[bump64]

I have a few friends that moved to that role and basically it is like creating a personal brand.

Start sharing knowledge on your personal website, blog, linkedin, twitter and other social media and also make sure to make it clear that you are open for conversation and could help other people/businesses. Attend local events and conferences, even become a speaker. Talk to a lot of people, see what problems they have and discuss how you could help. Get engaged with them, give an advice or do some small work for free. This would give you better impression of the project and the people that you would be working with and then tell them that you would be happy to consult them and offer them your rates.

When you have completed a project, ask if you could use them for future reference. On your blog/twitter write about your experience with this project and how you helped that company (without sharing any sensitive or business critical information) - this will show future clients that you are trustworthy. Rinse and repeat.

[bayesian_horse]

For many people, the problem with that is that you have to pay the bills during that startup phase.

But yes, in general you are right.