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It’s not the best companies that prevail in the marketplace,but rather the best brands. The goal of business strategy is notjust to be better, but different. Learn how to build adifferentiating value proposition by clearly and carefully definingyour brand boundaries: Calling, Competencies, Customers, andCulture.

Positioning for Professionals shows how awell-defined value proposition can help professional service firmscreate 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 fornothing
  • 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 marketleader
  • Differentiation and price premiums
  • How to map your brand on the matrix of relevance anddifferentiation
  • How to define a value proposition that will make your firmintensely appealing to the customers who want you for what you dobest

Based on the proven premise that the most profitable businessstrategy is not to aim at the center of the market, but rather atthe edges, Positioning for Professionals is written forleaders, managers, and other senior executives of service companiesin with a particular emphasis on professional service firms.

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