Big consulting firms are not very good at creating digital products, writes Matt Williams, Director of London and Amsterdam based Made by Many, noting a £32m US lawsuit filed by Hertz against Accenture in which it is claimed the consulting giant failed to “deliver the website and apps for which it was so generously paid” in a timely fashion. The author contends that big consulting firms had previously left implementation of their proposals to clients – but the commodification of digital capabilities means they [consulting firms] are now in a position where they themselves can implement the plans – “and it has become pretty clear they can’t.”

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