Most entrepreneurs do not start their companies from a place of comfort. They start from a moment that forces a decision. For Emily Carlson, that moment came after she was part of a reduction in force at a major healthcare consulting firm. Thirty years in IT. Senior leadership roles. A long career of building strategy and leading teams. And suddenly, she was out.
Instead of scrambling back into another job, Emily asked a different question:
“If I am ever going to build something of my own, it has to be right now.”
Today, she is the CEO and founder of PBA Consulting, helping organizations solve real business problems with technology, not the other way around. She also hosts the Powered by Authenticity Podcast, where she shares conversations about leadership, courage, and what it takes to build a career that feels aligned.
Here is what entrepreneurs can learn from her journey.
1. You Don’t Need a Perfect Plan to Start
Emily never imagined entrepreneurship. She planned on climbing the corporate ladder. But losing her job forced her to recognize just how much value she had been pouring into other companies.
“I knew that if I was going to try something on my own, it had to be in that moment.”
So she took her thirty years of experience and created her own path, without waiting for the perfect conditions.
2. There Is No Such Thing as a Technology Project
This is one of Emily’s strongest beliefs.
“You do not implement AI. You do not implement cloud. You solve a business problem, and technology supports it.”
Companies often come to her saying they want AI, cloud migration, automation, or a new tool.
Emily always starts with the same question:
“What business problem are you trying to solve?”
Because if the technology does not solve something meaningful, it will fail.
3. Why AI Projects Fail
Everyone wants AI, but most leaders do not know what to do with it.
“They know they want to use it because it is a buzz word. They know it can save money. But they do not know what the strategy should be.”
Emily breaks it down by talking with the business side, not the IT side.
She digs into repetitive tasks, operational pain points, and measurable outcomes.
AI only works when it solves a clear business need. Everything else is wasted energy.
4. The Hidden Costs of Ego in Leadership
Emily works closely with CTOs and technology leaders. Many are brilliant, but many struggle with communication, people skills, or letting go of control.
“If someone’s ego is up, it usually means they want to be heard. They want to know they are respected.”
She does not fight ego.
She listens, reflects back what she heard, and helps leaders see the bigger picture.
Trust is everything in consulting, and she earns it by leading with empathy and clarity.
5. Ask for Help Before You Burn Out
One of Emily’s biggest business lessons is also one of the most human.
“One of my biggest failures was not recognizing the areas where I needed support.”
Entrepreneurs try to do everything themselves.
Emily says that mindset is not sustainable and not a sign of strength.
Asking for help is how you grow.
6. Her Favorite Work: Fixing Misaligned Teams
Emily loves helping organizations discover that many of their problems are not due to being understaffed, but underutilizing the talent they already have.
“People think they need more employees, but often they just need to structure the work differently.”
She looks at roles, responsibilities, strengths, and bottlenecks.
She finds where people are underperforming because they are undersupported.
And she helps leaders reshape their teams with intention.
7. Why Some Companies Hire Her for Fractional CTO Work
Not every business needs a full time CTO.
Some need monthly strategic support, someone who can translate business problems into technical solutions, or a guide to help their green executives grow.
“The delicate balance is building your business while still being billable. Fractional roles help me do both.”
Fractional leadership is growing fast — and Emily is one of the people making it work well.
8. The Future of Tech Still Needs Humans
Even with rapid changes in AI and cloud computing, Emily believes the next few years will not replace people.
“You still need humans. You still need heart, compassion, and real problem solving.”
Technology will transform industries, but it will not eliminate the need for leadership, empathy, and human connection.
9. Her Advice for Anyone Thinking About Consulting
Emily says many people consider consulting at the wrong time or for the wrong reasons. Her advice:
- Find mentors already doing the work
- Learn the realities of billing, contracts, and client expectations
- Use LinkedIn and networking groups aggressively
- Stay current in your niche
- Be ready to land, expand, and deliver consistently
And above all:
“It is not a weakness to ask for help. It is a strength.”
Key Takeaways
- You do not need perfect conditions to start
- Technology projects only work when tied to a business problem
- AI strategy starts with conversation, not code
- Empathy is a powerful leadership skill
- Underutilized talent is more common than understaffing
- Fractional leadership is becoming the new norm
- Asking for help accelerates growth
📩 Connect with Emily Carlson
Website: PBA Consulting
Podcast: Powered by Authenticity
Email: emily@pbaconsulting.com
LinkedIn: Emily Carlson