The business of providing professional advice is changing. Today, anyone can go online and access a wealth of information about practically any topic, from legal and medical guidance to financial planning and accounting suggestions. As Ari Kaplan explains in Reinventing Professional Services: Building Your Business in the Digital Marketplace (Wiley, 2011), this new challenge is far less daunting for the savvy businessperson than it at first appears. By following a few easy steps, such as increasing your web presence and more effectively distinguishing yourself from your competitors, success is within your grasp.
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Drawing on his research with leaders from AON Hewitt, Avvo, Axiom, BlackRock, Cozen O’Connor, Craigslist, Disney, Eden McCallum, Expedia, FMC Technologies, Greenberg Traurig, HARO, JP Morgan Chase & Co., LinkedIn, Marcum LLP, MD Anderson Cancer Center, MF Global, Microsoft, PricewaterhouseCoopers, Robins Kaplan Miller & Ciresi, RocketLawyer, Royal Veterinary College, Texas Children’s Hospital, Yahoo!, Zillow and others, Kaplan shares creative ideas for how attendees can leverage technology to raise their profiles, meet the specific people they are trying to meet and effectively reinvent their approach to business/career development in the recovery.