Late last week I watched Michael Izza's video webcast interview where he discussed the future of ICAEW. For those not familiar, Michael is CEO ICAEW. I should preface by saying that in recent months I've become increasingly impressed with the way Michael is trying to position the Institute as a premium brand and the way he is roadmapping the steps needed to get there. There's one problem that is not being addressed which to me is fundamental to the success of his strategy.
The issue of client relationship is not addressed either in the webcast or the strategy document. Instead, Michael prefers to talk about relationships with government bodies and other institutions. There is nothing wrong with that per se. However, without clients, the profession is nothing. During the webcast, Michael talked about 'relevance' but again, there was nothing about clients.
A good indication of what I mean is that the webcast is behind the ICAEW firewall. Members of the public cannot gain access. I can understand that might be a good thing if you are only seeking to solicit responses from members but it doesn't jibe with Michael's branding of an institute that is meant to inspire confidence. That has to come from a public recognition and not one that is self-determined as a matter of fact.
Sponsored By: FreeAgent Central - complete money management for UK freelancers
http://feeds.feedburner.com/~r/flacknhack/jRao/~3/...