Interested in starting your own entrepreneurial journey in organisational development but unsure what to expect? Then read up on our interview with Augusto Cuginotti, Founder of Hosting Learning, located in London, United Kingdom.

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

I have a consulting company that works with business leaders interested in knowing and steering the culture of their organisations. We apply a process of listening to the organisation’s stories, identity patterns, and possibilities and then co-create with the client novel actions for cultural transformation. Customers are usually big organisations, private and not-for-profit alike.

Tell us about yourself

Inertia took me to study engineering as an undergrad, but I quickly found out that working with people and the complexities of our interactions was way more exciting! So for 20+ years, I’ve studied and worked in the field of how people learn and co-create together. It is always a great feeling to accompany teams and organisations who create breakthroughs when they combine their strengths and insights. It is like being a midwife supporting the birth or change; you don’t do the work, they do, but you are there to create the conditions.

What's your biggest accomplishment as a business owner?

The powerful partnerships and friendships that were generated throughout the years are, without a doubt, the biggest accomplishment. The result of those relationships brought others: the expansion of the work from the Americas to Europe and the possibility to work on four continents with big renowned organisations. But of course, there were also low moments, a partnership that didn’t work, business I had to abandon, but it’s all part of the journey to be able to work in what you love.

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

In general, it is hard to start, take the falls that come at the beginning, and still have the energy to rise and pick up the work again. A partner, friend, and/or mentor are always helpful. Particularly to me, two things were difficult: one was to learn and get prepared for the seasonality of the consulting business and take the slow months to prepare, study, and develop your connections. The other was marketing… to learn to find the best way to reach your public, so we don’t dive into, for example, social media posting or advertisement if we don’t need to. Focus on what is important, and I’m still learning this.

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

  1. It is more valuable to talk to people and test your idea than to write business plans.
  2. Practice is what makes the wheels turn, but theory helps us to implement novel practice - study your art, practice your craft.
  3. The business is a vehicle for what you want to see happening. Maintain the vehicle but focus on where it’s going.

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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