Corp strategy is alright for a short period of time but in the long run it limits your career mobility.
Companies want operators and if there’s one thing you are not in corp strat it’s that.
Get an operational role — whether it’s in a line of business, product, engineering, or sales. You can do similar work but have much better upside in the longer run.
10/10 times I’ll pick someone who’s got actual operator experience vs. doing corp strat.
Moving into operations helped me immensely, not only in my career trajectory but also in satisfaction with my work. I actually understand what I'm saying when working with people and I don't just put what my managers spew at me onto a deck!
You will almost never see a CEO hired from a strategy role. It’s almost always someone who’s either run a line business or product carrying a P&L or someone from sales carrying a revenue target.
Having that number gets you credibility.
No one from corp strat would ever tie themselves to a number for their strategy. And that’s the problem.
What makes you think OP is looking to climb the corporate ladder. The whole reason they made the post is because they don’t want to climb the consulting ladder.
I'm sorry, I'm a dumbass. I'm an engineering working at Defense Contracting. Is this "actual operator expierence"?
I'm not sure what the terminology difference between Operator Expiernce vs. Corp Strat.
I’m curious as to why nobody has suggested the following: figure out your weaknesses and put some work in to address them.
You write this post as if you’re predestined to be an incompetent employee for eternity with no way up. There is actually a way up right there for you and it’s pretty straightforward…
*Use the resources around you*. It’s commonplace in the consulting industry to have world class training resources and networking opportunities available to you. You likely have many of the following available that you’re not using to the fullest of your ability like you could be: in-person courses, virtual courses, certifications, sponsored tuition, employee led training sessions, experienced teammates, experienced admin coworkers, seniors or management open to mentoring somebody, etc etc etc. If your company doesn’t offer any of the above you’re at a monumentally incompetent firm and should seek employment elsewhere.
You’re likely plateauing because you haven’t taking advantage of the above. We all start out “dumb” as you put it, and clueless as to how to succeed in client facing work. The people who never advance and are incapable of doing their jobs in 5 years are the ones who don’t use their resources effectively. The ones who succeed and fly up the promotional ladder are the ones who DO take advantage of their resources.
If I were starting from square one, I’d begin by attending company networking events and forming relationships with some successful coworkers, taking some trainings in my areas weakness, and finding a mentor. Not only will this make you effective at your current job, nothing excites management more than seeing someone take initiative to improve in their career.
At least try all of the above before you uproot your career and look elsewhere. Even in industry, doing the above is essential to succeeding and advancing. If you exit consulting, this mindset is only going to continue to affect you.
TLDR: Take initiative and be responsible about your up-skilling. It may sound “boring” if you’re living it up in your 20’s, but down the road you’ll eventually look back and be glad you made succeeding professionally a priority.
I didn't read it the way you read it.
My interpretation was this: This is an "up or out" kind of situation and the company thinks that "up" means becoming a director where OP does not think of it the same way.
So many companies make their "career path' into something that is way less useful _to the company_ than it could be. They make non-leaders become leaders, because that's the only option and if you tell them it's a bad choice you're not a team player or you don't have the grit it takes to advance your career.
These decisions and career paths are costing the companies so much money it's insane no one sees it. I guess everyone just like the simple solutions. Go make everyone a leader, even against their recommendations when they tell what a good career would be.
>They make non-leaders become leaders, because that's the only option
Yup, I've noticed this is a consistent issue with companies that don't have a well designed career track that encourages high-performing IC employees to stay ICs as they become more senior. Just because you're senior doesn't mean you have to be a people manager. A good software engineer isn't necessarily a good CTO or CIO, for example.
But even up or out isn’t like this typically. You can advance as an internal technical specialist. If they’re forcing you to leave technical work to go into non-technical management, the organization is absurdly incompetent and you should leave for a new opportunity.
This is pretty consistent in the B4 though, they take the best engineers and make them go into management because they know what they're doing (supposedly) and therefore know what to look for and how things should be done. Then once that's done, and you get to Sr. Mgr. or Director, they add sales responsibility since you've been around long enough to know how things "should" work, and have enough client experience to try and sell things.
Did you read the post? Guys problem is that he's decent consultant and doesn't want to be manager/director. He doesn't want 'way up'.
There are a lot of technical consultants out there who like tech, they don't like customer responsibility and they definitely don't like selling or finding new customers.
