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We’re collaborative We customize solutions
for every client We’re team players We’re your trusted business partner We deliver excellence We’re experienced professionals Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. Etc. JUST TABLE STAKES
FULL SERVICE doesn’t scale ①
There’s really no such thing as “full service” ② Clients don’t hire you for “everything” but for something ③ “Full service” simply doesn’t scale
FOCUS does scale ① People,
competencies, and systems constantly improve. ② Time and money are directed toward a coherent strategy. ③ Expertise can be deployed across a large client base. ④ Alignment between your strategy and day-to-day decisions.
Of over 200 management practices
studied, only one has a causal relationship to superior business performance: A clearly stated, focused strategy. Source: Nohria, Joyce, & Roberson, “What Really Works,” Harvard Business Review,
1. We have a unique
and differentiating answer to the question, “What business are we in?” 2. We have effectively identified the areas in which our firm is “best in class.” 3. We have a clear definition of our best, ideal client. 4. We target a specific segment of the market, not the entire market. 5. We try to focus on what we do best instead of attempting to offer every possible service. 6. We avoid the promises of “full service,” “complete,” or “wide range.” 7. We are as concerned with making our firm different as we are with making it better. 8. We actively avoid working in areas that don’t represent the core of our business. 9. We believe in the strategic advantages of “narrow and deep” over “broad and shallow.” 10. We avoid imitating the business models of our competitors. How differentiated are we? Strongly Disagree 1 2 3 4 5 6 7 8 9 10 Strongly Agree
POSITIONING STRATEGY? We help brands
thrive in harsh environments by creating meaning work that makes a huge impact. We take brands from where they are to where they ought to be. We’re an end-to-end marketing and communications company that looks at everything from your perspective. Be passionate. Have big ideas. Make a big impact. Get big results. Because that’s what it takes. To innovate. To compete. To thrive.
WHAT WHO WAY PRODUCT LEADERSHIP
WHY 1. Which of our competencies could be considered best-in-class? 2. What different or innovative services do we offer? 3. In which service areas do we have specialized knowledge or expertise? 4. What kinds of unique strategic assets do we possess? 5. What speciﬁc problems do our clients have and which of our offerings are most effective at solving them?
WHAT WHO WAY MARKET EXPERTISE
WHY 1. What types of clients have we been most successful attracting in the past? 2. Which industries or business categories do we know best? 3. Which speciﬁc market segments do we know best. 4. What types of client company business models do we have the most experience with? 5. Do we have special knowledge or expertise understanding our customers’ customers?
WHAT WHO WAY OPERATIONAL INNOVATION
WHY 1. Do we have strong, differentiating philosophies that set us apart from other ﬁrms. 2. Have we created distinctive methodologies for solving problems and creating client value? 3. Do we have unique ways in which we provide or deliver services to our clients? 4. Do we approach resourcing in particularly effective or unconventional ways? 5. Are we differentiated by a non-traditional organizational structure?
WHAT WHO WHY MOTIVATING MISSION
WAY 1. Do we have a stated purpose that transcends making money? 2. What do we preach? What do we crusade against? 3. What are our people volunteering for? 4. What would we attempt to achieve if we knew we could not fail?
HOWARD SCHULTZ “WE NEED TO
FOCUS TO START GROWING AGAIN” ๏ Closed 900 stores in the U.S. ๏ Reduced store staffing by 1,000 ๏ Slowed down new store openings to a total of 73 worldwide ๏ Recommitted to core product: coffee