My understanding is this preference is a little known schism in Britishisms and American English.
In American English, a scheme is an unscrupulous, nefarious plan villains make. Often accompanied with riotous laughter.
In British English, it's more general. Like a plan, but with superficial consensus and often spreadsheets. Trees die, but people don't. You see this neutral usage in government discussion regularly.
It also reminds me: Europeans speaking English often use 'simple' before they start demonstrating things. Often painfully non-obvious things. Really boxes my ears. If it was simple I wouldn't be asking for an explanation and now you're insulting me.
Exactly this. As a British English speaker that works a lot with the US it was an early learning.
In British English a "scheme" has no negative connotations. It's commonly used in all kinds of legitimate places - for example the company you work at will have a "pension scheme".
In U.S. English it has a connotation that it is nefarious in some way.
I agree. Scheme sounds like its some kind of evil plot, but truly it’s just a matter of mutual respect between the consultant and client, and – crucially – the consultant’s self respect.
Poor word choice aside, the advice really is solid. I’ve been a consultant for nearly 20 years, the last 10 as an independent, and it took many years of screwing this up before coming to mostly the same conclusions.
I felt the same. I took that as a bit of the author’s impostor syndrome showing through (perhaps feeling, even after all this time, that charging what he’s worth feels dishonest somehow).
The references to Land Rover and Doctor Who make me think the author is British. In British English, "scheme" does not usually have negative connotations.
Edit: to be clear, it’s a fine word choice. It just jumped out at me.