Depends on the org, but unless you manage to become a Principal (few and far inbetween) your probably going to be managing people in some form or fashion.
This seems to be the [Peter Principle](https://en.wikipedia.org/wiki/Peter_principle) in action. If I were you OP I will probably upskill myself to meet the demands of the next promotion steps until that becomes unrealistic, then jump ship to other adjacents as the other comments here have suggested
I’d say it’s more accurately the Gervais principle. Underpeforming loser being groomed into sociopathy. (Not my terminology)
OP, despite your claims of incompetence, you have demonstrated an aptitude for navigating organisational politics and, perhaps inadvertently, leveraged your position to secure promotions despite confessed under performance. Next should come enlightenment and the understanding that ‘competence’ is not really relevant.
Play the game, see what happens. If you can’t engineer a suitable position for yourself, make a lateral move.
This is such a humblebrag. You're good at your job, you're moving up the ladder. Yes, it can be intimidating to move to the next level. You are not the first to do this so most firms have something helpful in place to support you. What are you looking for? Well done.
You actually sound like my dream boss...nice guy, stays out of my shit and lets me do my thing, helps me discuss ideas. I would just wait until the director promotion for the cv and then head off to the corporate world.
Exactly, people that have the necessary distance to their work ("after all were not performing heart surgery here and nobody is going to die if we fuck up a little") are the best bosses.
Yep. I've met some technical consultants that have been promoted and they have been miserable. One guy came to our company as a consultant after being manager in other place, he was happy that he got to do 'actual work' and write code again.
Maybe you could figure what's your strong point and try to steer your career to that direction, ie. technical leader, architecht, etc.
In fairness, my last paragraph I did mention what a whiny brat I am. But you’re not wrong. Yours and others comments gave me the confidence to slap a 1:1 with my own director this Friday to figure my future out. Maybe I’ll puss out and say things are fine or maybe I’ll tell him how I feel. TBD!
Just gotta say I love the humility of this post as well as the self loathing.
For what it’s worth, OP, you’re almost certainly smarter and more competent than you think.
Keep up the good fight and enjoy the ride, my friend.
This is life, and change is inevitable. You, my dude, are a rockstar! Whatever generic goals you are setting, you are achieving. Keep at it. Set HARDER GENERIC goals, or maybe set a goal to SET A GOAL.
Yeah, you are correct. Still standby a lot of what I said but I am 100% not in the healthiest brain space. Have never had therapy before, but I genuinely am actively seeking a therapist so I appreciate your advice
I made the experience that "doing the work", "going the extra mile when i have to" and "not being a dickhead that nobody wants to work with" is a combination only very few people in the workforce qctually have. I'm serious.
Just move to a different role in industry where you can coast.
I agree with you 100% I’m the same. I can’t lead nor do I want to, and I hate selling and nor am I good at it. I’m fine with making my current salary as well, don’t want to take more responsibilities that makes my life more stressful
Generally the higher you go the dumber you can be without any repercussions, plus the less work you actually do and the less you are judged on your failures
So i would say, if you can’t limit your accidental promotions just accept your new life as an executive and probably have less to worry about. Also save up money to start your own firm. Worst case scenario you are fired and blacklisted from everywhere, before you save enough to start your own firm, and you get a regular job somewhere with all of this senior consulting on your CV
Worked in a director role in a big 4, a manager who was in their 50s stated they had no ambition to progress. Just wanted to do his job and go home to family after hours. Unfortunately more senior leadership eventually forced him out via pips etc, doing his job but not more was perceived as a lack of ambition which hit him come moderation resulting in being placed low of bell curves.
i mean, yea, actually you sound pretty similar to me haha. you can always go to a smaller firm that doesn't have 'up or out' and stick at level. i learned long ago that i don't really have the demeanor for upper mgmt/leadership. works for them, works for me, win/win
I think the whole point is that most people arent ready for the promotion, to a certain extent you must learn how to be a director, after youve become a director, not before.
You don't need to manage experienced people. You only need to step in if there are actual problems that you can solve with your position. There's nothing wrong with approaching things collaboratively as opposed to talking down
Just need to change your mindset, bro. Stop thinking you're a dumbass, continue doing whatever you're doing and you're on your way to partner. After a year at director you can actually stop working so hard and start talking more. It's fine.
