About Steve Yastrow

Steve Yastrow is a non-stop idea generator, business advisor and best-selling sales author.  When he’s not creating new ideas for his books and other writings, he’s thinking about how to apply his ideas to his clients’ businesses.

In 1997 Steve opted-out of a career as a senior marketing executive in the hospitality industry to form Yastrow and Company. Yastrow and Company has enabled Steve to help organizations of all types improve their results through his breakthrough marketing, customer relationship and sales ideas.

About the Yastrow and Company Team

Kim Rule

Kim is the Director of Operations and Project Management at Yastrow and Company. Her primary role is to oversee all aspects of the business and keep Steve and the team organized and effective. She joined the team in April 2017. With 8 years of experience in such industries as insurance, advertising, non-profit and health and fitness, she has gained success in building client relationships, event and project management and organizational effectiveness.


Heather Blonsky

Heather Blonsky is our Managing Director of New Product Development. She is responsible for writing content, designing systems and developing course materials to create new products that help our clients apply our marketing, branding, customer experience and sales strategies to their unique business needs and objectives. She returned to Yastrow and Company in 2018 after a 4-year hiatus working as a Backroads biking and hiking trip leader in locations including Yellowstone and Teton National Parks, Ecuador, Italy and Peru. In the past, Heather worked as a Strategy Consultant and Project Manager, analyzing customer and employee research, collaborating to develop brand strategies for a diverse range of clients and refining concepts in Steve’s most recent book, Ditch the Pitch.

Diana Lackner

Diana has worked with Yastrow and Company for 18 years. Her keen strategic, financial, and business insights have been pivotal in the development of Yastrow and Company strategies with clients in consumer goods, financial services, and health care.

Diana has an MBA from the University of Chicago and brings years of experience from her time with GD Searle, Citigroup, and bioStrategies, a health care consulting firm.

Arna Yastrow

Arna has spent the last 22 years of her career in education, educational leadership, and curriculum development, along with being a strategic and creative influence on Yastrow and Company projects over the years.  She has experience in developing and implementing mentoring programs, for both schools and business. 

Arna began working full-time for Yastrow and Company in 2016 and has contributed to market research, developing mentoring programs for on-boarding new employees, and creating professional development curriculum for our clients. 

Caroline Ceisel

Caroline considers herself a creative agent in the service of customer needs, accomplished at extracting key insights from customer research, marketplace trends and analytic discoveries to create visionary, yet executable customer-centric marketing and brand strategies. Prior to joining Yastrow and Company, Caroline managed customer loyalty strategy and innovation at Expedia Group and Hyatt Hotels.


Aaron C. Yeagle

Aaron is our Chief Technology and Media Manager, which is a fancy way of saying he’s a digital grease monkey! His goal is to continue to develop our technological initiatives, edit our videos, and manage our social footprint.

Aaron brings to Yastrow and Company a 20-year history in the music business with MCA Universal, The Welk Music Group, and Allegro Distribution; plus 14 years as an internet consultant.