5 Questions to one of the first "Bergerians"

On the occasion of the 45th anniversary of Roland Berger I've been asked to reply to the following questions:

1. What does it mean to be European? How does it make us different?
2. How does the German work ethic change the way to do our business? Do you perceive any difference from the American style?
3. How does diversity of individuals create value and set us apart from the rest?
4. What is your most emblematic project? Why? How different was it from the other? What did you bring to your client?
5. What is the most emblematic marketing action done by Roland Berger? How did it change the way you consider Roland Berger?

Here are my considerations:

1. Europe itself is the quest for a collective identity based on principles of shared values, adopted by people that have similar knowledge, but whose historical backgrounds, culture and traditions are profoundly different. It is precisely the coexistence and the cultivation of these differences that leads to enrichment for all. We are therefore prepared for confrontation, for integration and for the valorisation of different ways of operating. We do not reject this bio-diversity, but it intrigues us. This advantage becomes crucial in a context of globalization, where the way of doing business and of relating to others is structurally different.This ability to cooperate, and to accept and respect different cultures is also expressed in the way we operate as consultants. The consultancy market is actually a global market and, on the basis of their specific skills, consultants from various countries around the world meet up everywhere to implement projects with considerable strategic contents. Hence, there are no major differences between being European and from somewhere else in the world in one’s professional performance. The differences are in style, and they derive from specific "country cultures". Being European means having a mixture of cultural expressions, and Roland Berger fully represents this blend of cultures/experiences and skills: it was created concrete and rigorous like Germany, it grew up inventive and entrepreneurial like Italy, and it blossomed exuberant and sophisticated like France…
2. The German work ethic has always been a reference point in logical exactitude, and in seriousness in human relations. One way or another, the German model has always stood as an example: the German economic system managed to face reunification successfully and then prepare itself for the current years of crisis by rebuilding itself. In the consultancy world the German work ethic still exerts a strong impact on the client’s perception: it means being extraordinarily precise, very realistic when suggesting solutions, and not getting bogged down in analysis after analysis … and this, in my experience, is often one of the points for introducing my company to potential clients.
3. Diversity between individuals creates the possibility of having working teams that are particularly aligned with the client interlocutor, culturally speaking: we have to facilitate the changes or the solutions required for the project, and not provide a book of wishes that are practically impossible to implement given the history, the culture, and the people on the other side of the desk.
4. Speaking about an iconic project in my history of 40 years of consultancy is very difficult, but I can remember the creation of "Mulino Bianco", the Barilla successful bakery brand that is currently undergoing substantial brand extension. The success of this work was due to the fact that we were the first to understand that "it isn't products that are competing in the market place anymore but concepts". I worked on this project from its beginning in 1973 together with an advertising agency and providing clients with a working team that had a high level of creativity and which was backed up by a research team created especially for evaluating every component of the mix that added value to the brand: from the name of the products to their packaging, from product quality to advertising, and from the promotion system to the management of the distribution.
5. Among the most Roland Berger emblematic actions in its marketing strategy, in my opinion, there are the latest three projects completed in these last months: the European Rating Agency, the Eureca project and the Assistance to the Spanish government for the assessment of the state of health of the country’s banks, and our presence at the last G20. We cannot forget as well the Roland Berger School of Economics and last but not least, the effects on the market of the impact of large projects acquired in these last months. I would, however, like to emphasize another aspect: the think:act magazine. In my view, it has proven it can be a very smart, innovative and appreciated organ, which has highlighted our superior relationship skills, compared to others that have favoured a think-tank model.

Roland Berger has many grounds for appeal, but its identity may in any case be defined satisfactorily through a brief perusal of its cornerstones: these, having been corroborated over years of work, have ensured that Roland Berger has become a brand that is unique in its sector.

First of all "storytelling", that is, the fact that the company has many things to say that can influence the opinion of top management and retain the loyalty of client companies to the brand. There is a long list of projects and clients we have successfully worked for in various professional areas and in diverse situational contexts, winning their appreciation for always being able to make things happen.

Also worthy of note are the "relationship skills" of our system with clients and with the market in general, in that they are able to make both clients and consultants feel "special" and part of something important and great.

It can also be said that the significant differentiating features of Roland Berger with respect to its most eligible rivals can be briefly summarized in the fact that Roland Berger has always been "straight to the point" and, when working with its clients, always tries to get to the heart of the "real problems" without getting distracted by "continuous analysis".

Last but not least, the "living brand" – Roland Berger. He is a colossal personage; forgive me for the adjective used, but this is what the consultancy world says of Roland, the "King" of consulting, as some define him.

In conclusion, all the work that we have done in 45 years has led our firm sitting with the greats. To a young man who recently asked me "Why are you still working in Roland Berger after all these years?” made me reply, "My friend, remember that if by any chance God was looking for a consultant, he would choose Roland Berger and I would like to be present".