Volume Consultants vs. Quality Consultants

I came across a great post today that relates nicely to the way clients base their decisions on who to hire for a piece of work.

As context, often Work Industries competes with larger web consultants. Those larger consultants often have large portfolios of work and big, brand-name clients. They have in-house teams dedicated to specific compentencies: design, development, content, information architecture, public relations, marketing. Some of them (the consultancies and their teams) do great work and some of them do mediocre work. Overall the quality of output you get as a client depends on who you work with within the consultancy. The people make the difference.

But clients only rarely get to check out the people they’ll be working with in the sales process. Instead, they get the sales team, variously called ‘client management,’ ‘engagement services’ or some other obscured word for sales. Their job is to sell consulting services. If you’re in doubt about whether you’re in touch with a sales person, ask them how their compensation package works. What are the incentives?

So Work Industries often has to communicate to clients and prospective clients why they should choose us, which is really me, James Sherrett, a generalist who has been involved in all the stages of web projects but isn’t an expert on any of them, instead of someone larger, with built-in specialties. I usually tell them that by engaging me and the Work Industries team they are tapping into a flexible, scalable network of experts; people I’ve worked with before who I can draw on and into the team for specific pieces of work and periods of time. This tends to work better as an example. So here goes…

Work Industries recently submitted an Expression of Interest (EOI) to the North Shore Chamber of Commerce to build the North Vancouver Tourism website. In the EOI I put together a crack project team, incorporating the right mix of skills - design, development, marketing, project management - and experience in the local tourism industry - building and managing websites like Vancouver.com and Whistler-Blackcomb.com. A larger consultant would have difficulty proposing the same team because they are beholded to proposing their own team. Work Industries custom-tailors project teams to projects. When a client engages Work Industries they are able to tap into a larger network of skilled, experienced experts that can flex and be adjusted to fit their project.

At least, that’s how I describe it. Jürgen Ahting, who writes for the blog E-Valuation of Information Systems describes it the following way in his post Volume Consultancies vs. Quality Consultants:

Another case where there are significantly different business models is with consulting services.

• A Volume Consultancy has a lot of employees to pay. Hence it would rather like to increase the scope of a consulting gig and thus volume per month than decrease it. Muddying the waters by unearthing more problems than solved is a time proven method here. Additionally the larger the number of employees the more difficult it is to keep the average quality above the market average.
• A Quality Consultant is either alone or has a few partners. She either can not or has not interest in increasing her capacity. Hence she simply does not want more work but follow-on assignments and higher quality work. She is comparable to an employee who doesn’t want more work but further employment and possibly a promotion.

Obviously business model of the Volume Consultancy depends more on the quantity of work. While the Quality Consultant can only live on the quality of her work. A manager who asks “Why should I hire one consultant to select and supervise another consultant?” has certainly not yet realized this crucial difference in the business model of different consultancies. But it certainly makes no sense to hire one Volume Consultancy to select another one.

So now I have another way of describing what we do. In Ahting’s binary, Work Industries is a Quality Consultant. We work with a focused group of clients delivering excellent value and building long-term successes. I wonder, is there a seal of approval? Inside you’ll find one (1) Quality Consultant.

Effectiveness vs. Efficiency

I came across a strong post today from the E-Valuation of Information Systems blog about the vital difference between effectiveness and efficiency. Especially helpful to me were the compare / contrast columns of words associated with effectiveness and efficiency. I love lists like this and I use them as shorthand for recognizing the modes people operate in.

So when you’re talking about your business, do you talk about what you do or how you do it? What sets you apart from your competitors?

It seems to me the right answer is not one (effectiveness) or the other (efficiency), but rather applying the right mode of thinking to the right situation. The right approach needed in a certain context. Big shifts and big assignments require a more strategic approach focused on effectiveness, while smaller, incremental shifts require a more tactical approach focused on efficiency.

Work Industries Testimonial #3: Omnicom Media

The Work Industries testimonials keep rolling in. First Alexandre Brabant of e-Marketing 101 let loose with some kind words. Then Jill Smith of Intrawest made me smile and tell people about her wonderful style.

