Better to Be a Profit Leader than a Market Leader. Line Extension Is Not Branding. Uncovering Missed Opportunities to Make Pricing a Core Competency. Not Best Practices, but Next Practices. Why Bigness Doesn t Lead to Greatness.
Or better still you could invest it in training, technology, and other initiatives that would make a real contribution to your long-term success. Chapter 5 Positioning as the Centerpiece of Business Strategy. The goal of business strategy is not just to be better, but different. He began his career on Madison Avenue working for large multinational advertising agencies and later served as president and owner of several midsize independent firms. Description: xix, 188 pages : illustrations ; 24 cm. Chapter 8 Without Execution, There Is No Strategy.
They're the firms that follow the valuable principles you'll find in this book. Do just the opposite and your low-value clients will disappear. If you try to simultaneously appeal to the high end and the low end of the market, guess where you end up? Pricing as a Core Competency. Appendix A: The Before-and-After Survey. The Perils of Cost-Based Compensation. How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best. The Strategic Value of Going Deep.
Gordon President Direct Impact group Ltd. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Chapter 6 Building Brand Boundaries. Positioning for Professionals 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: How and why professional service brands become homogenized. The goal of business strategy is not just to be better, but different.
Why there's no such thing as full service. As an adviser in developing professional service brands, Tim has worked with both large and small professional service firmsmost notably advertising agencies and other marketing communications firmsin both the U. The goal of business strategy is not just to be better, but different. I like to see a case study in this title. Ironically most low-value clients get the lowest price because they complain the most. Unless you actually put your strategy into action, nothing will have been accomplished. Obviously, yes — this ailing revenue model manages to sustain countless thousands of professional firms who turn their lights on every morning.
I usually find business books pretty boring and sometimes repetitive. The brand has died, write it's obituary - who is sad, what happened. Marketing and advertising thought leader Tim Williams reveals how developing a well-defined positioning strategy can help your firm earn a more powerful reputation in the marketplace. This is similar to the behavior of companies not willing to articulate a clearly defined strategy. . He began his career on Madison Avenue working for large multinational advertising agencies and later served as president and owner of several midsize independent firms. But when luminaries like came along, drawing strong distinctions between manual work and knowledge work, the complexion of the billable hour began to change.
It died a slow and predictable death, brought about by natural causes. If Complex Global Companies Can Do It, So Can You. It is about positioning your company, competing effectively, increasing your margins, and avoiding being perceived as a commodity. Two Critical Dimensions of an Effective Value Proposition. The main difference between mediocre firms and great ones is not just vision, but execution. As an adviser in developing professional service brands, Tim has worked with both large and small professional service firms most notably advertising agencies and other marketing communications firms in both the U. Costly Life Support Finally, keeping the billable hour alive is expensive.
Lack of pricing power correlates directly to lack of a differentiating value proposition. What Are You Really Selling? Landing in No-Man s Land. He is author of several books on business strategy, the latest of which is. Executing a Positioning Strategy with Alignment Teams. The Natural Fear of Focus Chapter 3 The Mature Company s Identity Crisis.
Chapter 9 Getting Paid for Creating Value. Also, be sure to read David C. This book came highly recommended. In advertising, the iconic took credit for introducing the billable hour to the agency business. Better to be a profit leader than a market share leader. Appendix B: More Ways to Differentiate Your Brand. All professional firms should get a copy right away and start reading.