Peter Czapp, Co-Founder of the Wow Company and creator of BenchPress, shares invaluable insights on how consultancies can thrive financially. He reveals the seven levers that top firms use for profitability, including effective pricing strategies that reflect true value and the power of niche positioning. The conversation dives into the critical metrics that matter and emphasizes intentionality in growth. Peter also discusses the importance of creating a culture that embraces profitability while maintaining a positive atmosphere.
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insights INSIGHT
Power of Differentiated Positioning
Differentiated positioning is the foundation for consultancy profitability and growth.
Firms with very differentiated propositions are twice as likely to grow fast and be highly profitable.
question_answer ANECDOTE
Gradual Niching Success Story
A marketing consultancy gradually narrowed its niche to pensions communications for financial services.
This created a blue ocean with no competition, allowing them to charge premium prices and be highly profitable.
volunteer_activism ADVICE
Gradual Niching Advice
Take gradual next steps to narrow your focus instead of making abrupt changes.
Strongly articulate your positioning but still consider taking work outside your niche initially.
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The Book of Yo by Simon Woodroffe encapsulates the essence of entrepreneurial spirit. With stories and anecdotes from Woodroffe's own journey, it presents a raw and honest perspective on starting and scaling a business. Simon Woodroffe emphasizes the importance of passion, innovation, and resilience in overcoming challenges. The book shares insights into branding, customer experience, and creating a unique identity in a competitive market. It also emphasizes the importance of perseverance and adaptability in the face of adversity.
Blue Ocean Strategy
Renee Mauborgne
W. Chan Kim
Blue Ocean Strategy challenges traditional competitive strategies by advocating for the creation of new, uncontested market spaces. The authors, W. Chan Kim and Renée Mauborgne, argue that companies should focus on innovation to create 'blue oceans' of new demand, rather than competing in 'red oceans' of existing markets. The book provides a systematic approach and tools for successfully formulating and executing blue ocean strategies, including the strategy canvas and the six principles of blue ocean strategy. It highlights successful examples such as Cirque du Soleil and low-cost airlines, and offers guidance on overcoming organizational hurdles and aligning value, profit, and people propositions.
Pricing Creativity
Blair Enns
What separates consultancies that tick along from those that thrive? According to this episode’s guest, it’s all about one thing: profit on purpose.
In this episode, Nick sits down with Peter Czapp - Co-Founder of the Wow Company, The Consultancy Growth Network and the brains behind BenchPress, the consultancy benchmark report - to dig into the financial side of consulting that too many firms overlook.
Peter shares the seven profitability levers that top-performing firms use to boost their margins, stand out in the market, and build businesses that are both sustainable and saleable. From smart pricing and niche positioning to real-time metrics and resource management, this episode is packed with takeaways you can put into action straight away.
We cover:
✅ Why only 37% of consultancies hit 50% gross margin, and how to make sure you're one of them
✅ The power of positioning and why niche isn’t a dirty word
✅ Pricing strategies that reflect value, not just time
✅ How to build a culture that embraces profitability without killing your vibe
✅ The reporting metrics that actually matter and the one predictive stat Peter swears by
✅ Why real growth starts with intentionality
Whether you’re leading a consultancy, thinking about profitability, or just tired of vague advice and want practical tools, this one’s for you.
Enjoy the show!
Climb In Consulting 
