Does Your Business Need a Contrarian Consultant?
A contrarian is an individual who adopts a position contrary to the prevailing consensus or popular opinion. They study the category and seek out the white space and gaps. They notice how everyone zigs and thinks about the zags.
Hiring a contrarian consultant in brand and marketing consulting can be a strategic move for businesses seeking fresh perspectives and innovative solutions. Contrarians possess a unique ability to challenge conventional wisdom, question assumptions, and think both outside and inside the box.
Contrarian thinkers see the taxi industry and say, what if we could build a car service without owning the cars? Uber. Or what if we could build a hospitality business without owning the hotel rooms? AirBnB. When you understand what everyone else does, the most helpful consultants focus on what others in the category ignore.
Great contrarian consultant thrives on respectful dissent and is unafraid to challenge the status quo. This mindset can be invaluable for businesses identifying untapped opportunities and navigating challenges unconventionally. By fostering a culture of constructive skepticism, these consultants encourage a thorough examination of existing strategies, potentially revealing overlooked possibilities.
No Sacred Cows
The contrarian consultant questions everything. They challenge the notion of sacred cows. They get nauseous when someone says, “We always do it this way.”
The contrarian approach is particularly beneficial in industries marked by rapid change and disruption. But it can also be valuable in industries where all the brands blend.
Contrarian marketing consultants can help organizations anticipate market shifts, adapt to emerging trends, and capitalize on opportunities others might overlook. Their penchant for critical thinking and non-conformity can stimulate creativity within the team and lead to breakthrough innovations.
Hiring a contrarian consultant brings a fresh perspective, encourages innovative thinking, and helps businesses identify new opportunities that align with their goals and values. Embracing contrarian viewpoints can be a powerful catalyst for growth and success in dynamic and competitive business landscapes.
Contrarian Tips
Avoid Industry Specialists:
While industry expertise is often considered crucial, a contrarian approach suggests considering consultants outside your industry. A fresh perspective may bring innovative ideas and strategies that industry insiders might overlook.
Prioritize Generalists over Specialists:
Instead of seeking consultants with highly specialized skills, consider generalists with a broad skill set. Generalists can adapt to various challenges and bring a holistic approach to problem-solving, which may be beneficial in a dynamic business environment.
Embrace Short-Term Engagements:
Contrary to the idea of establishing long-term partnerships, consider shorter consulting engagements. This approach allows you to test the consultant’s effectiveness without committing to an extended contract. It also encourages consultants to deliver tangible results quickly.
Challenge the Need for Experience:
Conventional wisdom often emphasizes hiring consultants with extensive experience. However, a contrarian view suggests that fresh, less-experienced consultants may bring innovative ideas unencumbered by industry norms. Look for passion, creativity, and a willingness to challenge the status quo.
Prioritize Soft Skills over Technical Expertise:
While technical expertise is essential, contrarian advice suggests emphasizing soft skills more. Effective communication, empathy, and collaboration may be critical in fostering positive working relationships and achieving successful outcomes.
Value Disagreement and Dissent:
Consider those willing to challenge your ideas instead of seeking consultants who always agree with your perspectives. Constructive dissent can lead to better decision-making and more robust strategies. Look for consultants who bring a healthy dose of skepticism.
Don’t Rely Solely on References:
Contrary to the common practice of relying heavily on client references, consider placing less emphasis on this aspect. References may not always provide a comprehensive view, and a consultant’s ability to adapt to different environments may be more valuable than a string of satisfied clients.
Question the Need for a Cultural Fit:
While cultural fit is often considered crucial, a contrarian approach challenges this notion. Instead, focus on a consultant’s ability to adapt to diverse cultures and work environments. A consultant who can navigate different corporate cultures may bring a broader range of skills and experiences.
Encourage Disruption:
Rather than seeking consultants who maintain the status quo, consider those who embrace disruption. Consultants with a track record of introducing innovative ideas and challenging traditional practices may be better positioned to drive transformative change in your organization.
Explore Unconventional Backgrounds:
Break away from the norm of hiring consultants with traditional business backgrounds. Consider individuals with diverse experiences, such as artists, scientists, or individuals from non-business disciplines. Their unique perspectives may offer unconventional solutions to your business challenges.
Remember, the effectiveness of contrarian advice depends on your openness to challenging the category’s norms.
If your business is stagnant, a consultant who challenges everything can help you jumpstart growth.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
