Today I’m running the fourth Breakthrough Day for Consultancy Growth Club members and guests.

It’s got me thinking about the value of repetition.

When I ran the first one, there was the energy of doing something completely new. That carried me through the workload of designing the experience from scratch. The venue, format, flow, everything had to be figured out for the first time.

I knew it would be valuable. Members had asked for it, but I didn’t know how the day itself would land.

It went well, and the feedback was better than I had hoped. So I made it a quarterly reset.

Each time I’ve run it since, it’s become easier. Not effortless, but more stable. I know what to expect, I have a process, and I understand what creates a high-quality experience.

The people attending know that too. Not the exact content, but the environment. A room of peers who think in similar ways, and can offer perspectives you don’t get day to day.

That’s where repetition starts to change the nature of your work - because it allows applied reflection.

After each event, I can see more clearly what worked, what didn’t, and what’s worth improving. Making those refinements compound. The experience doesn’t get stale; it becomes more precise, increasing the value.

This is the part that often gets missed in consultancy work.

We’re usually brought in to do something new. Something complex, unfamiliar, or high-stakes. That’s part of the appeal.

But when most of your work is new each time, you lose the benefit of repetition.

There are always elements you can reuse, but the core of the work resets. Which means the learning resets, too.

That’s one of the reasons consultancies drift into feast and famine cycles. The work absorbs everything while it’s live, and there’s little left over once it’s done.

Repetition changes that.

When you identify the parts of your work that can be repeated and shape them so they can be delivered consistently, you create the conditions for refinement.

And refinement is what leads to excellence.

Breakthrough Days are designed to create that kind of space. You can also learn more about the day here.