Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success (Wiley Professional Advisory Services)

Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success (Wiley Professional Advisory Services)

It's not the best companies that prevail in the marketplace, but rather the best brands.<span>   </span>The goal of business strategy is not just to be better, but different.<span>  </span>Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture.<span>  </span></p> <p> <i>Positioning for Professionals </i>shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as:</p> <p><span><span><span></span></span></span>- How and why professional service brands become homogenized</p> <p><span><span><span> </span></span></span>- Why standing for everything is the same as standing for nothing</p> <p><span><span><span> </span></span></span>- Why there's no such thing as full service</p> <p><span><span><span></span></span></span>- Deep and narrow as a strategic imperative</p> <p><span><span><span> </span></span></span>- Why it's better to be a profit leader than a market leader</p> <p><span><span><span></span></span></span>- Differentiation and price premiums</p> <p><span><span><span></span></span></span>- How to map your brand on the matrix of relevance and differentiation</p> <p><span><span><span> </span></span></span>- How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best</p> <p> Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, <i>Positioning for Professionals</i> is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.