We recently connected with Hana Catlett and have shared our conversation below.
HANA, appreciate you joining us today. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?
It all started in 2010, in the quiet corner of my room with a copy of Web Design for Dummies and a second-hand laptop. At the time, I had no formal training, no clear roadmap—just a curiosity that wouldn’t let go. I remember flipping through those pages, overwhelmed by the jargon, but determined to figure it out. I spent hours experimenting with basic HTML and CSS, building simple pages that probably looked amateur at best. But every pixel I aligned and every line of code I wrote sparked something deeper: the realization that I loved creating things that worked.
Once I had a grasp on web design, I realized it wasn’t enough. A website without a purpose or message was just a pretty shell. So, I dove into branding and marketing, learning the psychology behind colors, messaging, and how businesses connect with their audiences. It was here that I discovered something profound about myself—I wasn’t just creating websites or brands; I was helping people tell their stories. I had a gift for seeing the substance behind their ideas, pulling out the essence of what they were trying to communicate, and turning it into something tangible. This wasn’t just skill; it felt like purpose. But even with this gift, I knew I couldn’t rely solely on intuition—I had to level up.
The journey from idea to execution wasn’t a straight line. It was messy, full of trial and error. After those first web design experiments, I spent years studying everything I could get my hands on: online courses, blog articles, and free resources. I said yes to small projects for friends and local businesses, often for little or no pay, just to build a portfolio. Those early projects were my classroom. I learned how to manage client expectations, navigate revisions, and, most importantly, find my unique voice as a designer.
Around this time, I also began to notice something else about myself. People would come to me—not just for websites or logos, but for advice. They’d tell me about their struggles, their ideas, their roadblocks. Without realizing it, I was mentoring them, guiding them through the stages of their businesses and lives. It clicked for me: I wasn’t just designing brands; I was designing solutions for people. And that expanded my vision. I wasn’t just a web designer or marketer—I was a problem-solver, a guide, someone who could create order and clarity out of chaos.
The real shift came when I decided to take myself seriously. I remember sitting down one evening, looking at the notes and scattered ideas I had scribbled over the years, and asking myself, What if I made this official? That was the moment I decided to launch my business. The next few months were a whirlwind. I researched everything I could about starting a business: registering a name, creating contracts, setting up systems. I built my first website—not perfect, but functional—and started promoting myself through word of mouth and social media.
But it wasn’t just about the technical steps; it was about stepping into a new version of myself. I had to learn to talk about what I did confidently, to see the value in my work and charge accordingly. I had to push past imposter syndrome and remind myself that, while I was still learning, I had something unique to offer.
Over time, my services evolved. I added branding, marketing strategy, and eventually systems design. I realized my clients needed more than a logo or a website; they needed a partner who could help them think holistically about their businesses. And as I grew, I began creating frameworks, refining my process, and leaning into my gift of substance.
Now, I’m not just creating for clients—I’m also teaching, mentoring, and helping them solve deeper challenges. Every project is a collaboration, and every client interaction feels like an opportunity to help someone see the bigger picture of their vision.
Looking back, the journey from idea to execution was less about a single moment of brilliance and more about consistent steps, learning, and an unwavering belief that I had something valuable to offer. It’s been a decade-long evolution, but every twist and turn has brought me closer to doing what I was always meant to do.
HANA, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m a self-taught designer, strategist, and mentor who believes in the power of substance. My journey into this industry began in 2010 with a book called Web Design for Dummies and a desire to create something meaningful. What started as a curiosity quickly grew into a passion for design, branding, and problem-solving. Over the years, I’ve taught myself the ins and outs of web design, branding, marketing, and systems automation, and I’ve discovered that my unique gift lies in seeing the core of an idea and bringing it to life.
How I Got Started
My entry into the design world wasn’t traditional. I didn’t have a background in graphic design or marketing; instead, I spent countless hours learning through trial and error. I began with basic web design, but I quickly realized that simply creating websites wasn’t enough—there needed to be a strategy, a message, and a purpose behind every element. This led me to explore branding and marketing, where I found my niche: helping businesses discover their core identity and translate that into a cohesive, compelling brand.
