The defining factors of a firm’s performance do not rest solely on technical expertise or reputation — instead, they are grounded in how well a firm aligns its approach to what clients value most. Many firm leaders believe they understand their clients well, but do they? In a recent article from INSIDE Public Accounting, GHJ Partner and Chief Strategy Officer Mari-Anne Kehler discusses how future-focused firms are positioning their services and delivery to align more directly with client expectations. 

She highlights how credibility and skillset alone cannot be the foundation of a professional services firm’s growth strategy. Instead, Mari-Anne emphasizes how scaling firms are analyzing broader patterns in client behavior, preferences and unmet needs to build more intentional, forward-looking service models. 

By leveraging insight grounded in the client experience, firm leaders can guide clearer decision making and determine how to best meet client needs. Accounting and advisory firms taking this approach are able to build stronger relationships, create more meaningful differentiation and position themselves for long-term growth. 

ABOUT MARI-ANNE KEHLER

Mari-Anne, CDP, leads GHJ’s business strategy, overseeing business development, marketing and brand. She brings more than 30 years of experience helping organizations grow with purpose. Known for her ability to translate vision into action, she draws on deep expertise in strategic planning, collaboration, innovation and executive coaching. Her work spans professional services, finance, consumer brands, and the media and entertainment industries. Mari-Anne is a frequent speaker at universities and conferences on inclusive leadership, disability advocacy, brand strategy and sustainable business growth. 

Learn how the ability to interpret and respond to client needs has become a defining factor in firm performance: How Future-Focused Firms Strengthen Client Experience and Drive Growth.