When it comes to your firm's abilities, the task is to identify not just capabilities but competencies. Competencies are capabilities of the organization that can be delivered in a dependable, differentiating way. Defining what's core to the organization is often the result of disaggregating a short list of services and abilities, then breaking them down into component parts to find what's truly distinctive.
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Defining an effective positioning strategy means having a clear definition and understanding of your best customer – the types of clients you are best suited to serve. This is a process of deeply exploring the firm’s experience with business categories, market segments, audiences, and types of business models.
HOW can your firm be distinguished by the way it thinks?
The culture and intellectual capital for the firm is a critical cornerstone in business strategy. This is about identifying the standards, values and beliefs by which the firm operates, serves clients, and makes daily decisions. It's also about proprietary approaches you bring to solving client problems.
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Without exception, the most notable firms have an ambitious reason for being. Rather than being driven solely by the market, the competition, or the numbers, what is it that drives you from inside? Your purpose must be at the center of who you really are as an enterprise.