The Unique Boutique Podcast
You built a consultancy worth noticing. Getting the market to notice it is a different skill. The Unique Boutique (formerly The Consultancy Edge) is a fortnightly podcast hosted by Matt Hodkinson, exploring the positioning, differentiation, and category-ownership strategies that turn boutique consultancies into the only credible choice.
S2E7: The billable hour is killing your consultancy, with John Ray
You already suspect you're undercharging. What you probably haven't accepted is that it's your fault - not the market's, not your clients'.
John Ray spent nearly three decades in investment banking and investment management. Then corporate ageism pushed him out the door in 2013 - and he discovered that after a career surrounded by money, he had no idea how to price his own work. Neither did any of his clients. That gap became his life's work.
John is the #1 bestselling author of The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value...
S2E6: The credible choice, not the louder one, with Sue Rizzello
The Credible Choice, Not the Louder One - Sue Rizzello on Proof as Differentiation
Most boutique consultancies have a handful of case studies sitting on their website, quietly doing very little. Sue Rizzello thinks that's a wasted revenue opportunity - and in this episode, she explains how to fix it.
Sue has spent 35 years in B2B marketing and runs Remedy Marketing, now in its 20th year. Her specialism is proof: using customer case studies and thought leadership to make boutique firms the credible choice, not just the louder one. In a noisy...
S2E5: The Goldmine in your CRM, with Luke Badiali
"We need a new client tomorrow." It's the moment most consultancies start thinking about business development - and according to Luke Badiali, that's already too late.
Luke is the co-founder of BeDeveloped, which helps boutique consulting firms replace feast-and-famine selling with a repeatable BD engine. Drawing on conversations with over a thousand consulting leaders, he makes a clear case for getting ahead of the curve rather than reacting when things go wrong.
In this episode we cover why business development feels so much harder in consulting than in other sectors, and why throwing money at...
S2E4: The truth about paid ads, with Karen Young
"Google are bandits." It's not the kind of thing you'd expect from a certified Google Partner agency - but Karen Young says it with a smile, and she means it.
Karen is the founder of Ethos Metrics, the ethical pay-per-click agency built on a simple, provocative idea: the platforms are incentivised to maximise their own profit, not yours, and that gap costs advertisers more than they realise. In this episode she explains how the system really works, why most default settings benefit the platform over the advertiser, and how a smart business can take back control.
<...S2E3: Stop selling capability. Start selling outcomes, with Cris Beswick
Most consultancies still pitch what they can do. Clients have stopped buying it.
Cris Beswick has spent two decades inside the boardrooms of global brands - first as a consultancy founder with two exits (the second five days before Lehman Brothers crashed), and now as an innovation, leadership and culture advisor to CEOs at some of the world's most complex organisations.
In this episode of The Unique Boutique, Matt sits down with Cris to unpack why the big-consultancy model is visibly cracking, what's replacing it, and why boutique firms are now better positioned than the...
S2E2: Positioning AMA with Matt Hodkinson
For this episode, Matt does something different - he turns the microphone on himself. No guest, just an AMA: real questions submitted by boutique consultancy founders across The Unique Boutique network, answered in turn.
The questions cover the pains that keep consultancy leaders up at night - losing pitches on price to firms half as capable, referral pipelines quietly drying up, partners who each describe the firm differently, fees that everyone knows are too low. Matt works through them with the same directness he brings to client work, drawing on the Positioning Periodic Table and over a...
S2E1: Category claimed. Standing out, selling smart, and why most consultants are invisible, with Justin Michael
Matt sits down with Justin Michael - author of over a dozen books including Tech-Powered Sales and Seven Figure Formula, and one of the highest-paid consultants in the world of B2B sales and client acquisition. Justin has trained over 250 teams, worked one-to-one with more than 1,000 professionals, and built a seven-figure practice without a big agency, a VC-backed budget, or a Harvard MBA.
In this episode:
Why claiming "number one" in your category is legitimate - and how to do it honestlyThe content vector principle: why you should only create content you actually loveDe-niching...Ep. 34 Why your marketing feels harder (and what to do about it), with James Thomlinson
In this episode of The Consultancy Edge, Matt Hodkinson sits down with James Thomlinson (Sprint Partners) to unpack a question almost every consultancy leader is asking right now:
Why does marketing feel so much harder than it used to… and what actually works now?
