Creating an Uncontested Market for Your Firm

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Creating an Uncontested Market for Your Firm

If it feels like you’re in an unrelenting race for new business, competing against agencies offering similar services in a similar way, there’s an easy way out: stop offering similar services.  If you shake off the self-imposed shackles of “high utilization,” you give permission to your team to develop their ideas for services and products that can fill the unmet needs of clients. You can fly in the blue skies where no one else is flying.

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Go Beyond Scope of Work to Scope of Value

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Go Beyond Scope of Work to Scope of Value

Agencies are routinely given various “Scopes of Work,” then dutifully proceed to fulfill their client’s requests. But what’s missing from this sequence of events? What should come before the SOW? Our answer: the SOV — Scope of Value.

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Your Firm is Defined By the Services You Don't Offer

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Your Firm is Defined By the Services You Don't Offer

Most executives take great pride in showing off a long list of services and clients. Somehow they feel it is an indicator of their experience and competence. But most prospective clients have the opposite reaction. Just like the restaurant that insists on putting everything on their menu, the professional services firm that stands for everything ends up looking like they stand for nothing.

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How to Prosper in the Era of Hyper-Competition

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How to Prosper in the Era of Hyper-Competition

To thrive in a world where seemingly everyone is competition, trade the energy you put into matching competitive offerings for a more single-minded business strategy focused on differentiated, inimitable solution sets. A black box will smash a white box every time.

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Is Your Firm Incentivized to Be Inefficient?

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Is Your Firm Incentivized to Be Inefficient?

Why are firms like advertising agencies routinely criticized by clients for lacking the tools and practices that would make them more efficient?  The answer in large part is that there are no real economic incentives in place to make these things happen.  And if there's one thing economists agree on, incentives matter.

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Why You Should Always Provide Pricing Options

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Why You Should Always Provide Pricing Options

When you equip clients and prospects with options, you’re not only providing immensely useful decision-making context, you’re also fundamentally altering the dynamics of the agency compensation game. Offering different options changes the dialogue away from “How many hours will this take to “Which of these options would work best?” Showing different combinations of program elements and deliverables keeps the conversation focused on what clients really buy: outputs, not inputs.

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