Why do so many businesses, including consulting firms, cling to advertising as a means for growth?
Godin: Because that’s what the boss used to do. Because it used to work. Because it’s an easy way to take action without taking responsibility. Because it’s not measurable. Because it’s fun. MCNews: Many consulting industry pundits suggest that the lack of the “next big idea” is stunting the industry’s growth. Do you agree, or would you suggest looking elsewhere for growth? Godin: I don’t think big ideas are the answer. I think ideas are cheap and pretty easy, actually. What’s difficult is finding someone to champion an idea. Simple example: Why don’t major consulting firms seize the opportunity to work with gurus who have hot books and hot ideas (like Jim Collins), and unleash their hundreds or thousands of consultants to implement those ideas for their clients? Because they’re stuck. And because the people of influence who could implement an idea like that are too afraid or too stuck to champion it. MCNews: Is there a distinction between a free prize and a gimmick? Could you think of
