nurturing the passionate legal consumer
I always enjoy reading the creating passionate users blog. It offers very fresh and interesting ideas about fostering optimal consumer experiences - ideas that apply to businesses across the board, including the business of legal service delivery. One of its recent posts highlights this basic tenet of our emerging experience economy: Potential consumers of our services really don't care how terrific we are or how many big awards we've won. They're an innately self-interested lot. So, if "we want to inspire our users," we need to show them that we genuinely "care about how fabulous they are. How fast they are. How many awards they might win as a result of using our products or services." We need to make that human-to-human connection and let them know that consuming our offerings will move them in a positive direction. But, as this article on speaking engagements for attorneys evinces, generating and sustaining consumer passion is not a key marketing objective of the legal industry. Indeed, in chronicling why "[s]peaking opportunities for attorneys represent a strong marketing, public relations, and business development tool," the piece nowhere suggests that they provide an unrivaled opportunity to convey what we do (to borrow wording from the above-cited post) "in terms of how it helps the user kick ass."
