Consulting, Culture, Marketing

Special Sauce

Those of us who grew up in the 70’s can recite it by heart: “Two all-beef patties, special sauce, lettuce, cheese, pickles, onions – on a sesame seed bun.”

That was how McDonald’s sold the Big Mac, how they differentiated their hamburger from everyone else’s almost identical hamburger.  Everyone had beef patties, lettuce, cheese, pickles and onions.  But only the Big Mac had the “special sauce.”

I was thinking about “special sauce” a few weeks ago as I sat listening to a consulting firm deliver the most jargon laden pitch I’d ever heard,  finishing 90 minutes later having left a room full of very smart potential clients drenched in special sauce.

First off all, be warned when someone is introduced as a “futurist.”  Pull on your boots because the bullshit is about to flow! Second, when every process, program, product and workshop has its own painfully clever name ask yourself whether the intellectual energy has been focused on the packaging, or the product itself?

I’m critical of the special sauce approach to consulting for two reasons:  because I don’t believe in it and because I can’t manage to pull it off.  If I was spouting that much crap in a meeting, I’d hear myself, and dissolve in a fit of giggles.  Never a good scene.

But the problem here is two-fold.  First, consultants use special sauce — the jargon, the proprietary names, etc. — to differentiate themselves.  To make themselves seem intelligent and innovative.  To get new clients.

And too often clients are seeking that special sauce to help them differentiate between consultants.  Rather than really examining the quality of the beef, the freshness of the lettuce and tomato, the crunch of the onions, and the quality control of the cooking process, it’s easier and quicker to reach for the one with the special sauce.

Analysis. Experience.  Reflection.  Clarity.  Results.

Those don’t need new names.  Those don’t need repackaging.  It’s what we owe our clients.

Hold the sauce.

Oh and by the way?  In 2012, McDonald’s admitted that the special sauce ingredients were “not really a secret” because the recipe had been available online “for years” – store-bought mayonnaise, sweet pickle relish and yellow mustard whisked together with vinegar, garlic powder, onion powder and paprika.

So let’s have some fun – post the most egregious example of “consultant-speak” you’ve heard recently.

I can’t wait!

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