Why do so many professional services firms fall at the first hurdle when it comes to defining their purpose?
Perhaps it’s time for a shift to a business value proposition instead, says Ian Firth, Co-Founder and Principal of Bright Space Communications.
It’s often said that businesses thrive when they have a sense of purpose, but what happens when that purpose feels forced or inauthentic?
Many professional services firms struggle with this issue. A recent study of the top 50 accountancy and law firms conducted by strategic branding and communications consultancy Bright Space reveals many of these businesses are missing a key element in their communication strategy: a clear, authentic value statement.
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