A cover letter matters most when it adds useful context that the resume cannot show cleanly.

For a PhD, that often means explaining the move from research to consulting and why the firm or office makes sense without sounding like consulting is an escape plan.

A generic letter that repeats resume bullets adds little, but a specific transition story can reduce uncertainty about your motivation.

Write one strong base story, then tailor only the parts that genuinely differ by firm or office.

yeah, One page felt brutal at first, but it made me prioritize what actually mattered.