Room for Messaging Improvement in Busines Process Transformation Firms May 30, 2011, by Peter Mirus in Marketing
In the course of performing some client research, I recently examined the websites of approximately 20 competitors performing work in the areas of Project Management, Business Process Transformation, and Organizational Transformation (or similar service labels). The size of the consulting firms ranged greatly in size and had many permutations in disciplines, methodologies, solutions, audiences, etc.
What I learned is that many of the competitors in this space do not message themselves well, at least online. There’s a lot of cloudiness in terms of who each firm claims to be, what audiences they are talking to, and how the firm delivers value to those audiences.
This underscores that it may not be necessary for a firm to be “unique” in order to compete in this space. To create a significant advantage, it might be sufficient to possess critical similarities to competitors and then create and deliver superior messaging.