Episode 318: How To Build a Consulting Business Around What Makes You Different – with Magnus Wood of Wild Leadership

In this episode of the HR business marketing podcast, A Better HR Business, Ben speaks with Magnus Wood, Founder & Board Adviser of Wild Leadership, a company helping founders and senior leaders who have been quietly domesticated by the organizations they run to get their edge back.

Magnus Wood is a board adviser, leadership thinker, and former CMO with more than 30 years of experience across global businesses and startups. His career has spanned roles from Managing Director to Chief Marketing Officer, most recently as CMO and board director of a PE-backed business.

His work explores what happens when leaders become too shaped by the organisations they lead—when caution replaces conviction, and “being sensible” starts to mean saying what will land rather than what needs to be said.

Through his work with CEOs and leadership teams, Magnus focuses on what is genuinely getting in the way, rather than simply treating the commercial symptoms. His approach, which he calls Wild Leadership, challenges conventional organisational thinking and encourages leaders to become more grounded, courageous, and fully themselves.

Magnus shares his thinking through essays, a podcast, and a book currently in development.

What You’ll Learn in This Episode:

• How to recognize and overcome “domestication” as a consultant or senior leader.
• Why finding your niche and reclaiming your unique edge helps attract the right consulting clients.
• How AI tools can empower HR and workplace consultants to save time, add value, and stand out in the market.

Episode highlights:

• Magnus’s professional background and the inspiration behind Wild Leadership.
• The concept of domestication and how leaders can lose their edge over time.
• Practical steps (the “3 moves”) leaders can take to regain authenticity and impact.
• Real-world examples of self-editing and how it affects leadership and team dynamics.
• Types of services Magnus provides for CEOs, boards, and senior teams, including the consigliere role and workshops.
• An overview of the Bearings program for individuals at career crossroads.
• How Magnus helps clients identify unique strengths and market opportunities.
• The importance of finding a niche and marketing to it rather than offering broad, generic services.
• Balancing personal fulfillment with organizational effectiveness.
• Developing products and standalone tools by identifying real market needs.
• Repurposing processes for different audiences, such as team tools and individual programs.
• Leveraging AI tools (like Claude) for business and creative growth.
• Advice for consultants on choosing marketing channels and standing out from the crowd.
• Using a “council” of virtual advisors to spark creativity and diversify perspectives.

Marketing and Business Growth:

Magnus focuses on value-driven marketing by consistently writing insightful content on Substack and refining his messaging to resonate deeply with his target audience. He emphasizes the power of finding and speaking to a specific niche rather than broad audiences, utilizes lead magnets like the free version of Bearings, and experiments with less crowded channels such as Facebook for B2B advertising. Additionally, Magnus embraces AI to enhance productivity, streamline operations, and generate new ideas, freeing valuable time for strategic tasks.

Resources & Links Mentioned:

• Company’s website: www.wildleadership.co
• Magnus’ LinkedIn: www.linkedin.com/in/magnuswood

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About The A Better HR Business Podcast

The A Better HR Business shares strategies, tactics, success stories, and more about marketing for HR consultancies and marketing for HR tech companies, and how to get more clients.

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For show notes and to see details of our previous guests, check out the podcast page here:

www.GetMoreHRClients.com/Podcast

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