They always say time changes things, but you actually have to change them yourself.
Small changes, great gains. Andy Warhol's words remind us that the work of becoming a marketplace master will have to come from within, steered by the very same people who will ultimately benefit from the changes that result. But professional service firm leaders will need to give their colleagues solid reasons why they should do the heavy lifting to develop the competencies of a market-driven infrastructure. In the final two chapters, I present a diagnostic framework and a presentation structure that marketplace mastery champions can use to guide their professional service firm to look out, dig deeper, and embed innovation.