The Great Marketing Hoax

Dump "differentiation." Embrace profitability.

By Frank Stitely
The Relentless CPA

There are only two ways to succeed in a commodity market: 1. differentiate or 2. get really efficient.

MORE: The Cure for Commoditization | Ruthlessly Efficient Workflow Management | The Annual Tax Meeting is Dead. Clients Killed It.
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If you’ve been drinking the Kool-Aid from industry consultants who have never worked in CPA firms, you’ll likely choose differentiation. When you differentiate, you get paid what you’re worth – at least according to these experts.

But let's take a closer look.

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B.

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Frank Stitely



About the Author

Frank Stitely, CPA, CVA, is the managing member of Stitely & Karstetter CPAs in Chantilly, Va., and leader of Clarity Practice Management.

He is the author of

The Relentless CPA,
available exclusively from CPA Trendlines.

He graduated Summa Cum Laude from Clarion University and received the Elijah Watt Sells certificate in recognition of his performance on the CPA exam. His professional affiliations include: The American Institute of Certified Public Accountants, Virginia Society of Certified Public Accountants, President of the Association of Professional Accounting Software Consultants, Member of the Sage Software Small Business Certified Consultants' Steering Committee, Member of the National Association of Certified Valuation Analysts, Chair of the Audit Committee on the Board of Directors for Christian Relief Services, Maryland Society of Accountants, and the National Society of Tax Professionals.

Click here for more by Frank Stitely