Welcome to the 78th issue of Soloist Sundays, a newsletter focusing on longevity, balance and success on your terms for independent consultants, creatives and freelancers.

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June 16 marked 29 years since I started my one-man consultancy.

I always get a little reflective around my anniversary. In past years, I’ve written about the biggest lessons I’ve learned or the things I got right and wrong. (The things I got wrong are funnier.)

Lately, though, I’ve had a few though-provoking chats with friends and fellow freelancers about the things that have worked hardest for me to stay in the game this long.

I’ve narrowed it down to the seven decisions below. As with all such advice, your mileage may vary.

1. I’ve specialized.

I’m aware of a consultant who offers 55 services on her website. I maintain that you can’t master 55 things – nor will clients believe that you have.

That’s an extreme example. But all freelancers have a choice to make about the breadth and depth of their offering.

My own hypothesis is that mastery sets you apart, and it’s what good clients seek and deserve.

So my default mode has been “narrow and deep.” It’s helped me to build trust, work at higher levels of the org chart, and earn repeat business and referrals.

2. I’ve defaulted to “fewer, larger gigs.”

I got into this line of work to make a difference. For me, that means solving larger problems with clients who also want to make a difference.

The alternative – lots of smaller gigs, requiring lots of selling and admin – is simply not the business I want to run.

Sure, a $30k gig is more difficult to sell than a $3k gig. But it’s not 10 times more difficult to sell. So I encourage you to play with the question: How could I package my services into a compelling, high-value offer?

3. I’ve screened my clients.

I’ve always trusted my gut about accepting new clients. This was true when I was starting out, and it’s remained true when I’ve had available bandwidth.

I’m looking for good humans who want to make a difference and are likely to work in an environment of mutual respect. That’s a necessary bar, and not a particularly high one.

I don’t want to invite assholes into my orbit. And if one sneaks through, there won’t be a second contract.

My client list is filled with good people who are doing work that matters. The fact that I wouldn’t mind getting a second (or third) drink with them is not to be ignored.

4. I’ve done work I’m proud to sign my name to.

When clients give us a shot, their reputations are at stake. It’s on us to honor their trust and deliver to the best of our abilities, every time.

The statistic I’m most proud of over these 29 years: 97% of my revenue has been repeat business or referral.

Referrals are great, because good humans tend to travel in packs. And, again, this means less marketing and more of the work that I love.

5. I’m a bit of an animal about productive use of time.

I don’t believe in work-life balance. I believe in life balance. Work is one part of life.

I want my working hours to be as productive as possible, so I can attend to my other priorities.

Time-tracking has served me well, and I still do it after all these years. It helps me to spot both productive investments and sneaky leaks. For the latter, I offer a simple rule: Minimize, delegate, automate or ignore.

6. I built a little village.

Despite the “solo consultant” tag, I’ve never worked alone.

I’ve got a delightful network of specialists I can refer when a client has the need. They’re also good people to know when I need advice or perspective.

I’m fortunate to have friends & family who believed in me from the jump. And marrying the right person? Highly underrated.

7. I’ve protected the asset.

Soloism is an exercise in lifestyle design. I do my best to make long-term choices that allow me to remain on this path.

For me, that means daily exercise. Reading for pleasure. Good sleep. Travel. Family & friends. These recharge me, and they keep burnout at bay.

Pro-tip: Put the important “life stuff” on your calendar too. Make space for it, or your never-ending to-do list will take over.


That’s what’s worked hardest for me. I hope it’s of some use to you, as you design and live your own business.

I also shared a (necessarily shorter) version of this post on LinkedIn; if you'd like to join the conversation over there, just click right here.

Today Is the Day!

Matthew Fenton

Founder & Chief Soloist, Winning Solo​

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With 29 years as an independent consultant, I can work with you to improve just about any aspect of your freelance business. You can learn more about my coaching services here.

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