"Certain firms have an illegible offer". This was Jean-Luc Placet's (President of Syntec Conseil) warning in the daily newspaper the Platform on December 16, 2005. This observation applies just as easily to the law firms as it does to certified public accountant firms. Indeed, there is a plethora of competing firms today for each one of these professions and companies no longer know why they should choose one rather than the other. Two questions then arise with professional services firms: how to differ from its competitors? How to position oneself? For a professional services firm, positioning is defined by the design of a practice and its image with the goal of giving it a determined place in the spirit of a definite target.

The following article is in French, contact Day One for the complete translation of the article.