But it didn’t stop there. As I worked with more clients, I noticed that they often faced challenges beyond branding and design. They struggled with inefficient processes, disjointed communication, and systems that just didn’t work. So, I expanded my services to include systems design and business automation, aiming to provide comprehensive solutions that truly transform how businesses operate.
What I Do and Who I Help
Today, my company, substanC, offers a range of services designed to help businesses build a solid foundation, streamline operations, and communicate effectively with their audience. My approach is holistic, meaning I look at the entire picture—brand identity, internal systems, customer engagement, and marketing strategies—to create solutions that are cohesive and impactful.
My core services include:
Brand Development and Design: Creating logos, visual identities, brand boards, and websites that capture the essence of a business.
Systems and Solutions: Implementing CRMs, automated workflows, and operational systems to streamline how companies function.
Marketing Strategies and Content Creation: Developing clear messaging, automated email campaigns, lead magnets, and social media strategies that build relationships and grow audiences.
Mentorship and Strategy Sessions: Working one-on-one with clients to guide them through business challenges, offering insights and solutions that help them see the bigger picture.
Who I Work With:
I primarily work with entrepreneurs, small to medium-sized businesses, and creative professionals who are looking to build or refine their brands. My clients often come to me feeling overwhelmed by the complexities of growing their businesses or launching new projects. They have great ideas but need guidance on how to execute them effectively and sustainably.
Problems I Solve
I solve the problems of inconsistency, inefficiency, and lack of clarity. Many businesses struggle with creating a cohesive brand that reflects who they are, or they waste time on manual processes that could easily be automated. I help them identify what makes their business unique, streamline their operations, and establish a strong brand presence that resonates with their audience. Essentially, I pull the substance out of their ideas and bring it to life—whether that’s through a visual identity, a set of automated systems, or a comprehensive marketing strategy.
What Sets Me Apart
What sets me apart is my holistic approach. I don’t just design a logo or build a website—I look at how each element of a business fits together. I consider branding, operations, communication, and customer experience as parts of a larger system that needs to work in harmony. I also bring a unique blend of creativity and strategic thinking to every project, ensuring that the solutions I provide are not only aesthetically pleasing but also functional and aligned with the client’s goals.
Another key differentiator is my emphasis on substance. I’ve learned that every business has something unique at its core, and my role is to uncover that essence and make it shine. Whether I’m working on a brand identity, a website, or a set of operational systems, I focus on pulling out what’s meaningful and translating that into something that drives real results.
What I’m Most Proud Of
I’m most proud of the transformations I’ve been able to create for my clients. It’s incredibly fulfilling to see a business go from feeling scattered and disorganized to having a clear identity, effective systems, and a strategy that makes them feel confident in their growth. I’ve had the opportunity to mentor and guide entrepreneurs through various stages of their business journey, and being a part of their success stories is what keeps me passionate about what I do.
What I Want Potential Clients to Know
I want potential clients to know that I’m not just a designer or a consultant—I’m a partner who is genuinely invested in their success. My approach is collaborative, tailored to each client’s needs, and rooted in the belief that every business has the potential to thrive with the right foundation and support. I understand that growing a business can be challenging, and I’m here to simplify that process, bring clarity, and build systems that allow them to focus on what they do best.
If you’re ready to transform your business from the inside out—whether you need help with branding, operational systems, or strategic planning—I’m here to help. Together, we can take your ideas from concept to reality and create something that not only looks good but works effectively for the long run.
That’s the essence of who I am and what I do. I’m here to create substance, solve problems, and support businesses in reaching their full potential.
Have any books or other resources had a big impact on you?
