Is Consultant a Dirty Word?
“So, you are consulting?” asked a former colleague lowering her voice to a whisper.
“Well, yes. And no. But, yes…” I replied with a subtle wave of shame mixed with pride. “…and I’m qualified, I’m not like those other ‘marketing consultants,’” as I quickly prepped to list off the experience, degrees, and certifications I’ve accumulated — stopping myself before doing so.
It made me wonder, why consultant suddenly feels like the second dirty C word in the American English language.
In the late 17th century, the word ‘consultant’ was coined as ‘person who consults an oracle.’
The consultant was the one asking the question — giving over their faith to a wiser power.
More recently, ‘consultant’ evolved in the rush towards work efficiency. The right advice could uncover smarter, faster, and more profitable systems. The 1920s brought a distinctly American take on consulting as collective consulting organizations like McKinsey arose then multiplied as profiteers sought the oracle to navigate increasingly complex government regulations.
Management consulting shaped the work landscape in the mid-later 20th century. Preaching the values of corporatism, profit, and a leaner bottom line consultants were embraced by the appeal of more with less.
“The Consultants are Coming! The Consultants are Coming!” the modern Paul Revere could chant as the grey suits approach the lobby striking a nervous dread in the hearts of Fortune 1000 workers everywhere.
The social media age has brought a new type of consultant. One that is larger than life and dazzles on LinkedIn with a five-star personal brand. The lighting is right, SEO is on target, and they paint a picture-perfect view of how easy business could be if you just whip out your credit card, right now.
In the words of a wise 8-year-old: “I don’t trust anyone who says ‘trust me.’” Those who pay quickly find that they bought exactly what they saw — an image of something too good to be true. Left with a bill and unfounded suggestions, they now must reconcile what they already knew: telling people what to do is easy, but actually doing it is hard.
Business is hard. Marketing is harder.
The perception that it just takes a stylized Instagram post to be an overnight success is hurting those who labor for years to refine their craft. Hence, the word ‘consultant’ is now dirty and means empty promises.
I now tell people that “I’m not a consultant” and that I’m a “do-er.” I’ve done, I advise, and I do the work alongside them to help them go where they need to. And if I can’t, I say so.
One day, I’ll reclaim the word ‘consultant,’ but until then I’m fine just being an expert in my field.
