{"product_id":"positioning-for-professionals-how-professional-knowledge-firms-can-differentiate-their-way-to-success-hardback-9780470587157","title":"Positioning for Professionals; How Professional Knowledge Firms Can Differentiate Their Way to Success (Hardback) 9780470587157","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003ePositioning for Professionals\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eHow Professional Knowledge Firms Can Differentiate Their Way to Success\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eTim Williams (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470587157, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 17 September 2010\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e208 pages, Charts: 14 B\u0026amp;W, 0 Color; Tables: 12 B\u0026amp;W, 0 Color\u003cbr\u003e23.1 x 15.5 x 1.9 cm, 0.381 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eIt’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. \u003cp\u003e\u003ci\u003ePositioning for Professionals\u003c\/i\u003eshows 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow and why professional service brands become homogenized\u003c\/li\u003e \u003cli\u003eWhy standing for everything is the same as standing for nothing\u003c\/li\u003e \u003cli\u003eWhy there’s no such thing as full service\u003c\/li\u003e \u003cli\u003eDeep and narrow as a strategic imperative\u003c\/li\u003e \u003cli\u003eWhy it’s better to be a profit leader than a market leader\u003c\/li\u003e \u003cli\u003eDifferentiation and price premiums\u003c\/li\u003e \u003cli\u003eHow to map your brand on the matrix of relevance and differentiation\u003c\/li\u003e \u003cli\u003eHow to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBased 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, \u003ci\u003ePositioning for Professionals\u003c\/i\u003e is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Size Is Not a Strategy\u003c\/b\u003e \u003cb\u003e1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMaintaining Pricing Integrity 2\u003c\/p\u003e \u003cp\u003eBetter to Be a Profit Leader than a Market Leader 3\u003c\/p\u003e \u003cp\u003eWhy Bigness Doesn’t Lead to Greatness 5\u003c\/p\u003e \u003cp\u003eHired to Be Effective, Not Efficient 6\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 How and Why Brands Become Homogenized 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Urge to Copy 10\u003c\/p\u003e \u003cp\u003eThe Folly of All-in-One 11\u003c\/p\u003e \u003cp\u003eLine Extension Is Not Branding 12\u003c\/p\u003e \u003cp\u003eThere’s No Such Thing as Full Service 13\u003c\/p\u003e \u003cp\u003eThe Natural Fear of Focus 14\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Mature Company ’s Identity Crisis 17\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eDifferentiation and Price Premiums 18\u003c\/p\u003e \u003cp\u003eColumbus, Not Napoleon 19\u003c\/p\u003e \u003cp\u003eThe Diffusion of Identity 22\u003c\/p\u003e \u003cp\u003eLanding in No-Man’s Land 22\u003c\/p\u003e \u003cp\u003eStrategy at the Edges 23\u003c\/p\u003e \u003cp\u003eNot Best Practices, But Next Practices 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Expanding Your Business By Narrowing Your Focus 29\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThere’s No Such Thing as a General Market 30\u003c\/p\u003e \u003cp\u003eVertical Success versus Horizontal Success 32\u003c\/p\u003e \u003cp\u003eThe Strategic Value of Going Deep 34\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Positioning as the Centerpiece of Business Strategy 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eWhat Are You Really Selling? 39\u003c\/p\u003e \u003cp\u003eBecoming Hard to Imitate 39\u003c\/p\u003e \u003cp\u003eTwo Critical Dimensions of an Effective Value Proposition 41\u003c\/p\u003e \u003cp\u003eA Category of One 43\u003c\/p\u003e \u003cp\u003eA Brand Is the Customer’s Idea of the Product 44\u003c\/p\u003e \u003cp\u003eNatural Outcomes of a Powerful Value Proposition 46\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Building Brand Boundaries 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand Boundary 1: Calling 49\u003c\/p\u003e \u003cp\u003eBrand Boundary 2: Customers 55\u003c\/p\u003e \u003cp\u003eBrand Boundary 3: Competencies 60\u003c\/p\u003e \u003cp\u003eBrand Boundary 4: Culture 66\u003c\/p\u003e \u003cp\u003eThe Confluence of Calling, Customers, Competencies, and Culture 72\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Validating Your Value Proposition 75\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBe Rooted in the Future, Not the Past 76\u003c\/p\u003e \u003cp\u003eThe Value Proposition Team 77\u003c\/p\u003e \u003cp\u003eAsking the Right Questions 80\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Without Execution, There Is No Strategy 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eServices 85\u003c\/p\u003e \u003cp\u003eStaffing 92\u003c\/p\u003e \u003cp\u003eSelf-Promotion 100\u003c\/p\u003e \u003cp\u003eSystems 107\u003c\/p\u003e \u003cp\u003eStaging 112\u003c\/p\u003e \u003cp\u003eExecuting a Positioning Strategy with Alignment Teams 116\u003c\/p\u003e \u003cp\u003eRebuilding Your Ship While at Sea 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Getting Paid for Creating Value 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Perils of Cost-Based Compensation 122\u003c\/p\u003e \u003cp\u003eChanging the Language 124\u003c\/p\u003e \u003cp\u003ePricing as a Core Competency 125\u003c\/p\u003e \u003cp\u003eWhy a Value-Based Approach Is in the Client’s Best Interest 126\u003c\/p\u003e \u003cp\u003eThe Alignment of Incentives 128\u003c\/p\u003e \u003cp\u003eCreating a Virtuous Circle 131\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 A New and Better Way to Price Professional Services 133\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eForms of Value-Based Pricing 133\u003c\/p\u003e \u003cp\u003eThe Right Clients for Outcome-Based Agreements 136\u003c\/p\u003e \u003cp\u003eThe True Meaning of Partnership 138\u003c\/p\u003e \u003cp\u003eUncovering Missed Opportunities to Make Pricing a Core Competency 139\u003c\/p\u003e \u003cp\u003eKey Questions in Setting a Value-Based Price 140\u003c\/p\u003e \u003cp\u003eIf Complex Global Companies Can Do It, So Can You 142\u003c\/p\u003e \u003cp\u003eBetter Time Tracking Is Not the Answer 144\u003c\/p\u003e \u003cp\u003eThinking of Compensation Plans as a Stock Portfolio 147\u003c\/p\u003e \u003cp\u003eSetting the Stage for a Value-Based Approach to Compensation 150\u003c\/p\u003e \u003cp\u003eA Declaration of Value 154\u003c\/p\u003e \u003cp\u003eAppendix A: The Before-and-After Survey 157\u003c\/p\u003e \u003cp\u003eAppendix B: More Ways to Differentiate Your Brand 161\u003c\/p\u003e \u003cp\u003eAppendix C: Indicators of the Firm’s Success 165\u003c\/p\u003e \u003cp\u003eNotes 173\u003c\/p\u003e \u003cp\u003eAbout the Author 179\u003c\/p\u003e \u003cp\u003eIndex 181\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52462929871128,"sku":"9780470587157","price":26.26,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470587157_240352.jpg?v=1785542712","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/positioning-for-professionals-how-professional-knowledge-firms-can-differentiate-their-way-to-success-hardback-9780470587157","provider":"Freshly Printed Books","version":"1.0","type":"link"}