By: Joshua Finley

If you’re like most seasoned executives, you’ve probably heard how your peers are increasing their income and taking control of their time with fractional leadership roles. But should you take advantage of this trend for yourself? And how do you get started? Josh Norris, founder and CEO of Josh Norris Consulting, has successfully navigated this career move and shares his insights into launching a fractional executive practice.

Josh is a distinguished figure in executive consulting for early stage startups, known across Silicon Valley for his innovative strategies and encouraging leadership. With a career spanning diverse industries and startups of all stages, Josh established his consulting firm with the hopes of empowering the next generation of startups while taking back control of his time. “I make more now than I ever did as a W2 employee, I have more freedom and control of my time, and I impact dozens of orgs at the same time,” Josh shares.

Tactical Tips for Starting a Fractional Executive Practice

Pulling from his experiences, Josh shares his tips for executives hoping to start their own fractional practice. “I’m not saying this is the only way to start a fractional practice,” says Josh, “but this is what worked for me.”

Start Small and Start Now

“If you can carve out 30 minutes every 2 weeks, you can start a fractional practice and start earning on the side,” advises Josh. “A small advising client ranges from 30 minutes every other week, to 1 hour per week.” He suggests letting junior executives and founders in your network know that you’re offering coaching and advising. “Once your first client starts paying you for a call every other week, congratulations, you’re a fractional executive. Then you build from there.” This approach allows executives to start with a manageable commitment and grow their fractional practice incrementally.

Reflecting on his own start, Josh recalls, “I began with one strategic advising client. We met one hour per week. They were an investor in the startup I worked for at the time. He asked me for help with a deal one day, then he offered me a small advising role a couple weeks later. They paid me in equity, but you can negotiate for cash if you want. Later, I started doing projects for startups owned by friends, as well as an old boss.” This gradual approach helped Josh refine his service offerings, earn positive testimonials, and prepare for a public launch. “I launched on LinkedIn about a year ago, and to this day 100% of my business is inbound from LinkedIn.”

Avoid Billing Hourly: Sell Outcomes, and Charge a Retainer

A common pitfall in fractional executive practice is billing hourly, which misaligned incentives and undervalues expertise. “I learned not to bill hourly when watching consultants and freelancers earlier in my career. I refuse to do it,” Josh explains. “If you bill hourly, then your clients will watch the clock. It incentivizes them to rush you, and you to work slowly.”

Josh advocates selling measurable outcomes over predetermined periods, and charging a monthly or quarterly retainer. “When you give them your price, of course you’ll be thinking about your time commitment. But they don’t need to be. Clients seek results, not time sheets,” he says. “I give clients 2 or 3 options with sliding costs and timeframes. And if they want coaching or advising calls at a set cadence, like an hour each week, I don’t charge per session. I charge a flat amount for 3 months upfront, and I make a calendar link for them.”

Josh also warns against variable compensation, “at least until you get to know the team, the product, and whether they’re able to hit numbers.” He goes on to explain, “I work with a lot of early stage companies with unproven products. Many hire me to help test product-market fit. Compensation based on sales commissions or hitting goals would be too far out of my control. Just be cautious.”

Prioritize Relationship Building on the First Call

Central to Josh’s success is his client-centric approach, rooted in genuine relationship building. “My goal on the first call with any potential new client is to leave them thinking ‘Wow, this was really helpful,'” he says. “We may not be able to solve a burning problem within a half hour of meeting each other, but I can at least get them one step closer to a decision.” By actively listening and offering strategic insights, executives can establish trust and credibility early in a new engagement.”

“Each client interaction is an opportunity to add value,” Josh says. He encourages executives to prioritize personalized service and responsiveness, traits that distinguish fractional executives in a competitive market. “Building long-term partnerships hinges on consistently exceeding client expectations,” he adds.

Navigating the Path Ahead

As businesses evolve, so too do opportunities for executive leadership. Josh Norris’ journey into fractional executive practice exemplifies resilience, strategic foresight, and a commitment to client success. Whether contemplating a transition from full-time roles or expanding consultancy capabilities, his principles provide a roadmap for aspiring fractional executives.

“Embrace the journey,” Josh advises. “Each client engagement is a new opportunity to make a meaningful impact.” His expertise offers a compelling guide for executives wanting to start a fractional executive practice. By prioritizing client relationships, emphasizing value-based selling, and initiating client engagements thoughtfully, executives can carve a rewarding path in fractional leadership.

To learn more about Josh Norris and get connected, click here.

Disclaimer: This content is for informational purposes only and is not intended as financial advice, nor does it replace professional financial advice, investment advice, or any other type of advice. You should seek the advice of a qualified financial advisor or other professional before making any financial decisions.

Published By: Aize Perez