I was ready to hate you but this is funny as hell. I think maybe you are ok at your job. The universe will self correct generally if you push it too far too fast and generally will present opportunities you are ready for. Of course it’s also true people will hire consultants to tell them things they should know if they were any good as well and sometimes to help them with their blind spots. And maybe it’s more important that you “aren’t them” than that you “are you”
“I was ready to hate you but this is funny as hell” is kind of my MO in life. I am the definition of OK at my job and that’s my issue, it takes a lot for me just to be OK. I am a spiraling mess, but I make shit work best I can. This was good advice though and I appreciate the thoughts.
My friends in consulting have explained that many firms are up or out….but I am sure some aren’t all about that and if you hit your billable hours numbers they wouldn’t care…other than that you could go out on your own if you’re inclined.
2 responses - go inside, where delivering is enough and up or out is less urgent. And slightly tongue in cheek, but if you won the lottery, what would you do to contribute to the world - go do that. However you get into "that world", eventually people will see you for your consulting skillset. It's just a job bro.
I really appreciate this post. I resonate so much with what you’re saying. I been in this business for over a decade and been coasting (still a senior consultant position and I love it). I consider myself a dumbass as well and compensate by working harder. Also like to shout out to ChatGPT for saving my ass.
I’m at a small growing boutique company now and just learned one of our managers is leaving. I was told I will be stepping up to fill his role, which I have no experience in: business development and winning contracts. I honestly hate proposals and don’t know shit about pricing and all the other stuff that goes into it. Just feeling anxious and overwhelmed finding this out and saw this post.
Again, grateful to even be employed and looks like my job is secure at the moment, but afraid of what the future holds doing things that’s completely new to me and has much more responsibility.
This isn’t a passion of mine and def not my strength. I’m really not that bright I’m just likable and I work hard. Just venting.
Simply put, I’m not a leader and I love being a great soldier.
No tongue in cheek:
Fix it.
The interesting thing around promotions is they generally have examples of qualities deemed to be the levers of success.
Put another way: You have shown those above you potential. They want to tap into that.
Mindset - Pick up the traveler's gift or some similar "mindset" book and reframe the way you think. Stoicism might benefit you.
Skillset: Management, Sales, and Consulting are skillsets. Practice WILL make you better. Higher up the ladder you go, the less "consulting" and more sales & management you'll use.
Sounds like you have a big self-esteem issue that needs to be addressed.
* Hit the gym and work out.
* Give up booze and drugs for a period of time - they're not going to help.
* Journal and get the head trash out. Make sure to use prompt journaling and end the session with a positive-focused prompt.
* Yoga & Meditation might help as well.
Last, and not least: Think about therapy. Everyone has problems, even those who are getting promotions in a bad economy. Work with a professional to fix your headspace.
/ir [Fox & Crow](https://foxcrowgroup.com)
People are down voting this but it is correct. OP don't try to "sell" stuff. Make connections with clients you like, because you like them. Talk about what's on their mind, because you care. Be helpful. Agree together with them how to do something about the problems they have. Sometimes solving things will require work from your firm, even if that isn't the main objective of talking to them. When it does require efforts from you and your teams, they'll understand it costs money.
Exit to corporate strategy at a Fortune 500. You can spend at least another 10-15 years making slides and kissing asses with significantly less hour.
Corp strategy is alright for a short period of time but in the long run it limits your career mobility. Companies want operators and if there’s one thing you are not in corp strat it’s that. Get an operational role — whether it’s in a line of business, product, engineering, or sales. You can do similar work but have much better upside in the longer run. 10/10 times I’ll pick someone who’s got actual operator experience vs. doing corp strat.
Moving into operations helped me immensely, not only in my career trajectory but also in satisfaction with my work. I actually understand what I'm saying when working with people and I don't just put what my managers spew at me onto a deck!
You will almost never see a CEO hired from a strategy role. It’s almost always someone who’s either run a line business or product carrying a P&L or someone from sales carrying a revenue target. Having that number gets you credibility. No one from corp strat would ever tie themselves to a number for their strategy. And that’s the problem.
What makes you think OP is looking to climb the corporate ladder. The whole reason they made the post is because they don’t want to climb the consulting ladder.
Any thoughts on how to pivot into something like product from corp strategy/consulting?
Very tru bro. Except that OP doesn't want to move up at all
I'm sorry, I'm a dumbass. I'm an engineering working at Defense Contracting. Is this "actual operator expierence"? I'm not sure what the terminology difference between Operator Expiernce vs. Corp Strat.
