Why You Should Hire Your Superconsumers

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This article originally appeared in Recruiter on October 27, 2017

When I was a senior partner at a consulting firm, hiring was a huge deal regardless of whether it was an entry-level analyst position or the lateral hire of a partner from another consulting firm. Given that we had no real assets beyond people, hiring was more like an acquisition in terms of both positive impact and negative consequences.

Over my two decades in consulting, it became clear to me that the best consultants to hire were the folks who loved the inherent beauty of powerful ideas and were excited about the impact they could have. One of the best consultants I worked with so fell in love with consulting that she left, got her Ph.D., and became a full-time business school professor at a top-tier school. Looking back, it was no surprise she had a huge impact on her clients and on those around her, including me. She was the very definition of a “superconsumer” – someone who loves a category and spends a lot of money or time in the category. She was such a superconsumer that, as a professor, she became a missionary evangelizing the ideas she felt most passionate about to her students.


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