Aidan O’Driscoll, founder of Align Consultancy & Agency, shares his life and business lessons.
Aidan O’Driscoll is the founder of Align Consultancy and Agency, a thriving lead-generation business that helps companies of all sizes, from family-run ventures to multi-billion-euro corporations, build robust sales pipelines and achieve growth.
With an entrepreneurial spark igniting while still in primary school, Aidan’s passion for sales and networking has been a lifelong journey. A natural social connector thanks to his middle child status, Aidan spotted a critical need for businesses struggling with lead generation and pipeline challenges.
“At 21, I closed a deal for €1.3m. It was at this point that I decided to formally open my own business providing sales and business development services to other businesses”
Align, now three years old, has gained national recognition, with Aidan being named one of the Sunday Independent’s 30 Under 30 and Align earning a spot on Spark Crowdfunding’s Top 100 Ambitious Companies. W
When not driving business success, Aidan enjoys a good coffee or whiskey while planning his next big adventure.
Tell us about your background, what journey did you take to arrive at where you are?
My entrepreneurial journey began at the age of eight when I bought a load of sweets to sell to the kids on my road. Then, at 18 years old, I landed a job where I was responsible for bringing business in. I took to this role like a fish to water and realised I loved the art (and science) of selling.
“I love sales. I derive massive enjoyment from creating opportunities out of what could have been thin air.”
At 21, I closed a deal for €1.3m. It was at this point that I decided to formally open my own business providing sales and business development services to other businesses. We are now 15 people strong and have plans to hire more full-time staff in 2025.
Why are you doing what you are doing? What need are you meeting? What’s your USP?
I love sales. I derive massive enjoyment from creating opportunities out of what could have been thin air. We are a highly effective outsourced business development team who only focus on good quality opportunities. Therefore our clients need only focus on closing, not qualifying. Our USP is our team, our attitude and how we establish opportunities.
How did you fund and start the business and what are your growth plans?
The business has been solely funded by my back pocket and savings from my previous sales job. Now that I’m scaling the business, I’m still funding the growth through bootstrapping means. I plan to grow it to an organisation of 80 people in the next few years.
“Attitude, hard work and luck make a formidable combination. If you have the right attitude, you’re 50% of the way there. If you add hard work, you’re 90% of the way there”
What are your key skills and qualities that set you apart?
Attitude, listening and high standards, If you practice a positive attitude, active listening and focus on keeping your standards high you will be set up for success. There are opportunities everywhere if you have the right mindset.
What (or whom) has helped you most along the way? Who was your greatest mentor/inspiration?
Both of my parents have been a huge inspiration to me. My Dad would work 90 hour weeks and not complain. My Mam sacrificed her career to keep things running smoothly at home and was always there for us. As an adult, one of my key differentiators is I can outwork anyone. And I can do this because my parents taught me how to graft critically and effectively.
What was the greatest piece of business advice you ever received?
“Don’t hire friends” couldn’t have been more true.
What circumstances/qualities/events can mark the difference between success or failure in life or business?
Attitude, hard work and luck make a formidable combination. If you have the right attitude, you’re 50% of the way there. If you add hard work, you’re 90% of the way there. If luck shines on you, you’re 100% there. Now luck is the variable you can’t account for. But you can still attain 90% by the two variables you have absolute control over – your attitude and hard work.
“I set up my business during the pandemic. The decision to do so was in equal parts brave and stupid”
What was the most challenging aspect of either starting or growing the business?
Cashflow, by far, is the biggest challenge. Bootstrapping the business and growing up to fifteen employees within 3.5 years is exhilarating, but also requires cash. As a self-funded business, we are relentless about keeping ourselves lean because cash certainly is king.
How did you navigate your business through the pandemic and what lessons did you learn?
I set up my business during the pandemic. The decision to do so was in equal parts brave and stupid. However it has taught me that problems and opportunities co-exist at the same time. So go for it!
How has digital transformation been a factor in your scaling journey and do you believe Irish firms are utilising digital technologies sufficiently?
Yes, without a doubt, digital transformation has been a factor in my scaling journey. Without leveraging digital, I’d need three times the human resources to deliver. No, I don’t believe enough Irish businesses use digital transformation technologies as they should. Too many see it as a cost, not a cost saving.
If you were to do it all over again, what would you do differently?
I would be more confident in my offering and value my services accordingly. Like most businesses, I didn’t charge enough when I just started out.
Who inspires you in business today?
In Ireland, David Clarke who co-owns Wishbone Restaurants, DJI Group and Clearspace. David shows what you can do with the right team behind you.
If I was to pick a global player, it would be Steve Bartlett. He is a young entrepreneur who is paving the way in different industries and he’s not afraid to be open about issues.
What advice/guidance do you give new hires and how do you nurture talent in your organisation?
One of the non-negotiables in the culture my team and I are building in our business is that “the truth never changes”. Therefore I tell people to be honest, if they think it could land them in trouble. I would much rather catch something early and solve it together.
Another piece of advice I give to all our new employees is to treat everything as an opportunity. This means that when we have a problem, we also have an opportunity to do something about it. And this could help us also in other parts of the organisation. There are always opportunities when there are problems.
What business books do you read or would recommend?
Happy Sexy Millionaire by Steve Bartlett.
Start with Why by Simon Sinek.
What technologies/tools do you use personally to keep you on track?
I embrace technology in my business. In my personal life, I use alarms on my phone and a centralised Google calendar, that’s about it.
What social media platforms do you prefer and why?
Linkedin and Instagram, one for business and one for pleasure.
Linkedin is good for keeping up to date in business, staying in touch with clients and colleagues and spotting industry trends. And Instagram helps me unwind as I scroll through it during my down time.
What are your thoughts on where technology overall is heading and how it will apply to business generally and your business particularly?
Technology is moving at a phenomenal pace and if we don’t embrace it, we will be left behind. Those who learn to drive the vehicle quickly will be launched to success with it. Within my business I plan to continually spot what could work within our organisation to keep our team leaner, faster and better equipped. If you gave your team A a hand saw and team B a buzz saw, who would be more efficient?
Finally, if you had advice for your 21-year-old self – knowing what you know now – what would it be?
Well considering I set up at 22, I might say set up now, and watch out for Covid!! Honestly, I would tell my younger self to save more, to enjoy life more and to not doubt myself.
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