Of course your people are different, so are everyone else’s…
By Jim Thompson
Most firms when we ask them what makes them different serve up the same or very similar list as the previous firm we spoke to, we believe them, but we believe the other firms too.
When pushed further most end up with something intangible like “it’s our people” but struggle to clearly articulate what the difference with “their people” actually is.
The reality is that everyone’s people are different because all people are different, and the combinations of these differences adds up to something.
So, it’s a given that every firm is different on the people level (which in another way means we are all the same) but it only matters if that delivers a better and tangible outcome for your client.
Same, same but different
Based on the “people” factor many firms attempt to emphasise the personable traits of people in the firm including things like introducing their personal lives and what they like to do outside of work to have fun. E.g. Accountants trying to break the mold of accountants.
Nice, but do you really care what football team I barrack for?
I hope not, its Collingwood!
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Professional Services greatest marketing challenge – differentiation.
By Jim Thompson
By far the greatest challenge I see with professional services firms from a marketing perspective is their ability (or lack thereof) to differentiate from their competitors. Differentiation is a marketing 101 concept so why do so many struggle with it? Unfortunately, most firms are victims of poor differentiation due to their own willingness to adopt…