Bill Matassoni started his career in management consulting in 1980 when he joined McKinsey & Company. He was a partner there for almost 20 years, focusing on the branding of professional services. He was responsible for building McKinsey’s reputation and protecting its brand, which included publishing the McKinsey Quarterly. In doing so he worked closely with many of his colleagues worldwide including Tom Peters, Jon Katzenbach, Kenichi Ohmai, John Sawhill, John Stucky, and John Hagel. He was also responsible for much of McKinsey’s internal communications. This included the creation of McKinsey’s systems to manage and disseminate its practice knowledge. These efforts are described in an HBR case study.