Engineering Consulting and the What Time is it Question

The "time question" is important in consulting.  Engineering consulting is no different.  Duff McDonald has written a new book that looks at the legendary management consulting firm McKinsey - The Firm.  From the book as told by a senior partner on why McKinsey is so different and successful:

"Let's say a client asks us what time it is . . . If you as Booz Allen, their response will be "What time do you want it to be?"  If you ask A.D. Little . . . they will tell you "It's 9:45:20, Greenwich Mean Time."  But if you ask McKinsey, we will say "Why do you want to know?  What decisions are you trying to make for which knowing the time would be helpful?""

Too often relationship management is viewed in the shallow waters of "What time do you want it be?"  Getting relationships (and brands) into deeper waters allows for a much fuller discussion in the context of "why" and the important "We need . . ." declaration from clients.