Twenty-Two Lessons for Starting, Scaling and Selling Consulting Businesses

This (European) summer I wrote a book titled Tall Person, Good Height. It is a memoir of Bienalto, the consulting business I founded, grown and then sold to WPP.

Written as short stories recalling important events in the life of my business, the book concludes with 22 lessons learned from starting, scaling and selling a consulting business in Australia.

I have received multiple encouraging comments that these could be beneficial to start-up founders and consulting and services businesses in general. Hence, I am sharing them here.

Twenty-Two Key Takeaways from Bienalto Experience

1. Throughout our lives, we encounter numerous opportunities to meet diverse individuals, be it through mutual connections, events, or chance encounters. Approach these interactions with an open mind and actively seek new connections. Building and nurturing relationships is a valuable skill that has a profound impact on both our personal and professional lives.?
2. Building strong connections requires trust, which works both ways. Overcome the fear of asking for help and embrace vulnerability — it fosters authenticity and openness. You will forge genuine connections by sharing experiences and ideas, and by providing assistance when needed.
3. Although some individuals we meet may not seem immediately relevant to our current pursuits, they may play significant roles in our future. They could become lifelong friends, trusted team members, reliable partners, or valuable clients.?
4. Diversity is a true treasure, and those who truly grasp its value know its power. Conversely, discrimination based on race and ethnicity is archaic and goes against the essence of progress. View diversity through a broad spectrum, encompassing gender, sexual orientation, age, cultures, abilities and disabilities, education, skills, experiences, and thinking styles.?
5. We all perceive things differently, influenced by our unique identities, education, and past experiences. Enrich your understanding by actively seeking alternative perspectives. The more diverse the range of perspectives you consider, the more informed your decisions will be.
6. Learn the art of facilitation to unlock the best ideas and foster creativity. Skilled facilitators ask insightful questions, actively listen, synthesise discussions, and nurture the development of new ideas.
7. If you find yourself in a leadership position, make it a priority to dedicate time and effort to effectively communicate your ideas, plans, and strategies. Consider yourself a salesperson, treating these communications as pitches. Clearly articulate what you are proposing and emphasise its impact on individuals, the business, the community, and the environment. This is vital for garnering wholehearted support and followership.
8. It’s true that we tend to shape our lives based on what we constantly think about. That’s why the power of our thoughts is so crucial, and it’s essential to cultivate positive and uplifting ones for growth and success.
9. We’re lucky to have a wealth of expertise around us. Tapping into the knowledge of those who’ve walked the path before is a smart approach. Retired individuals, with their vast experience and availability, make excellent advisors. It’s wise to seek guidance from multiple sources as you tackle new opportunities and challenges. Remember, you can selectively choose the advice that resonates most.?
10. Embrace novelty, experiment, and foster an environment for innovation. Share your intellectual property and take the lead in the market. For example, Bienalto successfully contributed to the widespread use of web analytics and optimisation.
11. Focus on delivering exceptional value to your customers instead of obsessing over the competition. Remember, the market has room for multiple successful players.?
12. Partnerships play a crucial role in business, yet they can be hard to establish. Cultural alignment is of utmost importance. Yet assessing the level of alignment between cultures and capabilities without firsthand experience is difficult. To mitigate risks, test the partnership by working together first.?
13. Tailor roles to fit individuals, rather than trying to shoehorn people into predefined job descriptions. By recognising each individual’s unique talents — and by adjusting roles accordingly — you realise more successful outcomes for both the business and the individuals involved.
14. Transparency is crucial for fostering accountability within your staff. While it doesn’t mean that everyone needs to be involved in every aspect, consider what information different people need to know — and make it easily accessible to them. By being transparent, you empower your staff to understand their roles, make informed decisions, and take responsibility for their actions. This creates a culture of accountability where everyone is aware of their contributions and how they align with the organisation’s goals.
15. The most valuable asset in any business is its people. Every business has the power to touch and impact the lives of numerous individuals. It is your responsibility to prioritise wellbeing and growth of your people, recognising that their success is intertwined with the success of the business.?
16. Cultivating a strong organisational culture is crucial for any business, particularly for those focused on growth. Take the time to understand and define your culture, and actively nurture it — recognising that culture is not static and will evolve as your business and society change. Be mindful of the impact of your business on society and the environment. Remember, we are all human beings sharing a single planet, regardless of our country of birth and residence.?
17. When addressing client issues, approach them with the same level of care and commitment as you would for your own business. Foster collaboration with clients, treating them as valued partners, just as you collaborate with your own team.?
18. In business, dare to dream big and embrace the unexpected. What may seem impossible can often be achieved with determination and perseverance. Fortunes and perfect timings can arise from coincidences and serendipitous moments. Stay open to possibilities and seize opportunities.?
19. Choose your clients wisely. Seek out those who align with your personal and corporate values. Avoid working with clients whose actions have a negative impact on the community and the environment. Additionally, be cautious of clients with high staff turnover — as constant changes can disrupt your working relationships. It takes time to build productive client relationships. Pay attention to the CEO and senior executives of your clients, as their vision and leadership can greatly influence collaboration. By partnering with visionary leaders, you have the opportunity to learn, grow, and contribute to impactful initiatives together.
20. In business, not everything goes according to plan. It’s important to act swiftly and be prepared to cut losses when necessary. For example, as signs of the GFC started to show, we proactively prepared our business, built resilience, and explored alternative strategies to sustain our operations. Setbacks should not deter you. Instead, view them as opportunities to adapt, overcome, and find new paths to success.?
21. When selling your business and staying involved, expect unforeseen obligations from the buyer. In those moments, stay focused on what truly matters for business success and seek a common ground and alignment. Don’t let these setbacks derail what you are trying to achieve.?
22. Take time to celebrate achievements and enjoy the social aspects of work. Remember that humans are not machines and need moments of joy and relaxation. As a business leader, exercise restraint — particularly when it comes to alcohol consumption — and prioritise your mental and physical wellbeing. If needed, seek the support of a good therapist who aligns with your thinking and can assist you with any concerns or worries. Keep in mind that while business is an important aspect of life, it is just one part of a larger whole. Find your balance.

If you wish to read the full book, you can purchase it on Amazon.

The book was first published as a gift edition. I still have complimentary copies available for those who worked at Bienalto and our clients. Please DM me with your address details to receive your copy.