Specialization
Intro -- Title Page -- Section One -- Introduction -- Inventing Specialization -- Generalist Agencies Versus Specialist Agencies -- Why Doesn't the Old Way Work Anymore? -- Why Does Specialization Work? -- Is It Really Worth the Trouble? -- Section Two: Beginning the Transformation -- Exercise One: -- Diagramming the Present and Imagining the Future -- Preparing for Success -- Exercise Two: -- Which Specialists Should You Develop First? -- Where Will Specialization Take You? -- Section Three: Planning the Change -- Exercise Three: -- Planning the Next Twelve Months -- Communicating the Changes -- Exercise Four:: Communicating the Changes to Your Employees -- Exercise Five:: Communicating the Changes To Your Clients -- Section Four -- Dive In and Make the Change -- Get Your First Specialist Up and Running -- How Do You Know When to Hire the Next Specialist? -- Continuing the Transformation.