Books, Tools, and Resources That Have Shaped My Thinking
My entrepreneurial journey has been shaped by a blend of impactful books, tools, and philosophies that have guided how I approach management, design, and business growth. These resources have not only refined my skills but also influenced the way I help others transform their businesses. Here’s what has significantly impacted my thinking:
Books That Changed My Mindset and Approach
“Switch On Your Brain” by Dr. Caroline Leaf
Impact: This book taught me the power of renewing your mind and rewiring thought patterns to create success. It helped me understand how managing my mindset directly impacts my decision-making, creativity, and resilience as an entrepreneur.
Application: I’ve applied Dr. Leaf’s teachings to remain adaptable, manage stress, and maintain a clear vision while navigating the complexities of entrepreneurship. This mental clarity allows me to guide clients with confidence and intention.
“Profit First” by Mike Michalowicz
Impact: This book revolutionized how I think about managing finances. It introduced me to a simple yet effective way to ensure my business stays profitable by prioritizing profit from the start.
Application: I’ve implemented the Profit First methodology in my business and even encourage my clients to adopt it. By creating a system that ensures profitability, I’ve built a sustainable business that grows without sacrificing financial health.
Tools That Transformed How I Work
ASANA for Project Management and Workflow Optimization
Why It’s Impactful: ASANA is my go-to tool for keeping projects on track, managing team collaboration, and breaking down complex tasks into actionable steps.
How I Use It: Every project starts with ASANA. I use it to create workflows for my clients, ensuring clarity in timelines, tasks, and responsibilities. It’s not just a tool—it’s a framework that brings structure to creativity.
HighLevel for All-in-One Solutions
Why It’s Impactful: HighLevel consolidates multiple tools into one platform, making it invaluable for managing client communication, automations, and lead nurturing.
How I Use It: HighLevel is my “command center” for automating email campaigns, managing client pipelines, and keeping communication seamless—all while saving time and resources.
Squarespace for Beautiful Websites
Why It’s Impactful: Squarespace simplifies website creation without compromising on design. Its intuitive interface allows me to deliver visually stunning, functional websites for clients.
How I Use It: I’ve used Squarespace to build websites that are not only visually appealing but also optimized for user experience, giving clients a strong digital presence.
Typeform for Engagement and Feedback
Why It’s Impactful: Typeform makes collecting feedback, inquiries, and data simple and engaging. Its user-friendly interface turns surveys and forms into an enjoyable experience.
How I Use It: I use Typeform to create onboarding questionnaires, gather client feedback, and even generate leads through interactive forms.
Philosophies and Frameworks
Holistic Design Thinking
Influence: I approach every project as a living system, inspired by principles from The Fifth Discipline by Peter Senge. This mindset ensures I consider every element—branding, systems, marketing—as interconnected pieces of a larger whole.
Application: This philosophy guides me to look beyond surface-level solutions and focus on creating long-term, scalable results for my clients.
Mindset of Iteration and Growth
Source: I’ve learned from thought leaders like Simon Sinek (Start with Why) and Carol Dweck (Mindset) that success is about continuous improvement and a willingness to adapt.
Application: I incorporate this into my work by constantly refining my processes, experimenting with new tools, and staying curious about industry trends.
How These Resources Impact My Clients
By combining the lessons I’ve learned from these books, tools, and philosophies, I’ve developed a unique approach to entrepreneurship and client management. Here’s how they translate into the services I offer:
Strategic Financial Guidance: Inspired by Profit First, I help clients build systems that ensure profitability and sustainability.
Streamlined Workflows: Using ASANA, HighLevel, and Typeform, I implement processes that save time and improve efficiency.
Strong Digital Foundations: With Squarespace, I create websites that represent clients’ brands beautifully while driving results.
Mindset Shifts: Inspired by Switch On Your Brain, I coach clients through reframing challenges and approaching their business with clarity and confidence.
Final Takeaway
These resources have taught me that success isn’t just about mastering technical skills; it’s about combining substance, strategy, and tools that work together. Whether it’s managing a team, building a brand, or creating systems that scale, these books and tools have shaped how I approach my work—and they continue to guide how I empower others to do the same.
Any advice for managing a team?
