Do to or not to do: publicly disclosing your ways-of-working?

I often get feedback from people saying that they do not disclose their ways-of-working as that's where the difference between consultants lies. But is it really? Is that the sole differentiator between consultants, agencies and marketing professionals alike? And if your way-of-working works, why would you not use it as a method to set yourself apart? 

It’s a pretty standard line of defense towards the competition, yes, but it’s not the whole truth.

Let’s add in some (much needed) nuance. 

If you’re working with marketing professionals who have been in the industry for some time, chances are high they know the methodologies, the frameworks, the foundational principles on which projects are build. And more often than not, if a new model comes to light, it’s a spin of a proven framework adapted to modern day reality. (Want to see? Click on the link to see the comparison I made.)

Also, between you and I, if your way-of-working is your only differentiator, I would be a bit uncomfortable.

In addition to your ways-of-working, true differentiators are often intangible.

1. How fast do you process insights?

2. Which insights do you focus on and which ones are less important? 

3. Which 2 KPIs truly matter from the 20 that are presented?

4. Are you able to connect the dots across departments?

5. How holistic, attuned to the wider business, is your solution really? 

These skills can’t be copied from a slide deck, a web page or Ted Talk. :) In fact, a high-level disclosure of your process (without every template, dashboard, or workaround) highlights transparency, shows actual depth and builds trust.

Which is why I choose to share it. With caution. (You don't need to disclose every template, dashboard, or workaround, but nevertheless.) The best professionals show enough of the playbook to inspire confidence while demonstrating that their value is in execution and results, not solely in the steps taken. 

Would you agree? What's your take on this?

Let me know!

Alex