The biggest marketing challenge confronting professional services firms is the perception of being a commodity. When clients perceive us as one of many, we are at the mercy of cattle call RFPs and competing on price. There has to be a better way.
The antidote to commoditization is to cultivate a Core Brilliance Culture. David Lecours summarizes this as “choosing a narrow focus, sharing your brilliance, through the power of story.” Cultivating a Core Brilliance Culture isn’t easy, so most firms give up. Which is exactly why it’s an opportunity to stand out.