New Book Shows How Professional Service Firms Can Define and Develop Their Own Brand

Sept. 10, 2010 - PRLog -- A new book from author and marketing professional is devoted to answering the question “Why are some professional service firms so much more successful than their competitors?”  The difference, according to Williams, isn’t talent, but focus. “The best firms know that standing for everything is the same as standing for nothing. Instead of trying to be good at everything, they do what they do best and find resources for the rest.”

In Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success, Williams uses examples from around the world to show how a differentiating positioning strategy is the greatest predictor of success for professional service firms such as advertising agencies, law firms, accounting firms, and architects.  Among other things, the book explores:

•   Why there’s no such thing as “full service” or a “general market”
•   Why every company is a brand, whether it tries to be or not
•   Why it’s better to be a profit leader than a market leader
•   How to overcome your natural fear of focus
•   Why building a successful brand means going against your instincts
•   Making your firm hard to imitate
•   Forgoing best practices for “next practices”
•   Out-of-the-ordinary ways to differentiate your firm from the “sea of sameness”

The book builds on the premise that it’s no coincidence that a handful of top firms win the most business, attract the best talent, and earn the highest margins. “Most managers invest their time and energy in trying to make their firms better, when in fact they should be also be working to make their firms different.”

Positioning for Professionals is published by John Wiley & Sons and is available at all major online book sellers.

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