Not nearly niche enough

Positioning, differentiation & value propositions | taught by Giles Watson

Course description

The Queensland legal profession seems to be getting the message about the need to differentiate – but I am noticing complacency and ‘bluff’ everywhere. In addition to nearly all law practice websites claiming that they ‘offer excellent client service’ (or some vague variation thereof), we are now seeing nearly all small law practices claiming to be either a ‘niche’ or a ’boutique’ practice.


This course will help practices and principals:

  • understand the need to truly differentiate
  • craft their positioning strategy
  • Develop persuasive value propositions and messages
  • develop effective sub-brands and personal brands
  • leverage their better positioning to power price and charge more

1 hour / 1 CPD point - including a point in the core area of practice management / business skills

Giles Watson
Giles Watson
Consultant and trainer


  • Director of Giles Watson Pty Ltd
  • Principal Consultant at CX Training
  • Lectures on costs communication at QUT


  • Managed the Queensland Law Society’s Practice Management Course: writing study guides, designing, developing and delivering sessions
  • Managed and promoted Lexcel, the Law Society of England & Wales’ legal practice management quality mark
  • Was a business development manager for 3 London law firms


  • Has a Masters in Marketing, an MBA, a BA in Politics, and a Cert IV in Training and Assessment. Accredited in Hogan Assessments