The ‘Reality Check’ is a candid review of your firm’s current situation. It looks at ‘why’ you’re in practice in the first place. It benchmarks your firm against the industry using key performance indicators. But the most difficult realities to uncover are the myths and blindspots your firm is labouring under.

The most pervasive myth in the design profession is the 'Myth of Excellence.' Crawford and Mathews indicate in their 2001 book by the same name that great companies never try to be the best at everything. These enterprises understand that great companies have unique expertise. Customers expect enterprises to differentiate themselves by excelling in a particular dimension and performing at competent levels in other dimensions. Yet too many design firms have not learned this lesson. They believe they can be great at everything.

Clients have unique needs, they are typically not looking for a jack of all trades. Some projects may be Idea oriented, some may need a greater level of Service, while others have to be Delivered efficiently. Some firm leaders might argue that by tailoring their firm to deliver each of these needs means they will have access to more projects. Once again the Myth is at work. 

The work of Mathews/Crawford, as well as other prominent consultants to professional service firms such as Weld Coxe, David Maister, and Treacy/Wiersema all confirm that it is not wise and perhaps not possible to achieve excellence in all dimensions. Even if it were possible, since Clients are not looking for excellence in all dimensions, money would be left on the table. 

You can’t chase every project out there. It’s very expensive and disruptive for your operating model to adapt to different client and project needs. You have to focus on the pursuit and execution of projects that take advantage of your unique strengths. 

Clients are looking for expertise and if they can’t find it they are forced to make decisions based on price. That is the root cause of commoditization of the design professions.