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

Notes

INTRODUCTION

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Chapter 1: SIZE IS NOT A STRATEGY

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Chapter 2: HOW AND WHY BRANDS BECOME HOMOGENIZED

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Chapter 3: THE MATURE COMPANY'S IDENTITY CRISIS

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Chapter 4: EXPANDING YOUR BUSINESS BY NARROWING FOCUS

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Chapter 5: POSITIONING AS THE CENTERPIECE OF BUSINESS STRATEGY

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Chapter 6: BUILDING BRAND BOUNDARIES

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Chapter 7: VALIDATING YOUR VALUE PROPOSITION

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Chapter 8: WITHOUT EXECUTION, THERE IS NO STRATEGY

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Chapter 9: GETTING PAID FOR CREATING VALUE

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Chapter 10: A NEW AND BETTER WAY TO PRICE PROFESSIONAL SERVICES

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APPENDIX C: INDICATORS OF THE FIRM'S SUCCESS

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^[1] Mark Earls and Alex Bently, "Forget Influencials, Herd-Like Copying Is How Brands Spread," Admap, November 2008.

^[2] James Gregory, CEO, Core Brand, citing statistics from the consultancy's 2008 BrandPower rankings study.

^[3] Peter Walshe and Helen Fearn, "Brand Equity and the Bottom Line," Admap, March 2008.

^[4] Michael Marn, Eric Roegner, and Craig Zawadam, The Price Advantage, John Wiley & Sons, 2004.

^[5] William Poundstone, Priceless, Hill & Wang, 2010.

^[6] Richard Miniter, The Myth of Market Share, Crown Business, 2002.

^[7] From Jim Collins, How the Mighty Fall and Why Some ...