Global management consulting firm where Reinertsen worked early in his career, before founding reinertsen-and-associates. It was during his time at McKinsey that Reinertsen wrote his landmark 1983 article in Electronic Business magazine quantifying the financial value of development speed, and his 1985 article blitzkrieg-product-development that coined the term fuzzy-front-end. McKinsey's analytically rigorous, economics-driven approach to consulting likely shaped Reinertsen's distinctive intellectual style — his insistence on quantitative economic reasoning rather than qualitative principles distinguishes him from most lean/agile thinkers and reflects the McKinsey analytical tradition.