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Consulting itself is too overused and therefore meaningless to attempt to reclaim. Instead, it’s useful to think about the following loose, overlapping categories.

Expertise Consulting Providing valuable services (eg SEO, product design, coding, etc) backed by strategic insight about industry/market/audience. (Also see Freelancing)

Productized Consulting Providing expertise as products: productized services, courses, training, or other deliverables that are tightly defined and priced. Productized consulting is sold and delivered in a standardized, low-friction way. Also known as ‘Product Entrepreneurship’.

Strategy Consulting Providing business expertise as a custom array of execution-optional, open-ended ideas, as opposed to specific recommendations, outcomes, services, or any other deliverables. Also known as ‘Innovation Consulting’. Similar to but not to be confused with Coaching.

Management Consulting providing analysis and specific optimization/efficiency advice and activities (such as accounting), as opposed to open-ended ideas and advice. Often overlaps with but not equivalent to Strategy Consulting.

Independent Consulting Owning – and marketing/selling – a business that provides the above forms of consulting, most often some form of Expertise Consulting or Strategy Consulting.