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How to Lead a Values-Based Professional Services Firm: 3 Keys to Unlock Purpose and Profit

How to Lead a Values-Based Professional Services Firm: 3 Keys to Unlock Purpose and Profit

  • Author:
  • Publisher: John Wiley & Sons
  • ISBN: 9781119621522
  • Published In: January 2020
  • Format: Paperback , 240 pages
  • Jurisdiction: International ? Disclaimer:
    Countri(es) stated herein are used as reference only

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    We live in a values-driven world.

    As times change, businesses must evolve. The way that leaders have run companies for generations is no longer relevant.Today -- Purpose wins over products. Values win over features. Stories win over pitches.Everyone everywhere craves fulfillment. You must share the reason why you exist and infuse it into everything you do, in order to thrive.

    Many leaders see the shift in the market and make an effort to adapt. Companies quickly learn that one-off workshops and off-sites are not enough. Purpose is more than a press release. Your vision and mission statements should live in practice as well as print, and permeate through every aspect of your organization. You must close the gap between the messages you declare and the experiences you deliver.

    How to Lead a Values-Based Professional Services Firm shares the vital experience and valuable insights that leaders require to evolve their organizations and navigate the values-driven world we live in.

    • Live your purpose to stay alive and build a faithful following of clients and team members.
    • Employ your authentic values as your guide through the modern market and drive profitability.
    • Share meaningful stories that emotionally connect with today’s clientele to transform them into tomorrow’s brand ambassadors.

    3 keys to unlock purpose and profit will enable you to turn the obstacles of the shifting market into your greatest opportunities, soar above your competitors, and grow your revenue beyond your highest projections.

  • About the Authors xvii

    Introduction 1

    Half a Century of Combined Experience 2

    We’re Not in the Business We Think We are 3

    Not Just a Logo 5

    The Slog 7

    Finding the Three Keys 12

    Chapter 1 Create Your Three Keys 15

    Understand Your Brand Foundation 16

    Understand the Three Keys 18

    Purpose: The First Key 18

    Values: The Second Key 21

    Story: The Third Key 25

    Apply the Three Keys to Your Business 27

    Are You a Values-Based, Purpose-Driven Firm? 28

    What Can You Do Now? 29

    Chapter 2 Values-Based Culture 31

    Three Building Blocks of Culture 33

    Innovate and Evolve Culture 42

    Create a Culture of YES! 43

    Culture and the Three Keys 45

    What Can You Do? 46

    Chapter 3 Leadership 49

    What is Leadership? 50

    Leading in the 21st Century 51

    What Type of Leader are You? 53

    Leadership, Purpose, and the Service-Profit Chain 55

    Look to the Three Keys 56

    What Can You Do? 60

    Chapter 4 Hire Leaders 63

    The Hiring Process Has Changed 65

    Align Values and People 67

    Invest in Your Hiring Process 69

    Involve the CEO 71

    Interviewing with the Three Keys 72

    Link Hiring to Your Bottom Line 76

    Plan for Leadership Succession 80

    Compensation 83

    Leadership, Purpose, and Performance 87

    What Can You Do? 88

    Chapter 5 The Purposefully Structured Business 91

    Design Your Organization 92

    Fewer Hands, Lower Risk 101

    Is It Time to Change? 103

    Infuse Values throughout Your Firm 104

    Organizational Design and the Three Keys 106

    What Can You Do? 107

    Chapter 6 Messages Matter: Marketing and Communications 109

    Marketing Today 110

    How the Three Keys Affect Marketing 113

    How to Market: A Tactical Discussion 118

    Data: Opportunity or Overload? 122

    The Chief Marketing Officer is Dead, Long Live the CMO 124

    What Can You Do? 127

    Chapter 7 Clients Matter 129

    Purpose before Services 130

    Align with Purpose 132

    Align at a Higher Level 133

    Flip the Funnel 137

    How Clients Buy versus Why 139

    Learn What Your Clients Need and Solve Their Problem 141

    What Can You Do? 147

    Chapter 8 Mergers and Acquisitions 149

    Spend Time to Align 150

    Connect on Beliefs 152

    Embrace the Future Together 152

    Be Ready to Compromise 158

    A Quick Thought on Earn-outs 160

    What Can You Do? 162

    Chapter 9 Measure Your Purpose 165

    Who Owns the Key Purpose Indicators? 167

    What to Measure? 168

    How Do We Measure These Things? 169

    Measurement and Performance 183

    What Can You Do? 184

    Conclusion: Use the Three Keys 185

    Appendix: The Three Keys to a Purposeful Brand Foundation 189

    Find Powerful Purpose 190

    Identify Values 194

    Tell Your Story 196

    Acknowledgments 199

    Fran’s Acknowledgments 201

    Don’s Acknowledgments 203

    Index 205

  • DON SCALES has more than three decades of experience leading professional services firms and has driven exceptional growth by aligning people around core values. He currently serves as Global CEO for Investis Digital, a groundbreaking digital communications firm. Prior to Investis Digital, Don was CEO of iCrossing, a performance marketing company that Don sold to Hearst Corporation for $325 million. Don holds an MBA from the Harvard Business School.

    FRAN BIDERMAN-GROSS is the CEO and Founder of Advantages, an Inc. 500 global digital branding and marketing agency. A graduate of MIT's Entrepreneurial Master's Program and Goldman Sachs 10,000 Small Businesses program, Fran is a master at helping others translate their vision and values into a consistent and authentic brand experience. Fran is the developer of the Three Keys Workshop and an in-demand speaker and consultant who has empowered countless leaders to form the emotional connections that drive revenue growth.

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