Advocate SPOTLIGHT

By Caryn Berardi

When you have experienced firsthand the impact that business certifications can have on an organization’s ability to distinguish itself like Patti Winstanley has, it is only natural that you would feel inspired to assist other businesses in identifying and navigating the certification process to reach their goals.

She is the founder and CEO of Winstanley Consultants LLC, a Dallas-based firm that equips its clients with strategies to differentiate themselves from their competitors and maximize business opportunities through a variety of consultancy services, including certifications, supplier diversity and conference preparation.

“My company was born from a rich history of empowering businesses to thrive in the diversity network. Our mission is clear: to guide certified businesses through the intricacies of certification and unlock their full potential swiftly,” Winstanley said. “Over the years, we’ve earned the trust of our partners by seamlessly matching them with innovative businesses that align with their procurement objectives.”

Before starting Winstanley Consultants in 2019, she served as president of the manufacturing company Aztec Promotional Group LP — a Women’s Business Enterprise National Council-certified women’s business enterprise — and its subsidiaries for 15 years. Her tenure included active roles on the WBENC board of directors, WBENC Women’s Enterprise Forum and Women’s Business Council – Southwest’s board of directors. It was during this time she earned “The Connectonator” nickname.

“My knack for fostering fruitful connections drove significant B2C [business-to-consumer] and B2B [business-to-business] growth [at Aztec],” Winstanley said. “I earned another moniker — ‘The Motivator’ — for my unwavering dedication to inspiring businesses to pursue certification and seize untapped opportunities. The transition from Aztec to Winstanley Consultants was fueled by a desire to share my wealth of experience and simplify the certification journey for others.”

This passion to help other businesses succeed and her talent for building relationships and cultivating trust among diverse stakeholders have been the cornerstones of Winstanley Consultants, but there are other factors that set it apart.

“Our dedication to transparency and accountability is evident through my willingness to ask tough questions, ensuring that endeavors are met with both scrutiny and innovative solutions,” Winstanley said. “My adventurous spirit propels me forward where others may hesitate, embodying a mindset that drives progress.”

Another key differentiator is the certifications she has pursued for her business. Among others, Winstanley Consultants is both a women’s business enterprise or WBE through WBENC and a disability-owned business enterprise or DOBE through Disability:IN.

Winstanley says obtaining the DOBE certification reflects her company’s values, but also a changing business landscape in which inclusion and diversity are prominent factors.

“The Disability:IN certification not only demonstrates our commitment to fostering an inclusive workplace culture by increasing visibility as a disability-owned business,” she said, “but also aligns with the evolving priorities of corporate partners who value diversity and its impact on both cultural dynamics and financial performance.”

These values and qualities are not just professional but represent who Winstanley is personally and the leadership and guidance she offers to drive meaningful change for her clients.

“I derive immense joy from assisting others, imparting wisdom gained over the years and learning alongside them,” she said. “I hope to continue to connect people and ideas and pave the way for transformative growth and innovation, leaving an indelible mark on those I encounter and the communities I serve.”

To Learn more visit winstanleyconsultants.com.

Affinity Inc. advisory board member

Patti Winstanley, founder and CEO, Winstanley Consultants LLC