Look at the list of words in Table 9.2. Why is it that so many consultants sell their services using words from the left-hand column while so many clients believe that the words on the right are more indicative of the outcome? Wherever you go, whatever industry, the role of the consultant is generally under attack. People moan about doctors, householders complain about builders and directors moan that yet another consultant has left them with a mundane solution. Clearly the consultancy industry might have a few rogues and the odd bad apple but the huge growth in consultancy spend over recent years seems to run counter to the view that consultants do not add value to the client and consumer.