I am a strong advocate of studying other industries. If we look only at case examples from within our own field, we limit our horizons and run the risk of never fully actualizing our programs, products, and services. (See the September/October 1997 column, page 98, "Valuing Brand Identity.") Three factors militate against our programs achieving their full potential: 1. In contrast to the clients we serve who receive targeted professional training, most continuing professional education ...

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