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GUERRILLA MARKETING FOR CONSULTANTS

By: JAY CONRAD LEVINSON MICHAEL W. McLAUGHLIN
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For decades, consulting seemed like a dream job. The promise of challenging, satisfying work and great compensation attracted legions of smart, talented people to the profession. And consulting grew into a global industry that is forecasted to be a $159-billion-ayear market by 2005.2 Businesses—inundated by successive waves of new technologies, market shifts, and bold ideas—clamored for independent experts who could help them implement complex strategies to keep up with changes and embark on new ventures. The ranks of consultants swelled, and consulting firms racked up record-setting profits on high fees. Consulting became a serious business with a focus on making big money. A more recent sign of the times, however, ...

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