If I Was Running a <£1M Boutique Consultancy, This Is How I’d Become the Go-To Expert in My Niche in 6 - 12 Months (with <£10K Budget)

Here’s the truth: the consulting landscape is undergoing a seismic shift. The old playbook for building a successful firm is falling apart, and if you’re running a boutique consultancy, you’re right in the eye of the storm.

Here’s why you should care:

• AI is eating the low-end of consulting: Tasks that once required expensive consultants—data analysis, research, basic recommendations—are being replaced by generative AI tools. The margin for offering generic advice is vanishing.

• Clients distrust faceless, one-size-fits-all firms: The market is saturated with large, impersonal consultancies churning out cookie-cutter solutions, leaving clients hungry for authenticity and human expertise.

• Big consultancies are bloated and slow to adapt: They’re losing market share to smaller, nimbler boutique firms that are carving out micro-niches. But if you’re not intentional about your positioning, you’ll miss the opportunity to be one of them.

In short: the consulting world is fragmenting, and trust is the most valuable currency.

If you’re running a boutique consultancy, you have a golden opportunity right now.

You’re small enough to adapt, specialized enough to stand out, and human enough to build relationships that last. But only if you position yourself as the go-to expert in your niche—and you don’t have years to figure it out.

W𝗛𝗬: 𝗧𝗛𝗘 𝗧𝗜𝗗𝗘 𝗜𝗦 𝗧𝗨𝗥𝗡𝗜𝗡𝗚—𝗕𝗘 𝗜𝗡 𝗧𝗛𝗘 𝗪𝗔𝗩𝗘 𝗢𝗥 𝗚𝗘𝗧 𝗦𝗪𝗘𝗣𝗧 𝗔𝗪𝗔𝗬

AI Is Reshaping the Consulting Landscape

For years, the consulting world thrived on a simple model: sell expertise, backed by complex research and frameworks. But the rise of AI is dismantling parts of that value chain. AI tools are now capable of delivering lightning-fast insights, drafting comprehensive reports, and even simulating strategic outcomes.

What does this mean for you?

• Offering generalist services is a death sentence. AI is cheaper, faster, and arguably better at providing surface-level solutions.

• Your clients aren’t just paying for your recommendations anymore—they’re paying for your judgment, perspective, and expertise.

• Expertise without positioning is invisible. If clients don’t see you as the definitive answer to their specific problem, they won’t see you at all.

If you’re a boutique consultancy, your survival depends on two things:

1) narrowing your niche and

2) doubling down on human connection.

The Trust Deficit: Why People Are Fleeing Big Consultancies

The days of large consultancies coasting on brand recognition and prestige are fading. Here’s what clients are saying:

• “I don’t know who I’m working with.”

• “Their solutions feel generic and cookie-cutter.”

• “They overpromise and underdeliver.”

Trust has become the Achilles’ heel of larger firms. Faceless, transactional relationships no longer cut it in a world where buyers expect authenticity, transparency, and personalisation.

Boutique consultancies like yours have a natural advantage here, but only if you lean into it.

Your clients don’t want a Power Point deck filled with empty buzzwords - they want a partner who deeply understands their pain points, offers clear answers, and works alongside them to deliver results.

The Rise of the Specialist vs. The Fall of the Generalist

There’s a reason people say, “Specialists thrive, generalists survive.” But even survival is getting harder.

Consider this:

• In a crowded market, broad service offerings dilute your perceived expertise. Clients don’t want a consultant who does “strategy, operations, marketing, HR, and a bit of tech on the side.” They want the person who solves their specific problem better than anyone else.

• Narrow positioning commands higher fees. When clients perceive you as the best in a niche, they’re willing to pay a premium for your expertise.

Large consultancies can’t pivot fast enough to capture these micro-niches. That’s your opportunity.

𝗧𝗔𝗞𝗘 𝗧𝗛𝗘 𝗟𝗘𝗔𝗗 𝗔𝗦 𝗔 𝗧𝗛𝗢𝗨𝗚𝗛𝗧 𝗟𝗘𝗔𝗗𝗘𝗥

To thrive in this new era, you don’t just need to be an expert—you need to be seen as an expert. And that requires creating visibility and trust at scale.

