Interested in starting your own entrepreneurial journey in business development but unsure what to expect? Then read up on our interview with Alec Sorensen, founder of Easier Habits, LLC, located in Cedar Park, TX, USA.

What's your business, and who are your customers?

I help leaders at software/web development start-ups solve the challenges of a growing engineering team. I help with hiring, training, productivity, and evaluation so engineering managers and execs can create a high-performance culture.

Tell us about yourself

I worked in Silicon Valley for a decade and saw how common systems and practices could tank productivity. For example, CEO asks for a yearly roadmap from product managers. PMs feel on the hook for delivering, so they spend a year building it without testing whether or not anyone wants the features. After spending potentially millions of dollars building out the new product, they discover that no one really wanted it or they have 0 competitive advantage over other companies, and the new product fails.

What I do is help leaders:

  • Identify what matters.
  • Communicate priorities to the department.
  • Build individual and team habits on top of priorities.

So in the case above, I'd help execs identify the need to test many ideas before committing. I'd help them communicate that to their teams. Then I'd help them build systems of teamwork, hiring, accountability, etc., to make testing a habit for each team. That way, the company invests less time and money into failing ideas and launches more successful products in a year.

What's your biggest accomplishment as a business owner?

Honestly, it varies from client to client. For one client, it was selling a company. For another, it was increasing productivity by 50% without additional headcount or asking for additional hours.

What's one of the hardest things that comes with being a business owner?

Covering all the skills required for a business is a stretch for anyone. With a background in engineering, communication, and psychology, I pride myself on being multi-talented. I even have some experience with accounting since my mom was an accountant.

However, there are certain skills, like marketing, that I never had to develop until I began working for myself. Talking to business owners, learning to market is a big hurdle for anyone who wasn't already working in marketing before they started their business.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

Start as specific and narrow as possible. I'm a fan of Alex Hormozi, who helps companies grow and says for the first million in revenue, focus on one audience, one offer, and one channel.

Especially if marketing is one of your challenges, find one core activity to get clients that you can do at volume each day and commit to mastering. Consistency will get you farther than trying a hundred different things.

I see a lot of solopreneurs start chasing those who want their services but aren't already paying for their services or products. It's easier to get someone who is already investing in something to switch to you than to convince someone who's not spending money on something to start.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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