Of all the management statements presented thus far, only the Position Statement is an outwardly-focused management statement. Don’t get me wrong. It counts inside an architectural firm, as well. But the most important point in developing and using a Postiion Statement is to communicate clearly to your clients, colleagues and referral sources who you are, what you do, for whom, and to what benefit.
A clear Position Statement means that people will be able self-select, in other words, determine whether or not your firm is suited to their needs. Strong positioning actually leads people to your firm. And when you are clear about the business you are running—focusing and narrowing, rather than being a generalist without the ability to differentiate—others are able to make the right referrals and to call when the teaming opportunities are right.
Do clients care about your Position Statement? Absolutely. It matters. While a client might not go looking for a Position Statement on an architect’s website, the website should reinforce the Position Statement at every stage from homepage to navigation choices to content to projects to titling, tags and links.
And clients-to-be absolutely care. They want to know as quickly as possible in the meet-and-greet process whether or not there’s a good fit between their organization and your architectural practice. If your Position Statement is developed, refined and clear, the client and (and you, for that matter) will know quickly whether or not there’s a match.
What is it?
An outwardly-focused statement that tells others who you are, what you do, for whom, and to what benefit.
What’s it used for?
To ensure consistent description of your firm so that clients, colleagues, and referral sources understand your business and whom you help. So clients can self-select and referrals are on target.
Does it matter to clients?
Critical for clients to hear and understand to differentiate your firm from others. To clarify for clients the benefit of working with you.
When is it recommended?
When a firm lacks clarity about its business purpose and has difficulty articulating how clients benefit from their work. When messaging from the firm is inconsistent and confusing. When setting strategic direction.