Structure Over Chaos: The Unconventional Strategy Behind Digital Aspect’s Growth

Francois Bergeron and James Binda turned chaos into clarity when they launched Digital Aspect Marketing—proving that scaling a service business requires more than hustle; it demands structure. What started as hands-on freelancing evolved into a full-scale digital agency powered by smart systems and their proprietary software, Keystone. In this Wantrepreneur to Entrepreneur Spotlight, they share how working inside disorganized agencies sparked their mission to blend creativity with operational precision—and how building from the inside out helped them serve clients better, scale sustainably, and reclaim control. Their journey is a blueprint for turning talent into a thriving, systemized business.

Hi, Francois Bergeron! 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?

Digital Aspect Marketing helps service-based businesses thrive online through modern marketing systems that blend creativity, structure, and automation. We work with everyone from contractors and healthcare professionals to startups and local franchises—providing complete digital ecosystems that cover web design, SEO, paid ads, CRM automation, and brand strategy.
Our flagship software, Keystone, centralizes marketing and client management in one place—making it possible for entrepreneurs to manage leads, campaigns, communications, and performance analytics without juggling multiple platforms.
Our mission is to bring clarity, control, and measurable growth to small businesses by helping them operate like top-tier businesses. The impact we make is tangible: our clients get back time, increase visibility, and turn digital confusion into predictable results.

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

It was when we realized that “having clients” isn’t the same as “running a business.” Early on, we were doing everything manually—websites, ads, follow-ups—all by hand. But the real shift happened when we built systems that didn’t depend on us working around the clock.
That’s when we went from hustling freelancers to true entrepreneurs—building something that could scale, empower our team, and deliver results consistently, even when we stepped away.

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

Both of us were working inside other agencies and saw how chaotic the backend could be. There was talent, but no structure. Clients didn’t understand what they were paying for, and teams were always reacting instead of leading.
We wanted to build a company that solved that problem—for clients and for the people doing the work. That motivation became the backbone of Digital Aspect Marketing: combining creativity with organization so marketing actually moves businesses forward instead of just “keeping them busy.”

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

Our own software, Keystone, has been a total game-changer. It’s built on top of GoHighLevel but customized to fit our agency structure perfectly. It handles everything—lead tracking, automations, email/SMS campaigns, reporting, AI tools, and even client dashboards.
It turned what used to be hours of admin work into a few clicks and gave our clients real-time visibility into their marketing performance. More importantly, it’s made our agency scalable and freed our team to focus on strategy and creativity instead of repetitive tasks.

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.

At one point, we tried to scale too fast—taking on every client that came our way. It stretched our team thin and made it impossible to maintain the quality we were known for. That experience taught us one of the most valuable lessons in entrepreneurship: growth only works when your systems are strong enough to support it.
After regrouping, we built everything around process—standardized onboarding, client dashboards, internal org charts, and training systems. That pivot turned chaos into consistency and laid the foundation for real, sustainable expansion.

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

We built our agency using the same management technology that’s typically used in large organizations—Hubbard Administrative Technology—and adapted it for digital marketing. It gave us structure, accountability, and transparency across every role and project.
While most marketing agencies operate on creativity alone, we run ours like an engineered machine—with creativity as the fuel and organization as the framework. That unconventional mix of art and structure is what keeps clients happy and our team growing.

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

You can’t scale chaos. Build structure before you chase growth.
It’s tempting to say yes to everything and hope it all works out, but real success comes from clarity—knowing exactly what you do, who you serve, and how your systems support that mission. The more organized you are, the freer you become to be creative, take risks, and grow with purpose.

But even more fundamental than structure is this: 

FIRST: You must have something truly valuable to offer. A real product or service that people want because it genuinely helps them. Not another shiny trend that fades, disappoints, and leaves people feeling like they’ve been played. The reason you exist as an entrepreneur is to serve—to make someone’s life or business better through what you provide.
A being is only as valuable as the good he brings to others. That’s the foundation. Without that, no amount of marketing, funding, or ambition will ever last.

SECOND: Do. Not. Stop.
Keep going. It’s not motivational fluff - it’s a mathematical truth. If you are providing a valuable service, and you keep moving forward without quitting, you will succeed. You’ll stumble, you’ll make mistakes, you’ll question your path. But, success comes from tipping the scale from being mostly wrong to mostly right over time.
Set the bar high. Accept that the climb will be messy. But persist. Because if you continue refining, improving, and helping others with integrity and intention, you’ll win. Period.

Want to dive deeper into Francois & James's work? Check out the links below!

• Visit Digital Aspect's website: digitalaspect.io