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Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success (Wiley Professional Advisory Services Book 6) 1st Edition, Kindle Edition

by Tim Williams (Author) Format: Kindle Edition
4.4 out of 5 stars 64 ratings
It’s not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture.

Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as:

  • How and why professional service brands become homogenized
  • Why standing for everything is the same as standing for nothing
  • Why there’s no such thing as full service
  • Deep and narrow as a strategic imperative
  • Why it’s better to be a profit leader than a market leader
  • Differentiation and price premiums
  • How to map your brand on the matrix of relevance and differentiation
  • How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best

Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.

Previous slide of product details
  1. ISBN-13
    978-0470877357
  2. Edition
    1st
  3. Publisher
    Wiley
  4. Publication date
    June 15, 2010
  5. Language
    English
  6. File size
    1.0 MB
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Editorial Reviews

From the Inside Flap

POSITIONING FOR PROFESSIONALS

How Professional Knowledge Firms Can Differentiate Their Way to Success

In the last twenty years, no marketing concept has captured the collective business imagination more than "branding." While many professional service firms are in the business of helping their clients build a stronger brand, they seldom pay the same kind of attention to developing their own brand. As Positioning for Professionals reveals, it's all about differentiation. Filled with proven insights and valuable differentiation strategies, this visionary book takes a step back to examine how your professional firm can make the transition from being a "recognized name" to becoming a highly focused brand and why a stronger brand means stronger profits.

Marketing and advertising thought leader Tim Williams reveals how developing a well-defined positioning strategy can help your firm earn a more powerful reputation in the marketplace. Take a look inside for world-class guidance on:

  • Why building a successful brand means going against your instincts
  • Foregoing best practices for "next practices"
  • Why there's no such thing as "full service" or a "general market"
  • Why copying competitors' strategies doesn't work …
  • …and why differentiating does with big results

Destined to become the desktop brand development and business strategy companion you will turn to again and again, Positioning for Professionals offers you powerful, insightful ideas for positioning your firm for maximum market success.

From the Back Cover

Better isn't always better.

Different is better.

"Most managers invest their time and energy in trying to make their firms better, when in fact they should also be working to make their firms different."
 From Positioning for Professionals

Why are some professional service firms so much more successful than their competitors? The difference isn't just talent, but focus. The best firms know that standing for everything is the same as standing for nothing. Instead of trying to be good at everything, they do what they do best and find resources for the rest.

Destined to become the positioning strategy companion you'll turn to again and again, Positioning for Professionals offers executives of professional service firms proven strategies for positioning their firms for maximum success in the marketplace.

Drawn from his decades of work in the advertising and marketing fields, thought leader Tim Williams helps you develop a differentiating value proposition with valuable insights on:

  • Why it's better to be a profit leader than a market leader
  • How to overcome your natural fear of focus
  • Making your firm hard to imitate
  • Out-of-the-ordinary ways to differentiate your firm from the "sea of sameness"
  • Why every company is a brand, like it or not…
  • …and why every single business decision you make affects the success and reputation of your brand

It's no coincidence that a handful of top firms keep winning the most business, attract the best talent, and earn the highest margins. They're the ones that have staked out a differentiating positioning strategy that capitalizes on their strengths. Rather than being mildly appealing to a broad group of prospects, they're intensely appealing to a select group of prospects. They're the firms that follow the valuable principles you'll find in this book.

GET POSITIONING FOR PROFESSIONALS TODAY AND PUT ITS WINNING IDEAS TO WORK FOR YOUR FIRM.

Product details

  • ASIN ‏ : ‎ B003TFE8RE
  • Publisher ‏ : ‎ Wiley; 1st edition (June 15, 2010)
  • Publication date ‏ : ‎ June 15, 2010
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 1.0 MB
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Not Enabled
  • Word Wise ‏ : ‎ Enabled
  • Print length ‏ : ‎ 210 pages
  • Page numbers source ISBN ‏ : ‎ 0470587156
  • Customer Reviews:
    4.4 out of 5 stars 64 ratings

About the author

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Tim Williams

Tim Williams

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Tim Williams is a career marketing professional whose mission is to help professional service firms escape the tyranny of an unfocused business model. As a globally-recognized expert in the areas of business strategy and pricing methodologies, Tim is a noted author, international speaker, and presenter for business organizations worldwide. Based on his experience in positioning and pricing, Tim has been interviewed by organizations like The Economist, Wall Street Journal, New York Times, Bloomberg News, The Guardian, Axios, Toronto Globe & Mail, Japan's Nikkei News, Australian Financial Review, and numerous business publications around the world.

