How Leslie Fairchild went from Succes by Chance to Success by Design

When Demand Isn’t the Same as Stability

Want to know the difference between leaving your consulting or coaching success up to chance and creating it with strategic intention?

It often shows up in a way most people don’t expect.

You leave your job. You announce what you’re doing. And almost immediately, people start reaching out. They want to work with you. They’re referring you. Opportunities are coming in.

On the surface, it feels like everything is working.

And for a moment, it is.

That’s exactly what happened with my client Leslie. After leaving her role with the Navy, she had people lining up.

“I already had a lot of individuals who had reached out to me saying, ‘hey, we heard you're retiring. What are you doing? We want to work with you,’ which is awesome, right?”  

But underneath that early momentum was a realization most consultants and coaches eventually feel:

This isn’t enough.

The Moment You Realize This Won’t Sustain You

There’s a point where the excitement of early demand starts to wear off.

Not because the opportunities disappear overnight, but because you begin to see what’s missing.

There’s no clear direction.
No consistency.
No control over what’s coming in next.

Leslie put it simply:

“In the back of my mind, I went, well, you know, that's not going to last forever.”  

And that’s the moment the shift begins.

Because building a business requires something very different than getting your next client.

Why Doing “All the Right Things” Still Isn’t Enough

From the outside, Leslie had everything most people think they need.

She had experience. She had credibility. She had a network that trusted her. She even had a website and professional photos.

It looked right.

But it didn’t feel complete.

Because none of those things replace strategy.

“What was missing? The strategic intention and the brand foundation underneath her expertise.”  

This is where so many consultants get stuck. They assume that if they just keep going—keep posting, keep networking, keep saying yes—it will eventually stabilize.

But without a clear foundation underneath it, the business stays reactive.

When Clients Start Treating You Like a Task, Not a Partner

One of the clearest signs that something is off isn’t a lack of clients.

It’s the type of work you’re doing.

As Leslie continued working with clients, she started noticing a shift in how she was being engaged.

“Some of the clients that I'm getting are really just wanting me to like execute these tasks… and I feel like I'm working for a boss.”  

This is what happens when your positioning isn’t fully defined.

Clients fill in the gaps.

And when they do, they often default to seeing you as someone who executes rather than someone who leads.

The Shift That Changes Everything

The real turning point wasn’t getting more clients.

It was changing how Leslie showed up in her work.

Instead of asking what clients needed done, she began guiding the process.

“Instead now it's, okay, let's sit down and get clear on your goals and let's outline a strategy to get there.”  

That shift—from service provider to strategic partner—is what creates a sustainable business.

Because now:

• The work is more aligned
• The value is clearer
• And the relationship is fundamentally different

Why Clarity Around Your Message Matters More Than You Think

One of the biggest challenges Leslie faced wasn’t capability.

It was articulation.

“I wasn't finding the right words to put around the work that I was doing.”  

And this is where many consultants underestimate the importance of messaging.

If you can’t clearly express:

• Who you help
• What you help them achieve
• And why it matters

You end up defaulting to explaining your process instead of communicating your value.

That’s where pricing gets harder.
That’s where confidence wavers.
That’s where the business starts to feel heavier than it should.

The Role of Strategy in Building Something That Lasts

Once Leslie had clarity on her positioning, everything else began to align.

Not because she suddenly worked harder, but because she was finally building on the right foundation.

“Now it's much more intentional about how am I attracting the ideal client… instead of just saying, well, I'm gonna rely on my network.”  

That word—intentional—is the difference.

It’s the difference between:

• Hoping the right clients show up
• And knowing how to attract them

Between:

• Taking whatever work comes
• And defining the work you actually want

What This Means for You

If you’re in that stage where people want to work with you, but something still feels off…

You’re not doing anything wrong.

You’ve just reached the point where what got you here won’t get you where you want to go next.

That next level requires:

• Clear positioning
• Intentional messaging
• And a brand that reflects the value you actually bring

See the Shift for Yourself

As you listen to this episode, you’ll hear the shift Leslie made.

But to really see it, take a few minutes to explore her website.

This is what it looks like when your expertise is supported by strategy, clarity, and positioning that actually works.