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

Average Reviews:

(More customer reviews)The concept of positioning was decades ahead of its time when it was born, and was all but forgotten when its time finally arrived. Except by Tim Williams. Nobody writing or consulting on the subject today has a stronger and more incisive grasp on what has become the most essential marketing principle of all. In an age when `personal branding' is the flavour of the moment, and in which more people are using the language than understand it, Williams presents a forceful, reasoned argument that the real secret to branding a professional practice lies in the courage to focus. This book reminds us that, as with all marketing, success is more certain if we dare to be something than if we try to be everything.

Click Here to see more reviews about: 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. The goal ofbusiness strategy is not just to be better, but different. Learn how to build a differentiating valueproposition by clearly and carefully defining your brand boundaries: Calling,Competencies, Customers, and Culture.

Positioning forProfessionals shows how a well-defined value proposition can helpprofessional service firms create their own success instead of copying thesuccess of others, including such concepts as:

- How and why professional service brands becomehomogenized

- Why standing for everything is the same asstanding for nothing

- Why there's no such thing as full service

- Deep and narrow as a strategic imperative

- Why it's better to be a profit leader than amarket leader

- Differentiation and price premiums

- How to map your brand on the matrix of relevanceand differentiation

- How to define a value proposition that will makeyour firm intensely appealing to the customers who want you for what you dobest

Based on the proven premise that the most profitablebusiness strategy is not to aim at the center of the market, but rather at theedges, Positioning for Professionals iswritten for leaders, managers, and other senior executives of service companiesin with a particular emphasis on professional service firms.

Click here for more information about Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success (Wiley Professional Advisory Services)