Fourteen frogs were sitting on a log in the middle of a pond. Three of the frogs decided to jump into the water. How many frogs were left on the log? Now the accountants among you will want to say eleven but that’s not the real answer. The real answer is anything between eleven and fourteen because there is a big difference between deciding to do something and actually doing it!
David Maister is the leading writer in the area of Professional Services Firms. One of his books is called Strategy and the Fat Smoker. He tells a similar story of a guy who goes to the doctor for advice because he is 50 and out of condition. The doctor advises the man to stop smoking, to increase his fruit and vegetable consumption and to take regular exercise. As he is paying the receptionist €50 for the visit he thinks to himself – “What a waste of money – I already knew all that”
How does this all relate to marketing a professional service firm? As Morpheus said to Neo in the Matrix – “Neo, sooner or later you’re going to realize, just as I did, that there’s a difference between knowing the path, and walking the path.”
Marketing a PS firm is very like the process of joining a gym.
What’s the solution?
The solution lies 10% is knowing what to do and 90% putting a structure in place that will ensure that you stick to the programme.