The issue with many consultants stems from alignment (or misalignment). Some come and demo big and fancy tools while others, small and cheap ones. Which is fine in and of itself. The thing is, these are presented regardless of the priorities, promises and business model set out by the client.

Now of course big and fancy is exciting and small and cheap is appealing, but that’s not what matters. What good is the fancy tool if you’ve built your business on low margins? What impact will cheap have of you’ve promised uniqueness? The equation, of course, isn’t always that simple.

Thorny issues surrounding agency/client relations almost always stem from misalignment. As the service provider, you’re the expert, you need the courage to notice when your offer is misaligned with your client’s needs. No one wants to be the square peg being jammed in a round hole.