Had enough of change and market disruption? Well theres more on the way over the next two to three years. Are you going to let the waves of change pound you into submission and wash over your practice? Or are you going to embrace change, and turn it into a positive force that will propel your business interests? In some respects thats akin to the somewhat seemingly simple question: Is your glass half empty or half full? For many of you, the answer is: Possibly. And thats because you have not proactively developed a focused business strategy to differentiate your business practice and sustain your competitive advantage.
Many of you are thinking that your competitive advantage is, We give great service. For those who have read this column over the last nine years, you have heard repeatedly that great service gets you in the game. It is not a differentiator. It provides no marketing advantage. Did you ever hear a competitor boast: We provide awful service and we are proud of it?
