unbillable hours - a podcast about better professional services marketing
Ash, Flo
Show overview
unbillable hours - a podcast about better professional services marketing has been publishing since 2023, and across the 3 years since has built a catalogue of 100 episodes, alongside 7 trailers or bonus episodes. That works out to roughly 50 hours of audio in total. Releases follow a fortnightly cadence, with the show now in its 33rd season.
Episodes typically run twenty to thirty-five minutes — most land between 23 min and 35 min — though episode length varies meaningfully from one episode to the next. None of the episodes are flagged explicit by the publisher. It is catalogued as a EN-language Business show.
The show is actively publishing — the most recent episode landed 2 months ago, with 4 episodes already out so far this year. The busiest year was 2023, with 39 episodes published. Published by Ash, Flo.
From the publisher
So, your job is to market a consultancy? Excellent - then we have something just for you: unbillable hours, our podcast about better professional services marketing. “unbillable hours” is all about selling business services through highly effective marketing. You know, the kind which gets clients through the door, competitors on edge, and the practice to respect you. Oh, and: it’s free, and created by two folks who have nothing to sell (we have jobs, mind you). Care to give it a try? Then listen in right away - or read a bit more about the project here: https://unbillable-hrs.com/
Latest Episodes
View all 100 episodesEp 28C2E26 - AI in consulting - exploring best practice (feat. Michael Boham)
It's 2026... and we're still wondering: How are consulting firms using AI? How should they use it? So, we decided to ask someone who should know: QVALNT's Michael Boham is building solutions for this very space and has a few opinions about how firms should leverage AI, how they shouldn't do it, and where value can genuinely be found (spoiler: it's about so much more than just the tooling!). Episode guest Michael Boham, founder, QVALNT Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota
Ep 27C2E25 - From service to program - how to package consulting capabilities for greater impact
Sure, consulting services are great. But you know what's even better? Consulting programs! As in: Outcome-focused, time-boxed, and IP-supported bundles of services and capabilities. They're just so much clearer and therefore more helpful for everyone... plus they can really improve your delivery! And in this episode, Ash and Flo will give you the full rundown of why they're great and how you might start to design some. Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes No notes for this one!
Ep 26C2E23 - When and how to introduce your firm's services (without losing the plot)
Alright... you've stuck with us long enough - which is why, yes, finally: you'll get to talk about your services (yay!). In all seriousness, though: There IS a time and a place to introduce prospects to your services, of course... It's just not at the start. And in this episode, we'll explain where they belong, and how you should introduce them. Listen to it here! Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes No notes for this one!
Ep 25C2E23 - Consulting's 2025 - a year in review with Jeff McKay
So how, exactly, did things go in 2025? And what, exactly, did we learn? We brought on advisor to the consulting industry, founder of Prudent Pedal and all-around sector strategist, Jeff McKay, to discuss his insights into where we've been, we're we're headed, and, sure: what to make of "AI" and other new pressures resetting consulting. Listen to it here! Episode guest Jeff McKay, founder, Prudent Pedal Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes: Check out Jeff's blog about designing the AI era professional services org here
S2 Ep 22C2E22 - Consultancy positioning in the AI era
Nah ... AI isn't going to kill consulting. But it'll certainly change the sector ... especially by influencing perceptions and expectations. So, how can firms prepare? Ash and Flo's workshop answers the question of how consultancies can counter clients 'dwindling "willingness to pay" while positioning to capture whatever value can be found in the new, much-heralded AI solutions for themselves. Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota
Ep 24C2E21 - Your consulting proposition's second job: Building client self-confidence
THE PODCAST IS BACK! (Sorry for yelling...) And this time, we’re looking at the other side of the trust equation: not just whether clients trust you, but whether they trust themselves—to make the right decision, rally internal support, and deliver results. Listen in how a well-crafted consulting proposition can help them build this self-confidence... and, therefore, hire you ;) Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes No notes for this one!
Ep 23C2E20 - Frameworks That Work: Designing Your Consulting IP with Charlotte Crowther
Some frameworks just sit in decks. Others do real work. They spark interest, guide delivery, and help consulting firms stand out with confidence... and in this episode, we dive into the kind that do exactly that—signature frameworks—with designer and methodology expert Charlotte Crowther. We unpack how to craft one that’s not just smart… but strategic. So, iIf you’ve ever wondered what separates a slide from a system—this one’s for you! Episode guest Charlotte Crowther, founder, SignatureFramework.com Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota
S25 Ep 5C2E19 *Replay* Making rain (differently)
Ever heard of "Rainmakers" - the bizdev champions of the services world? HBR published a piece saying their game is changing. Ash and Flo dove in to figure out how, exactly (spoiler: it's related to marketing!) Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Please find the shownotes to this episode at unbillable-hrs.com.
S2 Ep 18C2E18 - From proposition to thought leadership: How to plan consultancy content
We're back - and start our post-summer show with a deep dive into answers to the dreaded question "What should our consultancy post about?" (or some such): Tune in to hear Flo discuss the best philosophy for thought leadership planning and how to derive content from your value proposition. Enjoy! Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes Check out the upcoming Deltek Webinar feat. Flo here
S2 Ep 17C2E17 - Everyone Sells: How to build your firm's holistic sales capability
You’ve nailed your value proposition—now what? In this episode, we show how consultancies can embed business development capabilities across the whole firm, turning scattered effort into a coordinated go-to-market machine. Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes No notes for this one!
