The difficulty for consultants is when clients try to get into schools via “pull “, rather than the conventional way that we propose at School Choice. As consultants we have to constantly remind the parents that their family values and concerns for their children differ from those of their colleagues and friends. This should come first in the process of choosing a school. Would they want to send their child to a school that is not appropriate for their child’s learning style? Too academic or not enough sports and arts? These are questions that we should consistently be aware of.