Why a company stopped being its first product

A company is not its first product.

01Cover — Why a company stopped being its first product.Full size ↗
02The position in June — The specification named the company and the product with the same words.Full size ↗
03What one name cost — Three audiences arriving at one front door, each needing a different first sentence.Full size ↗
04The decision — Give the marketplace away to a new brand, and let the firm become the practice behind it.Full size ↗
05What the practice sells — Five practice areas and five courses, scoped to problems rather than to packages.Full size ↗
06Advisory as the discovery layer — Reach a brand owner before they have a manufacturer in mind.Full size ↗
07What is actually being competed with — Not the directories. The broker network — and the firm's own analysis says the moat is thin.Full size ↗
08What the split did not solve — Three strategic questions the separation left open, named by the firm's own records.Full size ↗
09Stated limits — What this study could not verify, could not show, and deliberately does not claim.Full size ↗
10The rest of this project — The other lenses on Savison Life, and the marketplace it operates.Full size ↗