Order of increasing consulting difficulty, w increasing likelihood of producing bs: senior execs < startup teams/individuals < middle mgrs
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Direct to senior execs (VP/CxO) is easy because you bypass "deliverables" and go conversational, where bs is 4x harder to pass off as value
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Startups are harder because they are so damn constrained only a few things are of any value to them at all, and they can't pay for BS anyway
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