There are projects you and your consulting firm would love to win, but, if you’re honest, you’re probably not the client’s best choice.
You can change that dynamic.
Billy, the standout voice in my college gospel choir, pined to play the Witch in Steven Sondheim’s musical Into the Woods. He even auditioned for Sondheim.
Sondheim listened to Billy’s audition but, ultimately declined to offer Billy the part.
Perhaps because the cast of characters specifies the Witch is a mezzo-soprano female and Billy is a male.
In Sondheim’s mind, Billy didn’t meet a requirement of the role and, fair or unfair, was not a viable contender for the part.
Many small consulting firms are Billys, expending precious energy auditioning for projects they have no hope of winning.
Yes, there’s definitely a case to be made for acting boldly and confidently seeking projects that will stretch your firm.
However, it’s easier to maintain high morale and subsidize expansion efforts when you’re consistently closing new, lucrative initiatives.
And that means understanding your firm’s right to win.
If you’re diligently thinking Right-Side Up, you’ve already focused your consulting firm on pervasive, urgent, expensive client problems.
Now you need to be perceived as a viable option.
The four questions below will help you identify where you have a right to win:
Four Right to Win Questions
1. Where does our consulting firm bring more experience with the situation or desired outcome than any other alternative our prospects typically consider?
2. Where has our consulting firm delivered demonstrable results captured in a short, hard-hitting case study?
3. Where is our consulting firm well known or perceived as a thought leader?
4. Where does our consulting firm have effective, easily demonstrated tools, processes and/or approaches?
Your charge is to simultaneously focus on prospects where you have a right to win now, and enhance your right to win in the future.
Can you evolve your right to win?
Sure, as my choir-mate Billy demonstrated by going on to win Emmy, Grammy and Tony awards. He can probably land almost any part he wants now.
With hard work, talent and a few good breaks your consulting firm can earn a right to win every engagement that tickles your fancy.
For the moment, though, focus on where you can win right now.
I’m curious: tell me where you have a right to win.
Text and images are © 2026 David A. Fields, all rights reserved.
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