Category: case study

  • Whose Bridge Was It?

    Whose Bridge Was It?

    Ralph Freeman calculated every member of the Sydney Harbour Bridge. The clientโ€™s chief engineer said in print that he hadnโ€™t designed it. What the fight teaches consultants about expertise, responsibility and credit.

    On the morning of 11 March 1929, Sydney commuters opened the Sydney Morning Herald on the ferries and found a long signed article on the history of the Harbour Bridgeโ€™s design. Beside it was a photograph of the author, with a caption the paper wrote itself:

    โ€œDesigner of the Sydney Harbour Bridge, who writes on page 11 on the history of its design.โ€

    A reader on the upper deck only had to lift his eyes to see what the caption meant. The two unfinished halves of the arch were reaching out over the water from each shore.

    The man in the photograph was Ralph Freeman, a consulting engineer from London. Twelve days later the same paper ran a report from the stateโ€™s chief engineer, John Bradfield, under a headline in capitals:

    โ€œMR. FREEMAN NOT THE DESIGNER.โ€

    Same newspaper, same month, opposite answers. Nearly a century on, the question still hasnโ€™t been settled. If you sell expertise for a living, itโ€™s the most useful argument in Australian engineering history.

    The consultant

    Freeman joined the London firm of Sir Douglas Fox and Partners in 1901, straight out of college. His first big job was helping design the steel arch over the Zambezi at Victoria Falls, finished in 1905. He became a partner in 1912 and senior partner in 1921.

    In the early 1920s his firm was consulting to the Cleveland Bridge and Engineering Company, the contractor that had built the Victoria Falls arch. Cleveland was preparing a tender for Sydney, and Freeman led the design work.

    Then, in 1923, Cleveland pulled out. Dorman Long of Middlesbrough took over the tender, and took Freeman and Clevelandโ€™s chief engineer, G C Imbault, with it. The drawings went on being worked in the same London office, by the same people, for a client who hadnโ€™t commissioned them.

    In No Second Attempt I put it like this: Dorman Long bought the answer.

    Dorman Long won the contract in March 1924 with a scheme its tender said was โ€œprepared by Mr. Ralph Freeman and Mr. G. C. Imbault.โ€ The company set up a design department in London and put Freeman in charge. He was never its employee. He was its consulting engineer, a man who could be found at another address when he wasnโ€™t in the room.

    Every chord, post and diagonal of the arch was calculated in that office. Each member had its own sheet of figures: the weight of the steel itself, the trains, the trams, the road traffic, the wind and the loads of erection, which in some members were the worst the bridge would ever see. The section was chosen from the worst case, the drawing came from the section, and the prints went out to the workshops in Sydney. Most of the men who drew the arch never saw the harbour it was built over.

    The clientโ€™s engineer

    Bradfield had spent most of his career arguing for a harbour crossing. He chose the arch, set the span and drew the outline. He wrote the specification the world tendered against, and he recommended Dorman Long. When Freemanโ€™s articles appeared, he answered in a typed report to the Minister:

    โ€œI am solely responsible for the specification and plans upon which tenders were called, which governs the design of the details of the bridge. I wrote every word in the specification.โ€

    He concluded that Freeman โ€œcan in no way be acclaimed as having conceived the Sydney Harbour Bridge or being its โ€˜designer.โ€™โ€

    The reply

    Freeman wrote back to the Herald on 25 March 1929, five years and a day after the contract was signed. His letter is one of the best pieces of professional argument Iโ€™ve read.

    The specification, he said, held an outline elevation of the arch and no design of any bridge. An outline elevation was no more the design of a bridge than a photograph of a liner was the design of a ship.

    Then he found the hole in Bradfieldโ€™s own words. Bradfield had written every word of the specification, and clause 30 was one of them:

    โ€œIt is to be expressly understood that the contractor undertakes the entire responsibility not only for the manufacture and construction of the bridge but also for the design, calculations, specifications, and plans furnished to or by him…โ€

    The state had handed the design responsibility to the contractor in its own contract. Freeman quoted it straight back.

    He also pointed out that Dorman Longโ€™s tender had named him and Imbault as the designers, that the claim had stood under a large picture of the bridge at the Wembley Exhibition in 1924 and in advertisements around the world, and that nobody had challenged it in five years. He said why he was fighting:

    โ€œIn justice to myself, my staff, and my profession I must do so.โ€

    Who won?

    Nobody, officially.

    The Herald called it โ€œa regrettable controversy.โ€ When the bridge opened in 1932, Dorman Long threatened legal action if a plaque named Bradfield alone as designer. The Heraldโ€™s opening-day supplement dodged the question by giving three men three titles: Bradfield prepared the general design and specifications, Freeman was consulting and designing engineer for the contractors, and Lawrence Ennis was director of construction. The New South Wales department said Bradfield. The Institution of Civil Engineers in London recorded Freeman. Both records still stand.

