By Alison Huntington.
“KEVIN LOST 40 LBS IN 8 WEEKS BY DRINKING OUR EXPENSIVE MEAL-REPLACEMENT SHAKES. YOU COULD BE LIKE KEVIN—SLIMMED DOWN AND TONED UP. CALL US NOW ON 0800....”
Short-term effort, huge return; it’s simple right? Except that fast-forward a few months, and Kevin is back to his original gargantuan size, weeping into empty Hershey’s wrappers.
Sometimes I worry that some of the advice I give out to consulting firms about changing clients’ perceptions risks creating some Kevins (albeit suited and well-remunerated ones).