What Does The Heavy Lifting In a Consulting Business

Who is in the video?

Ryan Holiday is an American author, writer, and marketer. He is the media strategist behind authors Tucker Max and Robert Greene, and the former Director of Marketing for American Apparel. You can learn more about him from wikipedia.

but more importantly…

Do you agree with him?

I think he is 100% right. The role of marketing is to communicate what the product does and help your BEST client make an informed decision. It is not marketing’s job to “convince” people to buy from you.

But how does this apply to a consulting company? Our core product is not physical. We sell our time. We sell intangible services. How do we explain what our product “does” when it’s not really a product at all? Hmm…..

Well what do you think? Post a comment below and let’s begin a conversation.


  1. Dan Pestretto on September 26, 2014 at 1:47 pm

    Yes, the idea is the message and finding enough influencers is key, up to the point that the idea takes hold more broadly.

    • Dan Pestretto on September 26, 2014 at 2:29 pm

      Alzay, Intangibles are just dreams. Connect with your heart, be real, be authentic, show your passion. Listen to your clients dreams, if you can make them real show them how. Connect deliver, rinse and repeat 🙂

      • Alzay Calhoun on September 26, 2014 at 3:14 pm

        Thanks for replying Dan. I have a follow-up question/thought: Does your point mean that “ideas” are our “products”? Would you say that (for consultants) our “ideas do the heavy lifting”?

        • Dan Pestretto on September 26, 2014 at 3:19 pm

          What does the heavy lifting for consultants and everyone involved in a sale of intangibles is heart. Ideas are the beginning they come from your head.

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