Nat Lopez shared their story and experiences with us recently and you can find our conversation below.
Hi Nat, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What’s more important to you—intelligence, energy, or integrity?
For me, integrity is at the core of everything I do, both personally and professionally. It’s the foundation that guides how I treat people, how I show up for my clients, and how I make decisions. Intelligence and energy are valuable, but without integrity, neither can be sustained in a meaningful way.
In my work, integrity means keeping my word, delivering what I promise, and treating people the way I would want to be treated. It’s showing up even when it’s inconvenient, owning my mistakes, and making choices that align with my values instead of what’s easiest in the moment.
At the end of the day, I believe intelligence helps you create opportunities and energy helps you pursue them, but integrity ensures you deserve them.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m the owner of The Business Theory, a digital marketing agency that specializes in custom website design, SEO, and directory listings. Our focus is on helping service-based businesses grow their online presence through strategic design and authentic storytelling.
My passion has always been creativity. Designing websites has been a dream come true because it allows me to combine design, strategy, and purpose in one space. Every project is a chance to bring a client’s vision to life in a way that not only looks beautiful but also drives real results for their business.
What makes The Business Theory unique is that every website we create is fully custom, never from a template, and built with the same care and attention as if it were our own. We take pride in understanding each client’s story and translating that into a digital experience that connects with their audience and helps their brand stand out.
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who taught you the most about work?
My family taught me the most about work. I grew up surrounded by entrepreneurs-my dad, my aunts, my uncles, my cousins-everyone has always run their own business in one way or another. From a young age, I watched them solve people’s problems through hard work, creativity, and determination, and then see the rewards that came from that.
It’s not easy to branch out on your own, but I learned from them that the challenges are worth it. There’s something deeply fulfilling about building something from the ground up and seeing how your work can make a real difference in someone’s life. That’s a lesson that has shaped how I approach everything I do with The Business Theory.
What’s something you changed your mind about after failing hard?
I’ve learned that failure isn’t the end-it’s an opportunity to try something different. The Business Theory isn’t my first business, but it’s the one that truly reflects my passion and purpose. Before this, I was a videographer and even ran a perfume shop for a while. Those experiences taught me a lot, but they didn’t bring me the same joy I feel when I’m designing and creating for others.
Failure helped me realize that every “no” or closed door was simply guiding me toward what I was meant to do. It led me to my dream job, where I get to use my creativity to help people grow their businesses and bring their visions to life.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What are the biggest lies your industry tells itself?
This might sound controversial, but I think one of the biggest lies in the digital marketing industry is that running ads is the ultimate solution for business growth. The truth is, the only guaranteed winners in that model are the platforms themselves-they get paid whether or not a click turns into a real customer.
Ads can absolutely be useful for rapid exposure or brand awareness, but they’re often sold as a “must-have” instead of what they really are-a tool that requires strategy, budget, and readiness. I work with a lot of small and medium-sized businesses, and I always make sure they understand what ad spend really means. Some clicks can cost a few dollars while others can go up to $100 or more, and that’s not always sustainable for a local company.
I’m not against ads, but I believe in transparency. My approach is about helping business owners make informed decisions and invest in long-term growth strategies like SEO and organic visibility, which can deliver lasting results without constant spending.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. Are you doing what you were born to do—or what you were told to do?
I’m convinced I’m doing what I was born to do—help people with my skills and protect them from being taken advantage of. Digital marketing can be incredibly powerful, but it can also be a space where a lot of people take advantage of business owners who simply don’t know what they’re paying for.
I’ve seen too many agencies sell a dream that sounds great on paper but doesn’t deliver real results. For me, it’s not about overpromising; it’s about educating clients, being transparent, and focusing on what truly matters—how a business treats its customers and the experience it provides.
When a client gives great service, earns a genuine review, or gets a referral, that’s what speaks volumes. In a world where so many people are only looking out for themselves, I’m proud that my work allows me to look out for others and give them the honesty and clarity they deserve.
Contact Info:
- Website: https://www.thebusinesstheory.com/
- Instagram: https://instagram.com/TheBusinessTheory
- Linkedin: https://linkedin.com/company/the-business-theory
- Twitter: https://twitter.com/TheBizTheory
- Facebook: https://facebook.com/TheBusinessTheoryOfficial
- Yelp: https://yelp.com/biz/the-business-theory-weston?osq=the+business+theory
- Youtube: https://youtube.com/channel/UC-STJppEAe8pO66x3OihqjA