If I were running boutique consultancy today, I’d focus my energy on one thing: thought leadership that builds trust and scales influence.

Why?

• Because thought leadership positions you as the authority in your niche.

• Because trust is the ultimate currency in consulting.

• Because being proactive about your narrative ensures you’re not scrambling to stand out when the competition heats up.

AND BUILD YOUR CONSULTING ADVANTAGE:

Here’s the game plan to do just that:

𝗖𝗥𝗘𝗔𝗧𝗘 𝗔𝗡𝗗 𝗗𝗜𝗦𝗧𝗥𝗜𝗕𝗨𝗧𝗘 𝗬𝗢𝗨𝗥 𝗡𝗔𝗥𝗥𝗔𝗧𝗜𝗩𝗘

Step 1: Get Ruthlessly Clear on Your Niche

Before you can build thought leadership, you need to define exactly who you’re for and what you’re solving. Your goal is to become unavoidable in your space.

Ask yourself:

• What specific problem do I solve better than anyone else?

• Who are the clients I can create the most impact for?

• What’s the one message I want to be known for in my niche?

The tighter your positioning, the faster your name spreads within your niche.

Step 2: Build a POV (Point Of View) That Polarizes

Being a thought leader means having a perspective—and being willing to share it boldly.

The best narratives are polarizing. They challenge the status quo, question outdated assumptions, and provoke a reaction. If everyone agrees with you, your narrative isn’t strong enough.

For example:

• “Trying to grow too fast is what’s killing mid-sized consultancies.”

• “Consultants 50+ leaving corporate are doomed to fail as consultants”

• “Having more than 1 service is the fastest way to kill your margins.”

• “Stop chasing AI trends—your clients don’t care about tools, they care about outcomes.”

What’s your version of these statements for your clients? And yes - thwy could be better!

Step 3: Dominate LinkedIn with Relentless Consistency

LinkedIn is the perfect platform for boutique consultants because it’s where decision-makers and industry leaders hang out. It’s also algorithmically designed to amplify strong voices.

Here’s how you make LinkedIn work for you:

1. Post three times a week (at minimum) with a mix of:

   • Stories that showcase your expertise.

   • Opinions that align with your narrative.

   • Tactical advice that your audience can immediately use.

2. Engage with others in your niche. Comment thoughtfully on posts from peers, influencers, and potential clients. The goal is to show up consistently. I love getting my clients started with commenting because it’s easy to, is welcomed by the person you are commenting on and get’s you exposure to their audiece. Oh - and it’s easier to comment than start from scratch. Do that but do what ever is needed to get started!

Focus on POV-Driven Content

Your LinkedIn content should consistently reinforce your narrative from different angles. This isn’t about pitching your servic, it’s about demonstrating your expertise and sharing your unique take on the challenges your clients face.

Start with text-only posts. Why?

Because they perform well on LinkedIn, are quick to produce, and force you to clarify your ideas.

AND - Most importantly, I know you’re more likely to do it. Have you worked out yet I have a bias towards action.

Then, track the posts that resonate most with your audience. Once you have a few high-performers, repurpose them into short videos of you speaking directly to the camera.

Thought leadership in consultancy is as much about visibility as it is credibility, and nothing builds trust faster than seeing and hearing you articulate your ideas.

Example Content Ideas:

• “Why Most Consultancies in [NICHE] Fail to Deliver Long-Term Results (and How You Can Avoid It)”

• “The 3 Most Dangerous Myths Holding Back [Your Client Niche]”

• “What Every [Niche Decision-Maker] Gets Wrong About X (and the Simple Fix)”

• Why most [niche] [job titles] mistakenly believe [fact] and why new data proves the opposite to be true

The key is to provoke thought, challenge assumptions, and align your audience around your way of solving the problem.

