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How to Lead a Values-Based Professional Services Firm: 3 Keys to Unlock Purpose and Profit

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How to Lead a Values-Based Professional Services Firm: 3 Keys to Unlock Purpose and Profit

Don Scales, Fran Biderman-Gross

ISBN: 978-1-119-62152-2 January 2020

Hardcover
Pre-order
£30.99
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Description

Embed brand values in everything you do

Brand values—the core attributes and beliefs of a company—are the heart and soul of any professional services firm. Consistently delivering on brand values achieves spectacular growth—but all it takes is one misstep for a firm to collapse overnight.

How to Lead a Values-Based Professional Services Firm shows professionals how to successfully embed brand values in everything their firm does. As a leader, it’s on your shoulders to cultivate a culture that engages and appreciates your teams and align with your markets—and this book show you how.

• Ensure your company’s shared values permeate everything you do

• Hire talent and manage client relationships

• Select and interact with vendors

• Unlock your firm’s purpose and profit

If you’re ready to lead your business into the promised land of value-based professional services, this book has you covered.  

Foreword

Introduction

Half a Century of Combined Experience

We’re Not in the Business We Think We Are

Not Just a Logo

The Slog

Find the Three Keys

Chapter One Create Your Three Keys

Understand Your Brand Foundation

Understand the Three Keys

Purpose: The First Key

Values: The Second Key

Story: The Third Key

Apply the Three Keys to Your Business

Are You a Values-based, Purpose-driven Firm?

What Can You Do

Chapter Two Values-Based Culture

Three Building Blocks of Culture

Innovate and Evolve Culture

Create a Culture of YES!

Culture and the Three Keys

What Can You Do?

Chapter Three Leadership

Leading in the 21st Century

What Type of Leader are You?

Leadership, Purpose and the Service-Profit Chain

Look to the Three Keys

What Can You Do?

Chapter Four Hire Leaders

The Hiring Process Has Changed

Align Values and People

Invest in Your Hiring Process

The Three Keys Approach

Involve the CEO

Interviewing Tips

Link Hiring to Your Bottom Line

Plan for Leadership Succession

Compensation

Leadership, Purpose, and Performance

What Can You Do?

Chapter Five Purposefully Structure Business

Design Your Organization

Fewer Hands, Lower Risk

Is It Time to Change?

Infuse Values throughout Your Firm

Organizational Design and the Three Keys

What Can You Do?

Chapter Six Messages Matter: Marketing & Communications

Marketing Today

How the Three Keys Affect Marketing

How to Market: A Tactical Discussion

Data: Opportunity or Overload?

Chief Marketing Officer is Dead. Long Live the CMO.

What Can You Do?

Chapter Seven Clients Matter

Purpose before Services

Align with Purpose

Align at a Higher Level

Flip the Funnel

How Clients Buy vs. Why

Learn What Your Client Needs and Deliver Solutions

What Can You Do?

Chapter Eight Mergers and Acquisitions

Spend Time to Align

Connect on Beliefs and Values

Embrace the Future Together

Be Ready to Compromise

What Happens If No One Wants to Leave?

What Can You Do?

Chapter Nine Measure Your Purpose

Who Owns the Key Purpose Indicators?

What to Measure?

How Do We Measure these Things?

Measurement and Performance

What Can You Do?

Conclusion Values Are Culture in Action

Appendix The Three Keys to A Purposeful Brand Foundation

Find Purpose

Identify Values

Tell Your Story

Acknowledgments

About the Authors

Index