RainToday Note: This is part two of a two-part series. In this first section, Marcus defined the concept of positioning and explained the qualifying differences between a "position" and a "mission". Now, Marcus will elaborate on what makes a position work for a professional service firm.

A position says, "I understand what you want and need, and what concerns you most, and I'm going to give it to you."

In practical terms, how does it work?

Research.

The position must stem from the best possible understanding of the needs, aspirations, and expectations of the prospective clientele. There should be a perception of what your market most wants of a firm like yours -- and that perception comes ideally from research. At least two of the Big Four firms have spent several million dollars each on just this kind of research, and law firms are beginning to do the same. If you don't have that kind of money -- or commitment -- do your own survey. Ask your existing clients, your friends, their friends -- anybody. But don't guess. Know.

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