Marketing

What is it about the consulting industry? It picks up harmless, unassuming phrases and converts them into linguistic behemoths. “Working in partnership” is now so ubiquitous it’s become the equivalent of an “um” or “er” in a firm’s marketing material, filling the gap when it can’t think of anything else to say.

Days at the Source offices have their entertaining moments, like the morning we had an enquiry about roadside assistance.

There’s such a lovely, subtle distinction in the English language between “a” and “the”.

Call yourself “a leading firm” and you communicate a degree of confidence and pride, but not outright arrogance. Announce yourself – and many consulting firms do – as “the leading firm” and the impression is wholly different.