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Southern California | United States | McKinsey & Company

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class="mdc-c-content-block___7p6Lu_8032924 mdc-c-content-block--size-xxl___N8MW3_8032924 mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924"><h1 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-1"><div>Southern California</div></h1><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-7"><div class="mck-u-links-inline mck-c-generic-item__description">We are an incubator of new ideas, located in the largest manufacturing center in the United States.</div></div></div></div></div></div></div></div></div></div></div></div></div></div><div class="mck-o-container mck-o-container__area-c"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="mdc-u-grid mdc-u-grid-col-1 mdc-u-grid-gutter-xxs mck-o-container-universal-body"><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="StandalonePromo" data-module-gradient-position="top-right" class="mck-c-full-text-c mck-c-module-wrapper"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mck-c-full-text-c__content-block FullTextC_mck-c-full-text-c__content-block--module-center-aligned__qo8OU mdc-u-grid mdc-u-grid-gutter-xxl mdc-u-grid-col-sm-1 mdc-u-grid-col-md-4"><div class="mck-c-full-text-c__column mdc-u-grid-col-md-span-4"><div class="FullTextC_mck-c-full-text-c__text-content__3NKIh mck-u-links-inline mdc-o-content-body">Established more than 60 years ago, the Southern California office has deep roots within both client and not-for-profit communities. Our Los Angeles鈥揵ased office supports a vibrant cross-industry mix of public and private organizations in the healthcare, energy, consumer, retail, media and entertainment, industrial, and private-equity industries.</div></div></div></div></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" class="mck-c-three-up-circle ThreeUpCircleMedium_mck-c-three-up-circle--align-cards-center__MItxM mck-o-edge-to-edge mck-c-module-wrapper"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8 mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="UpModule_mck-c-up__header__OR_Vx"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-u-align-center UpModule_mdc-c-heading--title__4XbMT"><div>Our people</div></h2></div><div class="mck-c-up__content mdc-u-grid mdc-u-grid-col-sm-1 mdc-u-grid-gutter-xl mdc-u-grid--align-start ThreeUpCircleMedium_mck-c-three-up-circle__items-wrapper__3h9bc mdc-u-grid-col-sm-1 mdc-u-grid-col-md-4 mdc-u-grid-col-lg-6"><div class="ThreeUpCircleMedium_mck-c-three-up-circle__profile-card__tAWa1"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start ThreeUpCircleMedium_mck-c-three-up-circle__generic-item__k0R8M ThreeUpCircleMedium_mck-c-three-up-circle__generic-item--top-image__94_53 ThreeUpCircleMedium_mck-c-three-up-circle__generic-item--with-hover-effect__MlU2p GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--1by4__vpFeq"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><div data-component="mdc-c-avatar" class="mdc-c-avatar-160a526d-00fc-4020-9348-3c97078061d6 mdc-c-avatar___kVSTP_8032924 mdc-c-avatar--image___levct_8032924 mdc-c-avatar--size-2"><style> .mdc-c-avatar-160a526d-00fc-4020-9348-3c97078061d6 { --mdc-avatar-size: 200px; } </style><img src="/us/~/media/mckinsey/our people/tim ward/tim-ward_fc_mask_profile_1536x1152.jpg?cq=50&amp;mw=480&amp;car=1:1&amp;cpy=Center" alt=""/></div></div><div class="mdc-u-grid mdc-u-grid-gutter-sm mck-c-three-up-circle__content"><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 ThreeUpCircleMedium_mck-c-three-up-circle__profile-title__IjaF6"><a data-component="mdc-c-link" href="/us/our-people/tim-ward" class="mdc-c-link-heading___Zggl8_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Tim Ward</span></a></h6><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 ThreeUpCircleMedium_mck-c-three-up-circle__sub-heading__3TsVh">Senior PartnerSouthern California</h6><div class="ThreeUpCircleMedium_mck-c-three-up-circle__divider__SxF_p ThreeUpCircleMedium_mck-c-three-up-circle__divider--center__Dv7pn"></div><div class="ThreeUpCircleMedium_mck-c-three-up-circle__description__KT1wJ">Leads our work with state and local governments globally, bringing the best of our cross-sector expertise in digital, analytics,...