how are you doing?
Like many of you, I consider my work in the legal field very much a work in progress. I'm constantly thinking about how I can make it more interesting, fun, profitable and meaningful for me and my clients. Jennifer Rice at What's Your Brand Mantra has this interesting take on building your business "not on what you do, but how you do it." She asks us to consider how we distinguish ourselves from the pack: "Are you faster, better, cooler, more innovative? More connected with your customers? Or, asked another way, how do you inspire emotion in your customers? Do they feel liberated? Hip? Special? In control? Connected?" Although she's speaking the language of niche marketing and branding, Rice's queries logically extend to the hub and heart of our business - the attorney-client relationship. At this time when public opinion of lawyers is so low and client infidelity and practitioner attrition are riding high, we need to focus on the "hows" of our service delivery. As Rice points out, "Own a 'how' in your industry, and you'll have a path for future growth as the market and competitive set changes." I also venture that aligning how you work with who you are - with your core values and interests - goes a long way towards building a sustainable, successful and satisfying career in the law.
