Top Highlights

• every professional firm must satisfy these three goals of “service, satisfaction, and success” if it is to survive
• Consider three kinds of client work: Brains, Grey Hair, and Procedure projects. In the first type (Brains), the client’s problem is at the forefront of professional or technical knowledge, or at least is of extreme complexity. The key elements of this type of professional service are creativity, innovation, and the pioneering of new approaches, con...
• In essence, their appeal to their market is, “Hire us because we’re smart.”
• Brains projects usually involve highly skilled and highly paid professionals. Few procedures are routinizable: Each project is “one-off.” Accordingly, the opportunities for leveraging the top professionals with juniors are relatively limited.
• Grey Hair projects, while they may require a highly customized “output” in meeting the clients’ needs, involve a lesser degree of innovation and creativity in the actual performance of the work than would a Brains project. The general nature of the problem to be addressed is not unfamiliar, and the activities necessary to complete the project may b...