JEM is a designation used consistently within McKinsey. It is not something associates start calling themselves to stroke their egos. It is not a way to con the outside world either - some of you guys really need to lay down the tin foil hat.You know the idea so many consultancies push, the one about only being promoted once you already display the skills of the next level? Associates will not be promoted to EM without taking on JEM roles first (so yes, ronald, option b of your original question). You can argue semantics as much as you like, but JEM is clearly defined and everyone in the firm knows exactly what it means.