Alan Weiss - The Consulting Bible

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SECOND EDITION

HOW TO LAUNCH AND GROW A SEVEN‐FIGURE CONSULTING BUSINESS

ALAN WEISS

Copyright © 2021 by Alan Weiss. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per‐copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750‐8400, fax (978) 646‐8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748‐6011, fax (201) 748‐6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging‐in‐Publication Data:

Names: Weiss, Alan, 1946‐ author.

Title: The consulting bible : how to launch and grow a seven‐figure consulting business / Alan Weiss.

Description: Second edition. | Hoboken, New Jersey : Wiley, [2021] | Includes index.

Identifiers: LCCN 2021006034 (print) | LCCN 2021006035 (ebook) | ISBN 9781119776871 (paperback) | ISBN 9781119776895 (adobe pdf) | ISBN 9781119776888 (epub)

Subjects: LCSH: Business consultants. | Consultants—Marketing.

Classification: LCC HD69.C6 W4588 2021 (print) | LCC HD69.C6 (ebook) | DDC 001—dc23

LC record available at https://lccn.loc.gov/2021006034

LC ebook record available at https://lccn.loc.gov/2021006035

Cover design: Wiley

Cover image: © Ekely/Getty Images

This book is dedicated to all those who have ever entered this profession, improving the condition of their clients, and thus improving the lives of those around them.

Thus, this book is dedicated to YOU, and to your success.

This is a book conceived and created for the independent consultant and boutique consulting firm principal. Having established that, let me point out in the second sentence of the introduction that the strategies, concepts, methodologies, and experiences described herein are equally valid for the partner and practitioner in a larger firm. My seminal work on consulting practices, Million Dollar Consulting , has been read by over half a million people since the first edition was published in 1992.

So a logical question is: “How will this book be different?”

This is my most comprehensive book on consulting; that is, it tackles the profession from establishing a practice through seven‐figure success, from acolyte to star. It will be updated and revised as needed, but there will also be continuing and organic additions through the online Virtual Appendix, available to you immediately at http://summitconsulting.com. Simply go to the site's bookstore, select this book, and click on “Appendix.” There is no charge to access this at any time.

My latest thinking is incorporated here, including such recent intellectual property as the Million Dollar Consultant® Accelerant Curve; the role and creation of thought leadership positions; an expanded Market Gravity™ Wheel; the Market Value Bell Curve; and how to become an object of interest (OOI). Naturally, these are all incorporated into the context of societal, technological, and economic conditions and likely trends. And I'll be demonstrating how to establish a success equilibrium in ongoing periods of volatility, and how to create your own volatility .

Finally, one of the critiques of my earlier works I'm happiest about (and laugh at) is that I don't explain how to evolve into a large firm with employees, assets, and infrastructure. Those critics don't get it.

I'm a solo practitioner, I have no staff, and my margins are 90 percent—I keep what I make. This is a bible to lead you to that land, where you are totally independent, are reliant for victory or defeat on yourself alone, and can invest in your own future, your profession, and your legacy, because you are creating the greatest wealth of all, discretionary time. You'll find advice herein on how to build a firm as one of two viable business models. But keep in mind that you don't want to spend 40 years wandering to try to find the perfect model. You deserve to be successful along the way.

I've given this book a noble name because ours is a noble calling. Whether you are a newcomer or highly experienced, I will show you how to become superb at attracting and helping clients, so that you can enrich your life and the lives of those around you.

But first, you have to believe.

—Alan Weiss

East Greenwich, RI

March 2011

Since the first edition of this book 10 years ago, we've seen vast social injustice protests, the COVID pandemic, two U.S. presidential elections, a highly polarized society, impeachment proceedings, terror attacks, violent natural disasters—from fire to floods, hurricanes to tsunamis—LGBTQ rights demands, #MeToo, Brexit, climate change and alternative energy priorities, pervasive growth of social media, autonomous vehicles, artificial intelligence breakthroughs, face transplants, tele‐health, and Hamilton .

We've seen both Apple and Amazon grow to over a trillion dollars in value, GE fall precipitously from its lofty perch, scandals hit Volkswagen, Wells Fargo, McDonald's, Theranos, and Penn State University. We've suffered through Bernie Madoff, Martin Shkreli, Roger Ailes, Bill Cosby, Jeffrey Epstein, and the college admissions cheating scandal.