As 2014 begins, I’m re-entering familiar territory: independent, full-time consulting.
And by “familiar,” I mean really, really familiar. Consulting became my career (not a label I wore while looking for other full-time work) in 1992. I had been in marketing management at Egghead Discount Software, a national chain of some 200+ retail stores and a healthy (half of revenues) education, government and corporate direct sales business.
I had been in charge of product and sales promotion, so I had relationships with literally hundreds of technology vendors and had written and executed dozens of launch plans, strategic and tactical. So it was a natural move to consult more deeply some of the companies with which I’d worked at Egghead. A few consulting engagements became on-going or repeat relationships (Apple, Rick Steves’ Europe) or longer-term interim executive assignments (MetaMetrics, McGraw-Hill Home Interactive).
I’ve only left consulting thrice in the past 20+ years, each time to join a then-client in an executive role: iCopyright (briefly, during the dot-com days), Pearson Education (for four years last decade, primarily in the assessment businesses), and most recently for much of last year, Professional Examination Service.
I’ve now left ProExam’s staff because I recognized the work I’d begun as a consultant and joined them to complete as Chief Marketing Officer was fully implemented. And I realized that staff marketing needed to take a stronger sales support role. My “CMO” title was a distraction. So it has been retired, I’ve returned full-time to Intrinsic Strategy, and I’ll keep working with ProExam as a client to provide guidance (and continuity) as a strategic adviser.
I’m thinking three times is the charm. I plan to stay here, focused on consulting, analysis and writing. (Plus speaking. My much-earlier broadcasting background demands to be set free from time-to-time and I’m told I clean up well.)
But in more than twenty years of consulting, with deep dives into executive and interim-exec work, I can offer five recommendations for consultants, those who hire them, or those who want to apply consulting principles to their own staff work: (more…)