How should a professional service firm (PSF) compete to become ‘larger than life’? How do you become a ‘star’ PSF? PSFs should focus on the following 10 issues:
1. Attracting, developing, and retaining the right people. The most important firm skills are personified in the firm’s key personnel. How does a star PSF consolidate its exceptional reputation? By attracting the cream of the crop and encouraging senior professionals, who no longer make an outstanding contribution, to leave.
2. Building and deepening client relationships. The best clients want the best PSFs, and vice versa. Client development is a day-in, day-out, ongoing, unremitting, persevering, compassionate type of activity. Client attention + Client feedback = Client development.
3. Building and leveraging a high-quality knowledge support infrastructure. Knowledge is the lifeblood of the PSF. Great PSFs create, enrich, and leverage exceptional knowledge.
4. Managing core principles effectively. A PSF with powerful guiding principles never depends on the ebb and flow of outside events, discontinuities, or accidental circumstances. Principles are needed since firms need to be led. Otherwise, they will be ‘operated’, that is, their performance will be the result of what happens outside the firm.
5. Building and leveraging reputation. Reputation is what resides in the minds of people (e.g., clients). It captures a firm’s 3Ps - purpose, personality, and positioning - and distinguishes it from its peers. A firm’s ‘aura’ must be successfully managed and maintained so that ‘reputation equity’ is protected.
6. Developing a smooth-running ‘information logistics engine’ to get the right information to the right people at the right time. Effective management of the flow of information to, through, and from the PSF is key to a firm’s competitive advantage.
7. The ability to generate and commercialize new and unique value for clients systematically and continuously. Inventiveness and innovativeness cannot be enacted by the stroke of a pen. That said, inventors and innovators need a thick skin; good thing the best are bred with them.
8. A relentless focus on ongoing improvement. Focusing on continuous improvement means constantly searching for a better or best practice, implementing that practice, and then searching for another better or best practice.
9. Building an integrated one-firm philosophy. The best PSFs are well-integrated organizations. The best clients prefer to work with a mosaic of people, well-integrated, preferably across national and cultural borders.
10. Building, managing, and leveraging a collaborative mindset. No one player (individual or firm) can master everything. The best professionals and firms perform through others. ‘Collaborate to compete’ is an important mantra of the best of the best.
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