For many professionals at midlife or midcareer, consulting can sound like a mysterious or uncertain path—something “other people” do. Amy Rasdal, founder of Billable at the Beach and long-time consultant in technology and medical devices, breaks through the mystery with one simple truth: “Consulting is just using your expertise to solve problems for others—and getting paid well for it.”
Rasdal calls it superhero, superpower, super pay. You enter a business as the expert, help fix or accelerate a key challenge, get compensated handsomely, and then move on. But along with its freedom and flexibility come a few misconceptions that keep capable professionals from taking the leap. In this article we cover the biggest myths and what is needed to get started in the consulting business.
The Biggest Myths
The first big myth, she says, “is that starting your own consulting business is a cop-out—as if you couldn’t find a ‘real’ job.” Many experienced executives hesitate because they worry that consulting might signal failure or retreat. “It’s not a fallback,” Rasdal insists. “It’s an intentional, strategic move that lets you control your time, your projects, and your income.”
The second myth: you have to sacrifice pay. “People think if they’re taking dance class at 10 a.m. or volunteering for their kids’ school trips, they must be earning less,” Rasdal explains. “But you can absolutely make more money as a consultant—without giving up your life.” For professionals with decades of experience, consulting is not a downgrade—it’s an upgrade in autonomy and reward. It’s the freedom to choose how to apply your skills while continuing an upward career trajectory. You don’t have to work longer to work smarter, but you do need to define what that work is.
What is Needed to Get Started
Starting a consulting business doesn’t require an MBA, a marketing team, or even a logo. “You need four things,” Rasdal says. “A computer, a phone, brain power, and business experience.” That’s it.
One of the advantages of consulting is its low barrier to entry. Unlike buying a franchise or starting a capital-heavy business, consulting leverages what you already know and own. You can begin immediately by identifying the value you offer and the people who need it. Alan Weiss’core premise in his book, Million Dollar Consulting is that consultants should position themselves as high-value strategic partners—not vendors—and charge based on the measurable value they create, not the time they spend.
The main goal is to land those projects that generate revenue. It’s not all about a fancy website, photos or a fancy brand. It’s a practical approach that is often surprising, especially for those who have spent years in structured corporate environments. But Rasdal reminds us that revenue generation is the first step in building credibility and confidence. “Business is about generating revenue,” she says plainly. “You can have the perfect plan, but until someone pays you for your expertise, you don’t have a business—you have an idea.” This is a good statement for those who are creators and artists. It’s easy to get so involved in creating new courses, projects and beautiful new web pages instead of focusing on selling.
The best part about this? Consulting requires no permission slip. You don’t need to wait for a title change, an investor, or a board’s approval. If you have professional experience and a clear offer, you can begin today.
Action Steps: Especially at Mid-Life or Mid-Career
Many midcareer professionals already have the ingredients for success: expertise, credibility, and an established network. Rasdal’s system helps them transform those assets into action through what she calls her “3 Action Steps to Generate Revenue Now.” These are common-sense steps that work for most any business.
1. Clarify Your Value Proposition
Start with your pitch—a simple statement of what you do and the results you create. Consulting is “selling services that solve problems,” so you must clearly define the services and outcomes you offer. It’s different from the generality of teaching as it focuses on targeted areas. This may take some soul-searching and evaluating personal strengths. Rasdal encourages her clients to find the intersection of three elements:
- What you’re best at
- What the market will pay for
- What you’re passionate about
“The market has to want to buy it,” she stresses. “That’s non-negotiable.” If your idea seems unconventional, test it by calling three to five trusted colleagues or industry peers. Ask if they’d buy your service or know someone who would. “That little test tells you more than months of market research.”
2. Make a Contact List
Once your focus is clear, make a list of at least 100 people you’ve worked with or known professionally—former colleagues, clients, classmates, even parents from your children’s schools. “Let them know you’re consulting, explain what you do, and ask if they have a project or referral,” she says. Out of every 100 contacts, three to five will lead to meaningful conversations, and one or two often convert into paid projects.
The power of this approach is that you’re not cold-calling—you’re reconnecting. People already familiar with your work are often thrilled to hear you’re available.
If just embarking on a consulting emphasis or career, spend some time creating that list. Most of us have mailing lists, but isolating 100 contacts is a good place to start. As referral is one of the best ways to gain new business, this will start the process.
3. Do the Outreach
Rasdal’s most common coaching challenge is helping clients get past hesitation. “Everyone wants to skip the outreach,” she laughs. “But it’s where the magic happens.” Sending emails, following up, or calling contacts can feel uncomfortable, but it’s essential. “Outreach equals revenue,” she says. “You can’t sit back and wait for business to arrive.”
Pricing confidence is also important. My husband Greg has often told me, “The hardest sale you’ll ever make is the one to yourself, then taking one further step in selling yourself.” It’s scary to name a price but important not to apologize. There have been times I’ve quoted a number and the client accepted almost too quickly, where I thought I should have charged a higher rate! Once you start valuing yourself properly, others will, too.
Structuring some type of accountability, to yourself and/or to others is vital. This is why spending time defining measurable goals is extremely important, especially when you are the boss and your deadlines are self-imposed. Share your goals with others to add external accountability and support. Most of us work best with some type of accountability and deadline.
The Importance of Purpose
Many midcareer professionals are financially secure yet deeply unfulfilled. They’ve achieved what they set out to do but feel restless or burned out. It’s easy to feel stuck and stay stuck, especially when you don’t hate your job but you don’t feel inspired or energized by it any more. It feels like there’s “something more.”
