1.) Be all things to all people. Obvious, right? Well, look around. You'll find at least three to four entities guilty of this practice everyday.
2.) Allow the market to determine your pricing. Markets may set parameters, but you're the only one who determines the final level.
3.) Give away services for free.
4.) Related: Do what the other guy does for less.
5.) Maintain the status quo. Lawyers and accountants feel compelled to practice this one because, in their minds, the "profession" demands that they do so. Maybe they're right, but for the vast majority, this is the wrong way to go.
6.) Over-rely on your sponsor or parent organization. Once you're more defined by a sponsor, be prepared to face down the value question with more frequency.
7.) Don't differentiate along individual lines. Can anyone tell any difference between the Final Four accounting firms or firms in any other services sector?
8.) Rely on proven techniques at the expense of exploring new ones. Hey, if it works, keep doing it until it doesn't, right?
9.) Stay in the standard comfort zones. If you're not doing at least one thing a day that makes you squirm with discomfort, then don't expect any breakthrough moments.
10.) Quantity at the expense of quality. If we just get five more clients, everything will take care of itself, right? Well, that obviously depends. But you get the basic point.
Happy business and brand building,
JG
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