McKinsey & Company: Building A Legendary Reputation Through Secrecy

To understand marketing is to have a sense of irony. Ask anyone to list famous professional services companies and chances are they will mention a firm known for secrecy: consulting giant McKinsey & Company. To find out more about how McKinsey became a legend while maintaining a low public profile, I spoke with the authority on the subject ? Duff McDonald, author of the stellar The Firm: The Story of McKinsey and its Secret Influence on American Business.