On Running a Consulting Firm

So most of the consulting firms are run as partnerships (as you might have already figured out). There was an experiment in the late 90s where a then leading firm was bought over by an IT company, and that saw stagnation for the next few years until the consultants did a “management buy out” in order to rid themselves of the IT company’s controls. By then, though, valuable time was lost, and last I heard this company was severely lagging its peers in terms of reputation, among other things.

As I had mentioned in the earlier post, the rut sets in once partners reach “steady state”, where they have an established set of relationships that they milk to get more business. And as I mentioned, it’s hard to get out of this rut, until employees start leaving protesting the poor quality of work, and lack of opportunities to make it big. And that starts sending the firm into a downward spiral. So what is it that the firms must do, in order to keep themselves dynamic, and not get into this kind of a rut?

The answer is something that is practiced by most leading consulting firms. Every few months or a year, these firms add to the partnership pool, mostly by promoting from within their ranks. Once thus promoted, it is the new partner’s responsibility to expand and generate new business for the firm, and he is not able to piggyback on the relationships established by the established partners. And thus, in his process to expand and get himself established, he has an incentive to take more risks. And take on projects with long-out-of-the-money option kind of payoffs.

Regular promotions to the partnership level means that there is always a bunch of partners who are thus taking risks, and that keeps the firm dynamic. I don’t know how well this works in practice, but in theory at least, this helps firms from getting into stagnation. That this is the model followed by most leading management consulting firms indicates that this is probably an appropriate approach.

So, if you think your consulting partnership is stagnating, get in more partners. Promote. Or make way. And keep the group dynamic and a great place to work.