Are You Building a Business You Actually Want?

One of the questions I often ask consultants is:

“What’s your big vision for your business?”

Not just for the next quarter, but for the next five, ten, or twenty years.

For some, the answer is financial freedom. Others want to build a firm that operates without them in the trenches. And for many, it’s about impact—creating something that lasts, something that matters beyond just revenue.

But here’s the paradox:

The same systems that allow us to scale can also strip away the very things that made our business unique in the first place.

The more the system (any system) becomes about perpetuating itself—about efficiency, optimization, and revenue targets—the easier it is to lose sight of why you started.

When the System Becomes the Master

We see it in corporations all the time. The startup that once thrived on creativity and connection becomes a machine driven by shareholder value and quarterly earnings. The small firm that once cared deeply about clients gets swallowed by its own processes, treating customers like numbers instead of relationships.

It happens in consulting too.

I’ve watched talented consultants scale to the point where they don’t recognize their own business anymore. At first, they built their firm to serve clients in a deeply personal way. But as they optimized, automated, and expanded, they became trapped in a model that wasn’t really theirs anymore.

• Instead of working with dream clients, they take on whoever fits the pipeline metrics.
• Instead of leading their business, they spend their time stuck in systems they don’t enjoy.
• Instead of making a real impact, they feel like they’ve just built another job for themselves.

At some point, they wonder: What was the point of all this?

Most Firms Don’t Fail—They Lose Their Identity

Most consulting firms don’t collapse because of bad ideas. They erode slowly by letting the wrong forces dictate their direction.

They chase the next big thing instead of deepening their expertise. They follow someone else’s formula instead of staying true to their strengths. They optimize for revenue at the cost of client relationships and fulfillment.

Dan Kennedy famously said, “If you don’t have a system for attracting clients, you’re at the mercy of those who do.” That’s true. But if you blindly follow a system without anchoring it in your own values and individuality, you’re at the mercy of the system itself.

How to Build Systems That Serve You—Not the Other Way Around

The best consulting firms don’t just scale. They scale with intention. They leverage smart systems while staying true to what makes them different.

Here’s how you can do the same:

1. Start With Identity, Not Just Strategy

Before you look at revenue goals, automation tools, or scalability, ask yourself: What do I want my business to look like?

• Who are the clients I truly want to work with?
• What kind of engagements bring me the most energy?
• What would “success” feel like beyond just revenue?

This keeps you from building a machine that traps you instead of freeing you.

2. Don’t Just Grow—Grow Selectively

Not all growth is good growth. Taking on more clients doesn’t always mean more success.

Be ruthless about filtering opportunities:

• Does this client align with my strengths and values?
• Is this a type of work I actually want to be doing long-term?
• Will saying yes to this move me closer to or further from my ideal business?

Many firms scale by accident. The best ones scale on purpose.

3. Measure More Than Just Money

Revenue is important, but it shouldn’t be the only metric of success.

Track things like:

• Client fit – Are you working with the right people, or just chasing dollars?
• Enjoyment – Do you still like what you do?
• Lifestyle alignment – Does your business give you the life you wanted, or has it taken over?

If you’re making more money but hating your business, you haven’t actually won.

4. Build an Acquisition System That Reflects Your Values

Some consultants resist marketing because they associate it with pushy, transactional tactics. But marketing doesn’t have to be aggressive—it just has to be aligned.

• If you’re a teacher at heart, educate your market with content.
• If you’re a relationship builder, nurture your referral network.
• If you thrive in conversations, double down on diagnostic calls and speaking engagements.

There’s no one-size-fits-all. The best acquisition systems feel authentic to you.

Are You Building YOUR Business—or Someone Else’s?

The real question is:

Are you designing a consulting business that reflects who you are, or are you letting “the system” shape it for you?

If you’re feeling the pull to grow, make sure you’re scaling something you actually want.

Because if you don’t define what success looks like, the system will define it for you.

And it might not be a version you want to live with.

What’s Your Take?

Have you ever felt like your business was pulling you in a direction you didn’t intend? What did you do to bring it back in alignment?

Drop your thoughts in the comments—I’d love to hear your perspective.

P.S. Whenever you’re ready, here are three ways I can help you grow your consulting firm:

1. Get The Niche Consulting Growth Playbook (Now available in audiobook) It’s the roadmap to attracting prospects, signing clients, and scaling your consulting firm. Grab your copy on Amazon here.
2. Subscribe to The Niche Consulting Growth Minute The Niche Consulting Growth Minute is your daily pulse on building a thriving consulting firm. Each message delivers insights on The Opportunity Engine, Diagnostic Conversations, and The Wedge—the foundational strategies that drive sustainable growth. Subscribe here
3. Book a Consulting Growth Strategy Call – If you want to refine your positioning, accelerate lead generation, and close more high-value consulting deals, let's talk. Schedule a call via the link on my profile.