{"product_id":"positioning-for-professionals-9780470587157","title":"Positioning for Professionals","description":"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. \u003cp\u003e\u003ci\u003ePositioning for Professionals\u003c\/i\u003e 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: \u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow and why professional service brands become homogenized\u003c\/li\u003e \u003cli\u003e Why standing for everything is the same as standing for nothing \u003c\/li\u003e \u003cli\u003e Why there's no such thing as full service \u003c\/li\u003e \u003cli\u003e Deep and narrow as a strategic imperative \u003c\/li\u003e \u003cli\u003e Why it's better to be a profit leader than a market leader \u003c\/li\u003e \u003cli\u003e Differentiation and price premiums \u003c\/li\u003e \u003cli\u003e How to map your brand on the matrix of relevance and differentiation \u003c\/li\u003e \u003cli\u003e How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best \u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eBased 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, \u003ci\u003ePositioning for Professionals\u003c\/i\u003e is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e John Wiley \u0026amp; Sons\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 08\/09\/2010\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780470587157\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 188\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.85lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.10h x 6.00w x 0.90d","brand":"Tim Williams","offers":[{"title":"Default Title","offer_id":38016472645813,"sku":"9780470587157","price":39.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/products\/img_72eaa970-5bcf-435d-9540-51f100903f1b.jpg?v=1609159575","url":"https:\/\/pastforward.org\/products\/positioning-for-professionals-9780470587157","provider":"Past Forward","version":"1.0","type":"link"}