Have you noticed how some pretty major mainstream product and service businesses are starting to talk like professional services firms? Take the recent “Upside” campaign by Marsh and the UPS “Delivering Insight” adverts in the Wall Street Journal which feature material on topics such as:
- The Venture Capital Tangle — Start-Ups’ Rapid Evolution Creates Conflicts for Financiers
- Will the benefits of doing business in China outweigh the risks?
- How can you build a more resilient supply chain?
- Managing Growth Through Innovative Strategies
These sound more like something you’d expect to read in the McKinsey Quarterly or an Accenture white paper.
IT vendors have recognized and pursued “thought leadership” marketing campaigns (with varying levels of quality and success) for a number of years and now it appears that other industries are recognizing the need to demonstrate they understand, anticipate and can solve their customers “business problems”. It seems everyone is a solution provider now.
The battle for client mindshare just got a lot harder for professional services firms!