</div></div></div></div><div class="ThreeUpCircleMedium_mck-c-three-up-circle__profile-card__tAWa1"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start ThreeUpCircleMedium_mck-c-three-up-circle__generic-item__k0R8M ThreeUpCircleMedium_mck-c-three-up-circle__generic-item--top-image__94_53 ThreeUpCircleMedium_mck-c-three-up-circle__generic-item--with-hover-effect__MlU2p GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--1by4__vpFeq"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><div data-component="mdc-c-avatar" class="mdc-c-avatar-fb39dc41-ab80-4c11-acb9-c88dc4f6c422 mdc-c-avatar___kVSTP_8032924 mdc-c-avatar--image___levct_8032924 mdc-c-avatar--size-2"><style> .mdc-c-avatar-fb39dc41-ab80-4c11-acb9-c88dc4f6c422 { --mdc-avatar-size: 200px; } </style><img src="/us/~/media/mckinsey/our people/sheldon lyn/lyn-sheldon_profile_1536x1152.jpg?cq=50&amp;mw=480&amp;car=1:1&amp;cpy=Center" alt=""/></div></div><div class="mdc-u-grid mdc-u-grid-gutter-sm mck-c-three-up-circle__content"><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 ThreeUpCircleMedium_mck-c-three-up-circle__profile-title__IjaF6"><a data-component="mdc-c-link" href="/us/our-people/sheldon-lyn" class="mdc-c-link-heading___Zggl8_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Sheldon Lyn</span></a></h6><h6 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 ThreeUpCircleMedium_mck-c-three-up-circle__sub-heading__3TsVh">PartnerSouthern California</h6><div class="ThreeUpCircleMedium_mck-c-three-up-circle__divider__SxF_p ThreeUpCircleMedium_mck-c-three-up-circle__divider--center__Dv7pn"></div><div class="ThreeUpCircleMedium_mck-c-three-up-circle__description__KT1wJ">Helps consumer, technology, and media companies achieve sustainable, profitable growth driven by advanced-analytics-enabled strategies...</div></div></div></div></div><div class="mck-c-up__footer"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-center___ar3mu_8032924"><a data-component="mdc-c-link" href="/us/our-people" class="mdc-c-button___U4iY2_8032924 mdc-c-button--secondary___Boipq_8032924 mdc-c-button--size-large___jwpUy_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Meet our people</span></a></div></div></div></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="" class="mdc-u-grid mck-c-one-up-medium-hero__image-container OneUpMediumHero_mck-c-one-up-medium-hero__image-container--text-overlap__UQQd0 mck-c-module-wrapper"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-u-align-center"><div>Careers</div></h2><style></style><div data-component="mdc-c-background-image" class="mdc-c-bg-image___GJdv1_8032924 background-image-44d00374-2712-43f1-9b69-c26ba5fc6774-one-up-medium-hero OneUpMediumHero_mck-c-one-up-medium-hero__bg-image__NDYjc"></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="" class="OneUpMediumHero_mck-c-one-up-medium-hero__text-container__YcIkj OneUpMediumHero_mck-c-one-up-medium-hero__text-container--overlap__61kxg"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8 mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="UpModule_mck-c-up__header__OR_Vx mck-u-links-inline"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 UpModule_mck-c-up__header-dek-container__2p51y UpModule_mck-c-up__header-dek-container--is-full-width__xjFiZ"><h3 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-2"><div>Working in Southern California</div></h3><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-7 mck-u-links-inline mdc-u-align-left mck-c-up__dek"><div class="mdc-o-content-body">Our state-of-the-art, environmentally friendly office is home to both native Californians and transplants attracted by the diversity, weather, and lifestyle of the greater Los Angeles area. Beyond client service, our people and their families participate in an annual retreat to the beach or mountains and enjoy regular opportunities to socialize and support the community.</div></div></div></div></div></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="StandalonePromo" class="Factoid_mck-c-factoid__iaOxL mck-c-module-wrapper mck-o-edge-to-edge mdc-u-grid mdc-u-grid-gutter-xl" data-module-name="factoid"><div data-component="mdc-c-module-wrapper" data-module-theme="dark" data-module-background="deep-blue" data-module-category="StandalonePromo" class="Factoid_mck-c-factoid__inner-module-wrapper__Rj84R mck-c-module-wrapper mck-c-module-wrapper--collapse-top-spacing"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8 mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="mck-c-up__content mdc-u-grid mdc-u-grid-col-sm-1 mdc-u-grid-gutter-xl mdc-u-grid--align-start Factoid_mck-c-factoid__items-wrapper__2rAfP mdc-u-grid mdc-u-grid-gutter-xxl mdc-u-grid-col-md-3 mdc-u-grid-col-lg-3"><div class="FactoidItem_mck-c-factoid-item__GissZ FactoidItem_mck-c-factoid-item--with-separator__IZLxE"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mdc-c-content-block--align-center___KRLtu_8032924 