Laura Aguilar

Managing Director

Barcelona, Spain

"Consulting has changed. I can be creative. I can be a storyteller. I can go for simple."

How I put change in motion

I guide clients on how to effectively shape their digital transformation. More than that, I use my creativity to translate it into a live customer experience. That’s perfect for the inner me. I studied economics at university, but I’m not the analytical, factual kind at all. I’m about innovation and creativity.

One of my most memorable projects was for a large automotive company. Among other things, I helped them shape their customer journey—totally unexplored territory. I was sculpting how mobility would be perceived in the future and what it would mean for customers.

I’m easily bored, but not here. There’s constant movement, new paths to seek. Which explains why I’ve been at Accenture for more than 20 years.

Learn more about Consulting Careers.

A day in my life

When I wake up, I think about the day ahead and how I can challenge clients to swim against a tide of complication and simplify things. I encourage them to think differently, ignore previous methodologies and traditional, gray offerings and come up with something new.

I once presented to a consumer goods company. We didn’t use Excel or present business cases. We showed them a year’s work in a three-minute video. That’s me: a storyteller who goes for the simple and concise. I write flash fiction in my spare time and admire other writers of short stories who know how and when to kill a plot at the right point. It’s these skills I bring to my work every day.

I hold brainstorming sessions to find the big picture and bring design thinking to client projects. This allows us to articulate what we want to achieve. And I often use metaphors to make the story more understandable for clients. Metaphors act like thieves of non-necessary words in a song, leaving us with the tune, something that your audience’s open to listen to.

Another big part of my day-to-day role as a Managing Director is resourcing projects. I want people who can follow me at pace, but not people who are just like me. It’s about getting a mix: analytical people, drivers, those who are expressive. It’s sort of being the conductor of a brilliant orchestra.

“I encourage clients to think differently, ignore previous methodologies and come up with something new.”

My advice

Keep it simple. Follow writer Anton Chekhov’s gun principle: Shoot out the irrelevant and concentrate only on what’s essential.

Stay true to yourself. Be honest and authentic. Pretend you’re someone else and clients and colleagues will see through you. Be proud to live your own values alongside Accenture’s brand values. Never fake it, as you won’t make it.

Be passionate about all aspects of your life and balance will flow naturally. By being positive, I manage work, family life and my creative interests.

Blog post
Why the Best Consultants are also the Best Storytellers

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