Archive for 'Professional service firms.'
Michael D. Moberly August 4, 2016 ‘A blog intersecting and navigating intangible assets for profitable business’!
Fear, uncertainty, and doubt (FUD) are intangible assets (or liabilities) depending on who the recipient(s) may be, what the motive – intent of the individual, movement, or organization utilizing FUD is, and how FUD influences people to act – react.
Several years ago, I was encouraged to take a meeting with a high end marketing firm regarding my consultancy. The firm’s CEO, in her opening remarks, adamantly expressed the key to effective marketing lie in generating FUD (fear, uncertainty, and doubt) among the businesses and clients I sought to engage. Unmistakably, her words translated as crafting and scripting marketing messages…
• to dramatize a consistent presence of risk, specific to prospective clients’ IA’s (intangible assets) and,
• if a company and/or its management team chose not to utilize my services they could expect to incur various
adverse economic – competitive advantage consequences in the near term.
Another obvious underlier to this marketing firm’s mantra is that company management teams, c-suites, boards, and stakeholders are seldom receptive – motivated to change, particularly during periods when conventional status quo markers provide satisfaction unless – until elements of imminent FUD can be articulately infused to ‘kick start’ relevant conversations in c-suites and boardrooms about maximizing value company’s IA’s. Should I choose to do otherwise, she emphatically said, my company would fail and she would be very reluctant to accept me as a client.
The marketing materials – pitches I had developed to date focused on two themes, i.e., respect, and uncertainty. By this I mean, the demeanor and language integrated throughout my marketing materials and pitch endeavored to be respectful to each party I would engage, that is, respecting their experience, status, and the possibility they may already hold perspectives – operational familiarity with IA’s which may or may not coincide with my own.
Similarly, during conversations with prospective clients, if I sensed uncertainty about what IA’s are, what they’re not, how to develop, position, and monetize them for their value and competitive advantages, etc., I would mitigate any uncertainties by identifying, unraveling, and applying IA’s held within their company as examples. I would do so in forward looking – thinking contexts for management teams to consider and draw attention to the economic fact their company’s value, competitiveness, wealth creation, and sustainability now resided in non-physical IA’s, not physical tangible assets.
My marketing materials and ‘pitches’ center on guiding client companies to achieve near and long term successes merely by learning how to recognize, develop, utilize, mitigate risk, and safeguard IA’s which they own, hold, have developed, or acquired.
The perspectives I hold about marketing my professional services are rooted in – evolve from the assumption that experienced and horizonal thinking companies and their management teams already recognized the economic fact that 80+% of most company’s value, sources of revenue, future wealth creation, competitiveness, and sustainability lie in intangible, not tangible assets. Therefore, there is no need to generate – rely on client companies FUD, instead, focus on how, why, and when company management teams are obliged to identify, distinguish, assess the contributory value, fragility, and sustainability of their IA’s. In other words, my marketing initiatives were not intended to generate dramatized uncertainty, rather to mitigate managerial uncertainties about how to utilize IA’s best.
Purposefully eliciting FUD among target audiences as an absolute prelude to attracting potential clients to engage my firm and purchase the product-services I offer remains a strategy which I am neither professionally nor personally comfortable or committed.
To this day, I harbor no regrets about not accepting this CEO’s FUD dominated marketing strategy. Admittedly however, my consultancy has yet to achieve several key projections. Whether that has any connection to the absence of planting – inserting FUD in marketing materials and pitches I simply don’t know. In my defense, my company emerged from a 20+ year (fulltime) career in academia in which I was recognized for bringing logical, rational, horizonal, and experientially-based explanations to criminology and private security issues to undergraduate and graduate students. At no time did I incorporate content intended to sew elements of FUD. Admittedly, in academia, I was not seeking to sell products and/or services, rather to influence student’s critical thinking that moved beyond convention, i.e., let’s do the same, only more of it, and let it be rationalized through perceptions fueled by fear, uncertainty, and doubt.
Michael D. Moberly May 23, 2016 ‘A blog where attention span really matters’!
The rationale underlying any business initiative – transaction should always be to maximize and ultimately extract as much value as possible from the assets in play because it’s an economic fact that…
…80+% of most organization value, sources of revenue, sustainability, competitiveness, and wealth/profit creation today lie in – directly evolve from IA’s (intangible assets).
It is then, an organization’s IA’s that will most always be in play because they are integral to both…
• transaction value, and
• near term outcomes.
This economic fact – business reality presents various fiduciary obligations to PSF’s and company decision makers irrespective of whether they are the originator, owner, buyer, or seller, etc.,
…to know, with the necessary specificity, what IA’s are and how to identify, unravel, and sustain their control, use, ownership and value throughout their respective economic, competitive, and/or functionality cycle and certainly a relevant pre-post (transaction) period of time.
Seldom can asset value maximization – extraction be fully achieved using conventional, generic precepts, checklists, or mere confirmatory reviews of registrations and filings. That’s because, the pillars of any organization’s IA’s are it’s…
• relationship, and
• competitive capital.
…which are routinely embedded in operations, processes, and/or functions that create efficiencies, competitiveness, brand, and value, etc., and generally lie under most conventional business radar.
So, when the motive – objective for parties is to initiate and/or be receptive to a transaction, there must be skill sets applied in advance to identify, unravel, preserve. maximize, and extract as much value as possible from the relevant assets in play, particularly, the IA’s. It’s prudent then for PSF’s (professional service firms) retained to support-oversee such transactions, regardless how small or periodic they may occur, possess current operational skill sets necessary to…
…strategize about ways to achieve sufficient operational familiarity with IA’s to respectfully engage business clients to recognize, assess, and distinguish their composition and contributory role and value in the global market space, particularly if/when the assets are effectively integrated, bundled, and safeguarded in both pre and post transaction contexts.
In far too many transactions, IA functionality – contributory value is overlooked, improperly assessed, misunderstood, or neglected insofar as the integral and contributory role they consistently play as sources of revenue, value, and competitive positioning.
The ‘Business IP and Intangible Asset Blog’ is designed to elevate awareness – bring operational familiarity to IA’s in the irreversible global business environment where 80+% of PSF’s business client’s value and sources of revenue actually lie.
To dismiss the importance for PSF’s to integrate this dimension into their practice area – service deliverables will, at minimum, manifest as adversely impacting firm’s billable revenues, competitive positioning, brand, and attractivity. On the other hand, offering IA services to existing and prospective clients is nearing a requisite for being consistently recognized as horizonal in the delivery of relevant and effective services to business clients in 2016, and for the foreseeable future.
The root of such services lie in preparing – positioning business clients to identify, preserve, safeguard, and extract value, efficiency, competitiveness, and sources of revenue from their IA’s. And, doing so, will most certainly, favorably affect their sustainability and outcomes to any transaction they wish to enter.