The latest comes from Paul Jeszenszky, the Director, Search Strategies at Omnicom Group Digital (OMD).

I worked with Paul every day for about a year at Teligence Communications. We built e-marketing campaigns, websites, content and product positioning for their brands and kick started their lackluster web marketing efforts. Working with Paul was always a treat; he was very smart, capable and direct. He worked hard on the things that mattered for success. But now, this isn’t a testimonial about Paul, Dr. J.

On to the kindness! Paul says:

James has a broad understanding of online marketing and always manages to keep up with the quickly shifting marketplace trends. His insights, in my opinion, are especially strong in his understanding of the social aspects of the web and optimizing its usability for actual people.

In all instances where we have worked together, he has shown a determination for conceiving creative solutions and directing their implementation to completion.

He also knows the best fish & chips place in Vancouver.

Paul Jeszenszky
Director, Search Strategies
Omnicom Group Digital (OMD)

Contact me and we’ll talk - about the web or about fish and chips.

Work Industries Testimonial #2: Intrawest (RezRez)

Last week I asked a few folks I have worked with in the past to help me out with launching my new business, Work Industries. If they felt comfortable, I asked them to provide a testimonial about working with me. I published the first Work Industries testimonial from Alex Brabant of eMarketing 101 a few days ago.

The second Work Industries testimonial comes Jill Smith, who I worked with for almost two years at Intrawest‘s spin off, Resort Reservations Network (RezRez, whose website seems to have been purposefully taken offline and now creates a blank browser window. Here is Google’s RezRez cache). Jill was the Director, Operations at RezRez and managed the large sales and customer service teams. In my roles as Director, ePublishing and Director, eCommerce I worked directly with Jill on software and web projects that made our travel business work for our customers and our employees. Basically I led the web face of the business and Jill led the human face of the business. We also both were members of the RezRez executive team.

Jill writes:

“James Sherrett has the ability to communicate in an effective, confident and accessible manner that allows him to engage the attention of any audience.”

This was to be her Official Testimonial. But she also added this, which I think is as appropriate:

I don’t know if I am saying that right, but basically I always have admired how you could handle the biggest bastards, idiots and fools in such a way that kept them engaged and made them understand. How can I say that more eloquently? Help me out, you are the writer :)

Jill Smith |  Director, Operations
Intrawest Central Reservations

In closing, Jill also added that “James Sherrett has ruined my ability to car pool into the future as his company was so titillating that no one measures up.” We commuted together across two waterways and through downtown, so we had to be able to work together and accommodate each other in transportation as well.

Thank you for your candour and honesty, Jill. Never let the bastards grind you down.

BC Book and Magazine Week: Coming Soon!

(Cross posted from my Up in Ontario blog.)

The week that runs from Saturday, April 22, 2006 to Saturday, April 29, 2006 is BC Book and Magazine Week in these here parts. I’m working with the folks at the Association of Book Publishers of BC (ABPBC) and the BC Association of Magazine Publishers (BCAMP) to promote BC Book and Magazine Week. So here’s the rundown of events and ways that you can get involved, attend an event and participate in a celebration of the cultures of BC.

The BC Book and Magazine Week website has a listing of the events that make up the BCBMW celebration. There is also the BC Book and Magazine Week blog to keep yourself current on events and to get the latest news and photos.

If you’re into Upcoming.org, all the BC Book and Magazine Week events are listed and you can mark yourself in for attending, or just watch the event to decide later if you want to attend. You can also see who else is attending, and add your own events if you want. But if you’re lazy like me and just want to check it all out, here it is.

