though, really wanted to help me get past my shyness, and thought a career in sales could help. After I graduated from the University of Michigan, my first job was, as what we’d call, a Sales Development Representative (SDR) today. That role really went on to shape who I became as an adult. I had to make 100 calls a day, get comfortable talking to people, and ask a lot of questions. It was a tough but a rewarding and formative experience, and from there my business career took off.

Can you share the most interesting story that happened to you since you began your career?

Funnily enough, some of the most interesting stories from my career revolve around failure. They all taught me that no matter what role you’re in, no matter what’s on your plate, you need to learn to pick yourself up and keep going. Failures aren’t just painful reminders of missed goals, though; they are opportunities to grow. Failures show you how to get better, how to learn from setbacks, and how to keep pushing forward in your career and beyond.

There are a few failures that jump out to me that shaped my leadership — none more impactful than leading a sales organization in the 2000s that I was asked to ‘turn-around’. I was new and thought I had all the answers. My leadership was essentially to tell veteran team members how to lead; and my lack of self-awareness led to a series of bad quarters and an unfortunate restructuring of the business I was leading. It all came back to my failure to lead effectively. I didn’t have the empathy required at the time to lead such a diverse team. I spoke vs. listened and that lesson has stayed with me for years. Great leaders listen first then act and speak after collecting all points-of-view. I wasn’t able to do that effectively early in my career and I have the scars to prove it.

I could give so many more examples, failed company sale processes, bad hires; it’s the bad decisions and the learnings that drive growth. I’ve had my fair share for sure.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story about that?

The two people who have had the biggest impact on my life and career are my dad and my mentor, Larry Kutscher, who I worked alongside at a few previous companies and is now the CEO of MDVIP. My dad’s wisdom has stuck with me throughout my entire life. He was there to guide me through some of my biggest moments, and I’m incredibly lucky to have had his support. As for Larry, I’ve worked with him many times, and his mentorship has shaped me in ways that I can’t even begin to fully describe. Having the right people to guide you, both personally and professionally, can make all the difference. It’s made me who I am today, and I hope I can offer that same kind of guidance to others.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

There is one quote I use religiously, which is written on a plaque I keep on my desk: “Only a mediocre person is always at their best.” This sentiment resonates because we all make mistakes, miss targets, and stumble at times. But what matters most is how you pick yourself back up, whether you’re an individual, part of a team, or leading a company. If you’re always at your best, you’re not really trying or learning. This was something my dad taught me, and I carry this mindset with me every day.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

1) Being a team builder: Success comes down to the people around you. I’ve made it a priority in my career to stay connected with my network of business leaders and colleagues, and that’s been an invaluable resource. When I stepped into my role as CEO of Vector Solutions, I was able to pull from those relationships to build a high-performing team, made up of people with all types of backgrounds and experiences who could help take us to the next level.

2) Not being afraid to fail: I’ve had plenty of moments in my career where I was struggling with something, where I could’ve easily given up and walked away. But I’m the type of person who keeps trying and moving forward. I believe in figuring things out by doing, and getting things wrong until you get them right. This has helped me navigate tough situations and find better ways forward.

3) Having rich experiences: At this point, I’ve done a little bit of everything — sales, product, M&A, even writing code. That hands-on experience has given me a deep understanding of the machinations of how things work and how I can contribute from any level, which has made me a better, more empathetic leader. Knowing how things get built enables you to build better things in the future.

Ok super. Let’s now shift to the main part of our discussion about the tech tools that you are helping to create that can make a positive social impact on our society. To begin, what problems are you aiming to solve?

Our mission at Vector Solutions might sound simple, but it’s very meaningful. We aim to empower and serve frontline workers and everyday heroes, helping them become safer, smarter, and better — whether they’re teachers, construction workers, police officers. Whether it’s teaching them about compliance, how to handle tough situations, or how to use specific tools, our platform and offerings help these teams make decisions that can positively impact both their lives and careers and of those in the communities they serve.

How do you think your technology can address this?

A sense of purpose is what drove me to Vector Solutions. In addition to our offerings, we have initiatives that are built with our audience in mind. Our company has launched Vector Cares, providing complimentary online courses on critical topics across industries. These include topics on mental health and substance misuse in education, health and wellness and community awareness in public safety, and workplace violence and heat stress for the general workforce. We also offer LiveSafe Essentials, which empowers school populations and enterprise workers to seek help on safety and well-being issues, keeping employees and students safe and informed. It’s the combination of these efforts that, without a doubt, makes this the most rewarding job I’ve ever had, and it’s helped us build an incredible team and create something that genuinely makes a difference.

In addition to being socially impactful, though, we also strive to make sure that our company is socially responsible. The sad reality is that a lot of today’s technology, while designed to make things more efficient, can come at the cost of displacing workers. It’s one of the biggest moral and ethical challenges of our times — how can we embrace this innovation without losing the human element that is the core of what we do? I’ve found that the key is all about balance, and at Vector Solutions, we are constantly balancing automation with human expertise.

AI has begun to play a big role in how companies develop content. But AI alone isn’t enough, and we’ve found a great balance of using our field subject matter experts to shape the foundation of our courses. They bring firsthand experience from the industries they know so well, which allows us to then efficiently create truly impactful training with their knowledge while still prioritizing human intervention. You can teach sales, but you can’t teach passion and integrity, and that’s what sets us and our team apart in bringing positive change with our technology.

Can you tell us the backstory about what inspired you to originally feel passionate about this cause?

I’ve spent my career in a range of internet businesses, from dial-up internet at Juno in the ’90s, to data at Dun & Bradstreet, to hotel tech at TravelClick. (My kids actually thought I worked behind the front desk at a hotel back then.) When I joined Vector, I used my kids as a sounding board, as I always do. I explained to my youngest: “We help keep firefighters safe. We train police officers. Your teachers take our courses. And when you go to college, you’re going to take them too.” And that’s when I think it really clicked for my kids what I do, and for me as well. I wasn’t just a man behind a desk, I’m a man working to make change and solve critical problems facing workers in critical industries through innovative technological solutions.

