Excerpt From Summary of Blair Enns's The Win Without Pitching Manifesto
The world does not need another generalist design firm. What the world needs, what the better clients are willing to pay for, and what our people want to develop and deliver, is deep expertise. Expertise is the only valid basis for differentiating ourselves from the competition.
When trying to position yourself against your competition, you should eliminate or reduce the real alternatives to hiring your firm. This power shift allows you to affect the buying process and increase your ability to protect yourself from having to part with your thinking for free.