This is a new trade book/expose chronicling the successes, deeds, and misdeeds of McKinsey, the legendary global strategy consulting firm. As these sorts of books go, this is a fine effort. It is well written, current, makes use of less common information about McKinsey’s clients, and does some nifty drawing together of points. It is not a positive account o McKinsey, but that is true for virtually all of the large literature reporting on the work of various consultants, investment bankers, lawyers, and the like - the so-called “advisory” businesses. Or put another way - when was the last major popular trade book you read extolling the virtues of elite advisory firms without criticism? Most such volumes, and I am unaware of many, can be seen as company history or even advertising and marketing, both internal and external.
Before I move on to the book, it is worth noting some points about these firms, especially about McKinsey.
1) The decision situations for which advice is sought are generally unusual and complex ones for which the firm seeking advice may well not have much experience or expertise. Take mergers for example. A firm could easily decide that it wishes to grow but that internal growth may be expensive and time consuming. Ok, so let’s acquire a firm instead? How to do that? How should managers determine what they want, find a target, or go through the process of buying another firm? It is not something that “typical” firms do a lot of in their daily routines. Deciding that a merger is needed does not mean that a firm knows what to do. It needs some advice - likely from a consultant. The consultant, if chosen wisely, has lots of experience and skill in the activity where guidance is sought by a client.
… so there is nothing inherently inappropriate or wrong about working with a client.
2). What about the consultant pushing hard to increase firm profits? Is there anything wrong with that? Hmm… Probably not, but recall what is meant by profit here. It is largely unspoken but “supernormal” profits are the target, not “normal” profits. “Normal” profits can be seen as the basic rate of return on capital for a firm. How much does your capital.earn as a result of regular activities? Every industry has some basic return rate. BUT the profits sought by engaging a consultant are in excess of normal returns - otherwise how do you pay the consultant and have anything left over?
3) Obtaining supernormal profits means exceeding the competitive return in an industry - which means you are asking the consultant for advice on how to beat out the competition and get an edge. But wait! If markets are competitive at all, then obtaining a return about the market should be very difficult for a firm. That is why you pay big bucks to elite consultants!
4) But how do you know that the consultants know what they’re doing and can help you? SPOILER ALERT - They might not know and might not be able to help you. You have to go on the firm’s reputation as a justification for following the advice and paying the large fees. So it is risky. On top of that, following advice to get a big return but force a client into areas of behavior where the rules are unclear and highly complex. High returns can result from bending the rules or even cheating. To get the high return that is not already being obtained by other competitors, it may indeed be necessary to more into unusual or even shady areas and try to leverage “relationships” with key actors.
What is the punchline here? Given the nature of big time consulting, the story told by Mr. Bogdanich does not seem to be as extreme as it is made out to be in the book. This is what large global consulting firms do and comparable stories could be told about the other large firms. So in this sense, the book is valuable as an update. It also provides considerable detail on McKinsey’s activities in a number of areas that generally do not receive such detail.
The book is also valuable as an introduction to potential new consultants who should know what they are getting into. The trouble with that is I suspect most would be McKinsey consultants already have a good idea of what they are getting involved with. McKinsey is after all perhaps the best known of the major strategy consulting firms. There are other books that address the interviewing, hiring, and training processes in these firms.
Overall, Bogdanich has written a fine book that is well worth reading.