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The Advisory Path

5 min read

Software Arch

Architecture review, tech due diligence, 'help us not mess this up' — that's advisory. Your decades of seeing systems fail are the product.

Eng Manager

Advisory to first-time VPs: how to run an org, handle layoffs, navigate AI. You've lived it. They'll pay for the shortcut.

Solutions Arch

Client work at the strategic level. Not implementation — 'should we build or buy?' 'What's the risk?' Your judgment is the deliverable.

The Advisory Path

TL;DR

  • Advisory work is peak leverage: your judgment, their execution. You don't need to code. You need to advise well.
  • CTOs and VPs pay for "I've seen this before" and "here's what I'd do." That's your product. Price it accordingly.
  • James is retired from principal work. Advisory fits: flexible, high-leverage, and perfectly aligned with what he knows.

James does advisory now. CTOs call him when they're about to make a big bet. He's seen the movie. He tells them how it ends. That's value. That's the business.

What Advisory Looks Like

  • CTO advisory: "We're thinking about [X]. Have you seen this? What would you do?" Hourly or retainer. You're the experienced voice.
  • Tech due diligence: Investors want to know: is this tech solid? You've reviewed 100 systems. You know what to look for.
  • Architecture review: "We're about to build this. What are we missing?" One deep read. One set of recommendations. High impact, low time.

How to Position Yourself

  • Niche: "I advise on distributed systems" or "I advise engineering orgs through AI transition." Specific beats general.
  • Proof: "I've done X, Y, Z. Here's what I learned." Case studies, anonymized. Credibility compounds.
  • Network: Advisory is referral-based. Who knows you? Who would recommend you? Nurture that. One introduction leads to three.

AI and Advisory

Your clients will ask about AI. You don't need to be the expert. You need to know enough to advise. "Here's what I've seen work. Here's what I'd watch out for." Your pattern recognition applies. Read the course. Stay current. You don't need to prompt; you need to judge.

Quick Check

James does advisory. CTOs call when they're about to make a big bet. What's his product?

You retired. Or you're winding down. You wonder what to do next. Principal work feels like too much. You're not sure anyone wants 35 years of opinions.

Click "Advisory path" to see the difference →

Do This Next

  1. Define your advisory niche. One sentence. "I advise [who] on [what]." Test it with one person. Does it land?
  2. Reach out to one potential client — a CTO or VP you know. "I'm doing more advisory work. If you ever want a sounding board on [topic], I'm available." Low pressure. High signal.