Over the years, I have worked with a number of professional services clients—from systems integration companies to management consulting firms. The question that these clients always have is: how do you position a service? The underlying assumption is that a service is less tangible than a product—that is, messaging around a service is less clear [...]

All companies have multiple audiences. Each audience may have a different value proposition from the company. But, does that mean that we need to promote a different position with each audience? The short answer is No. Your corporate positioning goal should be the same for every audience. At a higher level, the positioning message needs [...]