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Bloom Group Articles

Though we expend most of our energy helping our clients develop and publish their points of view, sometimes we find time to write our own for business journals.

Here are some examples.

A Consultant's Comeuppance (Harvard Business Review)

Bloom Group President Robert Buday wrote this fictional case study (published in the February 2003 edition of HBR) on a consulting firm whose largest client, a major bank, has put the account at risk.  The bank’s new CEO, asks the consulting firm to present their case as to why they should remain at the bank.  The case study and follow-on discussion discuss what the fictional consulting firm (Flynn Fuller Consulting) should say in the meeting to retain its client.

 

“Out of Site” (Consulting Magazine)

By Edwin Hastings and Robert Buday

In a 2006 study of the websites of the 80 largest professional services firms (consulting, IT services, law and accounting), Ed Hastings and Bob Buday found that many of these firms did not organize their websites in a way that enabled prospective clients to quickly determine whether they had the expertise they were seeking.  The authors explain how to design and structure professional services websites from the “client in” rather than the “consulting firm” out.  Read the article here.

“It’s the Thought That Counts” (Consulting Magazine)

By Robert Buday, Bernie Thiel and Susan Buddenbaum

Knowing that "thought leadership” can boost revenue and market awareness, consultancies and other professional services firms are working hard to improve the intellectual capital in their marketing programs, a Bloom Group study found in 2006. The authors of the study explain what consulting firms can do to improve the content of their thought leadership marketing programs, as well as how to organize their marketing campaigns. Read the article here.