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Index
Title Page
Copyright Page
Dedication
Introduction
NO SUCH THING AS A COMMODITY
THE URGE TO COPY
THE BEST AND ALL THE REST
ALIGNMENT IS EVERYTHING
POSITIONING IS NOT COMMON SENSE
A BRAND DEVELOPMENT GUIDE FOR PROFESSIONAL FIRMS
YOUR FIRM’S VALUE PROPOSITION
THE TRUTH OF YOUR BRAND
NOT SERVICE, BUT KNOWLEDGE
CHAPTER 1 - 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
CHAPTER 2 - 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
CHAPTER 3 - 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
CHAPTER 4 - 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
CHAPTER 5 - 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
CHAPTER 6 - 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
CHAPTER 7 - Validating Your Value Proposition
BE ROOTED IN THE FUTURE, NOT THE PAST
THE VALUE PROPOSITION TEAM
ASKING THE RIGHT QUESTIONS
CHAPTER 8 - Without Execution, There Is No Strategy
SERVICES
STAFFING
SELF-PROMOTION
SYSTEMS
STAGING
EXECUTING A POSITIONING STRATEGY WITH ALIGNMENT TEAMS
REBUILDING YOUR SHIP WHILE AT SEA
CHAPTER 9 - 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
CHAPTER 10 - 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
APPENDIX A - The Before-and-After Survey
APPENDIX B - More Ways to More Ways to Differentiate Your Brand
APPENDIX C - Indicators of the Firm’s Success
Notes
About the Author
Index
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