mdc-u-grid-gutter-lg" aria-label=" Explore jobs in Southern California "><div aria-hidden="true"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-fluid-76 mck-c-factoid-item__title"></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 FactoidItem_mck-c-factoid-item__subtitle__w4Rvf mck-c-factoid-item__subtitle--large">Explore jobs in Southern California</div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"></div></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-center___ar3mu_8032924"><a data-component="mdc-c-link" href="http://www.mckinsey.com/careers/search-jobs#?cities=Los%20Angeles" class="mdc-c-link-cta___NBQVi_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Search jobs</span><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-link-arrow-right-icon"></span></a></div></div></div></div><div class="FactoidItem_mck-c-factoid-item__GissZ FactoidItem_mck-c-factoid-item--with-separator__IZLxE"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mdc-c-content-block--align-center___KRLtu_8032924 mdc-u-grid-gutter-lg" aria-label=" Already started an application? "><div aria-hidden="true"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-fluid-76 mck-c-factoid-item__title"></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 FactoidItem_mck-c-factoid-item__subtitle__w4Rvf mck-c-factoid-item__subtitle--large">Already started an application?</div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"></div></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-center___ar3mu_8032924"><a data-component="mdc-c-link" href="https://jobs.mckinsey.com/careers/Login" class="mdc-c-link-cta___NBQVi_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Sign in here</span><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-link-arrow-right-icon"></span></a></div></div></div></div><div class="FactoidItem_mck-c-factoid-item__GissZ FactoidItem_mck-c-factoid-item--with-separator__IZLxE"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mdc-c-content-block--align-center___KRLtu_8032924 mdc-u-grid-gutter-lg" aria-label=" Prepare for your interview "><div aria-hidden="true"><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-fluid-76 mck-c-factoid-item__title"></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 FactoidItem_mck-c-factoid-item__subtitle__w4Rvf mck-c-factoid-item__subtitle--large">Prepare for your interview</div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"></div></div><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-center___ar3mu_8032924"><a data-component="mdc-c-link" href="/careers/interviewing" class="mdc-c-link-cta___NBQVi_8032924"><span class="mdc-c-link__label___Pfqtd_8032924">Learn more</span><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-link-arrow-right-icon"></span></a></div></div></div></div></div></div></div></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="white" data-module-category="StandalonePromo" data-module-gradient-position="top-right" class="mck-c-module-wrapper" data-module-name="one-up-medium"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8"><div class="mck-c-up__content mdc-u-grid mdc-u-grid-col-sm-1 mdc-u-grid-gutter-xl mdc-u-grid--align-start"><div class="mdc-u-grid mdc-u-grid-gutter-xl mdc-u-grid-col-sm-1 mdc-u-grid--align-start OneUpMedium_mck-c-one-up-medium__generic-item__qs8Tl GenericItem_mck-c-generic-item__sGwKL GenericItem_mck-c-generic-item--1by1__6krte"><div class="GenericItem_mck-c-generic-item__image__F_tIc"><picture data-component="mdc-c-picture"><img alt="Offices global careers overview" src="/us/~/media/mckinsey/locations/global/careers/main/offices_global-careers-overview-tout_1536x1536_crop-center.jpg?cq=50&amp;mw=1180&amp;car=1:1&amp;cpy=Center" loading="lazy"/></picture></div><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0 OneUpMedium_mck-c-one-up-medium__tall-image__a6YSA"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924"><span>Every day we help our clients solve their toughest problems, build capabilities, and create better outcomes.