Four years ago, we were talking about the “new normal” for law firms. It’s almost comical to believe that we’re still talking about it as if it’s new. It’s not.

Even at that time, Above the Law was telling us that the new normal was really more of the “old normal,” though if we’re honest, there is a lot to show that it really is more new than anything else. But that being said, Above the Law’s advice from four years ago still manages to hold true today. Many firms move at a glacial pace, so we can still be learning and adjusting based on their suggestions (which is a bit scary, but let’s just go with it). 

They’d developed some lessons for BigLaw over what we’d learned from 2009-2013, and those lessons are still valuable for mid-sized (and large) law firms today in 2017. Let’s take a look:

Listen to Your Clients

Above the Law says…

This sounds obvious, but you’d be surprised at how often firms don’t listen to their clients. For example, before undertaking an expansion into a new geographical region or practice area, a firm should assure itself that there’s actually demand from its clients for the new services.”

We know that it’s a client’s market, so now more than ever it’s important to undertake the client opinion when making strategic business decisions. Many of our firms are even bringing in their clients when deciding about relocating or redesigning their office space, let alone when they are considering starting a new practice or industry group. How are you incorporating your clients into your firm’s strategic decisions, so that your future aligns more closely with their success?

Rethink Your Business Model

Above the Law says…

The advisory encourages firms to consider sending certain functions to outside providers or to less expensive parts of the country or the world; to provide transparent and responsible leadership; to pay attention to firm culture, using lateral hiring judiciously rather than indiscriminately; and to maintain a strong balance sheet. (Those last few items all sound like lessons learned from Dewey’s downfall.).”

Amazingly, this is still relevant advice, but we’d expand it to include looking at contract lawyers, artificial intelligence, alternative service providers, etc. The firms that get the most creative about partnering with their firms, and offering real business and legal solutions to their clients will be the most successful in the years to come.

Differentiate Yourself

It’s no longer sufficient to say that you’re a high quality law firm with talented lawyers – that’s what gets you admission to the table these days. This is just a fact. Above the Law says…

I talked about this a bit in my recent Bloomberg TV appearance. Firms need to figure out which areas to prioritize and which areas they’re going to stake their reputations on. The days of ‘pretty good’ regional firms that get business just because they’re there are numbered; firms need to figure out what their marquee practices are going to be. Why should clients go to your firm as opposed to the one down the street?”

Differentiation just by practice or industry is starting to no longer be enough. As we said in 2013, firms need to give their potential clients, and yes, even their current clients, a reason to hire their firm over all others. Everyone is hungry for business, so clients need to have a good reason to choose you over someone else. Differentiation isn’t just about marketing and branding – it’s about making a decision about the business model you’re going to pursue as a law firm. This goes beyond just niche marketing, but to the above point about how your firm’s business model is ferociously supporting your clients and their businesses.

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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. She is a dynamic, influential international executive and marketing thought leader with a passion for relationship development and authoring impactful content. Griffiths is a driven, strategic leader who implements creative initiatives to achieve the goals of a global professional services network. She manages all major aspects of the Network, including recruitment, member retention, and providing exceptional client service to an international membership base.

In her role as Executive Director, Griffiths manages a mix of international programs, engages a diverse global community, and develops an international membership base. She leads the development and successful implementation of major organizational initiatives, manages interpersonal relationships, and possesses executive presence with audiences of internal and external stakeholders. Griffiths excels at project management, organization, and planning, writes and speaks with influence and authority, and works independently while demonstrating flexibility in thinking, especially in challenging situations. She also adapts to diverse and dynamic environments with constant assessment and recalibration.

JD Supra Readers Choice Top Author 2019

In 2021, the ILN was honored as Global Law Firm Network of the Year by The Lawyer European Awards, and in 2016, 2017, and 2022, they were shortlisted as Global Law Firm Network of the Year. Since 2011, the Network has been listed as a Chambers & Partners Leading Law Firm Network, recently increasing this ranking to be included in the top two percent of law firm networks globally, as well as adding two regional rankings. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry and was included in Clio’s list of “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful, and useful.” Ms. Griffiths was chosen as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February 2009.