By Jacky Tai
If you are one of those people who want to be a brand consultant because you think it is easy and glamorous, then you should probably look for another job because you probably will not last six months in the consulting line if you think like that.
When people ask me what it is that I enjoy about my work, I always tell them it's the outcome that I really love - when I see clients grow 250% in two years in the middle of a global financial crisis; when I see clients being able to double their selling price; when I see clients being acquired for 17 times price-earnings ratio when the industry average is only three; when I see clients' IPO being 30 times oversubscribed when the norm for their industry is 20. These are the gratifying aspects of the job but the process is a difficult one. You see the "glamorous" outcomes but what it takes to get there is anything but.
In the rest of this article, I will share with you what it takes to survive in the brand consulting industry and you have to be able to survive before you can succeed.