The old saying, “You can’t get fired for hiring IBM” just isn’t valid anymore. These days, clients choose the best consultants, not the best-known ones. Today’s clients seek talent, not firm names. The competition for new work is not between firms, but between people and their ideas. Consultants’ marketing efforts haven’t changed in response to this reality. In fact, their marketing hasn’t changed much in decades—except to get slicker, flashier and more expensive. That’s not working. The competitive battle in consulting is no longer about vying for projects; it’s about competing for relationships with those who award those projects. That’s what Guerrilla Marketing for Consultants is about: how to.
