David A. Fields Consulting Group Your consulting firm’s clients are wired to notice certain things. That’s because they’re human.
Let’s take advantage of that wiring to help your consulting firm win more projects and create happier clients.
Consulting clients want results. That’s pretty obvious, right?
But what do delight-inducing results look like, and how can you present results so that your clients are thrilled and recommend your consulting firm to others?
The short answer is: scorecards and rabbits.
Hmm, the short answer isn’t terribly useful. So, let’s continue with the longer answer, which leverages the two ways humans perceive impact.
Scorecards
When comparisons are quick and easy, people notice even subtle differences.
For instance, in the illustration below, I bet you can tell which cookie is bigger.
You’re able to discern the cookie on the right is larger, even though the difference is quite small. Why? Because the cookies are next to each other and I’ve included some handy reference lines.
To capitalize on this comparison effect, employ scorecards.
Scorecards juxtapose current performance against past performance and/or standards.
The best scorecards demonstrate progress and make even small shifts stand out.
Rabbits
When comparisons are NOT quick and easy, people notice only large RELATIVE differences.
Absent a direct comparison, people can be frustratingly poor at noticing large, absolute differences. Particularly if the relative change is small.
For example, if two Holstein cows are flying their airplanes past you at 500 mph and one guns his engines to 505 mph, you won’t notice the difference. The relative change is too small.
However, if two rabbits are at a standstill, nibbling on your begonias, and one suddenly springs away at five miles per hour, your attention will immediately be drawn to the bounding bunny.
The relative difference between stationary and hopping is huge.
So what? Well, if your consulting firm’s offerings don’t create noticeable movement, then there’s a good chance you’re struggling to win projects.
Similarly, even if your consulting firm can help a prospective client realize large, absolute gains, the prospect may be disinterested if the percentage gain is small!
What you need is movement. You need rabbits.
A rabbit is a work stream that creates eye-catching progress for the client. Readily-observable, positive change.
Ensure all of your consulting firm’s projects include a rabbit or two. Also, highlight rabbits in your offerings.
When you build scorecards into your projects and focus on delivering rabbits, you delight your clients and position yourself to win rewarding projects.
How do you deploy scorecards and rabbits (i.e. observable movement) for your clients?
Text and images are © 2025 David A. Fields, all rights reserved.
the Heifer and tailwind cartoon was worth the read alone…funny!
Excellent points often overlooked. These relatively small incremental improvements over a year compound to a larger number, and when compared to “the cost of admission” working with us/you, produces an extremely high Return on Investment. Key to maintaining long term relationships and taking the “cost factor” out of the equation. Great stuff as always!
p.s. can I use your cookie example in my next presentation if I give you credit?
Frank, your feedback and affirmation are always appreciated. Yeah, the illustration made me laugh too, and yes, you may use the cookie illustration with attribution.
Thank you for taking the time to post a comment. They’re especially meaningful coming from a consultant as experienced and accomplished as you.
I love this post and agree that scorecards/assessments (and actually doing work that makes them pop) are critical for clients’ satisfaction. Would love to see some real life examples.
Real-world examples abound, Jamie. The oft-cited “points on the board” are rabbits. For instance, we’ve learned that when we’re developing the next generation of rainmakers for a boutique firm, which is a 2-3 year process, the best place to start is with 1:1:1 outreach. Other concepts are more fundamental to BD, but 1:1:1 messaging quickly produces wins.
Thanks for jumping into the conversation and asking for an example, Jamie.
The cookie example reminds me of how the NFL attracted a lot of new, preciously disinterested fans, by simply adding the yellow first down line on the TV screen. Now people had a score card to follow.
Excellent example, Praveen. I particularly like your example because the scorecard was always there, but not everyone could easily track or see it. A good lesson for us: scorecards must be easily used by our clients.
Years ago, Fox tried adding a blue halo around the hockey puck in televised games so that watchers unfamiliar with hockey could follow the game better. It didn’t help. (A shame because hockey is the best sport to watch… just sayin’.)
I appreciate your enhancing the conversation, Praveen.
I’m building out new scorecards now. In terms of rabbits, I always look for one that aligns with my contact and/or leadership goals…something I know they’re paying attention to.
That’s outstanding, Megan. Kudos to you for incorporating scorecards and rabbits into your firm’s SOPs. You’re absolutely right that the best wins are the wins that your clients are looking for.
I’m glad you contributed the example, Megan–very helpful.
I would love to see some real world examples. I worry about this for my firm, especially since I provide more of a strategy service – how will they see real movement in the short/medium term?
Progress can be qualitative as well as quantitative. Or you can look at shorter term, proxy signals of progress.
As I pointed out to Jamie, we’ve learned that when we’re developing the next generation of rainmakers for a boutique firm, which is a 2-3 year process, the best place to start is with 1:1:1 outreach. Other concepts are more fundamental to BD, but 1:1:1 messaging quickly produces wins. Strategy also has leading indicators–a plan, alignment, enrollment, confidence, etc. Those can be scorecarded.
I’m happy to provide more examples if you need them, Courtney.