    The line I wrote in the book is the closest Iโ€™ll come to a verdict: each man was describing real work and calling it design.

    What consultants can take from this

    Most consultants wonโ€™t design a harbour bridge. All of us will hit some version of Freemanโ€™s problem: we do the expert work, someone elseโ€™s name goes on it, and the contract never said who gets the credit.

    1. Responsibility and credit are different things

    Clause 30 settled responsibility completely. If the arch had failed, the design would have been Dorman Longโ€™s problem, and so Freemanโ€™s. It said nothing about credit. Bradfield could own the idea in the public mind while the contractor owned the risk on paper.

    Your engagement letter probably works the same way. It defines scope, liability and fees, and itโ€™s silent on attribution. Fix that. Write in how your work will be credited: in the report, in the clientโ€™s publicity and in your own portfolio. It costs one paragraph, and itโ€™s far easier to agree before the work is famous.

    2. Make your claim early, in writing, and in public

    Freemanโ€™s strongest evidence wasnโ€™t his calculations. It was a sentence in a tender document, repeated under a picture at Wembley and never contradicted for five years. That was a documented, public, unchallenged claim, made before there was anything to fight about.

    If youโ€™re a subconsultant, the client may not know you exist. Get your name on the deliverable, in the tender and in the project record while the project is still dull. Once itโ€™s a landmark, everyone will remember doing it.

    3. Pick the right court

    Freeman took the fight to a daily newspaper while the arch was half built and the clientโ€™s chief engineer was in the same city. It got him a caption, a rebuttal in capitals and an editorial calling the whole thing regrettable. The public never settled it.

    The record that lasted was the one his peers kept. The profession argued it out in the Institutionโ€™s proceedings, in the same volumes as the calculations, and thatโ€™s where his name sits.

    Your reputation as a consultant lives with the people who hire consultants: other engineers, other firms, the next clientโ€™s technical lead. If you have to defend your work, do it where theyโ€™ll read it, with documents, and leave the newspaper to the client.

    4. Your expertise travels, so build it into your name

    When Cleveland Bridge dropped out, Freeman didnโ€™t lose the job. He walked across to Dorman Long with the work in his head and his team behind him. Thatโ€™s the consultantโ€™s advantage in one sentence: the client can change and the expertise goes with you.

    He built on it. In 1935 his firm designed the Birchenough Bridge in what is now Zimbabwe, often described as a smaller replica of Sydneyโ€™s arch. In 1938 Sir Douglas Fox and Partners became Freeman Fox and Partners. He was knighted in 1947, and his son went on to lead the firm and design the Humber Bridge.

    The argument over a single word didnโ€™t decide his career. The body of work did.

    Two shillings each

    One more detail, because it says something about the kind of consultant Freeman was.

    When the arch was locked in August 1930, Freeman gave every Dorman Long employee on the job an Australian florin, a two shilling coin. It went to the rivet gangs, the dogmen, the men at the cable drives, the workshop hands at Milsons Point and the masons at the Moruya quarry, men whose names went on no drawing. Some kept the coin in a drawer. One was worked into a brooch and inscribed to a Jim and an Emma.

    The man who fought for nine years to be called the designer also made sure the people who built it got something to remember it by. Claim your work, and credit the people who carried it out. The two go together.


    Has a client ever taken credit for your work? How did you handle it? Hit reply. I read every one.


    Ralph Freeman, John Bradfield and the authorship fight run right through my new book, No Second Attempt: The Men Who Built the Sydney Harbour Bridge Out Over Open Water and Closed It in a Single Night, 1923 to 1932. It lays out both sides of the argument from the original documents and leaves the verdict to you. It also tells how the arch was actually built, out over open water with nothing underneath, and closed in a single night. Iโ€™m a civil engineer and a consultant, and I went back to the record to tell it the way it actually happened.

    see more on “No Second Attempt”

  • Crafting Compelling Case Studies as a Solo Consultant

    Crafting Compelling Case Studies as a Solo Consultant

    Facts tell, but stories sell. – Bryan Eisenberg

    As solo consultants, we constantly seek ways to showcase our expertise and win new clients. 

    One of the most powerful tools in our arsenal is the case study. Case studies are more than just success stories; theyโ€™re tangible proof of your ability to solve real-world problems. Crafting compelling case studies can significantly boost your credibility and attract high-value clients.

    In solo consulting standing out from the crowd is paramount. Well-crafted case studies are one of the most effective ways to showcase your expertise and win new clients. These powerful marketing tools go beyond mere success stories; they provide tangible proof of your ability to solve real-world problems and deliver measurable results.

    As a solo consultant, your case studies serve as your portfolio, demonstrating your skills, approach, and the value you bring to clients. Theyโ€™re not just about tooting your own horn; theyโ€™re about presenting concrete evidence of your capabilities in a way that resonates with potential clients.