From shrinking attention spans and squeezed budgets to the “sea of same” created by AI-generated content, James shares what’s changed, what’s broken, and how boutique consultancies can still stand out, build trust, and win work in a slower, more uncertain market.
You’ll hea...
Ep. 33 How Consultancies Should Really Use Tech, with Patrick Kelly-Weller
Most consultancies want to “use more tech,” but end up trapped in spreadsheets, scattered SaaS tools, and duct-taped automations that create more friction than they remove.
In this episode of The Consultancy Edge, Matt Hodkinson sits down with Patrick Kelly-Weller, founder of Adapt Digital, to unpack what smart, practical digital evolution actually looks like for consultancy firms.
Patrick shares the real difference between automation and AI, how to decide between off-the-shelf tools and bespoke solutions, and why so many consultancies slow themselves down by overcomplicating simple processes. He also talks about vibe...
Ep. 32 Building a values-led consultancy in downright weird times, with Danielle Heward
In this episode of The Consultancy Edge, I sit down with Danielle Heward, co-founder of Optimo, to unpack what it really takes to build — and sustain — a values-driven consultancy in a challenging market.
We cover:
Danielle’s journey from contractor to consultancy founderHow she built Optimo around purpose, impact, and operational excellenceWhy so many consultancies are struggling right now — and what to do about itThe power of visibility: events, networking, and showing up consistently on LinkedInHow AI is reshaping consultancy delivery (and the ethical questions that come with it)Practical, real-world lessons for stay...Ep. 31 Turn Consultancy Expertise into Demand with Video, with John Wilson
Consultancies are already being outplayed on LinkedIn and beyond - not because their expertise is weaker, but because they’re invisible on video.
In this episode of The Consultancy Edge, I’m joined by John Wilson of Honest Video and Explainer to unpack exactly how consultancies can use video to build authority, shorten sales cycles, and stay top-of-mind with the right buyers.
We cover everything from iPhone-level DIY to agency-produced thought leadership and explainer videos - plus how to stay consistent when you’re already flat out with c...
Ep. 30 Consultancy KPI's & Delivering with Consistency, with Ben Edwards
Boutiques are primed to win - if you tighten scoping, build an embedded sales culture, and obsess over 5 unsexy KPIs.
 In this episode, Ben Edwards (CMap & Consulting Pulse) and Matt go deep on what’s really happening in pro services right now: slower decisions, margin squeeze, and how the best boutiques are still crushing it with sharper positioning, productised offers, and data-driven ops.
Ben breaks down the operations black hole most firms fall into - and how to fix it - plus an exact play to add +5 margin points next qua...
Ep. 29 Growing through Talent Strategy, with Caroline Boston
Building a consultancy that helps other consultancies hire better - what does that actually take? In this episode, Caroline Boston, Managing Director of New Minds, shares the origin story behind her people-strategy firm and the hard-won lessons from partnering with boutique and challenger consultancies. We dig into the hiring do’s and don’ts that prevent expensive misfires, how to balance permanent teams with an associate bench without wrecking utilisation, and why clear career paths and role modelling matter more than ever for retention.
We also tackle AI’s real impact on recruitment and staffing: what’s already...
Ep. 28 Muting the AI Beach Bro's, with Leena Sowambur
In this episode of The Consultancy Edge, host Matt Hodkinson sits down with Leena Sowambur, founder of Marcoms by Leena, whose career spans 25 years in digital marketing and PR, including global campaigns for icons like Beyoncé and Take That.
Leena unpacks the so-called “expertise apocalypse” and the rise of AI-driven “Beachside Bros,” exploring how distorted visibility and performative purpose dominate today’s market. She shares candid advice for consultants on staying authentic, focusing on diagnostic expertise, and building trust through owned channels, while warning against chasing vanity metrics and formulaic funnel tactics.
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Ep. 27 Selling without ego, with Mikey Hanson
If you're tired of spammy sales cadences and tired outreach tactics, this episode is for you. I sit down with Mikey Hanson, founder of Growth Genie, to explore how consultancy leaders can break free from referral dependency and ignite real conversations with ideal prospects.
Mikey reveals why polite persistence outperforms one-and-done outreach, how to leverage client stories to craft sales playbooks that actually convert, and his COSMIC framework for selling without ego while tapping into genuine human connection.
Packed with actionable advice - from warm outbound strategies to emotional triggers that drive deals - this...
