Editor’s note: Abaxent CEO Adonica Randall delivered the keynote address at the Madison Black Chamber of Commerce’s 2025 Business Awards ceremony. This month’s Leadership Insight column is an edited version of Randall’s speech.
How did a nice information technology (IT) girl like me end up in construction? We took the opportunity to step up and take on a challenge, and it was bold for a lot of reasons. We had already set up as IT brokers and we worked only in technology. We weren’t in construction, and we didn’t even know we could play in construction. But we got a rare opportunity to do so, and instead of safely staying in our lane, we changed our company’s course for the better.
What was that like? Think about actor Liam Neeson from the motion picture “Taken” (2008), in which he receives a phone call from his daughter’s abductors, leading his character, an ex-Green Beret and CIA officer, to become a man on a (rescue) mission and basically vow, “I have skills, and I will come for you.”
Well, a few years ago, I received a phone call from a very persistent vice president of a major corporation — yes, a professional acquaintance who believed in me and my company — during which I was “voluntold” about what was expected of me and my company. I was given little to no guidance on where this request was headed on the construction of the sparkling new Fiserv Forum, the largest development project in the history of downtown Milwaukee.
After some initial reluctance, I became a person on a mission, in part because that vice president knew I had skills for this mission and he would not take “no” for an answer. I ran an IT broker house — a small, minority-owned business — and I got into this business realizing that while I can’t compete with IBM, Oracle, or Cisco, I could work with all of those folks as a broker on behalf of my clients. That’s what I decided to do with my 23-year-old business — solve my customers’ IT problems — and I did the same thing for the Fiserv Forum project.
Since opening in August 2018, Fiserv Forum has become more than a home to the Milwaukee Bucks and the Marquette Golden Eagles. It is a 714,000-square-foot entertainment hub that hosts college sports tournaments, major concerts, and other big events. As such, it has significant information technology requirements.
When we were approached about Fiserv’s IT infrastructure, many questioned why a technology solutions firm would venture into construction. Today, after helping to complete nearly 20 construction projects — starting with Fiserv — I’ll share five principles that guided our success:
1. Redefine your value proposition. When we entered the Fiserv Forum project, we didn’t see ourselves as just an IT company working on a construction project. We positioned ourselves as technology integration experts who could solve complex infrastructure challenges. This shift in perspective changed everything. With regard to the project, our handrail antenna system design showcased how IT expertise could solve unique construction challenges — given the architecture and shape of the building, there were a lot of wi-fi dead spots — while maintaining aesthetic requirements and optimizing the fan experience.
2. Master strategic collaboration success. Today, this requires diverse strategic partnerships. At Fiserv Forum, we collaborated with Johnson Controls, a Milwaukee company that has one of the world’s largest portfolios of building technology, software, and services. This partnership contributed to our specialized expertise while learning about construction industry standards, and this partnership model has become our blueprint for growth. A key learning: Don’t just seek clients, seek partners who can open doors to new opportunities.
3. Build technical excellence into everything. The Fiserv Forum project required handling 72 terabytes of data per event and supporting 17,500 concurrent users. We delivered because we stayed focused on technical excellence required for a network infrastructure to support 258 miles of fiber and copper cable and 840-plus high-definition Internet Protocol Television (IPTV) sets, maintain impressive 20 gigabytes (GB) per second speeds, and provide robust IT security. Excellence speaks for itself and creates more opportunities.
4. Practice adaptive innovation. Every project presents unique challenges. At Fiserv Forum, we had to innovate solutions for complex problems like providing seamless connectivity throughout a massive arena while ensuring cybersecurity and operational efficiency. Remember that innovation isn’t just about technology — it’s about adapting your expertise to solve new problems in creative ways.
5. Create sustainable value chains. We’ve moved beyond single projects to create lasting value networks. Each construction project we complete strengthens our expertise and expands our partner network. We’re not just building infrastructure, we’re building lasting business relationships. Our Fiserv Forum success led to additional construction technology projects and industry recognition.
The future of business success
The path forward isn’t about waiting for perfect conditions, it’s about identifying where your expertise can solve critical problems. With the opportunity to work on the Fiserv Forum, we proved that technical expertise combined with adaptability could create new business opportunities, and we demonstrated the value of diverse business partnerships.
Every business owner has unique expertise. Your challenge is to do the following:
- Identify industries that need your expertise;
- Build strategic partnerships that amplify your capabilities;
- Maintain unwavering commitment to excellence;
- Stay adaptable in your approach; and
- Focus on creating lasting value.
Remember that the most significant opportunities often come disguised as challenges. When we took on the Fiserv Forum project, we weren’t just accepting a contract — we were opening a door to transform our entire business model. The future belongs to those who can adapt, innovate, and deliver excellence consistently. Focus on building value through expertise and strategic partnerships. That’s how you create sustainable success in any business environment.
Adonica Randall is the CEO of the Pewaukee-based Abaxent LLC, the only technology solutions company in Wisconsin that is certified minority- and Black-woman owned and operated.