The real power is when you truly understand exisiting beliefs that you can remold and reshape to encourage buy in to a new belief. [More on that in a new training coming soon - make sure you get notified].

Step 3: Dominate The Right Places

At £1M revenue, you likely don’t have the time—or budget—to attend every industry event or chase every networking opportunity. Instead, laser-focus on 3-5 key events or platforms where your ideal clients are already paying attention.

Here’s an example for events:

Before the Event

1. Scrape the attendee lists (or identify key speakers and participants).

2. Run hyper-targeted LinkedIn ads (yes, even with a small budget). The goal isn’t to get clicks but to make your name, face, and message familiar. Use a video ad introducing your narrative—no CTA, just pure value.

3. Connect with key people in your ‘Hot 100 List’ [A new training is launching soon on this] and find out if they are attending the event. If possibe set a meeting at the event BEFORE the event. Do this manually.

Here’s an example of what can happen from a client of mine:

𝗕𝗨𝗜𝗟𝗗 𝗖𝗢𝗡𝗦𝗜𝗦𝗧𝗘𝗡𝗖𝗬 𝗪𝗜𝗧𝗛 𝗔 𝗣𝗢𝗗𝗖𝗔𝗦𝗧 𝗢𝗥 𝗡𝗘𝗪𝗦𝗟𝗘𝗧𝗧𝗘𝗥

Launching a niche podcast or newsletter is one of the most underrated ways to position yourself as the go-to expert.

Here’s Why It Works:

• It gives you a reason to consistently create and share valuable content.

• It lets you feature guests who are either industry leaders or potential clients (or both). I prefer potential clients.

• It positions you as a hub of insights and thought leadership.

Here’s a perfect example of a consultant doing this amazingly well:

Even if your audience starts small, a well-executed podcast or newsletter builds credibility over time. The key is consistency: pick a cadence (weekly, bi-weekly) and stick to it. I have been very bad at this in the past - sorry!

Content Ideas for a Newsletter/Podcast:

• Client success stories (with lessons others can learn).

• Deep dives into common challenges your audience faces—and how to solve them.

• Industry trends and how they’re impacting your niche.

Pro Tip: Don’t aim for perfection out of the gate. It’s better to be consistently “good enough” than inconsistently perfect.

𝗧𝗛𝗘 𝗖𝗟𝗢𝗦𝗜𝗡𝗚 𝗦𝗧𝗥𝗔𝗧𝗘𝗚𝗬: 𝗗𝗥𝗢𝗪𝗡 𝗬𝗢𝗨𝗥 𝗡𝗜𝗖𝗛𝗘 𝗜𝗡 𝗬𝗢𝗨𝗥 𝗠𝗘𝗦𝗦𝗔𝗚𝗘

In 6 months, here’s where you could be:

• Your consultancy will have a crystal-clear narrative that resonates with your ideal clients.

• Your LinkedIn presence will establish you as the go-to expert in your niche.

• Your voice will dominate the spaces your clients care about most.

• Your podcast or newsletter will keep you top-of-mind and foster deeper trust with your audience.

The only way this fails? If your narrative is weak or inconsistent.

Don’t let that happen.

Take the time to craft a perspective you truly believe in, and then share it unapologetically.

Remember: You don’t need to appeal to everyone—just the right people.

Now, what’s your first step?

Start by clarifying your narrative. Everything else flows from there.

𝗡𝗢𝗪: 𝗧𝗔𝗞𝗘 𝗔𝗖𝗧𝗜𝗢𝗡

The opportunity in front of boutique consultancies today is enormous. But the window won’t stay open forever.

AI is accelerating change. The distrust of faceless, generic firms is growing. And clients are becoming more selective about who they work with.

If you want to thrive in this new world, you need to act now.

• Start by defining your niche and crafting a compelling narrative.

• Begin sharing your perspective on LinkedIn consistently or at conferences or even at your own ‘Executive Roundtables’

• Position yourself as the human, authentic alternative to faceless firms.

The time to act is now. In six months, you could be the only name clients think of when they face your specific problem. Or you could still be competing in the noise.

Which future do you want?