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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.

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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.”

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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.

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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.

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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.

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How do you secure meetings with senior executives without relying on cold emails, expensive paid ads, or personal introductions?

In this episode, Clive Griffiths shares the precise strategy that landed him a meeting with a Times 100 CEO, and how you can apply the same principles to connect with decision-makers at the highest levels.

We discuss:
- Why most outreach methods don't work with the best prospects.
- The "Shock & Awe" approach to cutting through the noise.
- How to turn a gatekeeper into your champion
- The 'lumpy mail' strategy that can unlock major opportunities.
- The critical mistake most people make once they get the meeting.

If you’re looking to build real, high-value relationships with top-tier clients, this episode provides a proven framework you can start using today.

🎧 Listen now and put it into action.

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The Decline of the Trusted Advisor & The Rise of the Visible Expert

If you're still relying on the trusted advisor model to grow your consultancy, this episode is for you. A major shift is happening in 2025—and those who don’t adapt risk getting left behind. In this episode:

Why the Trusted Advisor Model is Holding You Back
Learn why the traditional one-to-one relationship-building approach is no longer enough to scale your consultancy.

The Rise of the Visible Expert
Discover how shifting from private, time-intensive conversations to systematic content sharing transforms your positioning and accelerates business growth.

How One Consultancy Landed £36,000 While the Founder Was on Holiday
Find out how a consultancy partner leveraged online content—rather than the founder’s time—to close a major deal.

The 90-Minute Content System That Fuels Six Months of Thought Leadership
I’ll walk you through the exact system we use to capture and repurpose a consultancy founder’s insights—without them spending hours on content creation.

Key Takeaways:
- Why becoming a visible expert increases credibility, leads, and fees
- The content strategy that lets your team leverage your expertise.
- A step-by-step guide to making this shift effortless

Tune in now to learn how consultancy founders are moving from time-consuming, relationship-based selling to scalable authority positioning—while still maintaining deep expertise and trust.

Subscribe to The Consultancy Growth Podcast and get a front-row seat to the strategies transforming boutique consultancies in 2025.

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If you're ready to unlock your consultancy's full potential, this is the episode for you. Today, we're diving deep into a game-changing strategy: Identifying Your Ideal Client Profile (ICP). Here's what to expect:

Why Focusing on Your ICP Will Make You Millions:
Learn how narrowing your target to the right prospects can transform your consultancy's growth trajectory.

The Dream 100 Strategy:
Hear the story of how this legendary sales tactic turned a struggling publication into a revenue machine – and how it applies to your consultancy. Discover how focusing on just 100 perfect prospects can drive millions in revenue without exhausting your resources or burning bridges.

Actionable Takeaways:

• How to define your ICP by analysing your current client base.
• The tools that make creating a focused lead list easier than ever.
• Mapping Your Marketing To 100 Prospects

Tune In Now to learn how identifying your ICP and executing the Dream 100 strategy can streamline your marketing, boost your conversion rates, and secure high-value projects.

Subscribe to The Consultancy Growth Podcast and transform the way you approach client acquisition. Don’t miss this blueprint for boutique consultancy success!