The Magic Word

One of the most common things you'll hear from casing books and consulting firms is that they want casers to be "hypothesis-driven." Yet, many casers find themselves confused and unsure of how to apply this mindset to their approach. So, what exactly does it mean to be hypothesis-driven, and how can you tailor your approach to the case accordingly?

At its core, being hypothesis-driven means having a reason for every question you ask and every recommendation you make that ultimately ties back to the client's objective. This involves being both comprehensive in asking all the necessary questions and selective in only including relevant ones. For instance, when sizing a market, a methodology driven by the number and value of customers may not necessarily factor in the competitive landscape. Conversely, when looking to drive profit growth, asking about costs will almost certainly be relevant.

To demonstrate the connection between your actions and the case objective, use the magic word – "because." By structuring your requests for data, initial methodology, or conclusions in the form of "I need/want to look at/believe X because it indicates Y," you showcase your ability to form hypotheses, test them, and use that learning to solve a client problem.

As a caser, a great way to practice this approach is to use the word "because" in every sentence. Although it may sound a little crazy at first, this approach forces you to justify every aspect of your case and develop a discipline around having relevant reasons for your approach. If you can't find a "because," then the sentence doesn't deserve to be said.

Ultimately, mastering the art of being hypothesis-driven takes time, practice, and discipline. However, as someone who has interviewed over 1000 prospective consultants, I can confidently say that I would rather hire someone who overuses "because" than someone who cannot articulate their reasoning. After all, in consulting, every action must be justified, and the ability to do so concisely and coherently can make all the difference in the success of a project.