</span></h2><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-c-link-container--align-left"><a data-component="mdc-c-link" href="/careers/home" class="mdc-c-link-cta___NBQVi_8032924" aria-label=""><span class="mdc-c-link__label___Pfqtd_8032924">Learn more on our Global Careers site</span><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-link-arrow-right-icon"></span></a></div></div></div></div></div></div></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="default" data-module-background="transparent" data-module-category="StandalonePromo" class="MapSublayout_mck-c-map-sublayout__map-container__OOcmJ" data-module-name="map-sublayout"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-c-heading--title___5qyOB_8032924 mdc-u-align-center mdc-u-mb-5">Our location</h2><div data-component="mdc-c-module-wrapper" data-module-theme="dark" data-module-background="deep-blue" data-module-category="" class="mdc-u-grid mdc-u-grid-col-md-12 mdc-u-grid-gutter-xxs"><div class="mdc-u-grid-col-md-span-7 mdc-u-grid-col-lg-span-8 MapSublayout_mck-c-map-sublayout__map-section__D_mrR"></div><div class="mdc-u-grid-col-md-span-5 mdc-u-grid-col-lg-span-4 mdc-u-ts-8 MapSublayout_mck-c-map-sublayout__address-section__KqM80"><header data-component="mdc-c-header" class="mdc-c-header mdc-u-mb-4"><div class="mdc-c-header__block___i1Lg-_8032924"><h4 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924">Southern California</h4><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_8032924 mdc-u-ts-8"><p>633 W. Fifth Street Suite 7000 Los Angeles, CA 90071 United States</p></div></div></header><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-u-grid-gutter-xxs"><a data-component="mdc-c-link" href="tel:+1 (424) 249 1000" class="mdc-c-link___lBbY1_8032924">Voice:<span class="mdc-c-link__label___Pfqtd_8032924">+1 (424) 249 1000</span></a><a data-component="mdc-c-link" href="tel:+1 (424) 249 1005" class="mdc-c-link___lBbY1_8032924">Fax:<span class="mdc-c-link__label___Pfqtd_8032924">+1 (424) 249 1005</span></a></div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 mdc-u-mt-5 mdc-u-grid-gutter-lg"></div></div></div></div><div data-component="mdc-c-module-wrapper" data-module-theme="light" data-module-background="lightest-grey" data-module-category="StandalonePromo" data-module-gradient-position="top-right" class="PromoBar_mck-c-promo-bar__tebi0 mck-o-edge-to-edge mck-c-module-wrapper" data-module-name="promo-bar"><div class="mck-o-container"><div class="UpModule_mck-c-up__irSw8 mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="mdc-u-grid mdc-u-grid-col-lg-12 mdc-u-grid-col-md-12 mdc-u-grid-col-sm-12"><div class="mdc-u-grid-col-lg-span-9 mdc-u-grid-col-md-span-8 mdc-u-grid-col-sm-span-12"><div class="mdc-u-grid mdc-u-grid-gutter-lg mdc-u-grid-col-sm-1 mdc-u-grid--align-start GenericItem_mck-c-generic-item__sGwKL"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924 mdc-u-grid-gutter-xs GenericItem_mck-c-generic-item__content__gq1m0"><div data-component="mdc-c-content-block" class="mdc-c-content-block___7p6Lu_8032924"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_8032924 mdc-u-ts-4"><div>Connect with McKinsey in the US</div></h2></div></div></div></div><div class="PromoBar_mck-c-promo-bar__section-cta-wrapper__5UayI mdc-u-grid-col-lg-span-3 mdc-u-grid-col-md-span-4 mdc-u-grid-col-sm-span-12"><div class="mck-c-up__footer"><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_8032924 PromoBar_mck-c-promo-bar__section-cta-container__TZKYO"><a data-component="mdc-c-link" href="/us/contact-us" class="mdc-c-button___U4iY2_8032924 mdc-c-button--primary___Ed-lT_8032924 mdc-c-button--size-large___jwpUy_8032924" aria-label=""><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_8032924 mck-email-icon"></span><span class="mdc-c-link__label___Pfqtd_8032924">Contact</span></a></div></div></div></div></div></div></div></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"Southern California","displayName":"Southern California","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"09c0e0a2-7114-49cd-8514-0b063f425750","itemLanguage":"en","itemVersion":1,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"85ff0530-7883-480f-9a4c-82123f72ffd8","templateName":"Universal Base JSS","placeholders":{"jss-main":[{"uid":"18acb685-acc2-43e6-ae42-aaba930ff664","componentName":"BaseTemplate","dataSource":"","fields":{"data":{"baseTemplate":{"name":"Southern California","id":"09C0E0A2711449CD85140B063F425750","displayName":"Southern California","title":{"jsonValue":{"value":"Southern California"}},"pageVerificationCodes":{"value":""},"sEOTitle":{"value":""},"pageSubheader":{"value":""},"Body":{"value":""},"addTitleDivider":{"value":""},"standardImage":{"src":"/us/~/media/mckinsey/locations/north america/west coast/southern california/locations_southern-california_getty-568491971_thumb_1536x1536.jpg","alt":"McKinsey West Coast - Southern California","height":1536,"width":1536,"Description":""},"displayDate":{"jsonValue":{"value":"0001-01-01T00:00:00Z"}},"description":{"jsonValue":{"value":"McKinsey鈥檚 Southern California office is an incubator of new ideas. 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