In 2019, Egon Zehnder chair Jill Ader and CEO Edilson Camara faced a critical question: how should the global executive search firm approach its burgeoning advisory service offering? Since 2003, the firm's advisory practice had grown as a conglomeration of grassroots experiments driven by the enthusiasm of some partners and the needs of some markets. Yet, in 2019, partners' attitudes toward the practice varied greatly, with some viewing advisory as a natural extension of search that would position Egon Zehnder for future growth, and others perceiving it as a risky distraction from the firm's core business. Ader and Camara believed the time was ripe for EZ partners to develop a shared perspective on the future of the practice within the firm.