The common advice is that, if you do “great work”, you’ll close more deals or that this “great work” will make you stand out —which will automatically bring you clients that value what you do.
However, the only ones who can tell good enough on the outside from “great work” are your peers.
On the other hand, the ones who can tell work that delivers and brings results on what your clients expect, are your clients. And they fund your mission.
While “great work” is a nice way to say what you do and that you aim for excellence, it’s also subjective (and a sort of vanity metric).
What will make you stand out is how you help and that you know how to deliver those transformations.
Great work… it just doesn’t cut it anymore.
The big question here is: how are you standing out?