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We’re diving in deeper with the woman who’s been behind the mission from the start, leading operations, raising her girls, and helping build AmmoSquared with purpose and strength.
The ‘mom + mission’ story
You built this company while raising and homeschooling your girls. What did that season teach you about grit, leadership, priorities, and faith/family?
Homeschooling and building a business actually have a lot in common. They both require a whole lot of figuring out things as you go. The most amazing part was that whenever I felt like I had nothing left, God graciously provided me with what I needed. Sometimes that was day-to-day, and other times it was minute-by-minute. Looking back at those years, I see so many moments that were truly the providence of God.
Preparedness isn’t a trend—it’s a skill
You train regularly. What do you wish people understood about firearms training, responsibility, and preparedness?
I really wish people understood that doing something is better than nothing. It doesn’t have to be a huge training session or a big up-front expense. We have slowly learned skills, acquired tools that allow us to be more self-reliant, and consistently trained.
Your Role
As Head of Operations, what does “a good day” look like to you? How many are you responsible for? What does it really take behind the scenes to deliver what we promise customers?
I am responsible for about 20 people. By building teams of dedicated folks who are passionate about our mission, we rarely have a bad day! We enjoy working together and making sure our customers are taken care of. So really, we deliver on our promise by doing our jobs, doing them well, and being willing to help out wherever needed.
Operating With Values
What values do you refuse to compromise on when it comes to how this company runs, especially when things get hard or fast-paced?
All of our values really resonate with me, but the one I turn to the most, that I refuse to compromise on, is “We do the right thing, not the easy thing.” I really try to live it, although imperfectly. It is a great guide for decision-making, and rarely are you unsure of what the right thing is.
Your Why
What matters most to you when it comes to family, freedom, training, and building AmmoSquared?
I have freedom in Christ, and that can never be taken from me, but the freedoms we enjoy on this earth are delicate and constantly in jeopardy. We built AmmoSquared as a means to come alongside others and protect those freedoms, but it isn’t just about protecting ideas. We are really protecting our families, our communities, and our way of life.
Rapid Fire
- Morning routine or evening reset?
- Morning routine: coffee and quiet, workout, then get to work!
- One thing you never compromise on?
- I will never compromise on my faith.
- Favorite caliber to train with?
- I have to pick one? Ha ha! 5.56 Nato.
- Most underrated training drill?
- Range day: solo focus or friends/family day?
- Usually solo focus. If I’m at the range, I like to work on something.
- Coffee order?
- One item always in your range bag?
- Favorite “win” moment at AmmoSquared?
- This might seem a little petty, but we had a payment processor kick us off their platform in the early days. Last year, they came to us wanting our business, and we told them we weren’t interested.
- Best part of being a mom?
- Watching your kids find what they are passionate about
- What makes you feel most “free”?
- Driving on an open road and singing loudly to a good song!
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18 Comments
The concept of ‘mom + mission’ is really compelling, and I appreciate Danielle’s honesty about the ups and downs of building a business while raising a family, which is a challenging but rewarding path that many entrepreneurs can relate to.
As someone who values community and connection, I appreciate Danielle’s mention of the importance of protecting families, communities, and way of life, which is a powerful reminder of the impact that our choices and actions can have on those around us.
As someone who values leadership and teamwork, I appreciate Danielle’s emphasis on the importance of building teams of dedicated folks who are passionate about the mission, and her commitment to doing the right thing, not the easy thing.
I’m curious to know more about the most underrated training drill that Danielle mentioned, and how she incorporates it into her regular training routine, as I’m always looking for new ways to improve my skills.
The fact that Danielle trains regularly and wishes people understood that doing something is better than nothing when it comes to firearms training and preparedness really struck a chord with me, as I’ve seen the impact of consistent practice in my own life.
I found it interesting that Danielle Morton mentions homeschooling and building a business have a lot in common, requiring figuring things out as you go, which resonates with my own experience as a entrepreneur and parent.
The fact that Danielle is responsible for about 20 people and prioritizes building teams of dedicated folks who are passionate about the mission is a great reminder of the importance of teamwork and leadership in achieving success.
As someone who has worked in team-based environments, I can attest to the importance of having a clear sense of purpose and values that guide decision-making and collaboration.
The fact that Danielle mentions God’s providence in her life and business is a powerful reminder of the importance of faith and trust in navigating the ups and downs of entrepreneurship.
As someone who values transparency, I appreciate Danielle’s emphasis on the importance of doing the right thing, not the easy thing, even when things get hard or fast-paced, which is a great guiding principle for any organization.
I was impressed by Danielle’s willingness to acknowledge the challenges of balancing work and family life, and her commitment to her faith and values is truly inspiring, especially in the context of building a business from the ground up.
Danielle’s morning routine of coffee, quiet time, and a workout before getting to work is really inspiring, and I’m curious to know more about how she prioritizes her time and energy as the Head of Operations.
I’ve found that starting my day with a quiet moment of reflection and a cup of coffee helps me stay focused and energized throughout the day, and I’m interested in hearing more about how others prioritize their morning routines.
The concept of preparedness as a skill rather than a trend is really compelling, and I appreciate Danielle’s emphasis on the importance of consistent training and practice in developing this skill.
The importance of having a strong sense of purpose and values that guide decision-making is a common thread throughout the interview, and I appreciate Danielle’s emphasis on the need to prioritize what truly matters in both personal and professional life.
I’m interested in hearing more about how Danielle balances her work and family life, and how she prioritizes her time and energy as a busy entrepreneur and parent.
Danielle’s favorite caliber to train with, 5.56 Nato, is also mine, and I’m interested in hearing more about her experiences with different types of ammunition and training drills.
The company’s mission to protect freedoms and way of life by providing ammunition and training resonates deeply with me, and I appreciate Danielle’s candor about what drives her and the team at AmmoSquared.