You’re known for the work you’re trying to stop doing

Reputation lags strategy by years, and the cheapest leads you get are always for the offer you're trying to leave behind. That is not an accident.

By Steve 5 min read
Abstract bridge artwork for You’re known for the work you’re trying to stop doing

A business decides to move up the value chain. New offer, better margin, harder problem, more interesting buyers. Eighteen months later the strategy deck says one thing and the order book says another: most of what arrives at the door is still the old work. Nobody sabotaged it. The phone simply kept ringing for the thing the market already understands you to be. The instinct is to treat this as a messaging problem: the website hasn’t caught up, the sales team hasn’t internalised the story. Occasionally that is true. More…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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