By: Svetlana Khachiyan
Get into the loop of building a profitable consultancy business by learning from Sasha Garcia, the founder of the Advisory Institute, a business consultant, board advisor, and a dedicated mother who is deeply passionate about promoting the philosophy of harmonious entrepreneurship.
How did you end up becoming a consultant?
It wasn’t really planned. I’d say it was a series of correct decisions made at the right time. It all started when I made some noise after spending years in IT. After receiving offers from some of the prominent IT companies for C-level positions, I thought, ‘Hm, so this is what my worst-case scenario looks like. What about the best one?’
That’s how I ended up at UC Berkeley and transitioned to entrepreneurship. The consultancy found me somewhere in between — business owners started reaching out through word-of-mouth marketing, which was unexpected at that time but still felt natural.
As a result, many years later, the Advisory Institute was born, a place where we help consultants start and scale their practice.
What do you think motivates executives and entrepreneurs to become consultants?
I love this question, especially when it comes from skeptics who assume private consulting is for those who didn’t succeed in their own business or career.
It’s quite simple: consultancy is the quickest path to building an empire and creating a solid, feel-good way to give back. Consultancy is right for you once you’ve figured out your business model, made some money, and have the ambition and time. A healthy player seeks repetition, scale, and exciting new challenges.
What are the five non-negotiables for a consultant?
Let me share sacred rules anyone joining the Advisory Institute pledges to follow.
- Never sell hours. Focus on the results first; tools come second.
- Don’t work with everyone — consider the client’s coachability first. Saying “no” to a client can benefit your business a lot.
- Build your publicity early. It’s a skill you develop over time, and starting sooner will help you get better at it faster.
- Invest in your consultancy practice as if it were a business. Because – it is. Reinvest into marketing, grow your practice, build a team, and have a strategy in place.
- Talk more about your clients’ results. Showcase case studies and make it a habit to create and share them constantly.
I know that the Advisory Institute does not admit every student who applies. What does it take to qualify for the program?
At Advisory Institute, we evaluate candidates based on three critical criteria: expertise in their niche, a desire to build a consultancy practice, and readiness to invest time in their development.
We welcome specialists from all business areas—sales, marketing, IT—who have strong cases and significant experience. For example, one of our alumni is an ex-CRO at Fjor and an ex-Product Lead Flo and Booking. Another is a vice president at Ciklum and an ex-Deloitte.
But experience alone isn’t enough; we are extremely result-focused. Following our own rules, we check how coachable the person is. What matters most is a firm intention to become a consultant and a willingness to put knowledge into practice: testing hypotheses, going public, and trying new things.
We just know it will not work otherwise.
Why is the Advisory Institute called ‘a third MBA’ for entrepreneurs and managers?
Yes, that’s true — participants frequently share this feedback with us. As a business school with an entrepreneurial mindset, our focus is on profitability. We teach specialists how to effectively allocate their talents and time to create value both in society and in business over the long term.
I set out to create a product that would have optimized my path seven years ago, saving me thousands of dollars and avoiding expensive mistakes. Combined with my pedagogic background, this laid a solid foundation for the course methodology.
For example, we start our curriculum with publicity skills because it’s crucial to recognize that this is a key factor potentially influencing profitability. Commitment is the driving force I use to encourage students to confront their biggest fear: publicity.
Next, we address the business aspects, focusing on the architecture of building a consultancy practice as a business. Finally, we guide them through developing a profitable educational product.
You work with successful, busy professionals. Can you share some trends and insights on effective adult education?
Absolutely. Our students often have incredibly demanding schedules. That’s why we teach them to use the “33/33/33% rule,” where consultancy takes up only 33% of their time.
How about the rest?
It’s simple: ⅓ is for recharging (since you’re working with people), and the other ⅓ is for studying.
Sounds fair. So, what about the methodology for adults?
Based on my experience, I’ve found that complex programs work best for adult learners. My methodology is built around three key components:
First, creating a common context is essential. We use short lessons, podcasts, and practical tasks to immerse students in a unified learning environment where they can absorb our experience and best practices.
The community is then a cornerstone of the program. Group dynamics are fostered through live conversations, buddy calls, and supervision sessions. This environment encourages participants to share feedback, exchange ideas, and collaborate.
Finally, personalization is critical. We offer 1:1 sessions with me, as well as with a coach, marketologist, public speaking specialist, and PR expert. These sessions are tailored to individual needs, ensuring each participant gets a personalized experience.
What’s your key ingredient to managing it all: businesses, family, teaching? What advice would you give to entrepreneurs?
When I reflect on my choices and those of people who have built successful businesses, fulfilled lives, and enjoyed the entrepreneurial journey, I see a clear correlation.
Once the key business processes are in place, a business owner’s focus should shift towards strategy and personal well-being. That’s exactly what I do—I build my business around my life. I have a beautiful family and travel frequently, which naturally pushes me to make strategic decisions.
My advice is this: What interests you beyond your professional fulfillment? Chase it. You will be forced to build a profitable business that works without your involvement 24/7.
Published by: Holy Minoza
