Talk the HCOL Talk If You Want to Land a Plum Spot in Professional Services

 The buzzy way to refer to frugal lifestyles is "LCOL." That is in contrast to "HCOL" ones. 

However, at this time of raw angst about money and the fear of actually becoming homeless even the most linguistically sensitive are defaulting into using the term "cheap." 

For example:



It is cheap to live in northeast Ohio where even access to the lake and its beaches are free and that includes the parking. This isn't Long Island. 



There are also the situations when folks gush about my cute little Smart Car. What I come back with is:

It is cheap to run - 40 miles to a gallon. Parts are cheap too. The new hood was 200-something. Peanuts.

However, in much of professional services, despite the slowdown in a large number of practices, there is no concept of "cheap." That would denigrate the branding.

At Boies Schiller law firm David Boies charges a bit more than $2k per hour. Not cheap. The Kirkland & Ellises, Skaddens, Paul Weisses and Cravaths law firms require high fees in order to maintain the level of Profit Per Equity Partner to prevent talent flight. With lifestyle creep pervasive among the top players in professional services there can be no mindset of cheap anything. That would be repulsive. We could be in Gilded Age 2.0.

Yes, America could be fragmenting into two cultures. There are those of us who are embracing a minimalist way of life. And there are the HCOL tribes. The linguistic sets are different. 

If you want a plum job in professional services talk rich. 

Data or the gut for your careers and communications? Both of course. Complimentary consultation with intuitive coach, content-creator, and Tarot reader Jane Genova (text 203-468-8579, janegenova374@gmail.com).


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