    The first step in crafting a compelling case study is choosing the right project to highlight. Look for projects where youโ€™ve achieved significant, measurable results and where the client is happy to be featured. Ideally, the chosen project should align with the type of work you want to attract in the future.

    Once youโ€™ve selected your project, gather detailed information. This involves interviewing your client to understand their perspective on the challenges they faced, why they chose you, and the impact of your work. Collect specific metrics and data that illustrate the before-and-after scenario. Remember, numbers speak volumes.

    The โ€œChallenge, Solution, Resultsโ€ framework is a tried-and-true approach to structuring your case study. Start by clearly describing the clientโ€™s problem or goal. Then, explain your approach and the steps you took to address the challenge. Finally, highlight the measurable outcomes and benefits achieved. This structure provides a clear narrative that potential clients can easily follow and relate to their situations.

    In writing your case study, focus on telling a compelling story. Begin with an engaging introduction that sets the scene and draws the reader in. Use specific details to make the story relatable and interesting. Avoid jargon and technical language unless necessary; your goal is to make the case study accessible to a wide audience.

    The results section is where you get to shine. Quantify the impact of your work wherever possible. Use before-and-after comparisons, percentages, or financial figures to demonstrate value. Say so explicitly if youโ€™ve helped clients increase their revenue by 30% or reduce their operating costs by $100,000.

    Client testimonials are crucial for adding authenticity and credibility to your case study. Direct quotes from your client about your process, results, and overall experience can be incredibly powerful. They provide social proof and give potential clients confidence in your abilities.

    Donโ€™t underestimate the power of visuals in your case studies. Charts, graphs, or images can illustrate key points and make your case study more engaging and memorable. They can also help break up text and make the document more visually appealing.

    While including every detail is tempting, remember that brevity is key. Aim for a case study thatโ€™s 1-2 pages long. Use clear, concise language and bullet points for easy readability. Your goal is to provide enough information to demonstrate your value without overwhelming the reader.

    Once youโ€™ve crafted your case study, donโ€™t let it gather dust. Share it widely on your website, social media, and in proposals. Use it during sales conversations to demonstrate your expertise and build trust with potential clients.

    Always get your clientโ€™s approval before publishing any case study. This not only ensures accuracy but also maintains good relationships with your clients.

    By mastering the art of crafting compelling case studies, youโ€™re equipping yourself with a powerful tool to attract and win high-value clients. In solo consulting, where trust and proven expertise are currency, well-crafted case studies can be your ticket to standing out and achieving greater success.

    Q: How many case studies should I have?
    A: Aim for at least 3-5 case studies that cover different aspects of your expertise or various client types. This provides a good range to showcase your versatility.

    Q: What if my client doesnโ€™t want to be named?
    A: You can still create an effective case study without naming the client. Use descriptors like โ€˜A Leading XYZ Organisationโ€™ to provide context while respecting confidentiality.

    Q: How often should I update my case studies?
    A: Review your case studies annually. Update with new results if possible, and ensure they still represent your current offerings and target market.

    Steps to Create Effective Case Studies That Attract Clients

    1. Choose the Right Project. Select a project that showcases your expertise and aligns with your ideal client profile. Look for projects with impressive results and happy clients willing to be featured.
    2. Gather Detailed Information. Interview the client and collect all relevant data. Ask about the challenges they faced, why they chose you, and the impact of your work. Get specific metrics and quotes.
    3. Tell a Compelling Story. Start with an engaging introduction that sets the scene. Use the Challenge-Solution-Results framework to structure your narrative. Include details that make the story relatable and interesting.
    4. Focus on Measurable Results. Quantify the impact of your work wherever possible. Use before-and-after comparisons, percentages, or financial figures to demonstrate value.
    5. Include Client Testimonials. Direct quotes from your client add authenticity and credibility. Ask for specific comments about your process, results, and overall experience.
    6. Use Visuals. Incorporate charts, graphs, or images to illustrate key points and make the case study more engaging and memorable.
    7. Keep It Concise. Aim for 1-2 pages. Use clear, jargon-free language and bullet points for easy readability.
    8. Create Multiple Formats. If possible, develop different versions of your case study – a detailed PDF, a brief website summary, and even a video version.
    9. Get Approval. Always get your clientโ€™s approval before publishing. This ensures accuracy and maintains good relationships.
    10. Promote Widely. Share your case study on your website, social media, in proposals, and during sales conversations. Use it to demonstrate your expertise and build trust with potential clients.

    Are you interested in becoming a solo consultant?
    If so, sign up to get your complementary 7 part workbookย by email – each day receive a fillable PDF to guide you through the thinking process.
    Day 1. Understanding Solo Consulting
    Day 2. Personal Readiness for Consulting
    Day 3. Market Exploration and Niche Identification
    Day 4. Decision-Making Frameworks
    Day 5. Practical Aspects of Starting a Consulting Business
    Day 6. Creating Your Action Plan
    Day 7. Final Decision and Reflection