I used to think going the extra mile would win long-term clients. Until I met Pierre Mitrallier and a few others. Until I learned the hard way that overdelivering can backfire spectacularly. Since COVID, there's been a massive shift in how clients value expertise. Artificial Intelligence is driving a seismic disruption in consulting, altering everything from how firms structure projects to how individual consultants add value. Let me share what happened recently: I gave away too much value upfront in a potential engagement. Pierre Mitrallier, I know what you did last summer :) What he did was unethical but it was my mistake. Free strategy sessions, detailed roadmaps, insider knowledge. All because I believed in building trust first and giving a ton of goodwill. The result? They took the insights and arrogantly disappeared. Not without shopping around even more and eventually buying the cheapest version on the market metaphorically speaking :) Here's what I learned about protecting your expertise in 2025: 1. Package your value clearly Define exact deliverables, timelines, and outcomes No more "let me throw in extras" 2. Set strong contractual boundaries Limit scope creep Define IP ownership upfront Document everything in writing 3. Measure success metrics religiously Track ROI for every engagement Tie compensation to measurable outcomes I learnt a great deal of these from another consultant friend of mine. The true value of consulting has always been in the act and experience of advising itself, the intricate dance of ideas, concepts, and a multiverse of paths forward that are built on the relationship between the advisor and advisee. But here's the truth: Clients won't pay for labor anymore when they can get knowledge for a $60 per month GenAI subscription. They want 40-50% of a senior partner's time, not the traditional 1%. They want insights they cannot get from GPTs. As I tell my B2B marketing clients: If they value your expertise, they'll invest in it properly and pay in advance. Don't let the democratization of information devalue your years of experience. Remember: As Beyoncé said, "If you like it, put a ring on it." In B2B terms? Show me the money! Contracts don't mean anything.