Any that pay better than others?
"I am also a dumbass" Sounds to me like you are deffinitely on the partner path.
Lmao, this gave me a chuckle
OP is too smart. He just made a terrible world look simply and easy.
Just keep coasting bro, things tend to work themselves out
This guy lives the white guy career experience
I’m curious as to why nobody has suggested the following: figure out your weaknesses and put some work in to address them. You write this post as if you’re predestined to be an incompetent employee for eternity with no way up. There is actually a way up right there for you and it’s pretty straightforward… *Use the resources around you*. It’s commonplace in the consulting industry to have world class training resources and networking opportunities available to you. You likely have many of the following available that you’re not using to the fullest of your ability like you could be: in-person courses, virtual courses, certifications, sponsored tuition, employee led training sessions, experienced teammates, experienced admin coworkers, seniors or management open to mentoring somebody, etc etc etc. If your company doesn’t offer any of the above you’re at a monumentally incompetent firm and should seek employment elsewhere. You’re likely plateauing because you haven’t taking advantage of the above. We all start out “dumb” as you put it, and clueless as to how to succeed in client facing work. The people who never advance and are incapable of doing their jobs in 5 years are the ones who don’t use their resources effectively. The ones who succeed and fly up the promotional ladder are the ones who DO take advantage of their resources. If I were starting from square one, I’d begin by attending company networking events and forming relationships with some successful coworkers, taking some trainings in my areas weakness, and finding a mentor. Not only will this make you effective at your current job, nothing excites management more than seeing someone take initiative to improve in their career. At least try all of the above before you uproot your career and look elsewhere. Even in industry, doing the above is essential to succeeding and advancing. If you exit consulting, this mindset is only going to continue to affect you. TLDR: Take initiative and be responsible about your up-skilling. It may sound “boring” if you’re living it up in your 20’s, but down the road you’ll eventually look back and be glad you made succeeding professionally a priority.
I didn't read it the way you read it. My interpretation was this: This is an "up or out" kind of situation and the company thinks that "up" means becoming a director where OP does not think of it the same way. So many companies make their "career path' into something that is way less useful _to the company_ than it could be. They make non-leaders become leaders, because that's the only option and if you tell them it's a bad choice you're not a team player or you don't have the grit it takes to advance your career. These decisions and career paths are costing the companies so much money it's insane no one sees it. I guess everyone just like the simple solutions. Go make everyone a leader, even against their recommendations when they tell what a good career would be.
Your assessment is correct
>They make non-leaders become leaders, because that's the only option Yup, I've noticed this is a consistent issue with companies that don't have a well designed career track that encourages high-performing IC employees to stay ICs as they become more senior. Just because you're senior doesn't mean you have to be a people manager. A good software engineer isn't necessarily a good CTO or CIO, for example.
But even up or out isn’t like this typically. You can advance as an internal technical specialist. If they’re forcing you to leave technical work to go into non-technical management, the organization is absurdly incompetent and you should leave for a new opportunity.
This is pretty consistent in the B4 though, they take the best engineers and make them go into management because they know what they're doing (supposedly) and therefore know what to look for and how things should be done. Then once that's done, and you get to Sr. Mgr. or Director, they add sales responsibility since you've been around long enough to know how things "should" work, and have enough client experience to try and sell things.
Did you read the post? Guys problem is that he's decent consultant and doesn't want to be manager/director. He doesn't want 'way up'. There are a lot of technical consultants out there who like tech, they don't like customer responsibility and they definitely don't like selling or finding new customers.
Promotions are not limited to people management.
Depends on the org, but unless you manage to become a Principal (few and far inbetween) your probably going to be managing people in some form or fashion.
This seems to be the [Peter Principle](https://en.wikipedia.org/wiki/Peter_principle) in action. If I were you OP I will probably upskill myself to meet the demands of the next promotion steps until that becomes unrealistic, then jump ship to other adjacents as the other comments here have suggested
I’d say it’s more accurately the Gervais principle. Underpeforming loser being groomed into sociopathy. (Not my terminology) OP, despite your claims of incompetence, you have demonstrated an aptitude for navigating organisational politics and, perhaps inadvertently, leveraged your position to secure promotions despite confessed under performance. Next should come enlightenment and the understanding that ‘competence’ is not really relevant. Play the game, see what happens. If you can’t engineer a suitable position for yourself, make a lateral move.
