E116 Building a Consulting Practice That Doesn't Burn You Out or Dry Up | Alison Keutgen

E116 Building a Consulting Practice That Doesn't Burn You Out or Dry Up | Alison Keutgen

In this episode, AJ Riedel talks with Alison Keutgen, fractional CMO and founder of Inovari, a consulting practice built at the intersection of product innovation and strategic marketing. Two years into running her own practice, Alison shares what she's learned the hard way about feast-or-famine cycles, the hidden cost of being industry agnostic, and why 40 fractional hours can feel like 60. Why You Should Listen to This Episode; If you've been relying on existing clients to keep your pipeline full or if you're so busy delivering work that business development keeps getting pushed to tomorrow, this episode will name exactly what's happening and why it's costing you. Alison is two years into a fractional consulting practice that has already crossed six figures, and she's refreshingly honest about the gaps she's still closing: building a pipeline system before she needs it, narrowing her ICP so her network can actually refer her, and finding revenue streams that don't require trading more hours for more money. This isn't a success story with a tidy bow. It's a real conversation about the challenges every consultant hits on the way to building something sustainable. What You'll Learn in This Episode • Why existing clients are not a pipeline — and how assuming they are sets you up for a revenue crisis when contracts end unexpectedly. • The generalist trap in real time — why being capable across industries makes it hard for your network to refer you, and what Alison is doing to fix it. • The time-for-money ceiling — why 40 fractional hours feels like 60, what's actually driving that fatigue, and why it matters for how you structure your practice. • Why business development infrastructure can't wait — Alison's honest reflection on not building her pipeline system early enough, and what she's prioritizing now. Connect with Alison : https://www.linkedin.com/in/alison-keutgen/ Connect with AJ If this episode helped you think differently about your consulting business, leave a review. It'll take less than a minute and it'll help other independent consultants find the show. Take the free Consultants Marketing Scorecard at ajriedel.com/podcast — less than 10 minutes, and you'll get three scores showing you exactly where your marketing is strong, where it's weak, and what to fix first.

E115 How to Manage the Mental Game of Independent Consulting | Lindsey Simmons

In this episode, AJ Riedel talks with Lindsey Simmons, founder of LindaInHR, a fractional recruiting and HR consulting practice serving B2B SaaS, AI, and tech companies. What sets Lindsey apart: she built a referral-only consulting business that has never had an empty pipeline and she did it while simultaneously launching a second business, Touch Grass, a fly fishing retreat for women leaders in tech. Lindsey Simmons is the founder of LindaInHR, a fractional recruiting and HR consulting practice serving B2B SaaS, AI, and tech companies. With nearly two decades of experience in talent acquisition and HR, she specializes in helping leaders build thoughtful hiring processes and recruit exceptional technical, product, and go-to-market talent. She is also the co-founder of Touch Grass, a fly fishing retreat for women leaders in tech, launching its first retreat in July 2025. Why You Should Listen to This Episode: If you've ever asked yourself "who am I to do this?" Lindsey's story is for you. She went from a 2024 layoff to running two growing businesses in under three years, not because she had everything figured out, but because she learned to manage the self-talk that tries to convince every independent consultant that they're not ready yet. She talks candidly about the permission crisis that hits when you go out on your own, why she stopped being afraid of niching down, how she built a referral pipeline that's never run dry, and what it looks like to launch a second revenue stream from a passion while your core business is still growing. This is a real conversation about what it actually takes not the polished version. What You'll Learn in This Episode: • Managing the "Who Am I to Do This?" Mental Battle ,Lindsey breaks down the permission crisis that hits almost every new independent consultant and shares the practical self-talk strategies she used to push through it and keep building. • Why "Done Beats Perfect" Is the Only Way to Launch, From a rough first website to saying yes to clients outside her experience, Lindsey's first year was built on momentum over readiness and she's ahead of where she thought she'd be. • How to Build a Second Revenue Stream Without Losing Focus, Lindsey turned a fly fishing passion and an existing network into Touch Grass, a retreat business for women leaders in tech without abandoning her core consulting practice. Website: lindainhr.com LinkedIn: https://www.linkedin.com/in/lindsey-simmons-lindainhr/ Connect with AJ If this episode helped you think differently about your consulting business, leave a review. It'll take less than a minute and it'll help other independent consultants find the show. Take the free Consultants Marketing Scorecard at ajriedel.com/podcast — less than 10 minutes, and you'll get three scores showing you exactly where your marketing is strong, where it's weak, and what to fix first.

E114 Building a Platform That Connects Companies With Fractional Talent | Michele Cook

In this episode, Michelle Cook discusses the intersection of tech layoffs and AI implementation, highlighting the challenges faced by executives in the current market. She shares her vision of building a platform to help laid-off executives transition into fractional consulting roles, emphasizing the importance of human intelligence in the workplace. Michelle outlines her strategies for recruitment, positioning fractional services to companies, and navigating budget constraints. The conversation also touches on networking, sales cycles, and the current status of her platform development, concluding with her aspirations for the future of her business. Takeaways Massive layoffs are occurring in tech, with companies like Meta and Amazon leading the way. AI is being used to replace human jobs, causing stress and uncertainty for employees. Companies are realizing they need experienced executives back after layoffs. Michelle aims to help executives transition into fractional roles to maintain job security. Building a platform for fractional executives involves both recruitment and consulting services. Networking and building relationships are crucial for finding potential clients. Positioning fractional services as a cost-effective solution is key during budget constraints. Sales cycles can be long and challenging, requiring effective follow-up strategies. The platform is still in development but has potential for growth and success. Michelle is currently balancing fractional work with building her platform. Connect with Michele Cook: https://www.linkedin.com/in/michele-cook-3624ab9/ Call to Action: If this helped you think differently about your consulting business, leave a review. It'll take less than a minute and it'll help other independent consultants find the show. Work with AJ, Client Attraction System Assessment Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work — it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: • Whether you have an actual system for attracting clients • Which part of your process needs attention • The one change that would shift you from reacting to the market to leading it This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently.

