While we usually see one or two excellent pieces from McKinsey each quarter, we struggled to find examples of knockout
content in their latest sample. Even one of the higher scoring pieces—Voices on bank transformation—is unlikely to leave
the reader motivated to drive change in their own organisation, even if they make it through all 70 pages. The firm’s shorter
pieces still tend to take too long to deliver their insights and lack engaging story-telling. The fact that a firm with the
expertise and resources of McKinsey isn’t publishing great content each and every time demonstrates just how important
it is to focus on the structures, processes, and incentives in place around thought leadership.