Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success
Chapter 1 Size Is Not a Strategy.
Maintaining Pricing Integrity.
Better to Be a Profit Leader than a Market Leader.
Why Bigness Doesn’t Lead to Greatness.
Hired to Be Effective, Not Efficient.
Chapter 2 How and Why Brands Become Homogenized.
The Urge to Copy.
The Folly of All-In-One.
Line Extension Is Not Branding.
There’s No Such Thing as Full Service.
The Natural Fear of Focus
Chapter 3 The Mature Company’s Identity Crisis.
Differentiation and Price Premiums.
Columbus, Not Napoleon.
The Diffusion of Identity.
Landing in No-Man’s Land.
Strategy at the Edges.
Not Best Practices, but Next Practices.
Chapter 4 Expanding Business by Narrowing Focus.
There’s No Such Thing as a General Market.
Vertical Success versus Horizontal Success.
The Strategic Value of Going Deep.
Chapter 5 Positioning as the Centerpiece of Business Strategy.
What Are You Really Selling?
Becoming Hard to Imitate.
Two Critical Dimensions of an Effective Value Proposition.
A Category of One.
A Brand Is the Customer’s Idea of the Product.
Natural Outcomes of a Powerful Value Proposition.
Chapter 6 Building Brand Boundaries.
Brand Boundary 1: Calling.
Brand Boundary 2: Customers.
Brand Boundary 3: Competencies.
Brand Boundary 4: Culture.
The Confluence of Calling, Customers, Competencies, and Culture.
Chapter 7 Validating the Value Proposition.
Be Rooted in the Future, Not the Past.
The Value Proposition Team.
Asking the Right Questions.
Chapter 8 Without Execution, There Is No Strategy.
Executing a Positioning Strategy with Alignment Teams.
Rebuilding Your Ship While at Sea.
Chapter 9 Getting Paid for Creating Value.
The Perils of Cost-Based Compensation.
Changing the Language.
Pricing as a Core Competency.
Why a Value-Based Approach is in the Client’s Best Interest.
The Alignment of Incentives.
Creating a Virtuous Circle.
Chapter 10 A New and Better Way to Price Professional Services.
Forms of Value-Based Pricing.
The Right Clients for Outcome-Based Agreements.
The True Meaning of Partnership.
Uncovering Missed Opportunities to Make Pricing a Core Competency.
Key Questions in Setting a Value-Based Price.
If Complex Global Companies Can Do It, So Can You.
Better Time Tracking Is Not the Answer.
Thinking of Compensation Plans as a Stock Portfolio.
Setting the Stage for a Value-Based Approach to Compensation.
A Declaration of Value.
Appendix A: The Before-and-After Survey.
Appendix B: More Ways to Differentiate Your Brand.
Appendix C: Indicators of the Firm’s Success.
About the Author.