S2 Ep 17C2E16 - Why "cold outbound sales" don't work in consulting (and what to reach out instead)
There, we'll say it: "Cold outreach selling" - whether by email, phone, or LinkedIn - doesn't really work in consulting (with a few exceptions perhaps confirming this rule). So... what can you do instead? Ash and Flo share some insights and tips you might want to listen to before sinking another 20k into an outreach effort with no ROI... Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Shownotes No notes for this one!
S2 Ep 15C2E15 - AI and advisory - some notes
We pause our strategy guide curriculum for a bit of news-related coverage - and have Ash and Flo review the new "Trends - Artificial Intelligence" report by Mary Meeker and her Co-authors at VC firm, Bond. The two use it to share some views re. how consultancies should position in this so-called "age of AI"... enjoy! Credits Voices, production, etc. by Matt Hodkinson and the "Consultancy Edge" team Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Show notes Link to the Trends - AI report on bondcap.com
Ep 22C2E14 - Acing case study creation
Ah, yes: Case studies - the workhorses of consultancy business development! So important to prove you can deliver your proposition! And yet, often in such sorry, sorry states... (Like, really: Many of them are not exactly great). The team invited Lead Comet's James De Roche to discuss why so many case studies don't work, how to fix them, and much more - listen to their conversation here! Episode guest James De Roche, founder, Lead Comet Credits Voices, production, etc. by Ash and Flo Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Show notes Find Lead Comet's website over at: https://leadcometdigital.com/ Follow James on LinkedIn here: https://www.linkedin.com/in/jamesleadcomet/
S2 Ep 13C2E13 - "Stacking" propositions for a multi-service firm
Yes, we've explained how to design a value proposition. But what if a single proposition won't cut it - because your firm is large enough to house several practices, multiple service lines, and an even greater number of services? Ash and Flo explain, but want to remind you again here: Multi-propoisition stacking is a tool to facilitate effective strategy in larger firms - it's not your excuse to stay as broad and messy as possible 😉. Credits Voices, production, etc. by Matt Hodkinson and the "Consultancy Edge" team Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Show notes Find all "Consultancy Edge" episodes over at: https://www.thevisibleauthority.com/blog/how-to-structure-multiple-value-propositions-without-losing-your-firms-identity
S2 Ep 12C2E12 - Competing (and winning) against bigger firms
Oh, hey - a "prequel!" Well, of sorts, at least: In this episode, Ash and Flo explore how small and mid-sized consultancies can compete—and win—against the big guys. They share four moves to help you out-position, out-deliver, and outsmart the giants, including how to de-risk the buying journey, pick smarter battles, and show up differently. It's great input to have before refining your firm's value proposition (hence the "prequel" comment here). Credits Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Show notes Link to the The Visible Authority case study Flo refers to
S2 Ep 12C2E11 - Positioning, productisation and pushing boundaries with Florian Heinrichs (Consultancy Edge re-broadcast)
Surprise episode! For this one, we'll break from our pre-planned curriculum of "how-to" episodes to syndicate a conversation between Total Growth Ownership's Matt Hodkinson and Flo for Matt's "Consultancy Edge" podcast. Listen to the two of them discuss positioning, productisation and pushing boundaries in consulting! Credits Voices, production, etc. by Matt Hodkinson and the "Consultancy Edge" team Creative and design advice by @calmar.creativ Into, outro voiceover for the unbillable hours podcast by @iamthedakota Music also by @iamthedakota Show notes Find all "Consultancy Edge" episodes over at: https://podcast.totalgrowthownership.com/ Find Matt's LinkedIn at: https://www.linkedin.com/in/matthodkinson/ And do check out Matt's full YouTube channel here: https://www.youtube.com/channel/UCNyv2M0jJ-zAtGzxOgW7cpw
S2 Ep 10C2E10 - Articulating your consultancy's point of view; designing its signature method
And, here we are: This is the sixth and final episode of our "value proposition design" mini-series introducing the "Value Proposition Canvas" by TheVisibleAuthority! In this one, we'll cover why your firm needs both a point-of-view and a method of delivery, how the two are connected - and how you can go about designing yours. Enjoy! Credits Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Show notes No notes for this one!
S2 Ep 9C2E9 - The right way to promise consulting results (Value Proposition Design part 5)
In this episode, we tackle the next big question in value proposition design: “What can clients expect from us?” Flo breaks down how to nail your expertise, immediate impact, and business outcomes—from defining your consulting type to describing clear before-and-after states. Quick, punchy, and BD-ready. Tune in! Credits Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Show notes No notes for this one!
S2 Ep 8C2E8 - Describing your clients' needs, struggles, and options (Value Proposition Design, part 4)
On to the next part of our strategy/value proposition design series: Describing your ideal clients' needs and struggles - or, more specifically, jobs-to-do, hurdles to success, and options for overcoming said hurdles. Sounds complicated? Don't worry, it isn't - Ash and Flo will explain! Credits Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Show notes No notes for this one!
S2 Ep 11C2E7 - Who are our best clients, really? (Defining your consulting firm's ideal client profile)
In this episode, we'll dive even deeper into value proposition design ... and discuss the next critical issue: Defining your consulting firm's ideal client profile or "ICP." Flo will guide you through all key steps, from defining "ideal" to reviewing your best recent engagements, to deriving a crisp description of your ICP. Credits Voices, production, etc. by Ash and Flo. Creative and design advice by @calmar.creativ Into, outro voiceover by @iamthedakota Music also by @iamthedakota Show notes Link to our handy "Best Engagement Review Guide" (a Google Doc)