Lifetime Process

By Christine Hollinden

Last week, I had the opportunity to speak at a CPA conference on moving from ordinary to extraordinary. I spoke to a room full of executives about the importance of moving from a generalist firm to a specialist firm. This week, I'm at a conference called the New Business Summit to further strengthen my own firm's positioning. Now, our firm has been focused on professional service firms for a long time. So, why am I here? Because positioning is a lifetime process.

Over the year's I've spent a considerable amount of time honing the positioning of our firm, as well as that of our clients. There's one constant for all professional service firms ... change. Change happens whether we like it or not. Change takes many different shapes and sizes: client needs, markets, competition, economy, and technology. It is because change happens that it is absolutely necessary to revisit even the strongest positioning. It's simply revisit or lose relevance.

Is your firm still relevant?