In boutique professional services, there’s a crucial distinction that can significantly impact the growth and scalability of your firm. This distinction lies in the roles of being a “Consultant” and an “Authority.” Let’s delve into the definitions and implications of these terms, with examples from within the boutique professional service industry segment.

Let’s start with a basic definition for each.

• • A consultant typically offers expertise, advice, and services to clients based on their knowledge and experience. They often work on a project or retainer basis, billing clients for their time and deliverables.
  • An authority, on the other hand, is recognized as an industry leader and trusted expert in a specific niche or domain. They have a deep understanding of their field and are sought after for their unique insights and perspective. For example, my friend Geoff Smart is the world’s foremost authority on hiring A players. As a result, he built a firm with approximately 175 people and $100 million in revenue from scratch in 1995.

Here is a simple example applying these two definitions to the management consulting segment to illustrate.

• • Consultant: A management consultant may provide strategic advice and project management services to a client looking to optimize their business processes.
  • Authority: An authority in management consulting might be a renowned thought leader who has authored influential books on leadership and innovation, attracting clients seeking transformative solutions.

This subtle, but important distinction has considerable implications for Founders of small service firms. Here are just a few to consider:

• • Increased Earnings Potential
  • Authorities can command higher fees for their services due to their specialized expertise and reputation. Clients are willing to pay a premium for their unique insights and proven results. Most don’t charge by the hour, never negotiate fees, and always get paid in advance.

For instance, a consultant in a marketing agency offering general digital marketing services may charge standard rates for running ad campaigns. An authority in the marketing industry, known for groundbreaking marketing strategies and case studies, can charge premium rates for exclusive consulting services.

• • Scalability:
    • Authorities have a more scalable business model as clients often seek them out, reducing the need for constant client acquisition efforts. Their reputation draws a steady stream of clients. Authorities have more demand than supply and cherry pick which clients and projects to work on.

For instance, a consultant in a software development firm might need to actively market their services to secure new projects continuously.

In contrast, an authority in software development, renowned for pioneering coding techniques, can maintain a waiting list of clients eager to work with them.

• • Exit Strategy:
    • Authorities possess intellectual capital and a strong client base, making them attractive to potential acquirers or investors, making an exit achievable. However, most authorities don’t sell their firms because they are growing fast and generating piles of cash.

For instance, a systems integration firm staffed with consultants may have a successful practice but may find it challenging to sell their firm for there are many just like it. An authority in systems integration, known for developing groundbreaking integration solutions, can attract acquisition offers from firms looking to enhance their capabilities.

If you want to migrate from a firm staffed with consultants to a firm staffed with authorities, and reap the benefits, here is an outline of the steps to take.

1. 1. Narrow Your Niche: Choose a specific niche or domain within your field where you can develop deep expertise. Ask yourself: “In what field do I know more than anyone else?”
   2. Outlearn the Competition: Invest in continuous learning and stay updated with the latest trends, technologies, and developments in your chosen niche. Ask yourself: “How can I learn at a rate 10x that of others in my niche?”
   3. Create Unique Content: Start sharing your knowledge and insights through various channels like books, blogs, articles, podcasts, webinars, or videos. Ask yourself: “How can I create THE newsletter that is a must read never to be missed publication in my niche?”
   4. Build Your Presence: Establish a strong online presence by developing a professional website and social media profiles optimized for search engines, social media platforms, and large language models. Ask yourself: “When a prospect finds me online do they say ‘oh my gosh. Where has this been all my life?”
   5. Network and Collaborate: Connect with other authorities and influencers in your niche. Collaborate on projects, co-author articles, or participate in panel discussions. Ask yourself: “Who are the people in my niche that I respect and want to be associated with? How do I become a valuable thought partner to them?”
   6. Give Things Away: Provide free resources, tools, or templates that demonstrate your expertise and help potential clients or followers. This showcases your commitment to helping others and establishes trust. Clients will pay when they need to apply the tools. Ask yourself: “How am I going to overcome my fear of giving away my secret sauce?”
   7. Collect and Showcase Testimonials: Encourage satisfied clients to provide testimonials or reviews about their positive experiences with your services. Display these testimonials prominently on your website to build trust. Ask yourself: “which clients are my best sales people and how do I get them in front of prospects to tell my story?”
   8. Speak: Seek opportunities to speak at conferences, webinars, or podcasts related to your niche. Sharing your insights as a speaker can further solidify your authority status. Ask yourself: “If I am truly the authority in this niche, how can someone have a conference without me on the agenda?”
   9. Think in Years Not Days/Weeks/Months: Becoming an authority takes time and consistent effort. Continue to produce high-quality content, engage with your audience, and refine your expertise over the years. Ask yourself: “Am I behaving like a get rich quick scam artist or an authority built to last?”
   10. Adjust: Periodically assess your progress and adjust your strategies as needed. Pay attention to the feedback you receive from your audience and adapt accordingly. Ask yourself: “Is my skin to thin?”

In conclusion, understanding the difference between being a consultant and an authority is crucial for founders of boutique service firms. While both roles have their merits, becoming an authority can lead to higher earnings, easier scalability, and a more promising exit strategy. By positioning yourself as an authority in your niche, you can unlock new opportunities and take your boutique service firm to greater heights.

Wanted to learn from those who evolved from consultant to authority? Join Collective 54, a mastermind community filled with those who have made this change. Apply here.