At next week's Lawyer Business Leadership Summit I will explore how law firms can develop a more persuasive market proposition.
So for this month’s Quick Thinking I challenged myself to define exactly what a genuinely distinctive law firm would look like.
Over and above delivering legal advice, what would the legal business of the future do that the law firm of today and yesterday doesn’t? What would its purpose be? How would you market it? As the market evolves, consolidates and then fragments, how can a firm stand out against the influx of new players and alternative service providers?
Read my ideas and thinking at www.thirteenideas.com
90% of what one law firm does is the same as another. 10% is distinctive. I help law firms uncover, articulate and communicate how they’re distinctive. This helps win work. It also strengthens client loyalty, streamlines decision-making, enhances collegiality, makes recruitment easier and means time and money can be used more effectively. This might mean a complete rebrand for a firm that needs to define its market proposition more precisely. It could be helping a firm articulate its key messages more clearly and communicate them more persuasively through its bids and tenders, marketing materials, website or thought leadership. Sometimes it’s about building a concise framework to help deliver a best practice, distinctive experience at every stage of the client journey. Whatever it is, something distinctive exists within everyone – it just needs uncovering.