From Executive to Entrepreneur: Andrea Simon’s Leap into Purpose-Driven Consulting

From corporate executive to corporate anthropologist, Andrea Simon's journey is a masterclass in transformation through purpose. As founder of Simon Associates Management Consultants, she empowers organizations to see with new eyes—using anthropology, Blue Ocean Strategy, and culture change to unlock bold growth. Her story, part of the Wantrepreneur to Entrepreneur Spotlight series, reveals how embracing her unique lens reshaped not only her own path but the futures of countless clients. Whether decoding company cultures or amplifying ideas through her podcast, Andrea proves that meaningful change begins when we dare to see—and think—differently.

Hi, Andrea Simon! Thanks for joining us today. Tell us about your business. Who do you serve, how do you serve them, and what's the impact that your business and work makes?

I founded Simon Associates Management Consultants (SAMC) to help organizations adapt to fast-changing times by seeing their world through a fresh lens. As a corporate anthropologist, I work with mid-market companies, healthcare systems, nonprofits, and entrepreneurial leaders who know they need to change—but don’t know how. We blend anthropology, Blue Ocean Strategy, and culture change methodologies to help them rethink how they create value, engage their people, and grow.
Our impact shows up in meaningful transformation: companies rediscovering their purpose, leaders gaining clarity and confidence, teams breaking out of outdated habits, and organizations finding new markets they never imagined. My favorite moments are when clients tell me, “You helped us see what was right in front of us.” Because once you see differently, you can think and act differently—and that’s how real change happens.

Tell us about the moment you finally felt like you went from wantrepreneur to entrepreneur.

The moment came when I left my role as an executive in corporate --I was an executive in financial services and healthcare organizations-- and decided to fully embrace my anthropological roots. I realized that the work I loved most—helping people understand the cultures they create and how those cultures shape behavior—didn’t fit neatly inside a corporate job description. Starting SAMC wasn’t a single leap; it was a decision to follow the work that energized me. When my early clients began to experience breakthroughs that transformed their businesses, I knew I had crossed the line from “thinking about it” to living it. That was the moment I embraced entrepreneurship not as a title, but as a mindset.

Describe the moment or period in your life/career that motivated you to make the entrepreneurial leap.

My entrepreneurial leap was born out of curiosity and dissatisfaction with the status quo. I had spent years helping organizations navigate complexity, and I kept seeing the same pattern: people struggled to change even when the need was obvious. I wanted the freedom to explore new methods, take risks, and use anthropology in a way that truly impacted clients. Over the years, I became a Blue Ocean Strategist and integrated the methods into my practice. When I saw how Blue Ocean Strategy complemented my work, everything clicked. The leap felt less like leaving something behind and more like stepping toward the work I was meant to do.

Describe a tool, service, or software that has been a game-changer for your business. How does it contribute to your success?

Podcasting has been the game-changer. On the Brink with Andi Simon has become a powerful platform for sharing big ideas, elevating women’s voices, and showcasing stories of transformation. It has grown into one of the top podcasts in its category, attracting leaders, innovators, and entrepreneurs from around the world. The podcast not only amplifies my message—it expands my network, deepens my research, and brings clients into our sphere who already resonate with our work. It’s a bridge between thought leadership and business development, and it has changed the trajectory of my business.

We know that success is very often a non-linear path. Tell us about a failure, pivot point, or lesson that changed your course or direction and helped to get you where you are today.

Early in my consulting career, I assumed that data alone could convince organizations to change. I discovered—sometimes painfully—that insight without emotional resonance rarely leads to action. This realization forced me to reimagine my entire approach. I began incorporating anthropological observation, storytelling, and experiential learning into my consulting, helping leaders feel the need for change before asking them to act on it. That pivot shaped everything that followed. It’s now the heart of my work: helping people see, feel, and think in new ways so they can actually do new things.

What unconventional strategy did you employ that significantly impacted your business?

I treated culture as if it were a foreign country—even inside familiar organizations. By observing people as if I were studying a different society, I uncovered blind spots leaders didn’t even know existed. This anthropological approach allowed me to decode a company’s unwritten rules, rituals, and beliefs—and show leaders how those norms were shaping performance. It was unconventional at the time, but it became my differentiator. Today, clients seek me out precisely because I approach business growth through culture, behavior, and human meaning.

What’s something you wish you knew sooner that you’d give as advice for aspiring or newer entrepreneurs?

You don’t have to have everything figured out before you begin. Entrepreneurship is a journey of discovery—not certainty. Start, stay curious, listen deeply to your clients, and be willing to adapt as you learn. Your best opportunities will emerge from conversations you weren’t expecting and needs you didn’t initially see. And remember: purpose fuels resilience. Know why your work matters, because that purpose will carry you through the inevitable twists and turns.

Want to dive deeper into Andrea's work? Check out the links below!

• Visit Simon Associates Management Consultants's website: simonassociates.net
• Connect with Andrea Simon on LinkedIn: Andrea Simon
• Visit Andrea Simon's website: andisimon.com
• Find Andrea Simon on Facebook: Andrea Simon