The Uncomfortable Truth About Why Most Solo Consultants Fail

And the four behavioural shifts that separate the thriving from the rest

When I started out on my own, I had experience.

I had credibility.
I knew I could deliver results.

But I didn’t yet have a business.

Not really.

Because I was doing what so many solo consultants do:

- Saying yes to everything.
- Undercharging.
- Avoiding uncomfortable conversations.
- Waiting for referrals to come through.

It looked productive.

But underneath, I was stuck in hesitation, perfectionism, and playing small.

Here’s the uncomfortable truth:

Most solo consultants don’t fail because they’re not good at what they do.

They fail because they never make the shift from professional… to business owner.

They confuse doing the work with growing a business.

And they wait for clarity, or confidence, or the “right moment” to move.

But that moment doesn’t arrive.

The ones who succeed make a different set of choices.

Over the years, I’ve coached dozens of consultants through this shift.

The difference isn’t just mindset.

It’s behaviour.

A bias toward action.

A willingness to move forward without perfect conditions.

These are the four behavioural biases I see in consultants who build resilient, authority-led businesses:

1. Action beats perfection

Waiting for the perfect plan?
You’ll still be waiting next quarter.

Progress is always better than paralysis.

Successful consultants ship.
They test.
They refine.
And they get better by doing—not by obsessing over getting it “right” first.

2. Discomfort beats comfort

Comfort feels safe.
But it’s a trap.

The best consultants do things that stretch them—every week.
They publish.
They initiate bold conversations.
They back their value, even when it feels risky.

They don’t wait for confidence.
They create it through action.

3. Consistency beats talent

I’ve seen brilliant consultants go nowhere—because they showed up inconsistently.
And I’ve seen modestly talented consultants build thriving businesses through reliable action.

Weekly momentum beats occasional brilliance.
It compounds.

4. Investment beats hesitation

You can’t build a business on leftovers.
Not leftover time, energy, or attention.

High-performing consultants invest early:

• In strategic positioning

• In guidance and accountability

• In building assets that create authority and demand

They understand that investment isn’t a cost.
It’s a commitment to the business they’re building.

In summary

Solo consulting is hard.
But it becomes dramatically easier when you stop waiting for permission or perfection.

Bias yourself toward action.
- Toward discomfort.
- Toward consistency.
- Toward investment.

Because those who succeed aren’t the lucky ones.
They’re the ones who move—while others hesitate.

Want to get clear on where your consulting business is strong—and what’s really holding you back?
Take the Recognised Authority Scorecard to identify the key gaps in your authority, message, and market focus.