E113 Stop Writing Content That Disappears | Erica Holthausen

Most self-employed consultants spend hours writing content—blog posts, articles, LinkedIn updates—only to watch it disappear into the digital void. They post once on LinkedIn and assume the work of getting published will somehow magically bring clients. It won't. The real problem isn't how much you write; it's that you're treating content as a one-and-done checkbox instead of a strategic business development asset. This episode reveals how to transform your articles into conversation starters, relationship-builders, and deal-closers that actually move your business forward. If you're in the feast-or-famine cycle and you've invested time in writing, you're leaving revenue on the table by not leveraging what you've created. Erica Holthausen is an Authority Development Strategist and former content marketer who works with self-employed consultants and established firms to build authority and close deals through strategic writing. She's been a freelance writer, editor, and consultant, and her first business taught her an invaluable lesson: you can't hide in content creation forever. Now she helps consultants use writing as a real business development tool—not busywork. She works one-on-one with select clients, runs a capped writing community of 75 people, and offers an evergreen program for consultants ready to write for high-visibility publications. Erica is opinionated, contrarian, and committed to helping consultants do less, better. Connect with Erica ● Website: catchlinecommunications.com ● LinkedIn: https://www.linkedin.com/in/ericaholthausen/ ● Free Monthly Q&A: The Authority Lab (mini-training + Q&A) Key Takeaways ● High-level consulting engagements are won through authority, not volume. ● Your perspective is your differentiator—it's how you approach the work, not your credentials or unique process. ● If you're not using your content as an asset, you're checking a box and wasting your time. Call to Action: If this helped you think differently about your consulting business, leave a review. It'll take less than a minute and it'll help other independent consultants find the show. Work with AJ, Client Attraction System Assessment Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work — it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: • Whether you have an actual system for attracting clients • Which part of your process needs attention • The one change that would shift you from reacting to the market to leading it This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently.

E112 How Ancient Sanskrit Principles Can Transform Customer Experience and Business Growth | Hema

In this episode, AJ Riedel talks to Hemalatha Chandrasekaran, founder of Upacharah, a consulting firm that helps micro and small businesses move from manual processes to digital tools. Hema brings an uncommon philosophy to consulting, one rooted in ancient Sanskrit tradition, that reframes how she serves clients and differentiates her practice in a crowded market. Why You Should Listen to This Episode: If you've ever struggled with inconsistent income, questioned whether your niche is too narrow, or wondered how to stand out when other consultants seem to offer the same thing you do — this episode is for you. Hema is honest about her lead generation challenges and clear about the limitations of relying only on referrals and networking. She shares why the philosophy of Karma Yoga is a a guiding that every consultant who has ever given without immediate return will recognize. And her philosophy of Upacharah — serving every client as if they are the most important person in your world — is both a business differentiator and a way of doing business that feels genuinely sustainable. What You'll Learn in This Episode • The 'Island' Problem in Self-Employment: Why self-employed consultants rarely ask for help, even when they need it — and what the cost of that silence is on your revenue and growth. • How to Use Your Philosophy as a Differentiator: How Hema built her entire brand and client experience around the Sanskrit concepts of Upacharah and Karma Yoga — and why that level of intentionality makes her unforgettable in a crowded market. • The Hard Truth About Referrals and Networking: Why these two tools, while valuable, are not a client attraction system — and the real impact of unpredictable lead flow on your monthly income. • Karma Yoga as a Client Strategy: How doing your best work with no strings attached — and genuinely detaching from the outcome — can produce business results that a traditional sales approach often can't. • How to Grow a Consulting Practice on Stable Ground: How Hema is using a full-time contract as a financial cushion to invest in her team, hire family members, and build the capacity her consulting practice has been waiting for. • Why a Book Might Be Your Most Sustainable Marketing Asset: How Hema discovered her book idea from observing her father's quiet systems — and why putting your expertise in a book outlasts everything you post on social media. Connect with Hema on LinkedIn: https://www.linkedin.com/in/hemalathachandrasekaran/ Hema's website: upacharah.com  Work with AJ — Client Attraction System Assessment Most consultants don't have a client attraction system. Do you? You've got expertise. The question isn't whether you can do the work — it's whether you have a system that consistently brings clients to you. Book a free Client Attraction System Assessment with AJ. On the call, you'll get clarity on: • Whether you have an actual system for attracting clients • Which part of your process needs attention • The one change that would shift you from reacting to the market to leading it This assessment is right for you if you're making less than $100K, know you should be at $150K or more, and want to stop guessing about why you aren't getting new clients consistently. This isn't a sales call. You'll get a straight diagnosis of where your system stands and what needs to happen next. Book Your Call