What is the most interesting story in his career?

There’s a point in my career that I reflect on often. I was part of a leadership team that was working tirelessly gearing up to sell our company. It was going to be a huge win for everyone — owners, employees, the whole team. We flew across the country, all ready to sign the deal, and it felt like this monumental moment that would change so many lives. Then, at 11:30 pm on the Sunday before everything was supposed to happen first thing the next morning, it all fell apart unexpectedly. We were left picking up the pieces, and in that moment, it felt like the world was ending. But the next day, we woke up, and guess what? The sun still came up.

What I learned from that experience is that you can’t build a company or project solely for the outcome. Sure, if you do great work, the results will follow, but the road is almost never a straight line. You’ll have setbacks along the way. But you get up the next morning and keep going. If you put in the work, stay focused on the mission, and build a great team, that’s what matters. Trying to build for a singular event, like an IPO or a sale — it just doesn’t work. It’s about doing great work every day, with social purpose, and in the end, everyone benefits — your employees, your family, your shareholders, and even yourself.

How do you think this might change the world?

It’s rare to find a company where you can build a career, take care of your family, and grow financially, all while also making a real difference. Our customers are people who put their lives on the line every day: firefighters, police officers, educators. For instance, one of our biggest customers has been out there fighting the growing wildfires in California, and knowing that we play even a small role in keeping them safe is incredibly meaningful. What we do creates confident and well-informed workers, who then can go and bring about positive changes in the workplace and in the world.

Keeping “Black Mirror” and the “Law of Unintended Consequences” in mind, can you see any potential drawbacks about this technology that people should think more deeply about?

Technology is generally a double-edged sword. If you rely on it too much for your career or for productivity, you risk losing what makes us truly exceptional, which is human interaction. There’s always going to be good and bad tech, just like there’s good and bad people. The real issue though is when tech, especially AI, is left unchecked without any governance or human oversight from the start. That’s when things can go wrong.

I spent some time last fall at Harvard with a group of CEOs, and together we discussed the unintended consequences of AI running without boundaries. It’s tough to stand up and voice discomfort with where things are headed, especially when it means questioning whether something is right for the greater good or might conflict with profits. As the CEO of a for-profit company, those are hard conversations to have. But if we shy away from them and let things happen without dialogue, that’s when I start to worry.

Companies that don’t have proper governance, or have the right people asking those hard questions, could end up finding themselves in trouble or falling behind. The key is balancing exceptional human talent and technology. Leaning too far with only one or the other has consequences.

Here is the main question for our discussion. Based on your experience and success, can you please share “Five things you need to know to successfully create technology that can make a positive social impact”?

• 1) Know the why and who: The first thing you always need to ask yourself is why you’re building this and who will actually use it. It doesn’t matter how cool or innovative the tech is — if it’s not solving a real problem for the people who need it, then it doesn’t matter. It’s not just about Googling it or asking ChatGPT; you need to talk to the people who know the issue best, to watch them in action and understand their frustrations. That’s how you really get to the heart of what’s needed.
• 2) Beware of the MVP trap: When building software, be careful not to fall into the trap of stopping at the Minimum Viable Product (MVP). Think of it like building a house: you start with the framework, but before putting up the roof and walls, you need to make sure the structure is solid. Some companies stop at the frame and think they’ll fill in the rest later. But you need to have a clear vision of the end result and understand where the journey will take you, whether that’s with dates, milestones, or checkpoints. And remember, even when it’s “done,” it’s never really done. There will always be changes or new requests, so plan for ongoing evolution.
• 3) Balance human input with tech: With things like globalization and AI, understand where humans make the biggest impact and where technology can step in. Do you invest more in design, making sure your product looks great? Or do you put your focus on functionality or testing? Finding the right combination of human capital and tech is key to getting the most out of both. It’s about knowing where each can add value.
• 4) Know your team and be an empathetic leader: No matter what you’re building, always remember that the people behind the tech are what make it happen. Get to know the team members working on the project and their major pain points. When you empathize with what your teams are going through, it helps build a better product and a better work environment. Tech can’t function without the people who create and use it.
• 5) Be ready to face uncertainty: Development paths are almost never clear from the get go. You’re certain to face forks in the road where you’ll have to make tough choices. You can’t predict every obstacle, but you can prepare yourself to handle them. What matters is how you respond when you hit those crossroads. Adaptability and a willingness to reassess your approach are just as important as your initial plan.

If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?

I would tell them to remember that you only get one shot at this life. One chance to spend time with people you love, and one chance to do something meaningful. That’s why the most important decision you’ll make isn’t just about your career, it’s about who you surround yourself with. This applies to everything — who you work with, who you learn from, and who you trust to challenge and support you.

This also ties into bigger questions you’ll have to answer, like whether you want to work remotely or in an office, or how you plan to make the most of your time at your job. The people around you can help shape those answers. Surround yourself with a winning team — not people that you can dominate or outshine, but people who push you to be better.

And one more thing. Every time I made a career decision purely for money, it backfired. But when I chose based on the people, the leadership, and the purpose behind it, things just fell into place. If you want to make a real difference, find like-minded people who care about giving back, and success will follow.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch, and why?

There’s one person above all else with whom I would do anything to spend more time with, and that’s my dad. He was the best role model, and I am so lucky to have had him in my life in some of its biggest moments. I would love so much to speak with him again.

How can our readers further follow your work online?

You can find more on Vector Solutions at our website or our LinkedIn, and can follow me on LinkedIn as well.