What is the main challenge in today's market?
The days of being a generalist are very limited. Those in the professional services industry need to specialise, allowing them to deliver exceptional value to clients. Practitioners wishing to grow and develop need to refine these services and how they are delivered.
Those providing professional services need to specialise and focus on what they do best. One of my favourite books is Good to Great. There is a concept called the Hedgehog. One component is what can they be the best in the world at? This is critical. You cannot be all things. Focus on your strengths and manage your weaknesses.