The following links to videos, podcasts, and articles are designed to provide a brief overview of the principles and practices of the Positioning Strategy Program from Ignition Consulting Group.



Four Questions That Define Positioning Strategy

(Tim Williams, Ignition)  
45 minutes






Ignition Consulting Group ( is a focused consultancy with a global footprint, devoted to helping agencies and other professional services firms create and capture more value. For almost two decades, Ignition has worked with firms around the world to help them to optimize their business strategy and transform their pricing practices. 

In an era of intense price pressure, Ignition is devoted to being a catalyst in the adoption of progressive pricing strategies and practices. We have worked closely with major associations and organizations across the globe to show how firms can follow modern, customer-based pricing practices as a means of improving not only profitability but also client relationships. 

Our work and views have been featured by leading business publications including The Economist, The Wall Street Journal, The Guardian, and numerous trade publications such as Advertising Age, Campaign and Admap.  Our approach to positioning and pricing for professional services is outlined in books authored by Ignition associates, including Positioning for Professionals by Tim Williams and Implementing Value Pricing by Ron Baker.

Ignition's workshops have been seen by business audiences on every continent, and our consulting work has helped inform the strategies and business models of firms ranging from mid-size independents to multinational networks.