I flipped through graphic designer Ellen Lupton’s book, Design is Storytelling, at a gift shop and came across this gorgeous Intellectual Headshot.

Not only a strikingly effective visual metaphor (illustration by Jennifer Tobias), but the concept is super relevant to us as solo consultants.

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Ellen writes that "many contemporary products combine aspects of services, experiences, goods, and commodities."

She gives a smartphone as an example (from the raw materials that make the phone to the experiences it unlocks).

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Sure, we hear a lot about the generational trend of valuing experiences over things, etc., but did you notice the key word Ellen used?

"Combine."

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As consultants, what is our product?

• Our time? (Commodity)
• Frameworks + IP? (Goods)
• Transformation + guidance? (Service)
• A safe space for working through a painful problem? (Experience)

We know consulting is a layered profession - sometimes a savior, sometimes a scapegoat, most of the time somewhere in between.

But how would you think of your own business in these four terms in the lollipop?

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You likely touch all four of them.

So the question is:

• Are you building your offer with that in mind?
• Are you messaging with that in mind?
• Are you filtering for the best clients with that in mind?
• Are you charging with that in mind?

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💡

-Wes

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P.S. I'm starting to open November slots for my 1:1 Headshot sprint.

​Book a free intro to see if it's a good fit. (One October start is still available.)

If you're in EMEA/APAC, just hit reply and tell me your time zone - I'll send you a more friendly calendar. 🥱