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Not Just for Big Firms (or those with a lot of money)

Thinking strategically about getting more and better clients is more than an exercise. And it’s not just for big firms.

Marketing is the biggest knob you have from driving growth. A Virtuous Cycle of Best Clients is marketing that makes you progressively better. Recognizing that your services are merely vehicles for delivering the value clients are buying changes how you think about marketing.

Less Really Is More

How I Help
Research shows the fastest growing services firms often spend less on growing their business than slow-growth competitors. The difference is getting the big ideas right. Otherwise, your “marketing” is just throwing mud at the wall to see what sticks.

There’s No One Right Answer

How I Help

The best marketing strategy depends on your clients, your firm, the situation, and YOU. There is no one “best firm” in a market. There are a variety of “best choices” for individual clients. This is why copying a successful competitor doesn’t work.

I don’t bring a one-size-fits-all solution. What I bring is a proven-process that will get the right solution for YOUR firm’s situation and needs.

The goal isn’t merely more clients, it’s more of your BEST Clients.

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“Bruce led us in strategy development that let us reach a new level of clarity and ideas for who we are, what we’re doing and how we achieve it.”

Nilofer Merchant, CEO & Founder, Rubicon Consulting

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Marketing Audit

Assess what is working, what is not working, and identify the greatest opportunities for improvement given overall company objectives and capabilities.

How I Help


Deal yourself a winning hand with positioning that tells the story of how you’re the best choice, not merely different in some way important to you.

Position your firm for clear advantage

Strategic Marketing Plan

Create a comprehensive plan that will change the way you think and act while giving clarity to your entire firm.

Strategic Marketing Plan

Law Firms

To buck the trend towards greater competition you must change your thinking. Make sure you ‘re marketing to your client, not yourself.

Law firms

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“Bruce exhibited a great ability to “dig in” to get a real understanding of our clients’ needs/wants/perceptions that we missed with our traditional tactics.”

Bobby Robertson, CEO, HealthCareFirst

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Core Services

How I Help

A diagnostic Marketing & Business Development Audit is a great way to get started.

The Marketing & Biz Dev Audit

If you wonder whether your marketing is a top performer, it probably isn’t. Cookie-cutter audits focus on measuring and improving individual tactics, but don’t help you think strategically about higher-level objectives like getting more of your Best Clients.

The primary goal of The Marketing Audit is assessing your firm’s clarity, cohesion, and credibility in the market. You want someone who can assess what is working, what is not working, and identify the greatest opportunities for improvement given overall company objectives and capabilities.

A Marketing & Business Development Audit can be a stepping stone towards a comprehensive Strategic Marketing Plan.


Your brand is how the market views your firm. You can’t control that. That’s heresy to many marketers, but it’s the truth. What you do control is your positioning. Great positioning is easy to understand, easy to remember, and easy to share.

Great marketing communicates how you help your Best Clients improve THEIR business. Do that and you become the easy choice in a competitive market. The truth is, potential clients don’t care how you’re different. They only care how you’re a better choice for their situation, needs, and resources.

Strategic Marketing Plan

Thinking strategically isn’t just for big firms. Sales, marketing and business development at professional firms are undergoing profound changes that risk leaving many historically successful firms behind. A Strategic Marketing Plan addresses gaps, weaknesses, capabilities and resources so you can focus on specific initiatives that really work for you and your firm.

Chances are, there’s a lot that’s working well. A willingness to change is critical, but why change what’s working well—and will continue to work well for you. A Strategic Marketing Plan gives you the confidence you are focused on the right priorities. Only then can you let go of the other stuff. The entire process is built around in-depth interviews with your Best Clients to unlock the secret sauce that causes them to see you as a better choice than other options.

Law Firms

Law firms are more complicated than other firms, but law firm marketing doesn’t need to be. Being a good lawyer requires logical thinking. Making it rain for your firm requires something very different: recognizing that logic plays a surprisingly limited role in the client buying decision.

In-depth interviews of law firm clients reveal that clients value their lawyers more than the lawyers realize—AND in unexpected ways. When your value is easy to understand, easy to remember, and easy to share, you have one story for clients, strategic partners, and internal staff. It’s easier to attract more of your Best Clients and expand the ranks of those making rain.

Turn your Marketing into a Virtuous Cycle of Best Clients.

When you know Why You Win,
you Win more often.


Your Best Clients have shorter sales cycles, bring you better projects,
and are happy to pay what you’re worth.
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