You might be wondering why branding appears as such an early chapter in this book. It’s because branding is one of the easiest adjustments to make that gets dramatic results. Consider again the art and science of being a fee-for-service professional. The science being your technical ability and core competency - the art being how you achieve professional contrast. The art, not the science, is often what separates the best from the rest. In client acquisition, once a prospective client becomes aware of your existence, you are trying to hold their attention and have them tune in to your signal. You want them to say to themselves, “I like that. This is what I want.” A professional branding strategy is a constant work in progress, not a one-and-done. You establish your brand and you keep tinkering and reinforcing it to ensure that you don’t fall into inertia confidence.