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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.

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