He is the author of two books, writes the popular blog “Propulsion” and serves as a LinkedIn Influencer. As the founder of Ignition Consulting Group (www.ignitiongroup.com), Tim has worked with hundreds of firms ranging from mid-size independents to multinational networks and global holding companies.

Customer reviews

4.4 out of 5 stars
64 global ratings

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Customers say

Customers find the book insightful, particularly noting its value for brand marketers and knowledge firms. They appreciate its readability.

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14 customers mention "Insight"14 positive0 negative

Customers find the book insightful, particularly noting its value for brand marketers and knowledge firms, with one customer highlighting its focus on finding your niche.

"...take the time to read this book and apply the fundamental, yet necessary insights. You will see great benefit." Read more

"very good ideas in this book, definitely recommend!" Read more

"...a general view and unclear direction, he also gives clear and explicit examples and strategies to help you re-align and refocus your efforts...." Read more

"...Williams has effectively positioned himself as one of the leading thinkers on marketing, branding and the art of differentiation...." Read more

3 customers mention "Readability"3 positive0 negative

Customers find the book highly readable.

"...loaded with insight and practical perspectives, all rendered in a highly readable environment...." Read more

"A good read. With a background in marketing, the author explains the business strategy behind differentiating your brand...." Read more

"Excellent and well written. Enlightening book on the topic of business focus and differentiation." Read more

Top reviews from the United States

  • VU
    5.0 out of 5 stars Superb Book to Discover Your Niche and Position Your Business
    Reviewed in the United States on April 20, 2021
    Verified Purchase
    I keep this on my main list of “must-read books” as it really focuses on finding your niche and core brand. It’s meant for boutique services businesses, rather than large-scale ones, but the key principles and questions can easily apply to many businesses. Williams really does keep stressing to find your unique market positioning and niche. Also, his model about selling and pricing for value, as opposed to hourly, makes a lot of sense for the business and the customer.

    Definitely take the time to read this book and apply the fundamental, yet necessary insights. You will see great benefit.
    Helpful
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  • N.C.
    5.0 out of 5 stars really helpful
    Reviewed in the United States on October 27, 2024
    Verified Purchase
    very good ideas in this book, definitely recommend!
    Helpful
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  • KB
    4.0 out of 5 stars a must read
    Reviewed in the United States on October 5, 2010
    Verified Purchase
    Much of what is contained in Williams' book can be applied to any field - in fact, it can even be applied to one's self; a "personal brand" if you will.
    While Tim reminds us of the simplicity of the obvious...more focus and clearer intentions will always outweigh a general view and unclear direction, he also gives clear and explicit examples and strategies to help you re-align and refocus your efforts. Keep a highlighter handy...you will want to keep some of the sections for future reference.
    4 people found this helpful
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  • Cheril Hendry
    5.0 out of 5 stars The best business growth book I've read in years
    Reviewed in the United States on July 27, 2011
    Verified Purchase
    I have been a big fan of Tim Williams ever since I read his first book, Take a Stand for Your Brand. It was hard to imagine he could out do himself, but in my opinion, he did with Positioning for Professionals. I am a business executive, responsible for positioning my company for success. Times are changing so quickly and competition is all around, but this book gave me the tools I needed to gather the appropriate staff members and work as a team to fine tune our professional brand. It offered tactical advice along with inspiration. Best of all, I am using what I learned and it's working. This book will help every type of business professional today. It will be my top recommendation to everyone I know.
    4 people found this helpful
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  • T. Simons
    5.0 out of 5 stars Thanks, Tim
    Reviewed in the United States on September 8, 2010
    Verified Purchase
    "Over the course of his career Tim Williams has effectively positioned himself as one of the leading thinkers on marketing, branding and the art of differentiation. With his new book "Positioning For Professionals" he has cemented his considerable reputation. This book is loaded with insight and practical perspectives, all rendered in a highly readable environment. What Al Ries and Jack Trout did for previous generations with their well known entry, Tim Williams has now done for us -- and for generations to come. Thank you!"
    2 people found this helpful
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  • Amazon Customer
    3.0 out of 5 stars interesting premise; could use more relevant detail
    Reviewed in the United States on October 13, 2014
    Verified Purchase
    I found the book's premise to be very insightful, but found myself wanting more detail. The explanations supporting the premise left me uninspired, with nothing tangible to take away.

