#Lawyers: Make it Count
Well another year down.
Did you achieve all your goals – personally and professionally?
Have you begun to think about or have you crafted your goals for 2011?
Lots and lots to think about.
Whatever stage you are at in your career or as an owner of your own practice, this coming year, perhaps more than any other for a very long time, will mark a new epoch for the delivery of legal services. Much will have been written about the paradigm shift and much is still to be talked of and played out as more operators emerge in the legal market, but, one thing is for sure, the legal market will look decidedly different at the end of 2011 to the way it looks now.
It will be important for every initiative – whether firm or individual led – to push at the very limits of your or the firm’s ability. Don’t take anything for granted. Don’t see yourself as a powerless victim. Yes you will listen to the same old ‘tune’ of billable hours, fees and credit control, but you need to move the discussion on to looking much more closely at value, how you WOW clients and generate endless word of mouth referrals. Yes you have heard all this before but now is the time to make them count. And make them count as if your life and soul depended on it.
As Seth Godin says in his 2007 book, The Dip:
“People settle. They settle for less than they are capable of. Organizations settle too. For good enough instead of the best in the world.”
Now “the world” is not meant to be construed in a literal sense – it may just be the local geography of clients that you currently serve – but the point is you may have been safe previously settling for the middle-order but no longer – not if you want to stay in business. No, you are going to have change the rules and think differently about what being remarkable and unique looks like.
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