PICA Member Spotlights

Q&A with independent consultants who successfully “made the leap” and created the consulting career of their dreams

 

Q: Can you tell us a bit about yourself and your consulting expertise?

A: I'm Alexis Hultine, founder and CEO of Digital by Design. We help businesses in the healthcare and retail sectors use technology to enhance customer connections. Our expertise lies in guiding leaders through operational challenges associated with growth. By providing customized tech solutions, project management, and process optimization,  we transform these challenges into opportunities for our clients to establish themselves as market leaders. Our commitment is constantly innovating and staying proactive at the crucial intersection of technology and customer engagement.


Q: What's the inspiration behind your company name, Digital By Design?

A: I believe in the power of technology to enhance and improve our daily lives, drive positive change in business, and foster better connections with customers. I wanted a name that captured the essence of thoughtful innovation and Digital By Design stood out. Our logo, inspired by a Venn diagram, represents the ideal intersection of purposeful design and digital technology.

 
Q: Who is your target audience?

A: You know, in 2024, I find myself reflecting on who my ideal clients are. With my background in a large consulting firm and experience with Fortune 500 companies, my experience is working with enterprise clients. But something shifted last year when I worked with a recently acquired startup – I absolutely loved it. I’m in this phase of gathering the elements of a perfect client match. I haven't quite nailed down the exact formula yet, especially in terms that resonate with potential clients. Even now, as I collaborate with a relatively new business branch of a Fortune 100 company, it's their fresh, "let's figure this out" attitude that excites me. It's the challenge of setting up new processes and introducing innovative tech solutions that really drives me. (Accountability time, PICA community – I'll return with a more defined answer by the end of the year!😊)

Q: How did you get into this line of work and why did you decide to start your own business?

A: My journey as a career consultant has always been fueled by my passion for helping others and my fascination with the constantly changing challenges presented to consultants. These two forces kept me in this field. After spending 14 years at Deloitte, I was ready for a change that created new opportunities for personal and professional growth. But as I perused job listings for corporate positions, I couldn't shake the feeling that they would consist of endless Zoom calls and little excitement. That's when a friend suggested I consider going independent, and the light bulb went off. I felt excited again.

Q: What were some of the first things you did when you decided to go independent?

A: As I made the leap to independent consultant, I began setting up coffee chats with people in my network and really anyone who was willing to make time for me. I started during the pandemic, so I had the convenience of connecting with people virtually from all over the world. I actually learned about PICA in one of my coffee chats, and I immediately recognized its value and signed up.

Q: Most people who have made the leap to independent consulting at some point realize that maybe this is harder than they thought it was going to be. Was that true for you too?

A: (I say this with a laugh) I believe you need a kind of optimistic naiveté to make the leap into independent consulting. I certainly did. I thought I'd be overwhelmed with work right away, but the reality was a nerve-wracking silence in sales for the first six months. What really kept me going, though, was the entrepreneurial thrill of creating something of my own and the sense that I was truly making an impact.

Q: What advice would you give to yourself 2 years ago before you stepped out on your own?

A: One important lesson I've learned is not to shy away from sharing what you're up to with your network. I struggle with self-promotion, but I've realized that in the early stages, your existing connections are crucial in driving sales. They already know and trust you, so don't be afraid to let them know that you're available to lend a helping hand. And don't be discouraged if you have to reach out multiple times. Everyone is busy. Investing in your existing network and clearly communicating how you can assist can greatly benefit your first couple of years in business.

Q: What has surprised you about being a solopreneur?

A: The joy and satisfaction I've found in the challenges of running my own business has been unexpected and enlightening. I have gained a newfound admiration for business owners, from those leading large corporations to local mom-and-pop shops. Witnessing the dedication and hard work required to build and sustain a successful business has been eye-opening.

Q: What do you envision for Digital By Design? How would you like to see it grow? 

A: Having seen my husband build his own successful business, I've learned the value of slow, steady growth and a strong foundation. My primary goal is to cultivate a network of genuine connections. I've noticed in the past that when I'm deep in 'delivery mode,' I tend to disappear, which can make my subsequent outreach seem less authentic. I'm focusing on being more consistently present, reaching out not just when it's convenient for me, but when it matters to them. This approach to network nurturing feels genuine to me. Self-promotion and sales might not be my forte, but I thrive on interacting with and supporting those in my network, many of whom I've worked with and enjoy spending time with.

With my client calendar booked for the next 12 months, the urgency to sell has eased, allowing me to concentrate on maintaining and growing these relationships, ensuring a steady stream of opportunities post-engagement.

I am also thrilled to have recently hired an EA who keeps me on track and accountable for the tasks I tend to put on the back burner. As a business owner, getting lost in a never-ending to-do list is easy, but having someone to help me stay organized is a game-changer. This support is going to be crucial as I navigate running my business and planning for its future. I'm genuinely excited about the direction we're heading and committed to the work needed for Digital By Design to flourish.

 

Q: How can people find out more about you and Digital by Design?

A: Follow me on LinkedIn and check out my website. It just underwent a refresh, so everything should be up to date there.


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