Choose the Best Consultant Even If They Are Not The Closest to Your School

Never eat sushi at the airport

or sleep near a train station.
Don't ask a cab driver for theater tips.
Never buy bread from the supermarket bakery...
and don't ask your spouse for honest feedback about how you look.
Don't do business with a stranger who calls you at home during dinner.
Think twice before you ask your ad agency how many ads you should run.
And never eat the macadamia nuts in the mini bar.
Proximity is not a stand in for expertise.

—Seth Godin

When hiring a consultant, choosing one over another simply because they are closer in physical proximity to your school is weak reasoning.

Choose the right one, and your money will be better spent.

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