    Conversely, the section at the end on value pricing was an exception to my opinion. It was thought provoking and gave some good ideas on the obstacles to making the desired change, and how to address and overcome them.
    6 people found this helpful
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  • Morrie
    5.0 out of 5 stars Theory Predict the Future
    Reviewed in the United States on December 15, 2011
    Verified Purchase
    On page 76 of this book, the author stated "only a theory predict the future". Also he stated that the well-constructed theory of the future based on an understanding of what happens to a brand, market, or customer under various sets of circumstances is the bases of value proposition.

    There are many questions in the above sentences. The author should clearly define the theory and differences in theory and assessment. In addition, he should explain the various sets of circumstances because some sets of circumstances are not predictable. I agree with the author that it is important to have who you wish to be but my wish may create a tinted glasses to see the predictability and my value proposition.

    I like to see a case study in this title.
    morrie
    One person found this helpful
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  • Beau Fraser
    4.0 out of 5 stars An Insightful and Practical Book
    Reviewed in the United States on August 9, 2010
    Professional services firms to often look inwards, with pride, when developing their positioning statement. Accordingly, they tend to be based on generic and rational features like people, heritage, client list, resources or expertise.

    Everyone has good people, an enviable track record, a strong client list, broad resources and valuable expertise!

    They also make the mistake of confusing a company mission with message with a positioning statement which in its simplest form should tell perfect customers why they should care about the firm.

    No wonder professional services firms don't stand out!

    Mr. Williams has done a great job of outlining the common pitfalls of Professional Services firms while offering valuable and applicable suggestions on how to avoid repeating them.

    Professional services firms are hard to position and market. This well written book makes it easier.

    Beau Fraser
    Co-Author
    Death to All Sacred Cows
    One person found this helpful
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Top reviews from other countries

  • MediationNotWar
    5.0 out of 5 stars This book's central message is a wake-up call for many professionals.
    Reviewed in the United Kingdom on September 7, 2012
    Verified Purchase
    I'm in the throes of setting up my own law indusrty business as a no-court divorce specialist. It's an uber-niche market, and one in which I am going to be one of only 5 or 6 suppliers around the UK. I was drawn to this book because it's central message is - it's not good enough just to be better, you need to be different. Since that has basically how I have been approaching my work for the past 7 years, the book was a complete validation of my business plan.

    Don't read the book if you want validation for your horizontal, full-service offer approach. Do read it if you want to offer something different and need a bit of encouragement before taking the step.
    Report
  • Federico Tomassetti
    2.0 out of 5 stars Vague, not actionable, very limited value
    Reviewed in Italy on April 5, 2021
    Verified Purchase
    The book contains some vague and obvious ideas about positioning, with nothing specific to professional services.
    There are no suggestions, no actionable advices. If you never heard about the concept of positioning you could perhaps find some limited value in the book, however you can learn that much reading an article online.
    Basically all examples refer to marketing agencies.

    I would suggest to read any other book on positioning.
    Report
  • Julie Clare
    5.0 out of 5 stars Five Stars
    Reviewed in the United Kingdom on September 24, 2015
    Verified Purchase
    Don't just read this book - act on it!
    Report
  • A. Muir Wood
    3.0 out of 5 stars Useful book, but riddled with typos
    Reviewed in the United Kingdom on March 21, 2018
    Verified Purchase
    I have found this book useful for stepping through the process of building a focused consulting service offering. There are great, actionable exercises from chapter 5 onwards.

    However, there is a typo on practically every 3rd page, which makes it hard to take seriously for the price and publisher.

    Proof-reading is clearly not a core competence of your editors, Tim. But I’d love to see a second Edition with fresher case studies and better editing.
    Customer image
    A. Muir Wood
    3.0 out of 5 stars
    Useful book, but riddled with typos

    Reviewed in the United Kingdom on March 21, 2018
    I have found this book useful for stepping through the process of building a focused consulting service offering. There are great, actionable exercises from chapter 5 onwards.

    However, there is a typo on practically every 3rd page, which makes it hard to take seriously for the price and publisher.

    Proof-reading is clearly not a core competence of your editors, Tim. But I’d love to see a second Edition with fresher case studies and better editing.
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