Should I join BCN as an Associate- pricing? How is the WLB and work culture ?

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Depends on what they offered you, current and yoe.

Please note BCN is backend and not front ending consulting. Exposure would not be same as you may be getting at ZS.

Similar trajectory, ex ZSer too.
Quality of work goes significantly down compared to ZS, as a result of which easier days most times. People are better (more approachable, less hierarchical). Not exactly paymasters anymore and might need to search for better opportunities within ~2 years imo

Btw there is nothing called backend consulting.

The work that is done by BCN teams used to be done by client-facing consultants until a few years back.

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