An organizational development consultant is a person called in to a company, be it a large corporation or a small business, to evaluate how it operates and make recommendations for improvement. Organizational development consultants are typically hired when a firm is struggling and needs to make changes in order to remain profitable. The Association of Professional Consultants in Irvine, California has noticed an increase in calls for new organizational development consultants from organisations. The market is opening up for consulting and more people are getting into the consulting field. With the advancement in technology and social networking, people with creative and innovative ideas who have a passion and drive for excellence and aspire to become consultants are being considered by organisations. Businesses seek advice of organizational development consultants for innovative ideas, building a strong brand or good products, a strong process for minimizing costs, execute maximum utilisation of available resources, recognise and eliminate unproductive resources. Some other areas in which OD can support senior leaders are mergers and acquisitions, changes in business strategy, vision and mission, culture change, leadership development, organization structure and strategy, organization redesign, attrition, team development, conflict and individual development.