You are better than the firms winning the work you lose. So why do they keep winning it?
If you lead a boutique consultancy, you already know the feeling. You walk out of the room certain you were the strongest team in it, and a fortnight later the client has gone with someone safer, cheaper, or simply louder. The problem is rarely the work. It is that the market cannot tell what makes you different, so it defaults to price.
Claim the Crown is about ending that, for good.
Through the story of Donna Ferguson, a consultancy founder who was tired of being her market's best-kept secret, Matt Hodkinson walks you through the thirteen decisions that turn a capable firm into the obvious choice in a category it owns. Not a louder version of what everyone else says. A position competitors cannot copy, priced on the value it creates rather than the day rate it costs.
You will learn how to:
- Find the buyer who actually signs, and the trigger that makes them act
- Define who you are deliberately not for, and why that sharpens everything
- Translate what you do into an outcome a buyer can recognise without debate
- Build and name a delivery mechanism rivals cannot claim
- Name and frame a category, then claim it as its reference point
This is the thinking behind positioning that commands a premium and makes the sale easier, drawn from the method Matt uses with consultancy leaders every week. It gives you the what and the why in full. What you do with it is where your crown is won.
Stop being the best-kept secret in your market. Start being the name it reaches for first.
