Thanks
to LinkedIn. Without it, I think that the five year anniversary of Monteath
Consulting would have passed me by. Thanks too to everyone that clicked “like”
on that button – small actions can mean a lot.
But
the big question is: what have I learned in five years? What could I teach
other researchers, but more generally, what could I offer to other independent
consultants?
So,
in the modern click-bait style, here’s: Five
things I have learned in five years – you won’t believe number four!
Thing 1: Lots
of ways to get insight, but it’s the human that matters
I
have had to develop many more research techniques. That’s partly for the range
of projects; engagement, internal comms, culture, EVP. But mainly it’s forced
by the range of restrictions. We can’t get a focus group together, we need to
move fast, we can’t use that software, we can’t book a room for 3 months. Etc. I
find new ways to find people and to create environments where they are free to
express themselves: verbally, in writing, with scoring systems, by themselves,
in a group, in reaction to other insight.
That
can generate a lot of data. But no-one wants data, they want insight. I don’t
believe that robots and algorithms can tell you much about human sentiment. Why
did that person answer the question like that? What’s really driving that
behaviour? What didn’t they say? I believe it takes a human to understand
humans. That means hard, manual work – but I’ve worked out neat ways to
shortcut long processes. That gets the most meaningful insight in the shortest
possible time, expressed as the most meaningful numbers, words and real human
emotions.
Because
people want to hear what other people think.
Thing 2: People
give a shit
From
those many projects (c200 of them), what I have heard most is that people care
about where they work and what they do. They might be let down at times by
unclear leadership or poor line management or incomplete communication. But if
they didn’t care it wouldn’t frustrate them so much. People want to do a good
job. They want to get it right for customers, those they offer services to and
their colleagues. And that is an innate motivation; it’s got very little to do
with how much you get paid to do a good job.
It’s
been a great affirmation that people are essentially interested in the greater
good.
Thing 3: Good
work begets good work
I
work most often by myself, and that puts limits on what I can do. Yes, there
are weekends and evenings, and sometimes I do stray into them. But I try to
maintain discipline, because I believe that discipline is necessary to produce
good work. When I wrote my values (a quiet day…) the key line was “I make my
clients look good. Otherwise, why would my clients buy me?”
And
my proudest achievement is that no client has ever used me just once. I have
had repeat business from everyone I have worked with. That’s crucial to
success, and the best affirmation that I’m doing things right.
I
put it down to that discipline, and when you work by yourself you have the best
chance to be able to maintain that discipline.
Thing 4: Sales
never stops
I’ve
had a superb few months, the phone has rung, e-mails have pinged. But however
busy, I need to be out there, having conversations, sharing what I do,
“touching base”, never assuming that because someone is a client now that they
will stay a client. And in the rather niche world in which I operate, it often
takes some time for the opportunity to work with a client. In just the past few
weeks, I’ve started working with clients that I first wooed (oh, and you need
to do the woo-ing, no-one’s going to sweep you off your feet…) 18 months, and I
think about 4.5 years ago respectively. In that time I’ve offered ideas,
completed proposals, shared experiences – and generally been a continual,
unashamed I-want-to-work-with-you presence. This is stuff that, as part of a
bigger agency, I didn’t take nearly as seriously, and relied on the efforts of
others.
When
you work project to project you have to constantly look for the next one.
Thing 5: It
is hard to do it by yourself
I
have had to turn down work recently. And that hurts. But more often I have
worked with some trusted and rather excellent associates to deliver the work.
(You know who you are. Thanks). That makes the offer wider, it means I can say
yes more often and let clients down less.
But
there’s another side to this. When you’re on your own, you are often your only
critic. How do you keep improving, developing new ideas, pushing yourself to
take the work to the next level? How do you hold firm with bold ideas or in the
less busy times?
It’s
probably the biggest challenge that I have faced, and it’s one I haven’t fully
resolved. It’s why, as well some of the informal partnerships, I’m potentially on
the lookout for something more formal. Someone that complements some of my
skills and abilities, and who I can help too. Someone that – together – we can iron
out some of the peaks and troughs. Someone with whom we can achieve real mutual
benefits.
So,
do you know anyone?
