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Positioning for Professionals
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Description
Description| Publisher | John Wiley & Sons Inc (US) |
| Author(s) | Tim Williams |
| Subtitle | How Professional Knowledge Firms Can Differentiate Their Way to Success |
| Edition | 1 |
| Published | 19th July 2010 |
| Related course codes |
How Professional Knowledge Firms Can Differentiate Their Way to Success
It?s not the best companies that prevail in the marketplace,but rather the best brands. The goal of business strategy is not
just to be better, but different. Learn how to build a
differentiating value proposition by clearly and carefully defining
your brand boundaries: Calling, Competencies, Customers, and
Culture.
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
-
Why standing for everything is the same as standing 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 a market
leader
-
Differentiation and price premiums
-
How to map your brand on the matrix of relevance and
differentiation
-
How to define a value proposition that will make your firm
intensely appealing to the customers who want you for what you do
best
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, Positioning for Professionals is written for
leaders, managers, and other senior executives of service companies
in with a particular emphasis on professional service firms.
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