Exclusive with Tony Atchison, Founder of Paradelta Strategy

Michelle Whiting
4 min readFeb 10, 2023

Dr Tony Aitchison (MBA) has travelled the world and worked in France, USA, and Australia. Providing business strategy advice, brand equity building services, and new venture development and management to his clients, and within his own ventures.

A strategist and implementer, he leads a team of experienced consultants and has worked in industries such as FMCG, pharmaceuticals, cosmetics, food, financial, chemical, plastics, finance, beverages, wholesale, energy, retail, med tech, not-for-profits, automotive, toys, festivals, technology, allied health, software, insurance, education, law, virtual reality and more. This global and diverse range of experience provides a dynamic approach to his work that creates unparalleled growth for his clients.

For more details, visit their website here.

Here we sit down with Dr Tony, to know a bit more about his journey as an entrepreneur.

Q. Tell us a little more about your journey as an entrepreneur — how did you get started? What inspired you?

Dr Tony: Essentially, I moved on from my corporate job and created my first business. It was successful, but not as successful as I would have liked it to be. However, you learn more from failures than successes, and so here we are many businesses later having learned a lot and being more successful than before.

Q. What entrepreneurial tricks have you discovered to keep you focused and productive in your day-to-day busy schedule?

Dr Tony: Many people believe starting your own business is a luxury and that you can set your own hours. This is true that you can set your own hours, but it won’t be a 9–5 job… It is likely to be a lot more hours in the beginning before you can delegate tasks to paid employees. So to keep yourself focused set your hours, stick to them, and break down incremental tasks that will lead to achieving your overall goal.

Q. How do you stay organized with such a busy schedule? What are some time management strategies, SOPS (standard operating procedures), hires or hacks that have helped you dramatically in business

Dr Tony: Breaking the day down into smaller tasks that are timed is one of the best ways to stay organized. Also, for any routine tasks — create an SOP and hire someone else to do these steps which will free up more of your time.

Q. What is the most memorable thing you’ve done since you started your business?

Dr Tony: 1. Honest Communication — there can be a lot of deception in business from clients and other companies. Some real honest communication is always more respected than blanket statements or white lies.

2. Same as 1

3. Same as 2… Hahaha, yes I do believe this is the major problem in the world that needs to change.

Q. If you were to write a book about yourself, what would you name it?

Dr Tony: The ups and downs of what building a business is really like.

Q. What motivates you?

Dr Tony: I’m motivated by building something great that creates significant impact and change in the world. Be it new technology to improve people’s lives, something that encourages a new way of thinking, helping charities, and more…

Q. What is one of the best or most worthwhile investments you’ve ever made

Dr Tony: Understanding money and how it can be used to grow wealth. I’ve done a few courses, read many books, and tested the market on how to accomplish this. Creating wealth is better than having money.

Q. What key activities would you recommend entrepreneurs invest their time in?

Dr Tony: Spend a lot of time, in the beginning, understanding the potential customer’s needs and then working out the ways to address these needs. Then ask yourself

- Is it profitable?

- Can you make money from this?

- How can it be tested?

- Can it be scaled?

Q. What is your ‘one-sentence’ piece of advice you’d like to give to someone who wants to become an entrepreneur, coach, or business owner?

Dr Tony: Have some security behind you, because not every business is successful.

To keep up to date with Dr Tony and his journey, connect with him on Facebook, and LinkedIn.



Michelle Whiting

Copywriter, publicist & entrepreneur. Passionate about sharing empowering and informative stories from thought leaders across the globe.