CONTENTS
Acknowledgments
Introduction: The Power of Principles
PART ONE: (MOSTLY) ABOUT YOU
1. Real Professionalism
What is professionalism, and how do you manage in order to breed it?
2. Are You Having Fun Yet?
What is the role of excitement and enthusiasm in professional success?
3. No Regrets
How do you develop a personal career strategy?
4. Dynamos, Cruisers, and Losers
How do you keep your career in high gear? How do you tell if it is?
5. It's About Time
What are the key business processes of a professional practice, and how do you manage your investments in these areas?
6. Are You Willing to Be Managed?
How can management in a professional environment be reconciled with the need for autonomy?
7. Why Should I Follow You?
What are the key attributes of a manager of professionals?
PART TWO: (MOSTLY) ABOUT YOUR FIRM
8. Values inaction
How vigorously do you "enforce" your values? Do your people think you live up to them?
9. The Value of Intolerance
What should a firm be "intolerant" about? How do you ensure that you do not slip into tolerating "OK" performance?
10. A Time for Healing
How do you create a sense of teamwork?
11. How Firms (Should) Add Value
How do you ensure that there is value in the institution, not just in the individuals who work there?
12. Success Through Skill-Building
How do you invest in and manage rapid skill-growth?
13. What Kind of Provider Are You?
What are the key skills of different types of providers, and what are the differences between them?
14. Managing Your Client's Projects
How do you track the profitability of individual assignments?
15. Why Merge?
When does a professional firm merger make sense?
16. The Adaptive Firm
What do you have to do to be good at constantly evolving and adapting?
PART THREE: (MOSTLY) ABOUT YOUR CLIENTS
17. How Real Professionals Develop Business
What works in marketing, and how does this compare to the standards of professionalism?
18. Finding Out What Clients Want
How do you discover how the client defines quality?
19. Why Cross-Selling Hasn't Worked
How can cross-selling really be made to happen?
20. Measuring Your Marketing Success
What's the difference between "more business" and "better business" and can you measure it?
21. Satisfaction Guaranteed
Can/should you guarantee your clients' satisfaction?
Index
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