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# How to Do Well in Consulting

In her keynote at Balkan Ruby 2024, Irina Nazarova, CEO of Evil Martians, discusses effective strategies for succeeding in consulting, which can benefit both consultants and employees within companies. Her talk emphasizes the importance of building relationships and mutual trust as the foundation for business success.

## Key Points Discussed:
- **Importance of Relationships:** Irina asserts that friendships and relationships are pivotal for business growth, enabling mutual trust, understanding, and care.
- **Building Client Relationships:** Successful consulting hinges on establishing strong relationships not only within teams but also with clients. Companies often fail by not fostering this connection with their customers.
- **Social Capital:** The concept of social capital is introduced, explaining how trust among economic agents reduces inefficiencies and fosters business opportunities.
- **Effective Communication:** Being genuine during interactions is crucial. Authentic communication enhances connections and can encourage clients to perceive more value than they might otherwise.
- **Understanding Client Needs:** Consultants should aim to grasp the unique needs and goals of their clients, positioning themselves not only as service providers but also as valuable connectors within their networks.
- **Ongoing Engagement:** Beyond project completion, maintaining relationships with clients is essential for building long-term trust and rapport.
- **Learning and Teaching:** Sharing insights and perspectives from experiences can establish credibility and deepen client relationships. Irina encourages consultants to teach their clients and to be honest about their limitations when necessary.
- **Overcoming Fear of Rejection:** Irina notes the natural fear of rejection in professional interactions, advocating for a focus on good intentions rather than transactional goals. 
- **Creating Opportunities:** The talk concludes with a powerful message about actively creating opportunities for others, promoting non-transactional engagement, and fostering a culture of generosity in business relationships.

## Conclusion:
Irina's keynote offers practical advice for cultivating meaningful business relationships that lead to successful consulting outcomes. The emphasis on integrity, authenticity, and mutual support establishes a foundation for stronger influences and improved business relationships. Irina encourages attendees to implement these insights to transform their approach to consulting and relationship-building immediately.

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