Managing a team effectively while maintaining high morale requires a combination of clear communication, empathy, empowerment, and a commitment to building a positive work culture. I always look at businesses, companies and brands as living organizations so here’s my approach to keeping teams motivated and productive.
1. Foster Clear Communication (The Nervous System of Your Team)
Communication is the backbone of any team. When it flows freely and clearly, everyone understands their role, expectations, and how their work contributes to the bigger picture.
How to Achieve This:
Set Clear Expectations: Use tools like Asana for task assignments, deadlines, and project tracking. This ensures everyone knows what’s expected of them and when.
Frequent Check-Ins: Hold regular one-on-ones and team meetings to discuss progress, challenges, and updates.
Transparent Leadership: Share updates on the organization’s goals and direction so your team feels connected to the mission.
2. Empower Your Team (The Hands and Feet of the Organization)
Teams thrive when they feel trusted, valued, and empowered to make decisions.
How to Achieve This:
Delegate Effectively: Assign tasks based on team members’ strengths and give them the autonomy to execute.
Provide Opportunities for Growth: Offer mentorship, training, or resources to help your team develop new skills.
Celebrate Wins: Acknowledge both individual and team achievements, whether it’s a quick Slack message, a shoutout in a meeting, or a formal recognition program.
3. Cultivate a Strong Culture (The Heart of the Team)
Culture is the heartbeat of morale. When your team feels supported and aligned with the organization’s values, they’re more engaged and motivated.
How to Achieve This:
Encourage Collaboration: Create an environment where ideas flow freely and team members feel comfortable contributing.
Practice Empathy: Show understanding for personal challenges and offer flexibility when needed (e.g., remote work, adjusted deadlines).
Live the Mission: Align your actions and decisions with the organization’s core values to inspire trust and loyalty.
4. Prioritize Work-Life Balance (The Immune System of Team Morale)
Burnout is one of the biggest threats to morale. Protect your team’s mental health and well-being by promoting balance.
How to Achieve This:
Set Boundaries: Encourage team members to log off after hours and respect their personal time.
Offer Flexibility: Provide options like remote work or flexible hours when possible.
Check-In Regularly: Use tools like Typeform for anonymous surveys to gauge employee satisfaction and identify potential issues early.
5. Use Technology to Streamline Workflows (The Brain of the Team’s Efficiency) Overcomplicated or inefficient systems can frustrate and demotivate your team. Provide tools that simplify their work.
How to Achieve This:
Project Management Tools: Use Asana to organize workflows and keep everyone aligned.
Automation Tools: Implement HighLevel to streamline repetitive tasks like email follow-ups or lead tracking.
Simplified Communication: Centralize discussions in platforms like Slack or Microsoft Teams to avoid confusion.
6. Lead by Example (The Face of Leadership)
Your team takes cues from you. Your attitude, work ethic, and leadership style set the tone for the entire organization.
How to Achieve This:
Be Approachable: Make yourself accessible and open to feedback, creating an atmosphere of trust.
Stay Positive: Acknowledge challenges but focus on solutions. Positivity is contagious.
Demonstrate Accountability: Own up to mistakes and show that it’s okay to learn and grow.
7. Regularly Evaluate and Adjust (The Digestive System of Growth)
Teams, like businesses, need to grow and adapt over time. Be willing to change strategies if something isn’t working.
How to Achieve This:
Conduct Feedback Loops: Hold regular retrospectives to review what’s working and what isn’t.
Invest in Development: Provide ongoing training opportunities and resources to help your team stay ahead.
Set Long-Term Goals: Keep morale high by aligning the team’s work with larger, meaningful objectives.
Key Takeaway:
Managing a team is not just about achieving results—it’s about creating an environment where people feel valued, empowered, and motivated to do their best work. When you prioritize communication, culture, and balance, you’ll not only maintain high morale but also foster a team that’s engaged, productive, and proud to be part of your organization.
Contact Info:
- Website: https://www.substanc.design
- Instagram: @hanacatlett
Image Credits
Photographer
IG: @byjamesdavis