Position Paper/White Paper

for Jones Lang LaSalle

Jones Lang LaSalle is a global financial and professional services firm specializing in real estate services and investment management.

A senior vice president in JLL's consulting group launched a campaign around the notion of the "value manager," a new, dynamic role for corporate real estate managers striving to maintain strategic relevance in the face of outsourcing.

To kick off this campaign and raise awareness among customers and prospects about the tremendous potential awaiting discovery in the real estate departments of many large organizations, JLL hired John White to interview the executive and turn the concept into a position paper. The resulting piece put forward the company's belief in the value manager and explained what existing corporate real estate managers need to do to become value managers.

The paper was well received by other executives as the first, useful articulation of the concept, which had already gained currency in the organization.