Ask for artifacts, not adjectives.
Ask to see things, not hear about them. Anyone can say "twenty years of experience". The work is either there or it is not.
What should I ask to see?
- The work, with their part named. Agency and team work is normal. A good consultant says plainly which part was theirs.
- Something still running. A system, a website, a program. Ask how long it has run and who keeps it running.
- References you can call. Two people they worked for, with phone numbers or email, not only quotes on a website.
- The public record. Awards should show up in the award's own archive. Talks should show up on the event's page.
How do I check awards and credentials?
Look them up at the source. Award shows keep archives. Certifications have registries. If a consultant lists an award, they should be able to send you the link. Mine are on the about page, with links to the archives where they exist. The systems I run today are on the AI build page.
What are the warning signs?
- Every case study is anonymous and none can be checked.
- Results with no "before" number.
- Big logos with no word on what they did for them.
- No price until after three meetings.
How much experience is enough?
Enough with businesses your size and problems like yours. Fifteen years at Fortune 500 companies is a different job from running a twelve-person company's marketing. Ask which of their clients looked most like you.
Answered by Jared Lukes, Minneapolis. Twenty-five years in brand, UX, and technology, currently holding fractional AI and technology seats at three companies. About Jared.