By Stuart Crainer, Bruce Tulgan, Watts Wacker
A Freethinker’s A-Z of the hot international of industrial… together with… Absolut Adobe Barbie balanced scorecard Bloomberg Byrne Cap Gemini co-opetition company universities facts warehousing Demos Drudge dumbing down Dyson Eisner quick corporation Frit? Gateway 2000 international enterprise community Grove Kleiner LG marketspace Meyer Milken New Pig strength SantaFeInstitute Saturn clever playing cards Starbucks storytelling Wal-Mart xybernaut Zander…
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Com career management Career management is a new phenomenon. In the distant past, life unrolled before you. It was largely not yours to control. Then, during the twentieth century, the corporation emerged as the determiner of careers. Now, careers increasingly have to be managed by individuals. It is us, as individuals, who make the choices and call the shots. The objective, Peter Drucker has observed, is simple enough. Happiness comes from working at what we are good at and in ways that suit our abilities.
The new consulting firm’s early ads asked if we remembered the geek in the class who was good at calculus. They went on to say that the geek now worked for Andersen. This was aimed primarily at the company’s internal audience. The message was that Andersen people were bright, numerate, problem solvers. Its aim was to build confidence inside the fledgling giant. Yesterday’s geeks suddenly became today’s corporate saviors. The geeks started billing. Andersen Consulting remains the most notable and lavish exponent of one of two brand building strategies pursued by consulting firms.
Deloitte’s advertising looks different. It is simple and has a condensing message. ” Some also have reservations about the general tone. In appealing to widely different audiences there is the danger of firms presenting themselves as all things to all men. “Firms say they can do anything for anyone anywhere. There is a tendency to over simplify and to over branding consulting firms 30 sell. They tend to create an image of what they want to be versus what they are right now,” warns Tom Rodenhauser.