In an interview, soon-to-be Deloitte Global CEO Punit Renjen said, "Our goal is not to be the biggest," which, obviously dude, you've got that in the bag so why state a goal that you've already achieved.
Rather, he said he wants the firm "to be the undisputed leader in professional services," (aka THE BEST) and that means focusing on "intangible metrics."
He says there are both intangible and tangible metrics in place to measure what is meant by being the best. For instance, he says, “when a large organization is looking for the auditor’s auditor, they think of us.”
So the professional services firm that has everything for just about everybody wants to be the auditor's auditor? Is that similar to when someone says, "Oh, he's a comedian's comedian." That is, comedians find your comedy funny but general audiences don't?
In the context of auditors, I guess that means Punit wants a big company CFO to say, "Oh, that top-notch audit firm over there? They wouldn't recommend themselves, they'd recommend Deloitte. Ergo, we'll go with Deloitte."
Is that right? Can anyone make sense of this? This CEO-speak is confusing sometimes.