Alright – so today we’ve got the honor of introducing you to Barry Johnson-smith. We think you’ll enjoy our conversation, we’ve shared it below.

Barry, appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?

I started my business in May 2021 in response to the growing demand for DEI workshops and consultation following the murder of George Floyd. My journey into this work began in college, where I led DEI initiatives and conducted trainings. DEI has always been a passion of mine, and after moving to Oregon in 2019, I continued to volunteer with organizations, conducting workshops and helping them address social justice issues.

The idea of turning my passion into a business took root at a networking event in 2019, where I met a DEI consultant. I was surprised to learn that someone was being compensated for the work I had always done as a volunteer. That conversation planted a seed, but it wasn’t until people from Georgia began reaching out to me in 2020—asking for workshops and guidance on addressing racism within their organizations and the social unrest sparked by George Floyd’s murder—that I realized it was time to formalize my work. I knew I could provide a valuable service to help organizations navigate these critical issues.

I felt confident in this decision because of the positive feedback I had received from my previous trainings. Participants appreciated the safe space I created for reflection and discussion, as well as the practical solutions they could immediately apply to their organizations. I’ve built my business on that foundation, curating content that resonates with diverse audiences and helps them experience the “aha” moments needed to make meaningful improvements to their DEI initiatives.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I am the founder of BJS Consulting, a Diversity, Equity, and Inclusion (DEI)-focused consultancy dedicated to helping businesses and organizations achieve their DEI goals. My passion for social justice and equity work began in childhood, inspired by reading about and visiting museums dedicated to the Civil Rights Movement of the 1950s and 1960s. This early exposure ignited my desire to be involved in creating a more just world. In college, I deepened my understanding of DEI and actively participated in programs that supported initiatives addressing discrimination and promoting inclusion on campus. I loved witnessing the impact of these efforts, especially how workshops created spaces for students and faculty to feel seen and heard while fostering collaborative solutions.

After graduating, I continued my DEI work by volunteering with organizations to conduct trainings and facilitate discussions. In 2021, I launched BJS Consulting, driven by the realization that while many organizations aspire to cultivate diverse, equitable, and inclusive environments, they often face challenges with effective implementation. Some are hesitant to fully invest in DEI efforts due to fears of making mistakes or not knowing where to start.

My mission is to guide organizations in overcoming these obstacles, equipping them with the confidence and tools to address DEI challenges meaningfully. I strive to transform how organizations approach DEI—shifting from fear and guilt to joy and hope. BJS Consulting provides a range of services, including DEI trainings, strategic assessments, and content creation such as blogs and articles. The most rewarding part of my work is hearing from clients who feel empowered and confident after our engagements, ready to stand up for equity and inclusion within their organizations.

I was born in Saginaw, Michigan, and raised in Lawrenceville, Georgia. I hold a B.S. in Computer Engineering with a minor in Computer Science from Georgia Tech. Since 2019, I have called Oregon home. Outside of work, I enjoy practicing martial arts, playing trading card games, and spending time with friends.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was the belief that I needed to have everything figured out for my business before I could start offering my services. Growing up as a perfectionist, I felt immense pressure to excel in academics and work. I believed that anything less than perfect was a failure, and I was incredibly hard on myself when I didn’t meet my own high standards. Even when I looked at successful companies, I assumed their success came from having everything meticulously planned—the perfect business strategy, flawless marketing, and clear management systems. I thought that’s what it took to succeed.

However, when I began researching for my own business, I realized this perception was far from reality. Successful companies didn’t start with everything figured out. They simply began, learned as they went, and evolved over time. They faced hardships, challenges, and failures, but their success stemmed from their ability to grow and adapt in the face of setbacks. Hearing stories from other small business owners in my community reinforced this understanding. Many of them admitted they didn’t expect to end up where they are today; they just started and allowed their businesses to evolve organically.

This realization gave me the confidence to start my own business without having all the answers. It also taught me to give myself grace when things don’t go as planned. I’ve embraced experimentation—trying new branding ideas and refining my services—to see what works and what doesn’t. I’ve learned that setbacks don’t mean my business is failing; rather, they’re opportunities to identify growth areas. I now understand that stagnation, not failure, is what truly hinders a business.

I’ve come to accept that my consulting business won’t become what I envision overnight. It’s a journey with twists and turns, but I’m committed to my aspirations. I trust that with dedication and adaptability, my vision for my business will manifest in time.

Can you tell us about what’s worked well for you in terms of growing your clientele?

One of my most effective strategies for growing my clientele is establishing meaningful connections with individuals involved in or passionate about equity work, as well as creating opportunities to showcase my skills to potential clients. I’ve learned that in the DEI industry, referrals play a significant role in gaining opportunities. Many DEI consultants I’ve spoken with transitioned from previous industries, such as education or government, where they had built strong networks. These connections often reached out to them for DEI services when they became consultants.

Since I am not originally from Oregon, I knew I needed to be intentional about building connections with individuals and organizations that would benefit from my services or could refer me to others. When I started my business, I reached out to DEI consultants in the Portland Metro Area to seek feedback on launching my practice. I’ve maintained these relationships, and over time, they’ve referred me to organizations seeking training opportunities. I deeply value their willingness to support my business and make an effort to support them in return, fostering mutually beneficial relationships. Additionally, I serve on a racial equity board for a government entity. Roles like this help government officials recognize my expertise in DEI, often leading to referrals to other government entities that could benefit from my services.

Another key aspect of my strategy is demonstrating my expertise through presentations and workshops. I’ve found that after presenting at conferences, attendees are often interested in hiring me for additional services. As a new business, I understand the importance of building a reputation for delivering high-quality consultation services. To establish this trust, I actively seek opportunities to present my trainings at conferences, particularly those focused on equity or relevant topics in Oregon. Staying engaged in these spaces allows me to connect with potential clients and showcase the value I can bring to their organizations.

Contact Info:

• Website: https://bjsdeiconsulting.com/