Doing vs. Theorizing: Why Hands-On Technology Alliances Project Work Is More Valuable Than Strategy Consulting

When companies bring in a consultant, they often expect a familiar process: assessment, strategy recommendations, a polished presentation, and then...an exit (“See ya!!!”). This is the pattern that occurs over and over again regardless of the domain of expertise, including mine: Technology Alliances.

While this approach does add value, it often leaves the client with mere theoretical guidance, but no real-world execution.

That’s not how Cascadia Leadership Advisors likes to operate. If I can’t work towards a real-world outcome, I’d rather not engage.

Day One: Execution Over Theory

I believe in jumping in as a seasoned Tech Alliances leader from day one—not just advising from the sidelines but actively executing alongside your team. Whether it’s securing a critical new alliance, structuring a complex deal, or creating a scalable alliance engagement model, my focus is on accomplishing tangible goals first and foremost.

To be clear, assessments and strategy insights ARE valuable. I would never suggest otherwise. But, here’s the thing: while achieving real outcomes, you should be getting assessments and strategy insights along the way as part of the tangible work, not as an abstract deliverable that sits in a PowerPoint deck.

“The Strategy work comes with!,” I like to say.

An Added Benefit: Coaching in Real Time

But there’s more! While doing that real work and getting the along-for-the-ride strategic insights, you should get other value, as well. An often overlooked benefit of this hands-on approach is experiential learning for your existing team.

Rather than just telling them how an alliances function should operate, I demonstrate it in real time. Your team learns through direct engagement—seeing what works, understanding the nuances of partner relationships, and developing the instincts that separate effective alliances leaders from those who just “manage partnerships.”

In essence, they’re gaining mentorship and coaching “for free”—not through a detached workshop, but by working side by side with an experienced alliances leader.

Why This is a More Effective Approach

Technology alliances aren’t theoretical. They require relationships, negotiation skills, strategic positioning, diplomacy, and execution. You can’t fully grasp the complexity of alliance dynamics from a slide deck—you have to experience them in action.

That’s why I take a “learn by doing” approach, a mindset that’s been ingrained in me since my education at Cal Poly, San Luis Obispo, where the motto is Learn by Doing. It’s an ethos that applies perfectly to the world of technology alliances.

The Bottom Line

If you need someone to come in, conduct an assessment, and leave, there are plenty of consultants who can do that. I can probably help you find one (and would be happy to do so). But if you need a leader who executes while teaching your team how to be more effective in the process, let’s talk!

Because when it comes to alliances, real impact happens in the doing.