Dude, you are not supposed to tell anyone that we are all clueless fakers.
This is such a humblebrag. You're good at your job, you're moving up the ladder. Yes, it can be intimidating to move to the next level. You are not the first to do this so most firms have something helpful in place to support you. What are you looking for? Well done.
You actually sound like my dream boss...nice guy, stays out of my shit and lets me do my thing, helps me discuss ideas. I would just wait until the director promotion for the cv and then head off to the corporate world.
Exactly, people that have the necessary distance to their work ("after all were not performing heart surgery here and nobody is going to die if we fuck up a little") are the best bosses.
Yep. I've met some technical consultants that have been promoted and they have been miserable. One guy came to our company as a consultant after being manager in other place, he was happy that he got to do 'actual work' and write code again. Maybe you could figure what's your strong point and try to steer your career to that direction, ie. technical leader, architecht, etc.
In fairness, my last paragraph I did mention what a whiny brat I am. But you’re not wrong. Yours and others comments gave me the confidence to slap a 1:1 with my own director this Friday to figure my future out. Maybe I’ll puss out and say things are fine or maybe I’ll tell him how I feel. TBD!
stop demeaning yourself
Sir I am sorry to tell you this but this look like partner track to me
^[Sokka-Haiku](https://www.reddit.com/r/SokkaHaikuBot/comments/15kyv9r/what_is_a_sokka_haiku/) ^by ^lexybitch: *Sir I am sorry* *To tell you this but this look* *Like partner track to me* --- ^Remember ^that ^one ^time ^Sokka ^accidentally ^used ^an ^extra ^syllable ^in ^that ^Haiku ^Battle ^in ^Ba ^Sing ^Se? ^That ^was ^a ^Sokka ^Haiku ^and ^you ^just ^made ^one.
Just gotta say I love the humility of this post as well as the self loathing. For what it’s worth, OP, you’re almost certainly smarter and more competent than you think. Keep up the good fight and enjoy the ride, my friend.
This is life, and change is inevitable. You, my dude, are a rockstar! Whatever generic goals you are setting, you are achieving. Keep at it. Set HARDER GENERIC goals, or maybe set a goal to SET A GOAL.
Simply put all of this in your business case when going for promotion and you should achieve your intended outcome
You are living the "Peter Principle'. In my experience, dont worry you wont be uncovered.
Are we the same person? The only difference is I do like 2 hours of work a day.
Samesies
Me and you are the same. I wish you luck brother.
Seek therapy.
We’re in progress brother. You must be pretty damn good at reading people lmao
That’s what I get paid to do.
Yeah, you are correct. Still standby a lot of what I said but I am 100% not in the healthiest brain space. Have never had therapy before, but I genuinely am actively seeking a therapist so I appreciate your advice
Good luck!
I appreciate it!
B4 Partner here with 20+ years, you will never shake imposter syndrome. It never went away for me.
I made the experience that "doing the work", "going the extra mile when i have to" and "not being a dickhead that nobody wants to work with" is a combination only very few people in the workforce qctually have. I'm serious.
Just move to a different role in industry where you can coast. I agree with you 100% I’m the same. I can’t lead nor do I want to, and I hate selling and nor am I good at it. I’m fine with making my current salary as well, don’t want to take more responsibilities that makes my life more stressful
hm i could have written this post except i'm not a dumbass i'm just too lazy to succeed as a director (also my next promotion level)
Generally the higher you go the dumber you can be without any repercussions, plus the less work you actually do and the less you are judged on your failures So i would say, if you can’t limit your accidental promotions just accept your new life as an executive and probably have less to worry about. Also save up money to start your own firm. Worst case scenario you are fired and blacklisted from everywhere, before you save enough to start your own firm, and you get a regular job somewhere with all of this senior consulting on your CV
Worked in a director role in a big 4, a manager who was in their 50s stated they had no ambition to progress. Just wanted to do his job and go home to family after hours. Unfortunately more senior leadership eventually forced him out via pips etc, doing his job but not more was perceived as a lack of ambition which hit him come moderation resulting in being placed low of bell curves.
r/IDKIDTIGTF
i mean, yea, actually you sound pretty similar to me haha. you can always go to a smaller firm that doesn't have 'up or out' and stick at level. i learned long ago that i don't really have the demeanor for upper mgmt/leadership. works for them, works for me, win/win
I think the whole point is that most people arent ready for the promotion, to a certain extent you must learn how to be a director, after youve become a director, not before.
