Send us a text

Summary

Most consultants are told their Value Proposition is everything. But is that really true? In this episode, Craig Herd and Clive Griffiths break down why the usual advice around value propositions often misses the mark—and what actually matters if you want to grow your consultancy.

Craig and Clive explore why many consultancy founders get stuck obsessing over a one-liner, while the real challenge is getting in front of the right clients and having deeper conversations. They discuss the difference between a value proposition and positioning, why your team needs clarity to avoid butchering your message, and how clients often stay with you for different reasons than why they first signed up.

If you’ve ever wrestled with articulating your consultancy’s value—or felt pressured to come up with a “unique” value proposition that sets you apart—this episode is for you.

...

Episode Highlights and Insights

• Value Proposition vs Positioning

Craig and Clive discuss why consultants often confuse these two ideas—and why separating them can help clarify what you really offer.

• Why Your Team Needs your Value Prop More Than Your Clients

When associates and consultants are tasked with business development, a clear message becomes critical. Without it, they’ll likely dilute your proposition.

• Why ‘Unique’ Misses The Point

Most consultancies aren’t unique—and that’s okay. What matters more is trust, reliability, and credibility in the eyes of your clients.

• The Role of Your Value Proposition

Think of it as the fishing line—not the entire strategy. It’s there to open the conversation, not close the deal.

• Who You Should Listen To

Craig shares how reviewing client feedback uncovered the real value they deliver—something they hadn’t identified themselves.

• Productise or Expand?

A candid chat on how consultancies can scale—whether through productising services or carefully expanding their offer—without becoming “all things to all people.”

...

If you’re a consultancy founder who’s ever felt stuck explaining what you do—or worried your team can’t articulate your value without you—this episode will help you rethink your value proposition and positioning in a more practical way.

Subscribe to The Consultancy Growth Podcast for candid conversations with experts helping consultancy founders build sustainable, scalable businesses.

Send us a text

Host: Craig Herd

Most consultancy founders are stuck in a dumb loop. You start out hustling, doing everything yourself—winning deals, handling clients, hiring, marketing, even buying the office biscuits. Then you grow, hire people… and somehow still end up doing everything. Sound familiar?

In this episode, Craig breaks down why founders get trapped as Mr Everything, why hiring more people won’t fix it, and the real way to escape the grind. If you want a business that runs without you, this is the episode you need to hear.

Key Topics Covered

🔥 Why you’re stuck running everything.
⚠️ The myth that hiring will solve all your problems.
🛑 Being the bottleneck is killing growth.
📈 The reason your consultancy isn’t scaling.
🔧 The first system to build.
💰 Founder closed £36K deal while golfing.

Episode Highlights & Resources

The ‘Mr Everything’ Trap: Why Founders Get Stuck

• You’re running everything—sales, delivery, ops, hiring, admin.
• More team members? More problems.
• This is the opposite of freedom.

How to Escape: Systemise Everything

• If your consultancy only works when you’re working.
• The secret? Removing yourself from client acquisition.
• You don’t need to be the rainmaker.

The Goal: A Business That Runs Without You

• If you're the business, it’s not sellable, scalable, or sustainable.
• Stop being the bottleneck. Stop doing everything.
• Systemise client acquisition, build leverage, and reclaim your time.

Related Episodes & Resources

📖 Built to Sell – A playbook for creating a business that runs itself
📖 The E-Myth – Why most small businesses fail (and how to avoid it)

If you’re tired of being Mr Everything and want to actually own a business (not just a job), listen to this episode and start making the shift today.

Send us a text

In this episode of the Consultancy Growth Podcast, Craig Herd and Clive Griffiths dive deep into the evolving role of AI in consultancy marketing and sales. They explore the challenges and consequences of mass AI-generated outreach, the importance of authenticity in marketing, and the future shift towards personalised, human-centric interactions. Listen in for insights on cutting through the noise, standing out in a crowded market, and leveraging AI as a research tool rather than a spam engine.

Host: Craig Herd
Host: Clive Griffiths

Key Topics Covered

• The evolution of AI in marketing & sales.
• The dangers of mass AI-driven outreach for consultancies.
• The power of authentic, personalised marketing strategies.
• How a thoughtful gift secured a meeting vs 205+ competitors.
• The future of sales: Human connection vs. AI-generated content.
• Leveraging AI for research & insight generation.
• Why consultancies need to lead with value.
  
  

Episode Highlights & Resources

AI in Marketing & Sales: Game-Changer or Brand-Damager?

• AI enables high-volume, personalised outreach but at what cost?
• How mass AI-driven emails can damage consultancy brands.
• The value of a finite market and lasting relationships.

Case Study: Personalised Gift vs. 206 LinkedIn Comments

• An HR consultant used a unique approach.
• The follow-up email that sealed the deal.
• How personalisation beats mass outreach every time.

The Future of Sales & Marketing in Consultancy

• AI is increasing digital noise.
• A resurgence in relationship-driven marketing.
• Your prospects' unconsidered needs.
• How to Leveraging AI while maintaining a human touch.

Related Episodes & Resources

• Consultancy Growth Podcast: Episode 3 Podcast recommendation.
• The Challenger Sale – Book recommendation.
• RAIN Group Study – Research on why buyers buy.