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-Positioning Strategy-

Aim for 100% Different

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Aim for 100% Different

While most firms are busy trying to be better than last year, truly outstanding firms are also investing in being different.  Doing good work, by itself, is usually not enough to make your firm stand out.  Uniqueness is discretionary.

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Strategy Is Deciding What Not to Do

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Strategy Is Deciding What Not to Do

Even if you have a “strategic plan,” you may not have a strategy. Creating a comprehensive 30-slide “plan” is comparably when contrasted with the critical thinking needed to craft a bona fide strategy. A plan can be (and usually is) fairly long, whereas a good strategy is short.  The counterintuitive truth about business strategy is that it’s mostly about deciding what not to do.

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Start Leveraging Strengths Instead of Fixing Weaknesses

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Start Leveraging Strengths Instead of Fixing Weaknesses

Do you perform an annual assessment of your firm’s strengths and weaknesses?  Most of the firms in this habit have a similar way of interpreting the results: breeze right past the strengths and instead focus laser-like on the weaknesses. In extreme cases, managers ignore the findings about strengths altogether and quite literally obsess about the weaknesses.  This is precisely the wrong reaction.

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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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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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Don't Say "Full Service" Unless You Really Mean It

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Don't Say "Full Service" Unless You Really Mean It

If your firm uses the term “full service” on its website, here are two good reasons you should stop.  First, “full service” is one of the phrases that has officially joined the lexicon of expressions so overused they’ve lost their meaning.  And second, because it does absolutely nothing to differentiate your firm from the thousands of others who make the same claim.

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