Well described Ben! When I read what you do, I think it is standard consultancy work. I do not understand why you do not want to be seen this way. The only thing that pops up in my mind is there is a certain perception of the consultants on the market and you want to escape this bias.

I remember times when there was an attempt to distinguish quality by certification. As organizations were reluctant to work with people from outside, and still are, the certificates became an economic vehicle for how to get paid for work. And now it evolved into an industry of certificate sales, which guarantees next to nothing. I like your attitude on this, I see it a similar way.