I’ve never been eager to call myself a consultant. The biggest reason? A fundamental question: What if they don’t take the advice?
Consulting can feel like an exercise in futility. You deliver strategy, but the real challenge—the one that makes or breaks success—is implementation. And that’s where most efforts falter. Advice, no matter how brilliant, is worthless without action.
But when I do offer business advice, whether for free or in a more formal setting, I’ve learned to focus on two critical questions that help cut through the noise. If you’re truly trying to be generous and helpful (as a coach OR a client), these questions are non-negotiable.
1. Are you truly willing to change?
How much are you really willing to adjust what you do and how you do it to achieve the outcome you claim to want? Time and time again, I’ve found that most people aren’t looking for transformation; they’re looking for validation. They want to keep doing what they’re doing—just with better results. But here’s the hard truth: if that approach was going to work, it would have worked by now.
If we want different outcomes, we have to change the inputs. That means being willing to rethink priorities, redefine value, and break away from deeply held habits. Unfortunately, many of us want the world to adjust to our desires, and reality simply doesn’t work that way.
2. What do you need to make those changes?
Assuming someone is open to change, the next question is: What would give you the courage to act? What knowledge, proof, or resources do you need to move forward?
Most of the time, the answers are already out there—hidden in plain sight. Competitors in other markets have done it. Industry leaders have paved the way. Proven models exist. Yet, action is stalled. Is it because they’re waiting for reassurance? Looking for absolute certainty? Hoping for a guarantee?
The real work lies in uncovering what it takes to bridge the gap between knowing and doing. What will it take for you to believe in the change enough to commit to it?
If these questions can’t be answered, hiring a consultant—or even seeking advice—is often a waste of time and money. Because no strategy, no matter how sound, can overcome a reluctance to change or a lack of courage to act.
So before looking outward for solutions, start by looking inward with these tough questions. They’re not just the key to working with a consultant—they’re the key to meaningful progress.
