ABSTRACT
Consulting firms typically describe their services in marketing brochures in terms of their specialized practice areas, such as strategic planning or the financial services industry. Although these features help to explain what services the firm provides to what kinds of clients, they reveal relatively little about how the firm actually intervenes with clients to deliver these services. This is the unspoken iceberg that lies beneath the surface of marketing pizzazz, and yet it is what I believe determines success in consulting outcomes.
