How 'Getting Naked' by Patrick Lencioni Transformed My Consulting Business

When I first started my consulting business (Zero In), I was determined to present myself as an expert. I wanted to impress potential clients, to show them that I had all the answers. But the more I worked with clients, the more I realized that this approach wasn’t working as well as I’d hoped. It wasn’t until I read 'Getting Naked ' by Patrick Lencioni that I had a major shift in how I approached client relationships. And it completely transformed the way I ran my business.

I highly recommend this book to any new coach, consultant, or freelancer. For one, it's told in the form of a parable, so it's a super easy read. But it also doesn't give the standard business advice you typically get in other books. This one is different. And here's why.

'Getting Naked' teaches the importance of vulnerability, honesty, and putting the client’s needs first. It wasn’t just another business book with a bunch of high-level theory. It offered practical, actionable advice that I could immediately apply to my work. As I implemented the ideas in the book, I found that my clients trusted me more, my relationships deepened, and, ultimately, my business became more successful. I stopped selling myself as the "perfect expert" and started showing up as a real, human partner.

Here are five key tips from 'Getting Naked ' that had a huge influence on me, and how they can impact your business too.

1. Embrace Vulnerability: Be Real. Be Human. Drop the Facade.

When I started out, I thought I had to project an image of flawless expertise. I believed that showing any vulnerability—admitting I didn’t know something—would make me seem less credible. But the truth is, clients don’t need a perfect expert; they need someone they can trust.

The moment I embraced vulnerability was when my consulting business truly took off. I started being more open with clients about things I wasn’t certain about, and instead of losing their trust, I gained it. I realized that when I said, "I don't know, but I will find the answer," it made me more approachable and relatable. Clients appreciated my honesty, and it showed them that I was invested in finding the best solutions for them, not just in having all the answers.

Example:
One time, a potential client came to me for advice on a new product launch. While I had experience in many aspects of launching products, I wasn’t familiar with the specifics of their industry. Instead of pretending to know everything, I acknowledged it and promised to research their market and get back to them. They respected my honesty and gave me the project because they knew I was committed to delivering the best results.

2. Lose the Fear of Losing Business: Don’t Cling to Every Deal Like It’s Your Last

As a solopreneur, especially in the early days, it’s easy to feel desperate for business. You may feel like you need to accept every deal that comes your way, even if it's not a perfect fit. But Getting Naked taught me that desperation repels, while confidence attracts the right clients.

I learned that being willing to walk away from a deal that wasn’t aligned with my values or expertise made me more confident—and ultimately helped me secure better, more rewarding business. I stopped accepting clients just for the sake of filling my calendar and started focusing on the projects that genuinely aligned with my skillset and business goals.

Example:
I once had a potential client who wanted to work with me but was asking for an unreasonable amount of hours at a lower rate than I normally charge. Instead of accepting just to land the deal, I politely declined and told them that it wouldn’t be the right fit. A few weeks later, they came back, having re-evaluated their needs, and we were able to work together at a fair rate that suited both of us.

3. Enter the Danger: Bring Up the Tough Stuff Others Avoid

One of the hardest lessons I learned was the importance of addressing uncomfortable issues head-on. Clients appreciate honesty, even when it’s difficult. If you’re avoiding a tough conversation—whether it’s about the direction of a project, missed deadlines, or issues with the scope of work—you're doing both yourself and your client a disservice.

I’ve found that when I bring up tough conversations, even with clients who might not want to hear it, they respect me more. Speaking the truth with care, even when it’s difficult, has helped me build stronger, more transparent relationships with clients.

Example:
During one project, I realized that the client was expecting more than what was originally agreed upon in the scope of work. I knew the project would suffer if I didn’t address it. I brought it up respectfully, and we worked together to redefine the scope. The client appreciated that I was upfront and honest, and it ended up being one of the most successful projects we worked on together.

4. Make Everything About the Client: It’s Not About Showing How Smart You Are—It’s About Making Them Feel Smart

When I first started out, I had a tendency to showcase my expertise. I’d explain things in great detail, trying to impress my clients with how much I knew. But as I learned from 'Getting Naked', the true value comes from making the client feel smart, not impressing them with your own knowledge.

I now focus all my energy on serving the client’s best interests, even if it means taking a backseat. Clients want someone who listens, understands, and works with them to find the best solution, not someone who talks down to them or makes them feel less knowledgeable.

Example:
During a coaching session, a client was struggling with their marketing strategy. Instead of immediately jumping in with my own advice, I asked them open-ended questions to help them clarify their thoughts. By guiding them to find their own solutions, they felt more empowered and confident, and we came up with a much stronger plan together.

5. Always Provide Value, Even Before You’re Paid: Don’t Hold Your Value Hostage

One of the biggest takeaways from 'Getting Naked ' was that I shouldn’t hold my value hostage. If I have ideas, insights, or solutions, I should share them freely (like in these articles!) even if it’s before we’ve agreed on a contract. Offering value upfront not only builds trust, but it also creates a sense of goodwill that leads to future business opportunities.

I started offering free ideas, feedback, and advice in my initial meetings with potential clients. This generosity has consistently paid off, as it shows that I’m genuinely invested in their success.

Example:
Before signing a contract with a potential client, I would give them a few actionable insights based on their situation. This created an immediate sense of value and made them more likely to hire me because they saw I was committed to helping them, even before we officially worked together.

Final Thoughts: Be Vulnerable, Be Generous, and Focus on What Matters

'Getting Naked' has been a seminal book that completely shifted my approach to consulting and business. It taught me that vulnerability, honesty, and a client-focused approach are the real keys to building strong relationships and sustainable success. By embracing these principles, I’ve been able to move away from simply selling my time and towards selling a proven, trusted methodology that makes a real difference for my clients.

If you’re looking to build a consulting or coaching business that’s based on trust, value, and long-term relationships, I can help. My Solopreneur Playbook course is packed with strategies that will help you build your own proprietary framework, gain clients’ trust, and set yourself up for success.

Click here to learn more about the Solopreneur Playbook or book a call with me if you'd like personalized guidance on creating a business that stands the test of time.