Change Your Thinking, Change Your Future

Competing today necessitates a client-driven, not practice-driven, firm.

by Michelle Golden
Professional Services Marketing 3.0 by Bruce W. Marcus

Bruce’s newest book documents an important evolution in professional firms and the way law and accounting firms interact with current and prospective buyers. These interactions include serving the client, but also—quite importantly—reflecting how people working in firms present themselves in terms of their ability to bring true value to those who hire them.

Bruce’s approach is two-fold: understand the past, and be intentional about the future. As you read, and consider your firm’s present marketing in light of this broader, historic context, you have the opportunity to identify counter-productive attitudes and approaches and move to an advanced level of marketing sooner than you otherwise might. The author shares, through his rich observations and experiences, that the views a professional holds about the value of his or her offerings, and marketing in general, are more important than the specific marketing tactics he or she undertakes.

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Michelle Golden



About the Author

Michelle Golden, CPF, is a growth and profitability strategist, and “value pricing” expert. With a strong background in CPA-firm marketing, she honed subspecialties in pricing and positioning. At Fore Advantage, she currently focuses most on educating CPAs and assisting them to implement new pricing models based upon outcomes they affect, advancing them beyond charging for time spent.

What she does best—differently from others—is energize people while she shows them how to do hard stuff. She clarifies the complicated. She sheds new light and instills confidence. She sets you up to make big progress possible.

Michelle is recognized industry-wide for her original ideas and success with practical implementation. Some honors:

  • Ten Most Powerful Women in Accounting by Accounting Today
  • 25 Most Powerful Women in Accounting by CPA Practice Advisor
  • Top 100 Most Influential People in Accounting by Accounting Today
  • Top 25 Thought Leaders in Public Accounting by CPA Practice Advisor
  • Association for Accounting Marketing Hall of Fame

Michelle holds the International Association of Facilitators’ Certified Professional Facilitator (CPF) designation. Her deep knowledge of firm operations and sharp observation skills allow her to grasp a firm’s nuances quickly. She then guides firm owners and their teams toward increased business, improved customer interactions, smoother operations, and stronger cultures.

Since 1994, she’s helped more than 130 firms to grow and become more profitable.

Click here for more by Michelle Golden