Ep. 26 Selling smarter, staying authentic and thriving in tough markets, with John Barrows
In this episode of The Consultancy Edge, I interview John Barrows, CEO of JB Sales, whose journey from hammering out 400 cold calls a week to advising Salesforce, LinkedIn and Amazon has made him one of the most respected voices in sales.
We unpack why so many founder-led sales teams stall, how John rebuilt his business after losing $6 million in revenue virtually overnight and why authenticity - not AI - will be your ultimate sales advantage.
John shares his no-nonsense approach to prospecting, the overlooked power of referrals and why working smart and hard is non-negotiable...
Ep. 25 Why most case studies fail and how to fix them, with James de Roche
Most case studies suck.
They’re long. They’re fluffy. They’re written for your ego, not your buyer’s anxiety.
On this week’s episode of The Consultancy Edge, I speak with James de Roche, founder of Lead Comet, who’s on a mission to fix that.
James shares how to build case studies that actually sell—not just tick a box. We explore:
Ep. 24 The real cost of avoiding marketing with Martin J. Williams
What happens when the referrals stop rolling in?
On this episode of The Consultancy Edge, I’m joined by Martin J. Williams - founder of Camford Management Consultants and the mind behind frameworks like the Pyramid of Trust and the 3x9 marketing strategy.
Martin doesn’t just talk theory. He shares the raw, unfiltered story of hitting financial rock bottom - then betting what little he had on a better way to market consulting services. We unpack the trap of over-relying on referrals, the uncomfortable (but necessary) shift from selling yourself to s...
Ep. 23 Gross margins, growth traps and getting out clean, with Shawn Walsh
If your exit strategy is “someday,” this episode is for you.
Shawn Walsh doesn’t pull punches. The CEO of Encore Strategic Consulting and co-author of The Pumpkin Plan for MSPs joins Matt Hodkinson to talk about building businesses that grow without you - and don’t collapse when life throws a curveball.
From founder-led sales bottlenecks to the myth of “hire slow, fire fast,” this episode rewires the way consultants think about growth, succession and true leadership. Shawn reveals why gross profit should be your holy grail, why peer groups outperform one-on-one consulting...
Ep. 22 AI ethics, boutique power plays and the rise of the futurist consultant, with Omaro Maseli
The brand halo is dead.
That’s the bold claim from Omaro Maseli - and she’s got the research to back it up.
On this episode of The Consultancy Edge, Omaro joins Matt Hodkinson for a fascinating deep dive into the future of consulting. From G20 stages to boutique boardrooms, Omaro’s journey has taken her from law and public policy to advising global consulting firms on how to stay relevant in a world that no longer buys brand by default.
Together, they explore:
Why consulting firms must now earn trust...Ep. 21 No funnels, no ads, no excuses with Jeanne Omlor
Consultants love to overcomplicate growth. Funnels. Ads. Paid traffic. Big teams. But what if you could build a multi-seven-figure business without any of that? Jeanne Omlor did exactly that - starting at 54, in debt, as a single parent and with zero following.
In this episode, Jeanne cuts through the bull**** and shares how she scaled fast by focusing on what actually moves the needle: offers that knock people’s socks off, organic outreach, raw content and obsessive attention to the numbers.
If you're tired of playing the volume game and ready to scale profitably - th...
Ep. 20 The highs, lows and hard truths of growth with Marc Jantzen
ÂŁ10m exits. KFC chaos. And the truth about consultancy growth.
In this episode of The Consultancy Edge, Matt sits down with Marc Jantzen, founder of The Consultancy Growth Network and former CEO of Blue Sky, which he scaled and sold to Capita for ÂŁ10 million.
Marc shares his unfiltered journey - from managing 200 people at KFC (yes, really), to leading a 17-year consultancy adventure filled with success, betrayal and ultimately, a lucrative exit.
Expect lessons that go way beyond the spreadsheet:
Why growth isn’t linear - and how to stay sane...Ep. 19 Inclusion, allyship and building cultures that actually work, with Gillian Jones-Williams
Consultancy is still often seen as pale, male and stale. This episode is your wake-up call.
Gillian Jones-Williams is the founder of Emerge, a coaching and training consultancy specialising in leadership, women’s development and DEI. She’s seen it all: mishandled harassment cases, performative panel invites, surface-level “initiatives” that change nothing - and cultures that quietly exclude.
