The 2x2 for Consultants

I get the same questions over and over from people starting out. And I get it – because I asked all of them too. Only I had to figure things out on my own, either by Googling things, asking around, or trying out stuff to see if they stick. So instead of overcomplicating it, I’m just going to walk through the ones that matter most and give you the straight answers I wish I had when I started. 

Parm Sidhu is what most consultants say they want to be: an operator and an advisor at the same time. While working at Deloitte, Parm built Student Storage into a 20-campus business across Canada. It’s an impressive feat, especially this early in his career. And it’s also why my conversation with Parm matters. Because once you’ve run something yourself, you don’t think – or advise – the same way a...

What if your AI avatar works, while you enjoy life? I sat down with Natalie Monbiot to talk about digital twins, how they differ from deep fakes, and what a virtual human economy might look like. We got into the ethics, the tech, and how AI clones could reshape communication and expand what’s possible in business.

Nothing is ever 'just data.' Last year, we started featuring the worst charts and visuals the internet has to offer. We've racked up a fair amount in our collection, so we invited chart champ Amelia Waters to critique some bad charts and give us a few pointers on how to do it right. Watch the full episode in our YouTube channel next week: youtube.com/channel/UC5DlEn-4CszFJw-aCTcTopQ/

What do nut milk, corporate porridge, and startups have in common? Seems like a random list, right? I sat down with Ben Manwaring to talk about his winding career path—from consulting to startups to his current chapter in Amsterdam. We got into flexibility, risk-taking, and what it really looks like to blend creativity with business growth.

Would you trade a comfortable life in the city for a spot in an RV park?  Joe Griffith did – and it’s the best decision he made.  He used his expertise as a former Bain consultant and built Wander New Mexico , now the no.1 rated tour company in New Mexico.  He’s still running it a decade later while consulting independently on the side.  The interesting part isn’t just how he’s doing both – it’s h...

Ever heard of a corporate athlete? I sat down with Mariela Hunter to talk about biomarkers, sleep, and how AI is becoming essential for us to keep ourselves in top shape–personally and professionally. We also got into her shift into fractional work and why the future of performance is all about human–AI collaboration.

Can you rebuild a legacy business from the ground up? Not everyone can, but Deborah Whitby did. Rebecca McDowell and I sat down with the Austin Plumbery CEO to talk about our stories. We discussed the real-life highs and headaches of building a business. From branding and pricing to hiring and customer experience, we swapped lessons on growth, lifestyle, and what it really takes to run something t...

Here's how you can get a meeting with anyone. I sat down with my good friend Katie McCormick Lelyveld —founder of MELD and former press secretary to Michelle Obama—to talk about authenticity, networking, and the real work of building lasting relationships. We also touched on intergenerational conversations, women in leadership, and how small moments lead to big connections.

Fractional work looks simple – and exciting – from the outside. You leave corporate, land a client, and price your time. You breathe easier because you do the work you’re passionate about. In many ways, it’s wonderful. But here’s what doesn’t get talked about enough: The real challenge of fractional life shows up in about six months. In a bonus episode of The 2x2 Podcast , Anna Wondany – founder o...

How many tools and platforms do you use in your practice? Do you have a graveyard of unused subscriptions, or do you still do everything manually? I think you only need four essentials – every one of them useful for everyday tasks. Anything else you add should pass the ultimate efficiency test: Reach the least number of clicks to get sh*t done.  

The most successful fractional works have tells. Amanda Nizzere is a fractional CMO who has reached full capacity in just two years ( impressive, right? ). But she’s spent that time doing more than just client work for AN Strategy . As the host of the Female Fractionals podcast, Amanda has had dozens of candid conversations with fractional executives about what works (and what doesn’t) in a fracti...

What can real estate brokers teach consultants? A LOT. So I sat down with Luisa Mauro to trade notes on building trust, earning referrals, and staying authentic in a competitive market. We talked about prospecting, team building, and why genuine care—not just strategy—is what keeps a business growing.

Every consultant can build a deck. But only a few can run the room. Ryan O’Toole spent his entire career inside rooms a lot of us only hear about – PE board rooms and PE-backed leadership teams. He’s been the consultant, the operator, and the advisor. This makes him unusually good at explaining how boards actually work. In this interview, we’re talking about everything you and I need to know about...

How long does it take to reach true mastery? Johan Sauer is an experienced independent consultant who worked with over 200 companies over the course of his career. In this episode, we talk about the evolution of brand management and the importance of creativity and mentorship in consulting. We also discuss the challenges faced in the consulting industry, the significance of continuous learning, an...

Can we actually trust AI outputs? I sat down with Usman Lakhani, an AI governance expert, to talk about what responsible AI looks like — and why independent consultants need to get literate fast. We covered practical frameworks for aligning AI with strategy, the role of data governance, and how trust, ethics, and risk management all show up in real-world implementation.

This 2026, I have a challenge for you: take home $400K in revenue. Did that number scare you? Or does it sound like a piece of cake? I think $400k is the mark of a successful consulting practice – it means you live a financially comfortable lifestyle without burying yourself with work. Are you up for the challenge?

Leslie Elliott , Poolie CEO and mom of four, is a business builder. And it seems her son is also wired for it. It started when she found a half-empty twelve-pack Sprite in her 6th grader’s backpack. She asked James about it, and he said he goes to an H-E-B before school and sells soda to his friends. He made $20/day and called it SchoolDash. This is when Leslie knew she has an entrepreneur in the...

How well do you understand your work? In this conversation, Wes Wheless shares his journey from being a consultant to helping other independent consultants articulate their expertise through visual communication. He discusses the challenges consultants face in defining their niche and the importance of intellectual property in establishing a unique brand. Wes emphasizes the power of visual metapho...

Can you keep climbing the corporate ladder after it collapsed? Anna Wondany did. And so can fractional executives. She' s a fractional CMO and the founder of Hey CMO , a fast-growing network for marketing leaders who want independence without isolation. In this episode, we talk about what it means to work fractionally, how to prevent your own competence from drowning you, and why always saying yes...

Thanksgiving week is the prime time for gratitude – and crunch time for nonprofits. Seasoned fundraising and development strategy expert, Pradnya Haldipur , has been in the nonprofit world for a long time, working with large organizations like Doctors Without Borders. But now, she’s a newly minted fractional expert already gaining success in just six months. In this interview, she gives us a peak...

Ready for the war room that is Black Friday planning? I sat down with Scott LaBoda to talk about his path from consulting to retail and back again—with stops at Tom’s Shoes and Lululemon along the way. We got into merchandising, supply chains, and what’s ahead for both luxury and mass retail.

In the immortal words of Wu-Tang Clan, “Cash rules everything around me.” They weren’t talking about corporate finance, but Nicki Monson agrees the words are still true. Strangely, she’s not a Wu-Tang fan, but I’ll forgive her for that. Nicki was the VP of finance at Stenograph, a dynamic SaaS startup. And before that, she held leadership positions for over 20 years at bp, a global energy powerhou...

What does it take to actually find your niche? I sat down with Terry Chevalier to talk about his move from big-firm consulting to running his own shop—what’s hard, what’s worth it, and how he’s carved out a niche in telecom and exit planning. We also talked coaching, business transitions, and why defining the problem you solve is half the battle.

Is ESG really that important? I sat down with Cooper Wechkin , founder of RyeStrategy , to talk about climate accounting, sustainability, and why small and mid-sized companies shouldn’t sit this one out. We got into Cooper’s journey from undergrad startup to ESG consulting, and how thoughtful strategy can shrink your footprint, and grow your business.