{"id":14609,"date":"2011-08-21t09:15:26","date_gmt":"2011-08-21t13:15:26","guid":{"rendered":"https:\/\/48e130086c.nxcli.net\/?p=14609"},"modified":"2024-11-19t21:33:21","modified_gmt":"2024-11-20t02:33:21","slug":"five-new-realities-for-accountants-and-lawyers","status":"publish","type":"post","link":"\/\/www.g005e.com\/2011\/08\/21\/five-new-realities-for-accountants-and-lawyers\/","title":{"rendered":"five new realities for accountants and lawyers"},"content":{"rendered":"<p><strong>make no mistake: change is coming, whether the incumbents like it or not.<\/strong><\/p>\n<p><em>by bruce macewen<\/em><br \/>\n<a href=\"http:\/\/www.adamsmithesq.com\/\"> adam smith, esq.<\/a><br \/>\nfrom the foreword to <a href=\"http:\/\/baystreetgroup.com\/store\/book-professional-services-marketing-3-0-by-bruce-w-marcus\/\">professional services marketing 3.0 by bruce w. marcus<\/a><\/p>\n<figure id=\"attachment_14610\" class=\"thumbnail wp-caption alignright\" style=\"width: 227px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-14610\" title=\"bruce macewen\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen.png\" alt=\"bruce macewen\" width=\"227\" height=\"343\" srcset=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen.png 227w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen-198x300.png 198w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen-95x145.png 95w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen-125x190.png 125w\" sizes=\"auto, (max-width: 227px) 100vw, 227px\" \/><figcaption class=\"caption wp-caption-text\">bruce macewen<\/figcaption><\/figure>\n<p>when i first heard the title of bruce w. marcus\u2019 latest book, i thought \u201cprofessional services marketing 3.0? well, forgive me, but i think i need to be clued in on what exactly were 1.0 and 2.0.\u201d not only does bruce answer this question, he provides an expansive and ambitious vision of what he sees ahead for us as we cross the threshold.<\/p>\n<p>now, if you need the same help i did in recognizing 1.0 and 2.0, the first was in the wake of the 1977 u. s. supreme court decision in <em>bates v. state bar of arizona<\/em>, which is commonly seen as a narrow decision striking down the prohibition on attorney advertising, but which bruce w. marcus insightfully identifies as something far more momentous: the beginning of open competition in professional services.<\/p>\n<p>the second stage is where we are today, with a frank recognition of the necessity of marketing, but a time (the present) when it\u2019s still tainted by the mild whiff of the promotional, the sales-y, and the unprofessional. bruce writes that \u201cif there\u2019s one thing that has inhibited innovation and growth in professional services marketing in the decades since <em>bates<\/em>, it\u2019s the disconnect between marketers and the professionals they serve,\u201d but i would say it goes even further. marketers are often treated as the obligatory but unwelcome guests at the dinner party.<\/p>\n<p> <a href=\"\/\/www.g005e.com\/2011\/08\/21\/five-new-realities-for-accountants-and-lawyers\/#more-14609\" class=\"more-link\">read more &rarr;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p><strong>make no mistake: change is coming, whether the incumbents like it or not.<\/strong><\/p>\n<p><em>by bruce macewen<\/em><br \/>\n<a href=\"http:\/\/www.adamsmithesq.com\/\"> adam smith, esq.<\/a><br \/>\nfrom the foreword to <a href=\"http:\/\/baystreetgroup.com\/store\/book-professional-services-marketing-3-0-by-bruce-w-marcus\/\">professional services marketing 3.0 by bruce w. marcus<\/a><\/p>\n<figure id=\"attachment_14610\" class=\"thumbnail wp-caption alignright\" style=\"width: 227px\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-14610\" title=\"bruce macewen\" src=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen.png\" alt=\"bruce macewen\" width=\"227\" height=\"343\" srcset=\"https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen.png 227w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen-198x300.png 198w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen-95x145.png 95w, https:\/\/cpatwpe.s3.amazonaws.com\/cpatrendlines\/wp-content\/uploads\/2011\/08\/bruce-macewen-125x190.png 125w\" sizes=\"auto, (max-width: 227px) 100vw, 227px\" \/><figcaption class=\"caption wp-caption-text\">bruce macewen<\/figcaption><\/figure>\n<p>when i first heard the title of bruce w. marcus\u2019 latest book, i thought \u201cprofessional services marketing 3.0? well, forgive me, but i think i need to be clued in on what exactly were 1.0 and 2.0.\u201d not only does bruce answer this question, he provides an expansive and ambitious vision of what he sees ahead for us as we cross the threshold.<\/p>\n<p>now, if you need the same help i did in recognizing 1.0 and 2.0, the first was in the wake of the 1977 u. s. supreme court decision in <em>bates v. state bar of arizona<\/em>, which is commonly seen as a narrow decision striking down the prohibition on attorney advertising, but which bruce w. marcus insightfully identifies as something far more momentous: the beginning of open competition in professional services.<\/p>\n<p>the second stage is where we are today, with a frank recognition of the necessity of marketing, but a time (the present) when it\u2019s still tainted by the mild whiff of the promotional, the sales-y, and the unprofessional. bruce writes that \u201cif there\u2019s one thing that has inhibited innovation and growth in professional services marketing in the decades since <em>bates<\/em>, it\u2019s the disconnect between marketers and the professionals they serve,\u201d but i would say it goes even further. marketers are often treated as the obligatory but unwelcome guests at the dinner party.<\/p>\n<p> <a href=\"\/\/www.g005e.com\/2011\/08\/21\/five-new-realities-for-accountants-and-lawyers\/#more-14609\" class=\"more-link\">read more &rarr;<\/a><\/p>\n","protected":false},"author":17,"featured_media":14610,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[5,3120],"tags":[79,216],"class_list":["post-14609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-outlook","category-pro-member-exclusive","tag-marketing","tag-sales","membership-content","access-restricted"],"acf":[],"yoast_head":"<!-- this site is optimized with the yoast seo plugin v24.0 - 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