In this powerful and practical episode, she shares:
Why inclusion must be built into every part of your business - not bolted onHow to design meaningful diversity strategies, not tick-box effortsW...Ep. 18 Truth, burnout and building a business that fits you with Craig Herd
Truth is attractive. That’s Craig Herd’s mantra - and this episode proves why.
Craig is the founder of Consultancy Growth. He works with boutique consultancy founders to help them scale sustainably, systemise growth and escape the treadmill they built for themselves.
In this candid conversation, Craig gets fun, fascinating and focused on what it really takes to build a consultancy that doesn’t burn you out - or bore you senseless.
We cover:
Why your content should give away the keys to the farm (spoiler: clients still call you)Ho...Ep. 17 Referrals, revenue and reputation with Danilo Kreimer
Still waiting on referrals to fill your pipeline? Danilo Kreimer says that’s not a growth strategy - it’s a gamble.
In this episode of The Consultancy Edge, I sit down with Danilo, founder of the Boutique Consulting Club, to dig into the brutal truths behind go-to-market success for early-stage consultancies.
We get into:
Why referrals run dry - and what to do insteadThe secrets to building a real business development habitHow to position your consultancy so clients say “yes” fasterWhat strategic partnerships look like when they actually workWhy most consultancies don’t ne...Ep. 16 Scaling, selling and smashing barriers with Marcia Marini
How do you take a consultancy from zero to ÂŁ20m in just seven years? Marcia Marini did it - and then became the first female executive leader at Mott MacDonald Group. In this powerhouse episode of The Consultancy Edge, Marcia shares the turning points that fuelled her firm's explosive growth, the challenges of integrating into a global giant and why boutiques have the upper hand against the big consultancies.
She also breaks down:
The one move that transformed her business trajectoryWhy most boutiques underprice themselves - and how to fix itThe secret to building an unstoppable t...Ep. 15 Listening, leading and winning over Gen Z with Isobel Camier
Think great leadership is all about talking? Think again. In this episode of The Consultancy Edge, communication expert Isobel Camier breaks down why listening is the ultimate leadership superpower - especially when managing Gen Z. Who make up at least 20% of our workforce btw!
We tackle:
The presenteeism trap - why showing up doesn’t mean switching onGen Z expectations - how to engage a generation that demands promotions every yearReducing communication - why less is more in the workplaceIf you want to...
Ep. 14 Positioning, productisation and pushing boundaries with Florian Heinrichs
On this episode of The Consultancy Edge, I talk with Florian Heinrichs of The Visible Authority. We dive deep into the power of positioning for consultancies, the pursuit of higher performance and the controversial stance on productising consulting services. Florian challenges conventional wisdom, arguing that productisation might actually accelerate the demand for experienced consulting.
Tune in to hear bold opinions, strategic insights and why playing it safe won’t get you the wins.
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Ep. 13 - Empathy, efficiency and scaling with Matt Atkinson
In this episode of The Consultancy Edge, I sit down with Matt Atkinson, a military veteran turned consultancy leader, to unpack his incredible journey from high-stakes operations to driving digital transformation and business growth.
Matt shares how his decade of military service shaped his leadership style, decision-making and ability to act with clarity under pressure. We also explore his pivotal role in scaling Waymark from ÂŁ700k to over ÂŁ2.5m in just two years, the strategies behind that explosive growth and why he believes deep empathy is the missing piece in digital transformation.
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Ep. 12 - Strategy, execution and leadership with Dom Moorhouse
On the 12th episode of The Consultancy Edge, I talk with Dom Moorhouse - a powerhouse of scaling consultancy success with precision, culture and courage. Dom’s journey is nothing short of remarkable. From Royal Marine to founder of Moorhouse - a consultancy that grew to a £20m valuation - Dom has blazed a trail of success that continues to inspire. But that's just the tip of the iceberg.
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Ep. 11 - Craft, graft and ethics with Umbar Shakir
On this episode of The Consultancy Edge, I sit down with the incredible Umbar Shakir - a technologist, consultant and advocate for human-centered innovation. From her 25+ years of consulting experience to her forward-thinking perspectives on AI and organisational culture, Umbar delivers insights that challenge the status quo and inspire change. We cover rehumanising work, evolving consultancy culture and metrics that matter.
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Ep. 10 - A masterclass in consulting with Alan Weiss
In the tenth episode of The Consultancy Edge, I sit down with none other than Alan Weiss, widely recognised as the "rockstar of consulting." Author of over 60 books, including the iconic Million Dollar Consulting, and a renowned keynote speaker inducted into the Professional Speaking Hall of Fame, Alan is a towering figure in the consulting world.
