I recently got back from the VeraSage Institute meeting in Napa Valley, California. “The VeraSage Headache” (as Ron Baker puts it) is still lingering. The thought leaders there from all over the world really stretched me and the vision I have for our firm. I’m thankful that I was asked to participate.
I’m thinking through firm branding and positioning right now. In a world of “sameness” accountants desperately need to know who they are and why they do what they do. And even more importantly, they need to know what they are NOT. If we think we are for everyone, then we are for no one. I’m learning to narrow whom we serve globally, wrapping our commodity services in heavy value and charging a valuable fee for what we do.