A product solves a generic problem or need for multiple customers. By looking for opportunities to “productise” your experience and knowledge you can leverage your time to rather work on your products and not on increasing your billable hours.
The process of building online trust clearly follows a sequential and predictable set of steps. The process is often referred to as “Know, Like and Trust“. A person gets to know you before they like you, and they need to start liking you before trust is built.
My recommendation to job seekers who want to stand out and land their ideal job in a technical or marketing company is to immediately get your online platform in place. Increasingly an online platform will become your new CV and provide far more authentic information to your prospective employer.
A small software company starting up today can view its small size not its weakness but as a very real strength. As an analogy, let others build the roads and freeways (the platforms that require all the investment) and simply use them to get to your next destination.