by Don Scales (Author), Fran Biderman-Gross (Author)
About the Author
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.
About this Book
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.
Brief Contents
Introduction
Half a Century of Combined Experience
We're Not in the Business We Think We Are
Not Just a Logo
Finding the Three Keys
Note
1 Create Your Three Keys
Understand Your Brand Foundation
Understand the Three Keys
Purpose: The First Key
Values: The Second Key
Story: The Third Key
Apply the Three Keys to Your Business
Are You a Values-Based, Purpose-Driven Firm?
What Can You Do Now?
Notes
2 Values-Based Culture
Three Building Blocks of Culture
Innovate and Evolve Culture
Create a Culture of YES!
Culture and the Three Keys
What Can You Do?
Notes
3 Leadership
What Is Leadership?
Leading in the 21st Century
What Type of Leader Are You?
Leadership, Purpose, and the Service-Profit Chain
Look to the Three Keys
What Can You Do?
Notes
4 Hire Leaders
The Hiring Process Has Changed
Align Values and People
Invest in Your Hiring Process
Involve the CEO
Interviewing with the Three Keys
Link Hiring to Your Bottom Line
Plan for Leadership Succession
Compensation
Leadership, Purpose, and Performance
What Can You Do?
Notes
5 The Purposefully Structured Business
Design Your Organization
Fewer Hands, Lower Risk
Is It Time to Change?
Infuse Values throughout Your Firm
Organizational Design and the Three Keys
What Can You Do?
Notes
6 Messages Matter: Marketing and Communications
Marketing Today
How the Three Keys Affect Marketing
How to Market: A Tactical Discussion
Data: Opportunity or Overload?
The Chief Marketing Officer Is Dead, Long Live the CMO
What Can You Do?
Notes
7 Clients Matter
Purpose before Services
Align with Purpose
Align at a Higher Level
Flip the Funnel
How Clients Buy versus Why
Learn What Your Clients Need and Solve Their Problem
What Can You Do?
Notes
8 Mergers and Acquisitions
Spend Time to Align
Connect on Beliefs
Embrace the Future Together
Be Ready to Compromise
A Quick Thought on Earn-outs
What Can You Do?
Notes
9 Measure Your Purpose
Who Owns the Key Purpose Indicators?
What to Measure?
How Do We Measure These Things?
Measurement and Performance
What Can You Do?
Notes
Conclusion: Use the Three Keys
Appendix: The Three Keys to a Purposeful Brand Foundation
Find Powerful Purpose
Identify Values
Tell Your Story
Acknowledgments
Fran's Acknowledgments
Don's Acknowledgments
Index
Pages: 240 pages
Publisher: Wiley; 1 edition (January 29, 2020)
Language: English
ISBN-10: 1119621526
ISBN-13: 978-1119621522