Life has wake-up calls that may come with a layoff, health issue, relocation or even financial challenge. These moments provide an opportunity for change and reinvention. Sometimes that opportunity feels more like a push or leap! Any successful transition is led by a strong purpose. Not all who are dissatisfied with their current position are looking for their next opportunity but according to a 2025 AARP survey, 24% of older workers are planning to make a job change this year, a 10% increase from the previous year. A good percentage plan to start their own business.
The freedom of flexible working conditions to be more involved in kids or even grandkids activities or finally embark on bucket-list travel is very appealing. However, creating that flexibility takes commitment and discipline as you own your own time, but you also own the many distractions that somehow magically appear.
by BJ Fogg is a great book to take you step by step with a process for building momentum through small actions and wins. Tiny actions create new habits and a new lifestyle. This process is easily applied to consulting with one project, one call, one yes.Focusing on purpose-driven work aligns your professional contributions with values and a desired lifestyle. Deciding who to work with, what projects to take and when to work is freeing. Your experience and expertise is still the same but there is freedom to use it in a desired context of time and impact.
I encourage those at this stage to also spend time reviewing core values. (See Appendix in Stop Circling) A values-driven purpose is powerful and extremely fulfilling. Mid-career or halftime of life creates an opportunity to make a lifestyle decision. What do you want your next chapter of life to look like?
The Best Way to Get Started
Rasdal’s system works because it’s practical. She advises clients to start with one simple goal: generate revenue first. Everything else—branding, logos, photos—comes after. “Once you have income, you have proof of concept,” she says. Starting small is key—starting a side-business while still employed or devoting evening and weekends to exploring opportunities is wise advice. However, at some point, you have to jump in with both feet. I love this illustration: “You have to plug your nose, close your eyes, and take the plunge!”
With the impact of AI and companies downsizing, job security is different than it was even five or ten years ago. It’s easy to have a false sense of security even with a solid track record. Anyone who has owned a small business understands the challenge of cash flow and market volatility. It’s become vital to own your own career path, whether employed or independent.
Consulting allows professionals to take that ownership while maintaining freedom, income, and relevance. It’s not about retiring early—it’s about reinventing wisely.
The Second Act Advantage
Midlife is the perfect time to launch a consulting business because it builds on decades of accumulated expertise. The reason I wrote the book Women at Halftime is because I saw many who were sitting on their skills, resources and experience. Not only are all of those qualities marketable, but they are also needed. Taking the steps to use skills and experience brings confidence and it’s what clients pay for.
Rasdal’s approach isn’t about grinding for long retainers or pseudo part-time jobs. “Some people want to lock in 20 hours a week for three years,” she notes. “That just buys you your old life without benefits.” Instead, she advocates for high-value, high-contribution projects—work that leverages your superpower and lights you up.
For Rasdal, those projects often involve operational turnarounds or crisis management. “I love to jump in when things are messy,” she laughs. “I get to save the day—and then move on.” Not everyone is driven by that specific purpose, but satisfaction comes not just from solving problems, but from designing a life that feels intentional. Rasdal states that it’s possible to earn more, work less and still contribute meaningfully. “That’s the blueprint.”
From Systems to Freedom
I like the fact that Rasdal is very systematic. Systems don’t limit you—they free you. When systems are properly identified and implemented, they create freedom. For me personally, good systems have given me additional freedom to travel and work virtually, which was one of my goals.
I am constantly inspired by the power of tiny steps. Baby steps eventually turn into larger leaps. Where many fail is the hesitation to get off the starting blocks. They are frozen. Starting doesn’t mean you need to quit your job tomorrow, but first clarify your values and purpose. Then start with one project and connect with those who are looking for those services and convert them into true leads and clients.
Tiny HabitsConclusion: Building Your Second Act
One big takeaway from my conversation with Amy is that you can do it. Consulting isn’t complicated, but it does require courage and consistency. Most of us at mid-career already have the tools—experience, relationships, and expertise. The next step is to start.
This can be the most rewarding, flexible and purpose-driven chapter of your life and career. It’s time to take a step back, evaluate carefully, then plug your nose, close your eyes and take the leap!
Additional Resources
Land a Consulting Project NOW! Build a life of freedom, flexibility, and inspiring work running your own 6-figure business. by Amy Rasdal
Power of After: What's Next Can Be Your Most Purposeful Chapter by Deborah Johnson
Hero Mountain Summit: Power of After 5-Step Framework: A 5-month entrepreneurial mentorship designed to help mid-life professionals break free from stagnation and rise toward purposeful success.
FREE Downloads: Goal Setting Worksheets
FREE Resources and links: https://GoalsForYourLife.com/DJWorks
YouTube Podcast Playlist: Women at Halftime/Power of After
- about amy rasdal
With over 25 years of experience in Operations, Product Development, Corporate Development and Marketing, Amy Rasdal started her own company, Rasdal Associates, Inc., 15 years ago. Rasdal Associates specializes in the other side of entrepreneurship – implementation and execution. Focus areas include program and project management for the Internet software and medical device industries. Rasdal traded corporate for consulting and makes more money than most executives. Amy has helped hundreds launch successful consulting businesses through Billable at the Beach®.
For professionals with decades of experience, consulting is not a downgrade—it’s an upgrade in autonomy and reward.
deborah johnson
Thought Leader, Keynote Speaker, Author
If you are interested in growing and learning, check out our online courses here: Online Learning
2,019 words
