How did you find your dream role and career passion?

Question

A lot of people say consulting is for those who don’t quite know what they want to do—and to be honest, I can really relate to that.

I’ve been in consulting for four years now and have worked on a wide range of projects across different industries, including TMT, healthcare, insurance, and retail. The topics I’ve covered have also been quite diverse—M&A, growth strategy, transformation, due diligence, operational improvement, and more. Overall, my experience has been broad but somewhat scattered.

Lately, I’ve been feeling a bit lost. I’m not sure whether I should continue in consulting or transition into a corporate strategy role.

Looking back at my project experience, I’ve realized that I’m particularly interested in the retail industry. I enjoy thinking from a consumer perspective and find that type of problem-solving especially engaging. However, my current office doesn’t really have a presence in this sector, which makes it harder to explore that interest further.

So I’m considering either moving to an in-house role within the consumer/retail industry (which would likely require relocating), or switching to another firm that has a stronger focus on this space.

At the same time, I don’t yet have a very clear sense of direction or long-term passion. Simply put, I tend to get interested in a lot of different things, so narrowing down what I’m most interested in is actually quite challenging for me. I’d really appreciate hearing about your experience—how did you gradually find the industry and role that felt right for you? How to be "target-focused" when seeking your next role?

Also, how would you suggest breaking this problem down? How can I ask myself the right, fundamental questions to figure out where I truly fit in this "soul-searching" journey? I am above 35 years old now so I feel the urgency of settling down my career path. Thanks for your suggestion!

Answer 1

Hi there,

I can relate a lot to what you’re describing — and honestly, this is a very typical phase after a few years in consulting. You’ve seen a lot, learned a lot… but it starts to feel a bit “all over the place.”

A couple of things that might help you think about it more clearly.

First, I wouldn’t put too much pressure on the idea of a single “career passion.” In practice, most people don’t find it in one shot. It’s usually more iterative — you notice what you enjoy a bit more, you move in that direction, and it becomes clearer over time.

In your case, the retail/consumer interest is already a useful signal. It may not be “the answer,” but it’s definitely not random either. If you consistently enjoy those problems more, that’s worth taking seriously.

What I’ve found helpful is to separate the question a bit, instead of trying to solve everything at once.

For example:

Do you actually want to stay in consulting as a way of working (variety, pace, external perspective)?
Or are you more drawn to owning something and seeing it through over time (which usually points more toward in-house roles)?

That distinction is often more important than the industry itself.

Then on the industry side, you don’t need to be 100% sure. You just need a direction that feels more interesting than the alternatives. Retail seems to be that for you right now.

Given that, both paths you mentioned make sense:

either try to move closer to consumer/retail within consulting (even if it means switching firms)
or move in-house and go deeper in that space

There’s no “perfect” choice here — it’s more about what you want to optimize for next.

One thing I would strongly recommend is not trying to figure this out only in your head. Talk to people. A few conversations with people in retail strategy roles (both in consulting and in-house) will give you much more clarity than weeks of thinking.

Also, don’t worry too much about “locking in” at 35. You’re not choosing your last job — you’re choosing your next step. And it’s completely fine if that step just gets you closer, not all the way.

If I simplify it, I’d do this:
lean into the retail signal → decide whether you want consulting vs. in-house → test it through conversations / exposure → then make a move.

That’s usually how people get out of this “stuck” feeling.

Best,

Soheil

Answer 2

Hi Anonymous, thanks for your question!

I can relate a lot to what you’re describing.

When I started in consulting, I didn’t have a “clear passion” either. The reason I joined was actually quite simple: I wanted to help CEOs take the most important decisions — or at least understand how those decisions are made.

In the first years, I worked across different topics and industries, especially in financial services. It was interesting, but still quite broad.

Then, a bit by chance after ~5 years, I ended up working in the payments space.

At the beginning, it was honestly tough. It’s a very technical industry where details really matter, and you can’t have a real “big picture” unless you truly understand how everything works. I had to push through that initial barrier.

But at some point, something changed. I started getting genuinely interested in it.

And when I say interested, I don’t mean “it’s useful for work.” I mean:

reading articles about payments because I wanted to
going deeper into topics without being asked
being curious even outside of projects

That’s when I realized I had found something different.

Even later, when I worked on other industries, that interest stayed. People started seeing me as the “go-to” person for that space.

Eventually, I got an opportunity in that sector and made a pretty big decision — I left consulting for it, because I had understood that’s where I really wanted to build and have impact.

On your situation, a couple of thoughts.

First, I wouldn’t stress too much about not having it figured out yet. There’s no perfect timing. I’ve seen people find their “thing” quite late. One of my friends, now partner at McKinsey, only really found his preferred sector after ~10 years in consulting, around mid-30s.

That said, I do agree with something Jack Ma once said:

20–30: explore
30–40: find your thing
40–50: double down and win

You’re in that phase where it makes sense to start narrowing down.

So the key question is not “what sounds interesting,” but:

What is the area where you naturally go deeper without effort?
Where spending extra time doesn’t feel like a cost.

If that’s retail for you, then it’s worth taking seriously:

either move internally / switch firm to get more exposure
or go into a corporate role in that space

But if you’re not fully convinced yet, keep exploring a bit more. You don’t need to force a decision just to “have one.”

In terms of how to think about it, I’d simplify it to:

What topics do I enjoy learning about even when I don’t have to?
In which projects did I feel most engaged, not just successful?
Where do I see myself building real expertise over time?

That usually gives clearer signals than trying to define a “perfect career path.”

So overall: you’re not behind, and what you’re feeling is very normal.
You just need to pay attention to where your genuine interest is — that’s usually the best guide.

Happy to chat more if useful.