 Back in 1776, the thirteen colonies that would become the United States asserted their right to take control of their destinies, famously promulgated in the Declaration of Independence.
What led you to create, or join, a consulting firm? Was it the promise of independence? More importantly, how does “independence” factor into the value proposition you offer your clients and prospects? In this article, timed not coincidentally with the July 4th holiday, we’re going to look at the meaning of “independence” as it applies to your business and your business development. When in the course of business events… Consultants, by definition, are experts. Outside experts. You could be the most experienced and adept person inside Company A, but so long as you work for Company A, you’re a Company A asset. This is why so many people who have toiled for years inside the “Company A’s” of this world eventually strike out on their own as consultants. This way, they’re able to leverage their knowledge and experience to the benefit of lots of companies in the sector in which Company A competes. And of course, this benefits the consultant, too, in terms of income, prestige, and control of his or her destiny. Consider this passage from the Declaration of Independence: The colonies-turned-independent-states proclaimed that they had the full power to “…contract Alliances, establish Commerce, and to do all other Acts and Things which Independent States may of right do.” Not that Company A was a tyrant that led you to rebellion and war. But you get the idea. It isn’t always self-evident We worked with a consultancy that advised companies about a certain factor of their business. They served numerous verticals. And they touted their independence as their biggest strength. As a third-party advisor competing against enterprises that offered “free advice” bundled with sales of their services, this seemed to be a clear-cut path to take. Only it wasn’t. Research of both the target audience and the competition revealed otherwise. Current and previous customers alike cited their need for “knowledge of the subject matter and trends” to provide advice that would “let them sleep at night.” They already assumed that any advisor would be independent. Saving money or getting the best deal, by the way, were further down the list; they were willing to trade off higher prices to get expert advice. Reviewing the competition online revealed the same misperception: They all touted their “independence” from the big enterprises that bundled “free advice” with sales of their service. In other words, not only was “independence” not high on customers’ wish lists, but it was not a point of differentiation, either. It can’t be—not when everyone else is offering it. As it turns out, this client did boast points of differentiation that clients cared about and competitors failed to match (such as a late-night hotline and thought leadership which pushed the envelope amid changing regulations); these were deemed to be the leading points and business-builders. A free and independent state of doing business Other times, “independence” really is a prerequisite. We worked with a consultancy in the tech space that would help devise, and broker (on their clients’ behalf) best-in-class solutions, often using hardware and services from different, and even competing, vendors. Here, the qualification of “independence” is essential. This consultancy must proclaim that it is “vendor-agnostic” from the get-go. Anything less would be suspect. Similarly, we worked with another consultancy that offered advice and solutions—solutions which faced competition from other vendors. This put the burden on our client of explaining why their “solutions” arm didn’t represent a conflict-of-interest to prospective customers. Life, liberty, and… what?? We all know that the Declaration cites our inalienable right to “life, liberty, and the pursuit of happiness.” But when Thomas Jefferson penned these words, he borrowed from—and altered—the writings of the philosopher John Locke, who wrote of “life, liberty, and property.” We like the change. But we see Locke’s point. Sure, property can’t buy you happiness, but taking control of your business destiny can. Need help crafting your messaging or weighing what to tell your prospects? Contact us for a no-obligation call to review your needs. We’ll help you submit the right facts to a candid world.
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