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

ISBN-13: 9781119621522 / Angielski / Twarda / 2020 / 240 str.

Don Scales; Fran Biderman-Gross

Spis treści

About the Authors xviiIntroduction 1Half a Century of Combined Experience 2We're Not in the Business We Think We are 3Not Just a Logo 5The Slog 7Finding the Three Keys 12Chapter 1 Create Your Three Keys 15Understand Your Brand Foundation 16Understand the Three Keys 18Purpose: The First Key 18Values: The Second Key 21Story: The Third Key 25Apply the Three Keys to Your Business 27Are You a Values-Based, Purpose-Driven Firm? 28What Can You Do Now? 29Chapter 2 Values-Based Culture 31Three Building Blocks of Culture 33Innovate and Evolve Culture 42Create a Culture of YES! 43Culture and the Three Keys 45What Can You Do? 46Chapter 3 Leadership 49What is Leadership? 50Leading in the 21st Century 51What Type of Leader are You? 53Leadership, Purpose, and the Service-Profit Chain 55Look to the Three Keys 56What Can You Do? 60Chapter 4 Hire Leaders 63The Hiring Process Has Changed 65Align Values and People 67Invest in Your Hiring Process 69Involve the CEO 71Interviewing with the Three Keys 72Link Hiring to Your Bottom Line 76Plan for Leadership Succession 80Compensation 83Leadership, Purpose, and Performance 87What Can You Do? 88Chapter 5 The Purposefully Structured Business 91Design Your Organization 92Fewer Hands, Lower Risk 101Is It Time to Change? 103Infuse Values throughout Your Firm 104Organizational Design and the Three Keys 106What Can You Do? 107Chapter 6 Messages Matter: Marketing and Communications 109Marketing Today 110How the Three Keys Affect Marketing 113How to Market: A Tactical Discussion 118Data: Opportunity or Overload? 122The Chief Marketing Officer is Dead, Long Live the CMO 124What Can You Do? 127Chapter 7 Clients Matter 129Purpose before Services 130Align with Purpose 132Align at a Higher Level 133Flip the Funnel 137How Clients Buy versus Why 139Learn What Your Clients Need and Solve Their Problem 141What Can You Do? 147Chapter 8 Mergers and Acquisitions 149Spend Time to Align 150Connect on Beliefs 152Embrace the Future Together 152Be Ready to Compromise 158A Quick Thought on Earn-outs 160What Can You Do? 162Chapter 9 Measure Your Purpose 165Who Owns the Key Purpose Indicators? 167What to Measure? 168How Do We Measure These Things? 169Measurement and Performance 183What Can You Do? 184Conclusion: Use the Three Keys 185Appendix: The Three Keys to a Purposeful Brand Foundation 189Find Powerful Purpose 190Identify Values 194Tell Your Story 196Acknowledgments 199Fran's Acknowledgments 201Don's Acknowledgments 203Index 205

O autorze

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.