The Unique Boutique Podcast

For this episode, Matt does something different - he turns the microphone on himself. No guest, just an AMA: real questions submitted by boutique consultancy founders across The Unique Boutique network, answered in turn.

The questions cover the pains that keep consultancy leaders up at night - losing pitches on price to firms half as capable, referral pipelines quietly drying up, partners who each describe the firm differently, fees that everyone knows are too low. Matt works through them with the same directness he brings to client work, drawing on the Positioning Periodic Table and over a decade spent inside 200+ boutique consultancies.

In this episode:

• Positioning vs marketing: why one moves the needle and the other just makes a louder version of an unclear message
• Why a rebrand fixes the surface and leaves the strategy underneath untouched
• Narrowing on purpose: why a sharper position repels the wrong prospects - and why that's the point
  
  

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Matt sits down with Justin Michael - author of over a dozen books including Tech-Powered Sales and Seven Figure Formula, and one of the highest-paid consultants in the world of B2B sales and client acquisition. Justin has trained over 250 teams, worked one-to-one with more than 1,000 professionals, and built a seven-figure practice without a big agency, a VC-backed budget, or a Harvard MBA.

In this episode:

• Why claiming "number one" in your category is legitimate - and how to do it honestly
• The content vector principle: why you should only create content you actually love
• De-niching: why niching on the problem, not the persona, opens up your market
• LinkedIn DMs as the new cold call - and what everyone's getting wrong

Links & Resources Mentioned:

• Seven Figure Formula by Justin Michael
• Tech-Powered Sales by Justin Michael & Tony Hughes
• Sales Superpowers by Justin Michael
• The 80/20 Principle by Richard Koch
• Pitch Anything by Oren Klaff
• The Go-Giver by Bob Burg
• Daniel Priestley / Key Person of Influence
• Alan Weiss

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In this episode of The Consultancy Edge, Matt Hodkinson sits down with James Thomlinson (Sprint Partners) to unpack a question almost every consultancy leader is asking right now:

Why does marketing feel so much harder than it used to… and what actually works now?

From shrinking attention spans and squeezed budgets to the “sea of same” created by AI-generated content, James shares what’s changed, what’s broken, and how boutique consultancies can still stand out, build trust, and win work in a slower, more uncertain market.

You’ll hear practical insight on:

• Why “more channels” doesn’t mean more results
• How AI is making average marketing even more invisible
• The real role of human thinking in a world of automated output
• Building a pipeline that doesn’t rely on luck (or referrals)
• Why sales cycles are dragging — and how to keep momentum
• What top-performing firms do differently (James’ “Growth Accelerator” lens)
• The shift from “people-first” to tech-first, people-powered
• A simple reminder that might be the most valuable of all: stop perfecting, start moving

If your marketing feels sluggish, unpredictable, or harder to justify than ever — this one will reset your strategy and give you a clearer plan for 2026.

Connect with James Thomlinson at Sprint Partners:
https://www.linkedin.com/in/jthomlinson/

Connect with Matt Hodkinson / Tylt:
https://www.linkedin.com/in/matthodkinson/

👍 If you found this useful, hit Like, Subscribe, and drop a comment: What’s feeling hardest about marketing your consultancy right now?

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Most consultancies want to “use more tech,” but end up trapped in spreadsheets, scattered SaaS tools, and duct-taped automations that create more friction than they remove.

In this episode of The Consultancy Edge, Matt Hodkinson sits down with Patrick Kelly-Weller, founder of Adapt Digital, to unpack what smart, practical digital evolution actually looks like for consultancy firms.

Patrick shares the real difference between automation and AI, how to decide between off-the-shelf tools and bespoke solutions, and why so many consultancies slow themselves down by overcomplicating simple processes. He also talks about vibe-coding with AI, the hidden pitfalls of DIY tech builds, and what a modern consultancy website should really be doing.

If you're thinking about productising your IP, tightening up delivery, or replacing your internal maze of spreadsheets and manual admin, this episode is a must-listen.

Listen now and learn how to make work smoother, simpler, and far more scalable.

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In this episode of The Consultancy Edge, I sit down with Danielle Heward, co-founder of Optimo, to unpack what it really takes to build — and sustain — a values-driven consultancy in a challenging market.

