I've now read quite a bit of
David Maister's new book
Strategy and the Fat Smoker. As usual with David's work, I'm enjoying it and finding myself nodding often in agreement. (Which is better than nodding off...what typically happens when I read business books.) I'm guessing most folks, should they read this book, would say, "Not only do I agree with David's strategies, I already held the same beliefs
before I read the book, and could articulate them if asked."
And that's the point: most folks know what they need to do to run a successful professional services firm. They just don't do it.
David says, for example:
- We know what to do, we know why we should do it and we know how to do it. Yet, most businesses and individuals don't do what's good for them.
- A strategy is not just choosing a target market, but actually designing an operation that will consistently deliver the superior client benefits you claim to provide.
- Even the most senior vice-presidents and partners indicate that they do not think the new strategies and polices they have designed themselves will be implemented. If they are skeptical about their own ability to implement their own declared strategy, can you imagine how cynical the employees are?
- People may say they want the benefits of romance, but yet they still act in ways that suggest that they are really interested in a one-night stand.
- Conversational skills apply to effective marketing and selling. You may remember to behave this way at a dinner party, but do your client meetings really meet these criteria?
Pretty straightforward points, if you ask me. That doesn't make them any less powerful or less relevant.
Strategy and the Fat Smoker is a winner. Well worth the time and effort to read. Also, keep a look out for a RainToday.com webinar based on the book this May 15th to be delivered by David. The webinar's content will focus specifically on how to build the strongest business relationships possible.