Case Study: Craig Clark

CEO at Momentum Consulting

Craig Clark has spent the past 30 years becoming one of the leading experts on the science of human dynamics in the business world.

In other words, Craig knows his stuff.

His corporate consulting résumé spans across oceans and languages—from Moscow to South America, from the United Kingdom to Australia, including an 18-month off-site project in Indonesia. When it comes to business coaching whether at home in the US or overseas, Craig has most probably seen it all, done it all and improved it all.


So what brought him to Pendulum?

As founder and CEO of his company, Momentum Consulting, Craig was focused on one thing—how to grow his small business. With a team of nine high-level consultants, Craig was acutely aware of his responsibility to lead the company to success. At the end of the day, the buck stops with Craig—his actions as a leader determines how quickly his company propels forward.

Remaining successful in a tough economy is wrought with challenges, risk and uncertainty. The weak and unprepared are quickly weeded out. When organizations start tightening the purse strings, one of the first positions to be cut are consultants. Before attending Pendulum, Craig was already carefully monitoring the economic state searching for proactive ways he could mitigate his risks and vulnerability as a consultant in tight times.

The Pendulum course presented itself as a logical next step.


Think about it this way—

when surfing the ocean, the biggest waves pose the biggest risk of wiping out.

But once you figure out how to master that wave you’ll be on an exhilarating ride to victory. The economy is similar to this aspect of surfing—the promise of reward far outweighed the risk of failure.

We may be facing a time of uncertainty and risk, but if you prepare yourself, you can propel your company forward by skillfully riding the wave. This is exactly what Craig decided to do: prepare himself for conquering this economic wave by being a forward-thinking leader.


Throughout the Pendulum course,

he learned about the various social cycles affect both his business market and customers.

Understanding these cycles and how to apply them to his business triggered a thought process that led Craig to a number of personal discoveries.

One of which was increased clarity on what his business should not do.

Sounds strange at first when you read it, but in fact knowing what you’re not is a very powerful weapon to have in your armory. In an uncertain economy it’s far too easy to compromise values, take on projects outside of your preferred scope or agree to things that don’t really sit right in the stomach.


Craig saw particular value in this principle of clarifying what he wasn’t. He used it to do more than narrow his focus when it came to business direction—this clarity on what he wasn’t also gave him rock-solid confidence when making tough business decisions.

“I crystallized my thoughts about what we ‘don’t do’ and came away with a willingness to say so—even in the face of my concerns [about the economy].”


The Pendulum framework also helped Craig to understand the long-term business implications of global cycles. This understanding provoked thinking about solutions that will take Momentum Consulting to the next level.

“I started thinking more about where to take my business that it may continue to thrive in a “longer term” down economy.”


On the communications side of things, Craig says it was one specific area of the course that really prompted him to see his customers differently:

Pendulum Teaching; “If you don’t make them laugh, cry or get angry, nothing is likely to change.”

Craig then implemented this concept within his business.

“I have found a greater willingness to push issues when working within organizations to the point of anger, then let them sit in it a bit and then take a step back. In those moments of anger, I explained that if a thing worth getting angry about, the thing or situation wasn’t likely to change.”


A bold approach, right?

With the goal of changing organizational behavior, Craig brought this new approach into his business relationships.

In spite of the economic challenges, Craig has steadily grown his business by 20% annually over the past six to seven years. Because Craig’s business is based on long-term results, he bases results of new strategies on the reactions of his customers.

“Our customers continuously tell us “we are not like other consultants”, that they feel like we genuinely care about them and what they are doing. That we understand their issues, we bring a fresh approach and they feel in relationship with us”.

Gaining that kind of customer advocacy in the consulting industry—surrounded by stiff competition—is definitely something special! Craig and his team have successfully navigated the choppy waters of the economy through a combination of expert skill, forward thinking and generating proven results.


When it comes to applying knowledge from the Pendulum course,

Craig credits six specific Pendulum principles for leading him to where he is right now.

These are, in his own words:

  1. “Meet them where they are”
  2. If they aren’t impacted emotionally (laugh, cry, angry), nothing is likely to change
  3. Be for what you are “not”!
  4. If another feels I get their point of view, they are more likely to hear me and things are more likely to happen / change
  5. Let people be themselves, especially if I disagree
  6. Look for a third party to tell our story

Equipped to apply these six meaningful principles Craig is successfully pioneering Momentum Consulting into a new era by strategically matching his strategies with the shifts in the upcoming global economy,

Craig’s strategy for continued success closely matches the philosophy of Olympic gold medal rower, Paul Enquist;

 “To be the best in the world at what you do you have to find the best in yourself, not just once, but every time out, because the most important victories come in discovering just how far you can go. Never underestimate the power of momentum.”