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Positioning for Professionals How Professional Knowledge Firms Can Differentiate Their Way to Success

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ISBN-10: 0470587156

ISBN-13: 9780470587157

Edition: 2010

Authors: Tim Williams

List price: $36.00
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Clarify your brand′s value proposition by thinking through the four sides of your brand: calling, competencies, customers, and compensationShowing that a successful business is based on both a differentiating value proposition and the ability to execute it well, Define Your Focus reveals how to clarify your brand′s value by thinking through the boundaries of the brand, including: Calling, Competencies, Customers, and Compensation. Teaches the practices and the process for discovering and defining your focus Shows how to clarify the brand′s value proposition by thinking through the four sides of the box representing the boundaries of the brand: Calling, Competencies, Customers, and…    
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Book details

List price: $36.00
Copyright year: 2010
Publisher: John Wiley & Sons, Limited
Publication date: 9/17/2010
Binding: Hardcover
Pages: 208
Size: 6.10" wide x 9.10" long x 0.76" tall
Weight: 0.836
Language: English

Size is not a Strategy
Maintaining Pricing Integrity
Better to Be a Profit Leader than a Market Leader
Why Bigness Doesn't Lead to Greatness
Hired to Be Effective, Not Efficient
How and Why Brands Become Homogenized
The Urge to Copy
The Folly of All-in-One
Line Extension Is Not Branding
There's No Such Thing as Full Service
The Natural Fear of Focus
The Mature Company's Identity Crisis
Differentiation and Price Premiums
Columbus, Not Napoleon
The Diffusion of Identity
Landing in No-Man's Land
Strategy at the Edges
Not Best Practices, But Next Practices
Expanding Your Business By Narrowing Your Focus
There's No Such Thing as a General Market
Vertical Success versus Horizontal Success
The Strategic Value of Going Deep
Positioning as the Centerpiece of Business Strategy
What Are You Really Selling?
Becoming Hard to Imitate
Two Critical Dimensions of an Effective Value Proposition
A Category of One
A Brand Is the Customer's Idea of the Product
Natural Outcomes of a Powerful Value Proposition
Building Brand Boundaries
Brand Boundary 1: Calling
Brand Boundary 2: Customers
Brand Boundary 3: Competencies
Brand Boundary 4: Culture
The Confluence of Calling, Customers, Competencies, and Culture
Validating Your Value Proposition
Be Rooted in the Future, Not the Past
The Value Proposition Team
Asking the Right Questions
Without Execution, There Is No Strategy
Executing a Positioning Strategy with Alignment Teams
Rebuilding Your Ship While at Sea
Getting Paid for Creating Value
The Perils of Cost-Based Compensation
Changing the Language
Pricing as a Core Competency
Why a Value-Based Approach Is in the Client's Best Interest
The Alignment of Incentives
Creating a Virtuous Circle
A New and Better Way to Price Professional Services
Forms of Value-Based Pricing
The Right Clients for Outcome-Based Agreements
The True Meaning of Partnership
Uncovering Missed Opportunities to Make Pricing a Core Competency
Key Questions in Setting a Value-Based Price
If Complex Global Companies Can Do It, So Can You
Better Time Tracking Is Not the Answer
Thinking of Compensation Plans as a Stock Portfolio
Setting the Stage for a Value-Based Approach to Compensation
A Declaration of Value
The Before-and-After Survey
More Ways to Differentiate Your Brand
Indicators of the Firm's Success
About the Author