If you’re not going to be great at everything, what will make you stand out? Step Two is to make a choice in terms of your primary differentiator. In their 1987 classic “Success Strategies for Design Professionals” the Coxe Group identified three generic A/E practice types.

Strong Delivery: This firm type is excellent in the efficient delivery of projects. Design and client services are maintained at competent levels but these firms are positioned in the marketplace as fast, efficient and low cost (though not necessarily low price)..

Strong Service: This firm type is excellent in the provision of customized client services. Ideas and efficiency are maintained at competent levels but these firms are positioned as experts in orchestrating multiple disciplines often working closely with complex client groups.

Strong Idea: This firm type is excellent in designing unique environments. Efficiency and client services are maintained at competent levels but these firms are positioned to provide leading edge designs for clients requiring unique solutions.

Your choice of one of these firm types as your primary differentiator is the foundation of your success. Consider your own experience when purchasing products and services in the marketplace. When you shop at Costco (Delivery retailer) you expect low cost, you don’t expect personalized service and ‘Apple-esque’ stores. When you consult with your local accounting firm for tax advice (Service provider) you expect personalized service but you don’t expect the cheapest prices or unique solutions to unique problems. If you’re looking for a race bred vehicle you may choose a Ferrari (Idea car). You’ll expect the latest in automotive innovation but you won’t expect to find one cheap or to get the V12 serviced at the corner garage.

What you do expect in each of these cases is for the provider of the product or service to absolutely excel in Idea, Service, or Delivery. However, you also expect they will be competent in the other two areas that they don’t excel in.

Although idea firms tend to get most of the professional media coverage, it's important to realize that one differentiator is not nobler than another. They are simply different. Each practice type is built on the goals and inherent strengths of the firm and each type can be wildly successful whether success is defined quantitatively or qualitatively.