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Premise: The key to success is delegating and outsourcing, not doing everything yourself.
Laziness and efficient laziness are not the same. A lazy person really does not want to do any work whereas an efficient lazy person seeks to finish an assignment by delegating much of the workload. In order to do be able to delegate effectively, however, a considerably effort must be allocated to planning, preparation and execution and that, in my opinion, is what efficient laziness is all about.
When I engage in projects, the first issue on my agenda is to clearly define what the client wants to do, how he or she prefers to do it, and what elements are critical for project success. Instead of attempting to do everything myself, I outsource nearly 90% to professional firms and individuals that I trust will deliver satisfactory results. Understanding what is needed and who can deliver it is basically what I do. This approach increases the service level to the client for multiple reasons:
- Instead of engaging tasks sequentially, they are engaged in parallel which shortens time to market and begins to generate client revenue faster.
- Placing too much on one plate can create burn-out and fatigue while outsourcing spreads the workload more evenly, thereby reducing the risk of error or misjudgment.
- Through outsourcing or delegation, responsibility is shared which means that instead of the entire weight of the project being on the consultant’s shoulders, he or she can leverage that against other professionals in charge of specific tasks (the consultant is still ultimately responsible for the project outcome but it is far easier to supervise and audit the work of others rather than do everything personally).
I usually deal with the planning stages concentrated on opening up new market territories for clients. In order to determine the investment required and the ROI, concrete quantitative and qualitative data has to be complied. While I could do this myself, it would mean that the time-to-market would extend which results in time lost. Therefore, when engaging in strategic planning, I prefer to subcontract those elements so that I can fully focus on how to position the client in the territory with minimal risk. In like manner, I am often on the other end as other consultants outsource marketing strategies here while they concentrate on the client overall business strategy. Keeping things focused works in the favor of the client and gets the job done faster and more efficiently than if one and the same consultant attempts to do everything. Micromanagement is not what the consultant should engage in for two main reasons:
- It isolates the consultant from other, skilled professionals and contracts the network.
- It puts the consultant under too much pressure that can lead to confusion and even project collapse.
- It prevents the consultant from building a real consulting business as micromanagement usually results in a sole operation.
Many consultants attempt to do it all and few if any really succeed. Some even end up hospitalized as a result of over-exhaustion and stress. In my opinion, a consultant that cannot effectively manage own operation efficiently cannot help clients achieve a similar objective as they fail to grasp the importance of delegation and efficient task allocation. A strategic consultant effectively provides CEO support and as such is not supposed to perform individual tasks covered in the strategic outline anymore than the CEO does. Instead, his or her role is to ensure that the job gets done properly, is delivered on time and meets objectives; it is all about managing the workflow, not to drown in it.
Failing to delegate and utilize the vast resources available through professional firms and individuals renders the consultant unfit to undertake strategic projects as he or she will be bogged down by mundane tasks. We have all heard about CEOs that micromanage and the effect this has on employee turnover. Many consultants fall victim to that and I find it counterproductive. There are only so many hours in a day and they have to be leveraged. Trusting those we work with is essential and I prefer to handpick the best teams available.
As usual, this is my approach to the consulting business that some may not agree to. It does work for me and my clients, however, and therefore I wanted to share it. I have always been fond of delegation as it helps we take on more and larger projects faster while maintaining a lean operation. For some that may not work; for others it will. It depends on the context. I would greatly appreciate feedback.