Shenson on Consulting, by Howard Shenson
For my second resource review, I’ve selected Shenson on Consulting by the late Howard L. Shenson. For over 20 years (mid-1970s to mid-1990s) Howard Shenson wrote books, published newsletters, and conducted seminars that focused on beginning consultants. Before he suddenly passed away in 1994, he was known as the “consultant’s consultant.”
Howard’s materials were based on his experiences with his own individual and group consulting practices. His background was in marketing, and as a result, he was very strong in that area. He was also very pragmatic.
Instead of big company techniques like advertising, Howard emphasized methods that at the time were non-traditional — seminars, newsletters, trade journal articles, etc. He focused on niche markets, almost always a good strategy for small businesses.
I first met Howard at a consulting seminar he held in Minneapolis in 1978. At that time, I was just starting to explore consulting. His short seminar reshaped my thinking, and started me on my journey. I consider him my original consulting mentor.
I’ve used many of his ideas with good success. Even though it may be dated, I feel anything written by Howard Shenson is still worth reading today.
Shenson on Consulting, by Howard L. Shenson. Published by Wiley, 1994. ISBN 0-471-00925-3. (No web site.)
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as a grad student i was howards 1st and only grad assistant. he was working on his PHD and only a few yrs older tham me. i had recently returned from the ARMY IN 1969. I CONSTANTLY TOLD HIM GETTING A PHD WAS A WASTE OF HIS TIME AND IF HE THOUGHT HE KNEW – HE SHOULD NOT TEACH – BUT HE SHOULD DO! I USED AS AN EXAMPLE THE FORMER HEAD OF THE BUS SCHOOL WHO HAD BEEN A BIG SUCCESS IN THE REAL WORLD AND NOT MERELY AN ACADEMIC! i was dr rabe’s grad assistant as well and we both admired him!
HE LEFT, AND 2 THE BEST OF MY KNOWLEDGE HE NEVER FINISHED HIS PHD.
IN THE LATE 70’S HE CONTACTED ME. HE WANTED 2 HAVE LUNCH. HE WANTED 2 GIVE SOMETHING 2 ME AND SAY THKS! I HAD NO IDEA WHAT HE HAD DONE! WE MET IN WESTWOOD 4 LUNCH. WE SPENT A FEW HRS AND TALKED BOT HIS CONSULTANCY PRACTICE AND WHAT HE HAD ACCOMPLISHED. I SAID I WAS VERY PROUD OF HIM! FUNNY BUT I TOLD HIM I GUESS UR NOT AN ACADEMIC PUSSY! he said dan – ur the main reason i left teaching! WE BOTH LAUGHED!
Thanks for the great story, Dan!
Only met him once (at his seminar) but I did talk with him by phone a few times. Subscribed to his newsletter, read his books, and bought other materials too. Without his stuff I might not have made it as a consultant. Or, as a minimum, it would have been a lot more difficult.
You also have confirmed what I suspected — that he was a genuinely nice person. What a great resource, and I was very sad when I learned of his untimely passing in the 1990s.
I attended one of Howard’s seminars in Redwood City in 1982 just after retiring from the FBI. I was very impressed with Howard and the content of his presentation. We became friends and he later certified me to teach his program. I’ve continued this work for years and found a great deal of satisfaction in the work. Many former law enforcement officer’s have followed these techniques. I was saddened at his sudden passing and continue to reflect on our friendship and consider him a dear friend and tremendous mentor.
Thanks for the story, Rick. Like you, my late business partner and I were also certified to teach his materials in the early 1980’s. We were still moonlighting at the time, and teaching technical classes too. I’ve run into several consultants he influenced in a positive way. Yes, he was a tremendous mentor.
I now look back at a seminar and consulting business lasting 35 years with 400.000 people attending and 6 books translated 51 times.
Got my start with Howard.
Totally internalized his materials and slowly built up my business.Still immensely grateful because of his ability to make difficult and for me at the time intimidating things simple.
Thanks, Erik. Similar story here. Without Howard’s advice, I might not have succeeded as a consultant. He certainly clarified my thinking on marketing approaches. I have heard numerous stories of what a positive influence he was. Appreciate you comments.
Thank you for sharing this sir. Like many of your respondents, Howard Shenson was truly instrumental in helping me develop the confidence and business model to run our consulting business. We are not 26-years into the firm and every single day I still use one of Howard’s tactics. Howard and I became telephone friends. He was always encouraging, giving, and thoughtful. His ideas are as still relevant today as in the past, I only wish we had his views and insights on how he would have adapted his practice to the social media environment. In keeping with his mentorship, we too pay forward as much as we can to help younger consultants. I would like to think that Howard is looking down on all of us who were his students and smiling. We miss your sir. Thank you Dan for sharing. Semper fi, DrD http://www.ldarrylarmstrong.com
Thanks for the kind note on Howard. He was a mentor to me too, and an inspiration for this blog. Like you, I’ve wondered what he would have done with social media. Would have been blogging, for sure. He touched so many in a positive way, and still does.