Leon Dubiel

Why this persona fits the audience

He runs a 3-person IT consulting micro-agency in Warsaw and keeps hosting, domain renewals, contractor payouts, and travel expenses in Excel. He uses Android and enters transactions from invoices rather than connecting accounts.

• Age: 45
• Location: Warsaw, Poland
• Occupation: IT consultant and micro-agency owner
• Income: PLN 240k/year
• Education: Master's degree
• Company size: 3
• Years in role: 12

“The real value isn't just in the technology we implement for clients, but in the solid foundation we build for ourselves – even if that means meticulously managing every detail.”

Leon Dubiel, 45, is the co-founder and driving force behind a small IT consulting micro-agency based in Warsaw, Poland. With a Master's degree in Computer Science, he transitioned from a senior IT role to entrepreneurship over a decade ago, seeking greater autonomy and the challenge of building something of his own. His agency, now comprising himself, a junior consultant, and an administrative assistant, specializes in cloud migration and cybersecurity solutions for businesses that lack in-house IT expertise. Leon's approach is deeply rooted in control and reliability; he believes that meticulous management of every operational aspect is paramount to delivering consistent, high-quality service to his clients. This philosophy extends to his personal business administration. He steadfastly manages hosting, domain renewals, contractor payouts, and all travel expenses using a complex system of interconnected Excel spreadsheets. He manually enters transaction data from invoices rather than integrating bank accounts, a deliberate choice driven by a desire for absolute oversight and a deep-seated skepticism towards automated financial systems he doesn't fully control. This method, while time-consuming, ensures he has a granular understanding of every PLN spent and earned. His income of PLN 240k/year reflects the success of his focused approach, but also the constant pressure of balancing client-facing work with the administrative burden. He recently decided against adopting a new CRM system proposed by his assistant, opting instead to refine his existing Excel workflows, a decision that highlights his preference for mastering familiar tools over adopting new, potentially disruptive technologies. He views his independence as a core achievement, valuing the ability to steer his business and personal life according to his own principles, even if it means more manual effort. His commitment to reliability extends to his personal life, where he maintains disciplined routines, including his passion for cycling and his appreciation for high-quality espresso, viewing them as essential elements for maintaining focus and energy.

Background & daily life

A day in their life

Leon's day typically begins around 6:30 AM with a strong espresso and a review of overnight client alerts. After a quick breakfast, he heads to the office, often listening to a tech podcast. His morning is usually packed with client calls, team stand-ups, and technical problem-solving. Lunch is a quick affair, often at his desk. The afternoon might involve proposal writing, reviewing project progress, or dealing with administrative tasks like updating his expense spreadsheets. He aims to leave the office by 6:00 PM, returning home for dinner with his family. Evenings might include a brief check of emails or reading industry news before winding down.

Lifestyle

Leon lives in a comfortable, modern apartment in the Mokotów district of Warsaw with his wife and teenage daughter. His mornings start early with a meticulously prepared espresso, followed by a quick check of urgent emails before his commute. Weekends often involve long cycling trips through the Kampinos National Park or exploring less-trafficked parts of the city. He's mindful of his health, preferring home-cooked meals and avoiding excessive spending on luxuries, though he invests in quality tech and cycling gear. Social life is primarily centered around close friends and occasional family gatherings.

Work life

As the owner of a three-person IT consulting agency, Leon's days are a constant juggle. He oversees client projects, manages the small team, and handles all administrative overhead. His agency specializes in cloud infrastructure and cybersecurity for small to medium-sized businesses. The core challenge is balancing client demands with the operational realities of a micro-business. He spends significant time reviewing proposals, troubleshooting client issues, and ensuring smooth project delivery. The administrative side, particularly finances, is managed manually using Excel spreadsheets, which he finds tedious but necessary for maintaining direct oversight.

Relationships

Leon is married to Anna, a graphic designer, and they have a 16-year-old daughter, Zofia. His relationship with Anna is a partnership, with shared responsibilities and mutual support. He has a small circle of close friends, mostly fellow entrepreneurs or IT professionals, with whom he discusses business challenges and shares industry insights. His parents, retired engineers, still offer advice, though he often finds their perspectives a bit dated.

How they decide

Leon is a cautious and analytical decision-maker. He thoroughly researches options, weighs pros and cons, and prioritizes reliability and long-term value over immediate cost savings. He trusts his own judgment and data but will consult with trusted peers or industry resources if a decision involves significant risk or uncertainty. He prefers solutions that offer a high degree of control and transparency.

How they sound

Speaks with a measured, clear cadence. His Polish is standard, with a slight tendency towards technical jargon when discussing work. He avoids overly casual slang and prefers direct, factual communication. When discussing finances or administrative issues, his tone becomes more serious and focused. He might use phrases like 'To be perfectly clear...' or 'From a practical standpoint...'.