What separates one accountant from the next? Not much, they all deliver similar services. The same is true for lawyers, insurance brokers and financial advisors. When everyone looks the same it's hard to make a referral. Relationships are not enough to differentiate your brand.
Professional services firms are under exceeding pressure to stand out and compete. For example what differentiates one accounting firm from the next? They all offer tax, advisory and audit. So what separates them? Until very recently professional services firms...
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