Why Be Stealthy?

I’ve been receiving a number of questions lately regarding Lichtman Consulting that go something along the lines of: “Why is your company website a blog?” or “Why don’t you have business cards?” or (in one case) “Why don’t you have a nice company logo?”.

Its a funny thing. I (and more so my staff) spend a lot of time helping companies either put together corporate-looking websites, or helping them market them.

On the other hand, Lichtman Consulting generally keeps a low profile.

There are a few answers I’ve thought of, ranging from glib to strategic.

Basically what it boils down to, though, is that I receive most of my business through a handful of partnerships that I’ve built with other companies. I value those partnerships, and I go out of my way to avoid competing with them (or even the appearance of competing with them).

Honestly, I’d rather get a steady trickle of work from a handful of really good clients (in this case mostly other tech-sector companies that have a use for my services) rather than run around like a lunatic blowing my own horn. Its sufficient basis for building a business.

As I said to one of my programmers the other day, my goal is to be a reliable junior partner to the world. If that means keeping a stealthy profile, so be it.

One response on “Why Be Stealthy?

  1. Elie

    Interesting way of putting it. I can relate to that. I was asked this week if I had a website that someone could forward some potential clients to, which gave me the push to finish my site before the end of Pesach (the referrals are going to be told about me next week). Without a corporate site, how can a potential client learn about what you do?

    As you can see from my own site, http://www.optimalupgrades.ca, there’s not a huge amount of information on the site, but it gives potential clients a general idea of the kinds of work I do, as well as a few referrals from past clients. While I can understand not making a huge deal out of your company site, I still think there is a use and benefit to having a small such site.