BC Book and Magazine Week

• Saturday, April 22: BC Book Prizes Soirée (7 to 9 pm, Crush Lounge, free)
• Sunday, April 23: Book and Magazine Promenade (1 to 5 pm, Vancouver Public Library downtown central branch, free)
• Tuesday, April 25: Sell Your Story: An idea pitching forum (6 to 9 pm, Lamplighter Pub, $10 to pitch a book, $10 to pitch a magazine, $15 to pitch both a book and mag)
• Wednesday, April 26: Magazine Cabaret: Vancouver (7:30 to 11 pm, Alibi Room, $10 to get in)
• Thursday, April 27: Literary Tour of Vancouver (6 pm to late, Burcu’s Angels, 2535 Main St., $3, two options will be presented, tour will depart Burcu’s Angels at 6:15 - don’t be late! And here’s the full schedule of the tour.)
• Saturday, April 29: 22nd Annual BC Book Prizes (5:30 to 11 pm, Marriot Pinnacle Hotel, by invite only)

I’m going to try to attend as many of the events as I can. The Book and Magazine Promenade is a cool way to see the diversity of publishing that goes on in BC. The Sell Your Story forum is an unbeatable way for writers to get the ear of magazine and book editors. If I had anything to sell, you know that’s where I’d be. The Magazine Cabaret is a blast, if only because the mag folks know how to cut loose. I’ve never been to the Literary Tour of Vancouver before, but I know it’s popular because this year they’ve added a second tour to deal with overflow. And of course, the grande dame of the events, the BC Book Prizes gala presents the dishy publishing event of the year. I think gossip columnists even show up.

So if you’re interested in the book and magazine industry, or just our local culture in general here in BC, step out from behind the screen and come out and participate in BC Book and Magazine Week. I hope to see you there. If you do see me, please tap me on the shoulder, tell me to be quiet, or just say, ‘hi.’

Work Industries Testimonial #1: eMarketing 101

Last week I asked a few folks I have worked with in the past to help me out with launching my new business, Work Industries. If they felt comfortable, I asked them to provide a testimonial about working with me.

The first testimonial to arrive was from Alex Brabant, someone I’ve worked with in web marketing for the past 6 years. At one time, for 2 years running, we managed the largest advertising budget in Canada with both Google and Yahoo. We created a methodology (Alex calls it ‘The Recipe’) for search engine advertising whose value creation and efficiency still eludes people. We broke new ground in online marketing for travel and tourism, social networking and telephone services.

Alex writes:

“I have worked with James Sherrett several times over the years in different industries. With his thorough understanding of Internet technologies, his outstanding talent and intelligence as well as his understanding of e-commerce, James is one of the best web project managers I have encountered. He can successfully integrate new technologies in any business and increase sales to the level you have been hoping to achieve for years. If you are thinking about launching or expanding your web presence, you can stop searching as you have found your match. I truly recommend James for any web project you want to put together. Seriously, you will be glad you did.”

Alexandre Brabant
Search Marketing Specialist
eMarketing 101

When you hire Work Industries, you hire a network of the best web professionals, specialists in all the key areas that make a website and web strategy work.

Want to know more? Talk to us and we’ll get to work for you.

Discovering a Circuit Rider

Yesterday I discovered a new term: circuit rider. From wikipedia:

The term circuit rider, which has its roots in Methodist preaching, has more recently been applied to technology assistance providers who travel to small non-profit organizations in a particular sector to troubleshoot or support particular technology needs in those organizations. Another term for these people is eRider.
In this context, a Circuit Rider is part trainer, part management consultant, part computer expert. They provide consulting and assistance with technology strategy development, make multiple visits to the organizations they serve, and provide advice and information by phone and e-mail. They can serve regional constituencies by travel from a central location. Additionally, Circuit Riders can “cross-pollinate” the groups they service, transmitting insights, tools, and tips as they travel throughout the sector. In addition, training materials and resources can be used at multiple sites thereby spreading the development cost out across a number of organizations.
The umbrella term for this field is nonprofit technology.

Hmm. Here at Work Industries, we do that. We just didn’t know it until we had a name for it.

We’re working with some great non-profits right now, like the Pacific Salmon Foundation. They have a vision to create a online source for all things salmon. It’s an ambitious goal, but very achievable. If you’d like to support an organization working at the grassroots level to restore salmon species and habitat, please think of supporting the PSF.