The Decline of the Trusted Adviser & The Rise of the Visible Expert

For years, the trusted adviser method has been the foundation of growth for boutique consultancies. It’s about sharing expertise, building relationships, and positioning yourself as the go-to individual when potential clients need help in your domain. This method effectively combines relationship-building with deep knowledge, making it the cornerstone of many successful consultancies. Prof. Joe O'Mahoney Professor of Consulting at Cardiff University for the past 19 years, has observed a shift in the industry—a shift towards the Visible Expert.

The Visible Expert doesn’t replace the trusted adviser; it amplifies it. This shift reflects a growing need to extend influence beyond one-to-one interactions. Being a Visible Expert means sharing insights and expertise online, particularly on platforms like LinkedIn, to reach a broader audience and grow your digital network. Instead of relying solely on in-person meetings, the Visible Expert puts your knowledge into articles, videos, and posts that can be seen by hundreds or even thousands of people. This approach turns your expertise into a resource that is always working, even when you’re not.

This content can serve multiple purposes. For example, imagine you’re working with a client who asks a familiar question or presents a recurring problem. In that moment, you provide your expert advice, just as any trusted adviser would. But beyond that conversation, this scenario becomes an opportunity to create content that addresses the issue more broadly. By sharing this content online—removing any specifics relating to your client—you make your advice accessible to a much wider audience, including potential clients who might face similar challenges in the future.

When potential clients encounter your content, they engage with your expertise long before you ever meet. They start to see you as a knowledgeable, trusted figure who understands their problems. However, the value of being a Visible Expert goes beyond this initial contact. It allows your team to leverage your content as well. Partners, associates, and even business development personnel can share your insights in their own conversations with prospects, demonstrating that your consultancy has the depth of expertise to address their specific needs.

Most consultancy founders, especially those who have been operating for five to ten years, are motivated to grow their business beyond themselves and reduce founder reliance. They are often looking to systematise business development, involving partners, associates, and even dedicated business development roles to take on more responsibility. Typically, this transition is challenging and takes multiple attempts, but becoming a Visible Expert can facilitate this shift. It allows the founder to amplify their expertise across the team, enabling others to contribute to growth and helping the firm escape the founder trap.

A clear example of this is a client of ours who generated ￡36,000 in revenue from a new client by leveraging the founder’s content—without the founder having any direct relationship with the new client. By using the videos and articles created by the founder, the consultancy’s team was able to engage and build trust with the prospect independently, showcasing the firm’s expertise and closing the deal without needing the founder to be involved at all. This highlights the power of the Visible Expert model: it’s not just about making the founder visible but also empowering the whole team to drive business development.

However, founders often have reservations about making this shift. A common objection is that creating content is time-consuming, and they simply don’t have the bandwidth. At ConsultancyGrowth.com , we understand that founders shouldn’t be filming daily videos or writing constant updates. That’s why we offer a streamlined solution: we invite our clients to a professional filming session at a convenient office or hotel near them. During this session, we ask the most commonly asked questions, capturing 90 minutes of footage that our in-house editor turns into engaging video clips, and our copywriter transforms into posts and articles. This approach ensures that your expertise is shared widely without adding to your workload, truly amplifying your presence as a Visible Expert.

Some founders might argue that their clients value personal interaction over online content and that this approach feels too impersonal or generic. However, the Visible Expert strategy doesn’t replace personal interactions; it enhances them. By sharing your expertise online, you reinforce the value of your one-to-one conversations and keep your insights top of mind. Clients often research online before meetings, and finding your content strengthens their trust in your abilities, making personal interactions even more impactful. Your content should reflect your unique voice and approach, turning commonly asked questions into valuable, relatable insights.

Founders may also worry that their team isn’t ready or equipped to handle business development independently. The Visible Expert approach provides a supportive framework for your team. Your content serves as a tool they can use in client conversations, helping them build confidence and credibility. Over time, as they gain experience leveraging your content, they will become more adept at engaging with prospects and contributing to business growth, making business development a shared effort rather than the sole domain of the founder.

There’s also a fear that content might not resonate or attract clients, but addressing real client challenges is always valuable. Start by answering the questions you’re frequently asked or addressing the common problems you see. If the content is relevant and informative, it will resonate with your audience. Furthermore, visibility builds familiarity, trust, and authority—key factors in the decision-making process of potential clients. Analytics tools can help you track engagement and adjust your approach based on what works best.

We’ve worked with numerous consultancy founders who were struggling to scale their business development efforts beyond themselves. By leveraging professional video sessions, they’ve been able to transform their expertise into valuable content that attracts clients and drives revenue—without being involved in every single interaction.

Some founders may find it difficult to see how being a Visible Expert will directly lead to more business or worry that it might dilute their brand. Research supports this shift. Hinge Marketing found that 62% of buyers are more likely to contact a consultant who is a Visible Expert compared to those who do not share their insights online. Similarly, the Management Consultancies Association (MCA) reports that 55% of consultancy buyers found online content such as articles, videos, and LinkedIn posts crucial in selecting a firm. Moreover, 48% of buyers stated they would pay a premium for services from a consultancy with recognised experts. These findings highlight that being visible is not just about expanding your audience; it’s about enhancing your firm’s overall value proposition, increasing credibility, and driving higher fees.

Ultimately, the Visible Expert model provides a clear pathway for consultancy founders looking to grow their business beyond their personal involvement. By sharing your insights and building a digital network, you create a firm-wide resource that supports growth, engages your team, and positions your consultancy as a leader in your field. It’s time to embrace the shift, amplify your voice, and let your expertise drive success—not just for you, but for your entire team.