Thinking About Becoming an Independent Consultant?
Lessons from two decades in the field.
Over the years, I’ve had many in the public sector, especially in education, ask me these questions:
“How did you become a consultant?”
Followed by, “How have you sustained it so long?”
Often the question comes from people who are exhausted. Talented and dedicated public servants. People doing extraordinary work in systems that can be extraordinarily dysfunctional.
They love the communities they serve. They care deeply about disparities and institutional improvement.
But they’re also frustrated by the bureaucracy, the unproductive meetings, the initiative churn, the bullying, and the compensation that often doesn’t reflect the value they provide.
Understandably, the idea of consulting, coaching, or training becomes appealing. Not as an escape from the mission, but as another way to serve institutions while gaining autonomy and sustainability.
I’ve been doing this work for about two decades now. I didn’t start with a grand plan. I simply focused on helping institutions solve real problems and tried to improve my craft every year.
Considering the Path?
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Along the way, I’ve been recognized for my work as an independent consultant by a Columbia University research center for getting results at institutions. And I’ve learned some lessons that may help those considering a side hustle or a full transition to independent work. Here they are in no particular order, and for the record, there’s nothing groundbreaking about them, but they are powerful, practical insights.
1. Know Your Capacity
Generating volume without capacity creates poor service. When you work independently, there is no one else to blame for bad customer service.
If you’re lucky to have significant demand on your side, if you take on too many clients, the quality of your work will suffer. Your responsiveness will decline. Your preparation and execution will slip.
And clients notice quickly. Your reputation is your most valuable asset. Protect it by knowing your limits. I saw this happen to some consultants during the pandemic and now institutions don’t want to work with them.
2. Be Careful Who You Partner With
At some point, you may consider subcontracting or partnering with other consultants. Be careful.
If someone you bring into a project produces poor work or treats people poorly, that behavior reflects on you. Your name is attached to the engagement. Your credibility is on the line.
Choose collaborators carefully and only when you truly trust their professionalism, expertise, and kindness.
3. Reconsider Accepting Work You Cannot Deliver
Related to Lesson 1, this is one of the hardest lessons for new consultants. If you push for a contract when you know deep down that you cannot meet the client’s needs, you are compromising your reputation for money. “Winging the gig” rarely works. Clients ultimately catch on.
Short-term revenue is not worth long-term damage. If the engagement isn’t a good fit, consider walking away or at least be honest with the potential client and tell them what you actually can deliver on.
You will sleep better, and protect the trust you’ve worked hard to build.
4. Word-of-Mouth Is Everything
In public sector consulting, especially education, referrals matter more than marketing. Period.
But referrals don’t come from clever branding or social media strategies. They come from results. Institutions talk to each other. Leaders ask colleagues who they trust.
Your work must produce tangible value. When it does, word travels.
5. Build an Authentic Online Presence
In terms of consulting, especially in the public sector, it’s better to have 500 people who follow you on socials who genuinely appreciate what you do than 50,000 who don’t know you and barely engage.
Social media should not be your only client acquisition strategy. Instead, think of it as a window into how you think and what you value.
Potential clients often observe your work quietly before reaching out. They read your writing. Perhaps check out your LinkedIn posts. They may listen to a podcast where you were a guest or if you’re the host. They ask colleagues if your approach aligns with their needs and culture.
Authenticity matters.
6. Your Website Is Your Business Card on Steroids
When potential clients look you up, your website is often their first serious impression. Some say it’s LinkedIn, but it always amazing me how many people are not on LinkedIn or are totally disengaged from the platform.
If it looks rushed, outdated, or poorly organized, it signals something about the quality of your work.
A strong site should clearly communicate:
• What you help institutions accomplish
• Evidence of your results (if you’re getting started, it could be from your previous job)
• Testimonials from clients (initially, it could be from colleagues who recommend your work)
• Resources that demonstrate your expertise
Think of it as a public portfolio of your work.
7. Handle Criticism With Kindness and Backbone
Every once in a while, you might encounter someone who unfairly throws shade at your work. Remain kind, but don’t be a pushover.
If you document your work and the outcomes it produces, you will be able to respond with evidence.
8. Admit What You Don’t Know
Consulting does not require omniscience. It requires honesty.
If you don’t know something, say so. If you make a mistake, acknowledge it.
People, especially in the public sector, have a tendency to respect humility far more than inflated confidence.
9. Your Story Matters
Potential clients care about your expertise, but they also care about who you are.
Your story is part of your credibility.
For example, my own journey from Marine to community college student to the Ivy League to working on-the-ground at institutions getting results and eventually a coach working with institutions across the country has shaped how I approach this work.
People connect with stories. They remember them.
Don’t underestimate the power of yours.
10. Don’t Sell. Listen.
Most public sector professionals, especially educators, dislike being sold to. The best consultants don’t push services or products. They listen carefully.
When you truly understand what an institution is trying to accomplish, you can determine whether you can help. If you can, explain how you will help them succeed.
That’s your “pitch.”
11. Respond Quickly
Responsiveness signals care. Aim to respond to clients within 24 hours.
If you can’t provide a full answer immediately, send a short note letting them know when you will follow up.
Small behaviors like this build trust.
12. Project Manage Your Work
Great ideas without structure rarely produce results. When working with institutions, clear project management is essential. Clients notice quickly if you are disorganized.
Use timelines.
Clarify deliverables.
Track progress.
Your ability to manage the work often matters as much as the work itself.
13. Be Willing to Walk Away
Occasionally, you might encounter situations where institutional politics and other factors simply will not allow you to do the work they hired you to do.
It happens.
In those situations, it may be necessary to cancel the engagement. It’s not easy, but sometimes it is the most responsible decision for both the institution and your reputation.
14. Focus on Impact, Not Money
If your primary focus is money, consulting will quickly become frustrating. Focus instead on your ability to make a meaningful difference. In other words, your passion.
If you do that consistently, the financial side tends to follow.
15. Never Stop Learning
Consulting is not a static profession. You must continually refine your craft.
Read widely. Learn from others. Reflect on your work.
In education, even when you are working with administrators or faculty, the ultimate beneficiaries of your work are students. For healthcare, it’s patients. For nonprofits, it’s a segment of the community. And so on.
A Final Thought
Independent consulting is not for everyone. It requires discipline, resilience, and a deep commitment to continuous improvement. The first five years can be rough. You go through bouts of feast and famine.
But for those who feel called to it, it can also be one of the most meaningful ways to contribute to improving our institutions, while providing freedoms you’ve always dreamed about for yourself.
Considering the Path?
From time to time, people ask me for guidance on how to transition into consulting or coaching.
If you’re exploring that possibility and would like structured advice based on two decades of successful experience, I’m providing a limited time offer for those considering independent work at $99 for two one-hour sessions.
In these sessions we can discuss:
• Whether consulting is the right path for you
• How to position your expertise
• How to build a reputation through results
• Practical steps for getting started
Complete this brief intake form.
And regardless of the path you choose…
Keep learning, improving, and doing work that makes a positive difference.
Let’s connect on LinkedIn.
Onward…
Dr. Al Solano
Founder, Continuous Learning Institute | About
Host, Student Success Podcast
A meaningful test of success is how helpful we are in contributing to our fellow human being’s happiness.
