Starting a consulting business is like diving into uncharted waters—exciting, unpredictable, and full of potential. This past year as the founder of Adaptitude has been a whirlwind adventure, blending late nights with caffeine-fueled creativity and the thrill of watching ideas transform into reality. From navigating the intricacies of client relationships to mastering my own adaptability, each challenge has been a stepping stone toward becoming a more seasoned entrepreneur. Join me as I share the highs and lows of this journey, offering insights that might just help design leaders, brand leaders, and fellow entrepreneurs chart their own course to success.

Focusing on What Matters

The first year of founding a consulting business is all about finding clarity amidst chaos. Establishing the right focus can make or break your venture. In the early days, identifying what to prioritize felt like a juggling act. As a founder, you must wear many hats of the business, from client acquisition to service development, and ultimately service deployment. Initially, I was spreading too thin, trying to please every potential client group and adopt every trend. This approach, however, diluted Adaptitude's core offerings and confused the brand purpose.

Reflecting on this, I realized the importance of establishing clear values and building a concise mission statement to help me think through how to refine Adaptitude's value proposition, focusing not on the symptoms that clients want so desperately to address, but building service models that address the fundamental cultural causes, and then leaning into the design tools and methodologies to engage with an informed perspective. This shift in Adaptitude's focus required constant evaluation and refinement of the initial strategies, methods, and engagement models.

From Vision into Mission

Initially, the business's value proposition was more of a hypothesis. The concept of fractional design services was interesting, but ultimately wasn't scratching the itch I had to make a difference and it ultimately fell short of establishing a point of differentiation. For me, I wanted to create a consultancy that would help companies with strong foundations take their brand to the next level by leveraging my design talent, extensive industry exposure, and leadership experience on both agency and client sides.

Jayson speaking at the IDC in Austin, TX

Testing My Hypothesis

In the summer of 2024, I was offered a speaking opportunity which I used to test ideas and gather feedback at the International Design Conference in Austin, TX. The presentation was called Form Follows Brand. In it I outlined my hypothesis on how the design industry has evolved beyond merely producing beautifully functional objects, and where consumer values will ultimately shift as we progress as a society. This would later become the topic of my forthcoming book project: Form Follows Brand.

The presentation was a huge success. Feedback was pouring in, and beyond the short term dopamine hit and connections made, it proved to me that I was onto something. It was here that I laid the foundation for what Adaptitude's ultimate value proposition– to help brands tap into their authenticity through design. To do this requires building design culture, capabilities before jumping into systematic execution. This was the nerve I was looking to strike.

As time went on, I continually refined Adaptitude's service models, and communications based on what was returning the greatest value both to the business, and my target audience. The trial and error approach underscored the importance of adaptability in entrepreneurship. It taught me to embrace failures as learning opportunities, and to trust my intuitions gained over the course of my career to date. This ultimately led to creating more refined, compelling engagement models, and resulting communications.

lead with authenticity

As my experience designing products for various brands in just about every product space has taught me, delivering authenticity profoundly impacts brand perception. Authenticity isn't just about designing a product, or how its marketed; it's the outward result of the company's inward culture, which requires aligning all aspects of a business with its core values. For Adaptitude, this looks like:

Seek to understand the client's culture. It's one thing to recommend how things should be done, but structuring recommendations so the culture will adopt them is key to client success.
Aim to establish a solid foundation. Helping clients create leading design habits and capabilities and empowering them to make it their own.
Meeting clients where they are. Some clients need things designed for them, or a fresh set of eyes to help break through a roadblock. Others need to overcome cultural obstacles that limit their impact potential. Understanding the difference is crucial to my approach.
Always consider the systems. Delivering authenticity through design is the goal, but doing it consistently requires systems-thinking in order to build cultural accountability. It's so easy to become myopic about a particular design detail, but seeing the bigger picture and understanding how the business can best replicate success is paramount to bringing those details to life.

By prioritizing how design can deliver authenticity to the brand, and crafting service offerings around it, I developed a value proposition that resonates. This approach differentiated Adaptitude from competitor agencies, creating space to address not just the symptoms of a client's challenge, but the underlying culture and systems that propagate them. The emphasis on authenticity not only built a stronger brand for Adaptitude, it proved that staying true to your values drives progress, and that’s what I truly want for my clients.

Lessons in Entrepreneurship

Embarking on the entrepreneurial path is a continuous learning experience. From acquiring new skills to balancing multiple roles, the journey demands adaptability and perseverance. Here are some key lessons learned along the way.

Learning new tools

In the dynamic world of design services consulting, efficiency is key. Embracing the right tools can significantly enhance productivity and streamline processes. This realization came early as I navigated the complexities of managing projects and client relationships.

Initially, managing tasks manually was overwhelming. I needed tools that could automate repetitive tasks to free up time for strategic thinking. Clarity of purpose meant engagement models were more focused, which made creating templates and service frameworks to deploy services much easier. Integrating new digital tools to support my service offerings, continue to enable me to focus on delivering value to Adaptitude's clients.

