Myth #1:              The same formula works for everyone.
 

A social services non-profit, a risk management consulting firm, and a high-end cosmetics company walk into a bar.  There’s a punch line there somewhere – but imagine they walk into a convention center looking for clients.  Their businesses are different, their objectives are different, and their competitive environment is different.  These are three examples of my clients over the years.  There are different seasonality to the work, different drivers for the businesses, and different sensitivities to cost.  Many of the tools and techniques are the same, but the approach has to be different.