The worst kinds of consultants tend to talk almost exclusively about two things.
Dead People and Tomorrow.
Dead people can’t answer back when a consultant comments about them.
And tomorrow hasn’t happened yet.
So consultants that only ever chat about dead people.
And consultants that only ever chat about tomorrow.
They don’t get challenged.
And that’s why crappy consultants tend to hide inside talking almost exclusively about these two things.
I get paid by brands to help them to get noticed.
I write for them also.
(If you think I might be able to help you, by the way.
And I’ll call you.
Almost 10,000 people read what I write here each day.
So whatever this thing I do is called.
But I have never really liked the word ‘consultant’.
And I think that one of the reasons is because of what I say.
So may consultants talk almost exclusively about dead people and tomorrow.
And whilst I most certainly reference both.
I am just as interested in the living.
A richly experienced, clever and clear-minded man.
A man I agree wholeheartedly with that (for example) Marketing Orientation is one of the most weakly executed areas of marketing.
Mark Ritson is also a man I disagree with wholeheartedly in the way that he very often dismisses the power and relevance of purpose.
Because I believe that a fundamental purpose-driven approach to brand is relevant right now.
And certainly in the coming years.
In very many markets.
And I am just as interested in talking about yesterday as I am exploring what might happen tomorrow.
With Always Wear Red, for example.
My clothing brand.
I’ve fucked up terribly in some areas.
And I do talk about this.
But I still intend to deliver the best hand knits in the world.
Even though it’s taken me years longer.
And tens of thousands of pounds more than it should have.
Dead. Alive. Yesterday. Tomorrow.
I’m learning all the time.
From the dead.
And from what might happen tomorrow.
And it is important to explore all.
That’s why I believe that the worst kinds of consultants tend to talk almost exclusively about two things.