About The Name

The Consultant Who's Actually Done The Work

Not your average techie - I’ve lived every role before I ever “consulted” on one.

I didn’t start in a boardroom - I started on the shop floor, headset on, sleeves rolled up.
Over the past two decades, I’ve done just about everything: pulled pints, managed chaos, served customers, trained international teams, and even floor-managed McDonald’s before running operations for Amazon UK and managing 130 agents across Europe and the US.

That mix of people, chaos, and pressure shaped who I am someone who doesn’t just talk about solutions, but builds them.

The Turning Point

Six years ago, I stepped into office management for a timber company after completing my HND in Business Management and something clicked.
For the first time, I stopped waiting for permission to fix things and just did it.

I built websites, created calculators, launched CRMs, and designed full systems from scratch, not because anyone asked me to, but because I couldn’t watch inefficiency ruin good people’s hard work.

And when those systems helped a company go from £0 to £170,000 in a year (and double that the next), I realised something life-changing:
I wasn’t just making things work better - I was helping people believe in what they were building again.

That’s what drives me. The late nights. The 8-hour jobs that should’ve taken 2. The refusal to clock off until it actually works.
Because when it’s your name attached, your heart goes in with it.

The Wake-Up Call

For too long, I gave it away for free| Building success stories while keeping myself in the background.
But passion without boundaries burns out.

Now, I use that same fire to help others grow, fairly, sustainably, and honestly.
No bloated retainers. No fluff. No “one size fits all.”
Just smart, practical innovation that helps small businesses compete with the big ones.

Why It Matters

When I walk into a business, I don’t see it through consultant coloured glasses.
I see the people. The patterns. The pressure.
And I know exactly what it feels like to juggle everything with limited time, budget, and patience.

That’s why I don’t just tell you what’s wrong. I work beside you to fix it.
Because problems aren’t solved in meetings; they’re solved on the ground.

I’ve:

• Managed 130+ people across time zones

• Delivered training across Europe

• Built working systems under pressure, not from theory

• Found creative, low-cost fixes that actually last

• I’ll stop here - I don’t want to bore you, but I’ve worked hard, I care deeply, and I still show up every day with the same energy.

My Superpower: Smart Innovation

Anyone can throw money at a problem.
I find the clever way, the shortcut that still works.

Growing up in an environment where “make do” wasn’t a choice but a necessity taught me how to stretch every resource and still deliver excellence. That mindset’s saved businesses thousands and inspired teams to believe that innovation isn’t reserved for those with huge budgets.

Recognition & Real Talk

Recently, the National Merchant Buying Society (NMBS) featured my work helping independent suppliers modernise without losing their soul or spending a fortune.

Because real innovation isn’t about shiny tech or buzzwords — it’s about heart, honesty, and problem-solving that makes people’s lives easier.

During my interview with NMBS, we didn’t just talk about systems, we talked about solutions that matter.
I shared my ideas on how small, independent companies can reduce carbon emissions, cut wasted deliveries, and share local resources to make supply chains smarter, greener, and fairer.

They called it innovative - I just call it common sense.

Because sustainability isn’t just for the big corporations with glossy reports.
It’s for every business that wants to do better — for their customers, their communities, and the planet.

That’s why every project I take on looks at more than profit.
I ask:

• Can it save time and energy?

• Can it cut emissions and costs?

• Can it support local suppliers instead of outsourcing everything?

That’s the kind of innovation the world actually needs and I’m determined to prove small businesses can lead the way.

The Difference

Ground-Level to Leadership: I’ve done the graft and led the teams.
International Perspective: Europe, USA — culture, chaos, time zones, all handled.
Systems Builder: I don’t just advise - I create.
Proven Innovation: National buying groups trust my insight.
Straight Talk: If I can’t help you, you don’t pay. Simple.

The Final Word

I’m Nicola Tierney, a Scottish consultant who actually does the work.

I’m here to help honest businesses grow without selling their soul or wasting their money.
I bring the heart, the grit, and the clarity to get you from “it’s fine” to “this works brilliantly.”

“If I can’t spot what’s holding your business back, you don’t pay a penny.”

Fair? Thought so.

"I address business challenges by recognising the individuals involved. While most consultants focus on symptoms, I focus on the people behind them".

Firstly DNA Digital was named after my family a reminder that everything starts with connection. But the more I’ve built it, the more I’ve realised it stands for something bigger.

Just like real DNA connects every living thing, digital can connect every community - if it’s designed with empathy and understanding. My role is to make those connections work: between people and systems, policy and practice, local voices and national platforms.

Whether it’s a small business, a trade network, franchisee or a farmer looking for clarity, my goal is the same - simplify the complex and help people feel seen, supported, and capable online.

Websites don’t always solve the bigger problems, but being able to connect as a group and solve problems together can. We need more community-led websites.

Read my blog below if community led projects interest you.