Market Expertise
Most of us want to be seen as experts in our field, and market expertise is a noble and achievable goal. Then why are so many afraid of taking the plunge and reaching for the mantle of becoming a market expert? For many, it’s the inability to say “No” to clients who come to them with a new project. For others, it may be the concern about the state of the economy, and the fear of running out of work. Regardless, the design industry is rapidly moving to a new class of market experts, and your firm needs to understand the ‘whys and hows’, as detailed in the new book, Silver Bullets.
Turning down work may seem ill-advised, but it’s the only way to reinforce a strategic decision to lead in your selected markets. If you design one athletic center in five years, how valuable is that experience when it comes to leveraging your knowledge and experience down the road? Not very valuable, in most cases. Market expertise requires a deeper commitment, and the creation of new bodies of knowledge within your staff that will raise your firm’s profile and competitiveness.
The time is now to sharpen your specialization and become the market expert in the eyes of important and demanding clients. A commitment to market expertise means you’ll garner more recognition, be more competitive, and attract better talent. Explore the meaning and methods of market expertise in the book Silver Bullets, and be better prepared to win more high-quality jobs with the clients you most want to work with!
