How to Lead a Values-Based Professional Services Firm: 3 Keys to Unlock Purpose and Profit
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