The Difference Between Being Known And Being Chosen

People often assume that if more people know about the practice, more work will follow.

Sometimes that's true.

I don't think it's the whole story.

I've seen practices with a strong profile struggle to win the work they really want. I've also seen quieter practices that seem to win the right projects time and time again.

The difference isn't always visibility.

More often, it's clarity.

There's a big difference between somebody knowing your name and understanding why they should choose you.

I think that's where many practices fall short.

Clients aren't just looking for a good architect. They're looking for the right architect for their project. If every practice sounds similar, choosing one becomes much harder.

This is why I spend so much time on positioning.

When your practice has a clear point of view, a defined area of expertise and a way of explaining what makes it different, clients find it much easier to decide whether you're the right fit.

Being recognised is valuable.

Being understood is what gets you chosen.

Talk soon,

B