Selling a new innovation or a new concept is hard, because clients are resistant. They don’t get it, or they’re not prepared to change. So they ply you with platitudes, “This looks amazing, but it’s two years ahead of what we need.” Or some other compliment veiled as a brush off. The issue is not one of innovation or understanding. This issue is branding. Positioning an innovation requires a different approach.
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 were...
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