Savvy service firms will recognize that delivering the right information at the right time has more value than ever, and commands premium pricing. The key is finding the right specialization, for which your company can be the recognized expert, and can qualify for that premium.

Commoditization produces an incredible glut of information, and the real value of service today comes from knowing what is truly important, and acting on it. This is why I focus my own coaching firm, Whiteboard Business Partners, on businesses, like engineering firms and marketing companies, that emphasize creativity and knowledge in what they do.

I truly believe that service companies are more important than ever. The changing workforce, the speed of implementation, and intense cost-focus makes their expertise more valuable.

It's up to those of us who make our living through information and advice to market and position our companies in ways that prove our value. With that approach, we can generate the revenue growth we want for our companies.