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Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success, 2nd Edition by Lee Frederiksen, John E. Doerr, Mike Schultz

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14

On Becoming a Thought Leader

Thinking is easy, acting is difficult, and to put one's thoughts into action is the most difficult thing in the world.

—Johann Wolfgang von Goethe

Jim, a certified public accountant (CPA), wanted to grow his business and develop new clients. Years ago, partly by accident, he discovered that there was a whole little world—condominium associations—in which he could become a thought leader. He already had a few condo association clients and realized:

img They had special tax, financial, operational, and management needs from an accounting and business perspective.
img Condo associations made similar mistakes that, if avoided, could save them a lot of money and heartache.
img Well-managed condo associations had a lot in common from a management and financial perspective.

He started speaking and writing about the nuances of condo association accounting, management, and reporting.

Soon he became known as the “Condo King.” As his royal reputation grew, condo associations all over the region would call him, because anything written on the topic had his name associated with it. After some time, he could barely keep up with the speaking engagement requests and new business ...

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