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The author explains why competing in today's environment necessitates a client-driven, rather than practice-driven firm and that immersion in the customer's business-acquiring deep knowledge of their industry-is paramount. He illustrates why quality of service is a mere table stake. He takes on "the brochure," image, and branding-discussing that reputation is reliant on performance, the intangibles, not logos and brand promises that go unmet. He teaches us that when we focus overly on enhancing our image, "we absolve ourselves of the need to nurture reputation and perception by improving reality," for marketing is irrelevant if good customers are slipping out the back door while firms spend their energy chasing new business.