I wanted to go independent for years before I actually did.

What held me back was a misunderstanding that felt small at the time but was powerful enough to keep me stuck. I believed that to go independent, I had to find and sell directly to the end enterprise client myself. That idea was intimidating. Enterprise sales felt complex, political, and far outside what I wanted to spend my time doing.

So I stayed put, even though part of me knew I wanted more control over my work and my time.

It was not until a friend briefly went independent while between jobs that I realized I had it all wrong.

You Do Not Need the End Client

The big realization was simple but freeing.

I did not need to get the end client myself. I just needed to find a consulting company that already had a project and needed more people than they had on staff.

I could subcontract.

Instead of selling to large enterprises, I could market myself to consulting companies. Companies I already knew. Companies my former colleagues worked at. Companies that regularly needed experienced consultants to staff projects quickly.

That changed everything.

Rather than trying to break into enterprise sales, all I needed to do was reach out to my existing network and let people know I was available. When a project came up, I could step in.

What Marketing Really Looks Like

When people hear “marketing yourself,” they often imagine posting constantly on LinkedIn, sending cold messages, or trying to build a personal brand from scratch.

That was not my experience at all.

The marketing aspect was minimal because I already had a decent network. And by network, I do not mean hundreds of random LinkedIn connections who barely know your name.

I mean people you have worked with. People you have helped. People whose work life you made easier in some way. People who trust your judgment and your delivery.

That kind of network does not require clever copy or funnels. It requires relationships.

A Reap-What-You-Sow Career

Looking back, going independent worked smoothly for me because of how I had shown up earlier in my career.

From the beginning of consulting, I adopted a collaborative mindset. I tried to help people whenever it was practical. I shared knowledge. I answered questions. I supported colleagues without expecting anything in return.

Over time, that created goodwill, trust, and credibility.

So when I finally decided to go independent, it felt natural to pick up the phone and reach out. These were not cold conversations. They were catch-ups. And many of those conversations turned into opportunities, or at least put me top of mind when an opportunity appeared.

Staying Top of Mind Beats Constant Promotion

Yes, you may still need to do some active outreach if you run out of projects.

But in my experience, it is less about “marketing yourself” and more about staying connected. Checking in. Letting people know what you are up to. Asking how things are going on their side.

When a project suddenly needs staffing, people rarely think of the loudest marketer. They think of someone they trust, someone reliable, someone who has delivered before.

If you have spent years building your resume and your relationships, you already have the strongest marketing asset you need.

The Moment Everything Changed

Once I understood this, the wheels were in motion. The fear that had kept me stuck dissolved almost overnight.

I did not need to reinvent myself. I did not need to become a salesperson. I simply needed to leverage the relationships and reputation I had already earned.

I have never looked back.

If you are already independent, I am curious. How much of your work comes from active marketing versus simply talking to people you already know and staying connected?

That answer often reveals more than any growth strategy ever will.