Dave Gardner biz_W_tagline_18Size_Transp

Jay Z, an American rapper, record producer and wildly-successful entrepreneur who is married to Beyonce, offered:

“I’m not a businessman. I’m a business, man.”

Jay Z got me thinking about this shift in mindset based on his observation about who he is in the world.

I’m a business and have been since November 1991.

When I started my business, I called it “Gardner & Associates.” When I’d attend networking events, the first question I received was, “What does Gardner & Associates do?” I’d respond, “Consulting.” Soon, I grew weary of the question and added “Consulting” to “Gardner & Associates.”

My mentor encourages his mentees us to simply “pick a name and get on with it.” He says the ultimate brand is your name—that’s who people want to work with.

I’ve never been crazy about the name “Gardner & Associates Consulting.” It doesn’t exactly roll off the tongue.

It’s time for a change.

After nearly 25 years, I have chosen a new name inspired by Jay Z:
It’s the name of my consulting practice and the URL for my new website. My focus is “making the complex simple.”

I invite you to visit And, kindly, send me a note to let me know what you think either via the website or via email at dave (at)

1 Comment

Nancy Smith · September 30, 2015 at 6:54 pm

Nice change, Dave! Although i’m just a bit stunned that you even know who Jay Z is….

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