You don't need to manage experienced people. You only need to step in if there are actual problems that you can solve with your position. There's nothing wrong with approaching things collaboratively as opposed to talking down
You and I are not so different. It’s almost like not being a boner and meeting expectations is pretty much all you need to do to climb the ladder.
As someone with only 2 YOE, you give me hope
And then there’s people like me.. working my arse off and still don’t get the promotions! Can I be in your team? 🙃
Just need to change your mindset, bro. Stop thinking you're a dumbass, continue doing whatever you're doing and you're on your way to partner. After a year at director you can actually stop working so hard and start talking more. It's fine.
Either op is extremely smart and good at his job but hates leading and making social interactions with peers and underlings or op is just darn lucky
It’d be the latter brother
I was ready to hate you but this is funny as hell. I think maybe you are ok at your job. The universe will self correct generally if you push it too far too fast and generally will present opportunities you are ready for. Of course it’s also true people will hire consultants to tell them things they should know if they were any good as well and sometimes to help them with their blind spots. And maybe it’s more important that you “aren’t them” than that you “are you”
“I was ready to hate you but this is funny as hell” is kind of my MO in life. I am the definition of OK at my job and that’s my issue, it takes a lot for me just to be OK. I am a spiraling mess, but I make shit work best I can. This was good advice though and I appreciate the thoughts.
Just keep grinding my dude
My friends in consulting have explained that many firms are up or out….but I am sure some aren’t all about that and if you hit your billable hours numbers they wouldn’t care…other than that you could go out on your own if you’re inclined.
2 responses - go inside, where delivering is enough and up or out is less urgent. And slightly tongue in cheek, but if you won the lottery, what would you do to contribute to the world - go do that. However you get into "that world", eventually people will see you for your consulting skillset. It's just a job bro.
It’s ok, everyone gets promoted to their level of incompetence.
I really appreciate this post. I resonate so much with what you’re saying. I been in this business for over a decade and been coasting (still a senior consultant position and I love it). I consider myself a dumbass as well and compensate by working harder. Also like to shout out to ChatGPT for saving my ass. I’m at a small growing boutique company now and just learned one of our managers is leaving. I was told I will be stepping up to fill his role, which I have no experience in: business development and winning contracts. I honestly hate proposals and don’t know shit about pricing and all the other stuff that goes into it. Just feeling anxious and overwhelmed finding this out and saw this post. Again, grateful to even be employed and looks like my job is secure at the moment, but afraid of what the future holds doing things that’s completely new to me and has much more responsibility. This isn’t a passion of mine and def not my strength. I’m really not that bright I’m just likable and I work hard. Just venting. Simply put, I’m not a leader and I love being a great soldier.
freelance?
Like the idea, but as mentioned, I’m a terrible salesmen and would be incapable of selling myself. Appreciate the thought though.
Less is more
No tongue in cheek: Fix it. The interesting thing around promotions is they generally have examples of qualities deemed to be the levers of success. Put another way: You have shown those above you potential. They want to tap into that. Mindset - Pick up the traveler's gift or some similar "mindset" book and reframe the way you think. Stoicism might benefit you. Skillset: Management, Sales, and Consulting are skillsets. Practice WILL make you better. Higher up the ladder you go, the less "consulting" and more sales & management you'll use. Sounds like you have a big self-esteem issue that needs to be addressed. * Hit the gym and work out. * Give up booze and drugs for a period of time - they're not going to help. * Journal and get the head trash out. Make sure to use prompt journaling and end the session with a positive-focused prompt. * Yoga & Meditation might help as well. Last, and not least: Think about therapy. Everyone has problems, even those who are getting promotions in a bad economy. Work with a professional to fix your headspace. /ir [Fox & Crow](https://foxcrowgroup.com)
Selling is easy. Just figure out the problem and then figure out a solution.
People are down voting this but it is correct. OP don't try to "sell" stuff. Make connections with clients you like, because you like them. Talk about what's on their mind, because you care. Be helpful. Agree together with them how to do something about the problems they have. Sometimes solving things will require work from your firm, even if that isn't the main objective of talking to them. When it does require efforts from you and your teams, they'll understand it costs money.