Driven by Compassion: OneSource Consulting and WXY's Vernae Jones-Seals on Sharing Experiences, Knowledge, and Power
By Julia Gamolina
Vernae Jones-Seals is a strategic advisor with over twenty-five years of combined financial and business management experience advising Boards of Directors, CEOs, Senior Executives, and Entrepreneurs with developing business, succession, strategic and tactical plans.
In 2002, Vernae launched One Source Consulting, LLC (OneSource) offering integrated business services to professional service organizations. OneSource has serviced architecture and engineering firms, government contractors and non-profit organizations as trusted business advisors providing thought leadership and innovative strategies. In her interview with Julia Gamolina, Vernae talks about developing business plans, thinking strategically about a firm’s evolution, and paying it forward, advising those just starting their careers to learn the most from every moment.
JG: The number one thing I’ve heard from the people I interviewed, when I ask them about what resources they wish they had or that they felt were missing, is that they would have loved to have some sort of business training. Given that you have over twenty-five years of combined business and financial management experience, what are the top three things you think architects need to be extra mindful of when starting a business?
VJS: Apply design, business, and systems thinking in the development of a business plan. When entrepreneurs allow this method, they should be able to clearly define the purpose of the business venture, the why. What challenges are they solving for and who are they solving for? What is their targeted client and market? How might the prospective client value their services, meaning what is your value proposition and unique differentiator? How will you fund and sustain the business in the first few years? Spending time exploring these questions at the early stage of the business will provide insight as to the fundamentals of developing a solid business plan. Ask yourself the hard questions first — what is driving you and what are your desired outcomes? What does growth look like and how and when will you exit the business? Often, individuals skip this part of the process.
Also, align yourself with other business owners and leaders and gain insight from their experiences. Explore the various small business resources available via various programs and networks. Be thirsty for knowledge and align yourself with qualified mentors. The US Census Bureau reports 5.4 million start-up businesses in 2023. Professional services and construction were the second largest sector with new businesses established in 2023. According to the Small Business Administration (SBA) an integral part of the US economy and growth comes from small businesses. Small businesses create job opportunities for many and provide economic development for our local communities. Be resourceful and leverage all resources and networks available to entrepreneurs.
Now let's go back a little bit — how did you decide to study accounting and finance? What did you see for yourself that this degree would get you towards?
I was very fortunate to have a pedigree of entrepreneurs. My grandfather, father, mother, and other relatives all had a role in a family business. My grandfather, while he had little formal education, utilized his intellectual gifts and spirit of innovation to start a lumber company in the mid-to-late 1960s. As a child, I was fascinated by the big brown leather chair in his office and the calculator on the desk. I believe that was the beginning of my love for numbers and business. While I was inspired by the innovation, sheer grit, and determination it took to start and run a business, I lived to experience firsthand the impact that lack of resources, strategic and succession planning can have on a business and a family. Unfortunately, my grandfather’s business ended with the first generation, but the legacy of entrepreneurship continues.
Our experiences shape our thinking and desires — both consciously and subconsciously. My experience and desire to learn about business and finances led me to pursue accounting and finance degrees, and later an MBA. I knew that unfortunately, many small businesses lack the resources to successfully operate. I was inspired and had the vision to start a business to help other businesses, owners, employees, and ultimately, the communities they serve. I was fortunate to see this vision come to fruition in 2002 with the launch of OneSource Consulting. I started OneSource with the desire to share my knowledge and resources to empower other entrepreneurs, businesses, and our communities, which is based on my belief in stewardship.
“Over time, I’ve learned to look for the lesson in each situation and then determine what I should and can change. My focus then becomes what is necessary for me to bring about the change and how will this change benefit me personally and professionally.”
Tell me about your experiences working for various offices before starting your own consulting practice. What did you learn that you still apply today?
Working for Fortune 500 and 100 companies early in my career provided the exposure and experience of business operations — including marketing, sales, accounting, finance, and technology. These opportunities allowed me to leverage my training with a focus on business operations and corporate strategy, which allowed me to have an integral role in the strategic implementation of corporate goals and objectives. This training was the foundation of my business acumen that I leverage today to empower small businesses that lack the access to tools and resources to ensure their business success.
Since the inception of OneSource, our team has focused and specialized in the A/E industry. We are often called upon to support clients with enterprise systems, in evaluation and selection through implementation and optimization. We specialize in aligning technology with organizational strategy and leading companies through business and digital transformations.
Tell me about the work you're doing with WXY. What are you most focused on as we enter 2025?
OneSource currently supports and collaborates with WXY stakeholders in organizing their technology and business strategy, also known as organizational and enterprise architecture. The OneSource team is very fortunate to work with the WXY stakeholders in navigating the business maze of an ever-changing landscape, but with a focus on design and building equitable communities. We support the WXY team with the operational infrastructure needed to maintain a sustainable business. Working with WXY Leadership allows us to experience a true collaboration in managing the day-to-day business operations, the development of growth strategies, and emerging leaders for the continuation of a legacy of stewardship.
Looking back at it all, what have been the biggest challenges? How did you both manage through perceived disappointments or setbacks?
Staying focused during adversity is always a challenge. Adversity comes in business, in our personal lives, and sometimes both. Over time, I’ve learned to look for the lesson in each situation and then determine what I should and can change. My focus then becomes what is necessary for me to bring about the change and how will this change benefit me personally and professionally. I also think about how can my situation help others; thus, I’m led to share my story. Sharing is often challenging as well, because by human nature we are concerned with what others might think. The opportunity is to think if and how this might help others. Our experiences impact our thoughts, decisions, and how we interact as a community. Perceived setbacks and disappointments can lead to personal and professional growth.
Who are you admiring now and why?
Those with a philanthropic mission and mindset, who are altruistic at heart. We are surrounded by many who aspire to make a positive difference. Many of our clients and their team members, our business colleagues at BDO, especially Karl Hampe and Danielle Hill, go above and beyond in helping OneSource and others. These individuals, many who never receive any accolades, are to be admired.
Our non-profit leaders — in particular Clarisa James, the Executive Director of DIVAS for Social Justice — are dedicated to missions for the greater good of our communities. Many for-profit organizations such as WXY Studio operate with a focus on social impact and not just profits, while building a team of like-minded and spirited individuals. It’s admirable to see this at the top of an organization, but to witness this firsthand throughout the entire organization is something to emulate.
“. . . give yourself the time and space to dream and explore, and with a goal to make the most of every opportunity.”
What is the impact you’d like to have on the world? What is your core mission? And what does success in that look like to you?
The future will depend on our ability to dream as visionaries, to be compassionate, to seek to understand the needs of others and our communities, to be committed and determined to make a difference by contributing our time, talent, and other resources to empower and impact the future of others, our profession, and underserved and underrepresented communities.
I encourage everyone to listen, to understand, to be driven by compassion for others, and to do good. Commit to developing programs to “Give Back and Lead Forward,” developing the next generation of visionaries, innovators, and entrepreneurs. My commitment is to collaborate in developing programs to empower the next generation, allowing them to explore, lead, and innovate.
Finally, what advice do you have for those starting their career? Would your advice be any different for women?
If you are starting a business or are at the beginning of your career, give yourself the time and space to dream and explore, with a goal to make the most of every opportunity. Make the journey impactful not only for yourself but for others. Develop a plan, focus, and execute. Look for mentors to gain wise counsel and become a mentor to give back and lead forward. My advice to my cohort of women is: let’s share our experiences, knowledge, and power. Together we can have an even greater impact on the communities we steward.
This interview has been edited and condensed for clarity.