A few weeks ago, I asked a bunch of consultancy leaders what their biggest new business challenge is.
The answers came in fast - and they all sounded painfully familiar:
“Generating leads”
“Creating urgency”
“Getting in front of the right people”
“Standing out when everyone’s saying the same thing”
“Finding the time to do anything about it”
No one said “not working hard enough”.
Because they are working hard.
More outreach. More proposals. More content.
But for many, the results are still sluggish.
Prospects go quiet. Pipelines drip instead of flow.
Sales cycles feel like walking through molasses.
So what gives?
Here’s what I think:
It’s not effort. It’s clarity.
You can hustle all day long. Post. Pitch. Present.
But if your message doesn’t land in seconds, it won’t matter how many people see it.
Because they won’t get it, they won’t feel it and they definitely won’t act on it.
One leader described the issue as “presence” - not just showing up, but showing up with something worth saying.
This matters even more when your work is complex or consultative.
You don’t need to dumb it down. You just need to get to the point - and make it stick.
Here’s the difference:
❌ Too vague: “We deliver tailored solutions across strategy, operations and change management to support business transformation and sustainable growth.”
→ Generic. Wordy. Forgettable.
✅ Sharp and clear:
“We help scale-ups slash operational waste and grow profitably - with a 90-day turnaround guarantee.”
→ Specific outcome. Clear audience. Instant relevance.
New business doesn’t go to the loudest.
It goes to the clearest.
If your message isn’t landing, it might be time to fix the real issue.