We cover:

• Danielle’s journey from contractor to consultancy founder
• How she built Optimo around purpose, impact, and operational excellence
• Why so many consultancies are struggling right now — and what to do about it
• The power of visibility: events, networking, and showing up consistently on LinkedIn
• How AI is reshaping consultancy delivery (and the ethical questions that come with it)
• Practical, real-world lessons for staying sane, staying focused, and staying in business

If you’re a solo, micro, or boutique consultancy leader trying to find your edge, this conversation is packed with grounded, honest insight.

👉 Subscribe for more episodes, frameworks, and strategies to sharpen your consultancy’s positioning and performance.

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Consultancies are already being outplayed on LinkedIn and beyond - not because their expertise is weaker, but because they’re invisible on video.

In this episode of The Consultancy Edge, I’m joined by John Wilson of Honest Video and Explainer to unpack exactly how consultancies can use video to build authority, shorten sales cycles, and stay top-of-mind with the right buyers.

We cover everything from iPhone-level DIY to agency-produced thought leadership and explainer videos - plus how to stay consistent when you’re already flat out with client work.

🎯 In this episode, you’ll learn:

• Why founder-led video is now a non-negotiable for ambitious consultancies
• How to turn your expertise into thought leadership content without overthinking it
• The truth about production value vs just getting content out
• Simple setups for DIY video (Zoom, phone, lighting, audio) that still protect your brand
• How to use webinars, podcasts and live sessions as content engines for months
• Where different types of video belong in your marketing & sales funnel
• Why consistency beats cinematic polish for winning trust and inbound opportunities
• How to think about attribution when nobody is liking or commenting, but everyone is watching
• The smart way to use AI as a production helper, not as a content replacement

And of course we wrap up with our signature segment: Snog, Marry, Avoid - John’s quick win, long-term keeper, and what to ditch right now in your video strategy.

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Boutiques are primed to win - if you tighten scoping, build an embedded sales culture, and obsess over 5 unsexy KPIs.

 In this episode, Ben Edwards (CMap & Consulting Pulse) and Matt go deep on what’s really happening in pro services right now: slower decisions, margin squeeze, and how the best boutiques are still crushing it with sharper positioning, productised offers, and data-driven ops.

Ben breaks down the operations black hole most firms fall into - and how to fix it - plus an exact play to add +5 margin points next quarter.

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Building a consultancy that helps other consultancies hire better - what does that actually take? In this episode, Caroline Boston, Managing Director of New Minds, shares the origin story behind her people-strategy firm and the hard-won lessons from partnering with boutique and challenger consultancies. We dig into the hiring do’s and don’ts that prevent expensive misfires, how to balance permanent teams with an associate bench without wrecking utilisation, and why clear career paths and role modelling matter more than ever for retention.

We also tackle AI’s real impact on recruitment and staffing: what’s already automatable, where human judgement still wins, and how leaders can future-proof teams with critical thinking, client credibility, and change leadership. Caroline opens up about designing organisation structures that scale, creating standout candidate experiences for lesser-known brands, and the behaviours that consistently predict success in consulting roles.

If you found this useful, hit subscribe, drop a comment with your biggest takeaway, and share with a consultancy leader who’s hiring. 

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In this episode of The Consultancy Edge, host Matt Hodkinson sits down with Leena Sowambur, founder of Marcoms by Leena, whose career spans 25 years in digital marketing and PR, including global campaigns for icons like Beyoncé and Take That.

Leena unpacks the so-called “expertise apocalypse” and the rise of AI-driven “Beachside Bros,” exploring how distorted visibility and performative purpose dominate today’s market. She shares candid advice for consultants on staying authentic, focusing on diagnostic expertise, and building trust through owned channels, while warning against chasing vanity metrics and formulaic funnel tactics.

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If you're tired of spammy sales cadences and tired outreach tactics, this episode is for you. I sit down with Mikey Hanson, founder of Growth Genie, to explore how consultancy leaders can break free from referral dependency and ignite real conversations with ideal prospects.

Mikey reveals why polite persistence outperforms one-and-done outreach, how to leverage client stories to craft sales playbooks that actually convert, and his COSMIC framework for selling without ego while tapping into genuine human connection.

Packed with actionable advice - from warm outbound strategies to emotional triggers that drive deals - this is your roadmap to building a sales approach that feels natural, personal and effective in today’s noisy market.

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