Industry Expertise Creates Marketing Value
This morning, I heard two ads on the radio, one for Comerica Bank and the other for J.H. Cohn, an accounting firm. I found the ads particularly intriguing not only because of their timing—they ran consecutively—but also because they both emphasized the firms’ respective expertise in a variety of industries. This interested me because I […]
If You Want to Get to First Class, Sometimes You Need a Coach
I had lunch with a professional who had gone out on his own within the last year. Going solo generally presents huge challenges, but my friend faced his own personal tests as well. For example, like so many other professionals in the current economy, this individual became an entrepreneur because he could not find another position in […]