Beyond traditional tools, exploring innovative solutions like AI integration further optimized our workflow. The automation of mundane tasks enabled us to focus on creativity and strategy, ultimately delivering greater value to clients. This shift underscored the importance of staying current with technological advancements. Early on, I realized my need for standardized processes that could be customized to meet individual clients where they are. Here are some areas to pay particular attention to:

Identify Core Processes: Break down each service offering into distinct stages and define clear steps for each. This simplifies the project estimation effort, and brings clarity to communicating effort up front.
Standardize Where Possible: Develop templates and guidelines to ensure consistency across projects. This is a massive time-saver, allowing you to focus more on your recommendations, and less on how they look.
Build a Toolbox of Methodologies: Having a quiver of methodology tools ready to deploy allows you to be agile and adaptable to individual client needs with minimal customization.
Maintain Objectivity: Building services and methods based on data moves your recommendations away from opinion-bias, and builds trust with clients.

This approach not only improved efficiency but also enhanced the quality of my client relationships. Clients appreciated the predictability and reliability. It also allowed us to measure outcomes more effectively and make data-driven improvements. The development of proven methodologies became a cornerstone of my consultancy value proposition. It demonstrates a commitment to excellence and positions Adaptitude as a trusted partner in achieving client goals.

Adjusting to being all the roles

As a founder, wearing multiple hats comes with the territory. Transitioning from generalist to specialist was one of the more challenging aspects of entrepreneurship. It required a shift in mindset and skill set.

Initially, I focused solely on my area of expertise. However, running a successful business demanded a broader understanding of finance, marketing, operations, and more. Embracing this diversity of roles became essential for growth.

To manage this transition, I sought out resources and mentors to fill knowledge gaps. Online courses, networking, and hands-on experience were invaluable in building the necessary skills. It was also crucial to recognize when to bring in external expertise. Adapting to these varied roles was a steep learning curve but proved to be ultimately rewarding. It provided a holistic understanding of the business and empowered me to make informed decisions across all areas.

MinimizING distractions

In the consulting world, distractions can quickly derail productivity. Learning to manage them effectively was vital in maintaining focus and achieving goals.

Set clear boundaries for work and personal time. This separation ensures that distractions are minimized during critical work periods. Regularly assess what activities are truly adding value to the business. Eliminate or delegate tasks that don't align with core objectives. This focus on high-impact activities maximizes productivity and progress.

Minimizing distractions isn't just about time management; it's about maintaining mental clarity. Taking regular breaks, practicing mindfulness, and managing your creative energy all contribute to maintaining a balanced and effective work environment.

NurturING client relationships

Client relationships are the lifeblood of any consulting business. Building and nurturing these connections proved to be both an art and a science. It starts with understanding client needs and delivering exceptional service.

Listen actively: Engage in open dialogues to understand client objectives and pain points.
Communicate clearly: Ensure transparency in all interactions to build trust and credibility.
Deliver consistently: Meet deadlines and exceed expectations to foster long-term partnerships.

Beyond the basics, going the extra mile to understand clients' industries and challenges sets the foundation for deeper relationships. Personalized interactions and regular check-ins demonstrate commitment and care. Investing in client relationships pays dividends in loyalty, referrals, and repeat business. It transforms clients from mere customers to advocates and partners in success.

Have trusted mentors in your corner

Mentorship plays a pivotal role in navigating the complexities of entrepreneurship. Having experienced guides provides invaluable insights and perspectives that only come with seasoned experience.

Seek out mentors who align with your industry and values. Their advice can help avoid common pitfalls and accelerate growth. Regular check-ins and open dialogues create a support system throughout your journey. Mentors offer more than just advice. They provide encouragement during challenging times and hold you accountable to your goals. Their experience acts as a both a compass and a mirror– guiding you through uncharted waters with confidence, while ensuring you stay true to your values.

Trust the process–then iterate it

The entrepreneurial journey is full of ups and downs. Trusting the process means having faith in your vision and strategies, even when progress seems slow. This mindset is crucial for long-term success.

However, trusting the process doesn't mean being inflexible. It's about balancing persistence with adaptability. Regularly review progress and be open to making changes based on feedback and results. Continuous iteration is the key to improvement. Adopt a cycle of planning, executing, reviewing, and refining. This iterative approach ensures that the business evolves in response to changing markets and client needs.

Adaptability is a cornerstone of entrepreneurial success. The ability to pivot and evolve in response to challenges and opportunities is what sets thriving businesses apart. Stay informed about industry trends and technological advancements. Embrace change as an opportunity for innovation and growth. Being open to new ideas and approaches keeps the business dynamic and competitive.

Regularly seek feedback from clients, and peers. This external perspective provides valuable insights into areas for improvement. Adaptability is not just about reacting to change; it's about proactively seeking it as a catalyst for success.

Gratitude is the best attitude

Being genuinely grateful is a powerful mindset that fosters resilience. In entrepreneurship, every opportunity, whether success or setback, comes with valuable lessons. Celebrate milestones and recognize the efforts that contributed to achievements. Acknowledge challenges as learning experiences that strengthen both the business and personal resolve. Seek to express gratitude to those who support and contribute to your journey. Whether it's clients, mentors, or team members– showing appreciation strengthens relationships and builds a positive business culture.

It's been a whirlwind of a first year with Adaptitude, but entrepreneurship has proven to be immensely rewarding on so many levels, and I can't wait to see what the future holds as we continue to strive toward our goal of transforming brands into beacons of authenticity by design.

With that– thank you for making it this far! If these topics resonate with you, let’s connect and discuss how Adaptitude can help you take your brand to the next level.

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Jayson Simeon

Principal + Founder | Adaptitude

We design products, teams and capabilities that deliver brand momentum.

Looking Back as Adaptitude Wraps Year One