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Ep. 9 - Breaking barriers, growth and testing your proposition with Chris Parry
I sit down with Chris Parry, an entrepreneur, mentor, and coach, as she shares her journey from computer science to successful entrepreneurship. Chris opens up about her early career as a programmer in an all-male environment and the drive that led her to create her own path in consultancy. We dive into her insights on growth, where she emphasises that “growth is not a straight line” and discusses the importance of having a lead generation machine that goes beyond referrals.
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Ep. 8 - AI, data and the power of partnerships, with Leon Gordon
In this episode of The Consultancy Edge, I sit down with Leon Gordon, founder of Onyx Data, to explore his journey from footballer to AI and data analytics expert. Leon shares his passion for upskilling, experimenting with new technologies and his perspective on generative AI's biases. He offers valuable advice on making partnerships work, emphasising the importance of metrics and knowing when to pivot.
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Ep. 7 - M&A, consulting trends and boutique success, with Professor Joe O'Mahoney
In this episode of The Consultancy Edge, I chat with Professor Joe O'Mahoney, an M&A growth expert and Professor of Consulting at Cardiff University. Joe shares his journey and insights into the consulting industry, including 15 years of trends and recent pressures facing the sector. He dives into his research, revealing that boutique consultancies are outperforming the big firms on key metrics like client and employee satisfaction. Joe also credits his structured thinking to Barbara Minto’s Pyramid Principle and discusses the importance of focusing on client value in stable markets.
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Ep. 6 - Becoming a visible authority with Luk Smeyers
In this episode, I chat with Luk Smeyers, founder of The Visible Authority, about the importance of shifting from an "ad hoc" approach to a well-structured strategy that sets consultancies up for long-term success. Luk explains how his own journey from corporate HR to consultancy helped him focus on creating a signature methodology, fostering client retention, and driving premium-priced services. We also touch on the future of AI in consulting and why specialisation is key to growth.
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Ep. 5 - Consulting skills and balancing business with life, with Deri Hughes
In this episode, I speak with Deri Hughes, founder of Honeycomb Consulting Skills Training, as we explore the importance of continuously developing your consultancy team's skills. Deri shares his fascinating journey from his early days at Bain, through the boutique consulting world, to building his own business. We also dive into how he balances the demanding world of consulting with family life, offering valuable insights on resilience, work-life balance and building trust with clients.
We also explore key themes like building trust with clients, maintaining work-life boundaries, and the art of business development in boutique consultancies. Deri...
Ep. 4 - Bootstrapping, fintech and social impact, with Tony Clark
In this episode of The Consultancy Edge, Matt Hodkinson has an insightful conversation with Tony Clark, founder of NextWave - a London-based fintech consultancy. Tony shares his journey of bootstrapping NextWave since its inception just before the pandemic, and the defining moment that led to his resignation to pursue this venture.
He also highlights the critical role of commercial partnerships and his recent takeover of the London Fintech Podcast. Additionally, Tony discusses NextWave’s impactful One4One social enterprise programme, which has provided paid internships to 51 young people from diverse backgrounds over the past five years.
...
Ep. 3 - Insights into intelligence, advisory and M&A, with Ramone Param and Nathan Simon
In the next episode of The Consultancy Edge, I sit down with Ramone Param and Nathan Simon, partners at Kennedy Intelligence, based in Florida, USA. Specialising in intelligence, advisory, and M&A, Ramone and Nathan share their deep expertise and discuss the nuances of navigating complex business landscapes. They offer a unique perspective on how intelligence can drive successful mergers and acquisitions, and what it takes to stay ahead in today's competitive market.
Whether you're involved in consultancy, business strategy, or M&A, this episode is packed with actionable insights that you won't want to miss.
<...Ep. 2 - Building quality networks on LinkedIn with Colleen McKenna
In this insightful episode, we sit down with Colleen McKenna, the founder of Intero Advisory, an international firm specialising in leveraging LinkedIn for business success. Colleen shares her unique perspective on how to effectively use LinkedIn, not as a social media platform, but as a powerful tool for building quality business networks.
Colleen offers valuable insights, emphasising that "LinkedIn is business, not social media," and explains why it's crucial to focus on nurturing "centres of influence" rather than building the largest network. She also discusses the importance of steering clear of automation tools and hashtags, believing that...
