A lesson I learned several years ago that has been invaluable to me is that of "identify, don’t compare." When you compare, you’re looking to match your situation exactly to that of someone else’s – and when we do that, we’re always going to come up different (and that can paralyze us).

But when we identify, we’re looking for those elements that run through a situation that are the same as ours – and this gives us the inspiration to keep moving forward, instead of giving up because we think we’ll never be the same. That lesson comes in handy when I’m sitting in a session like the Zappos one from the LMA Annual Conference.  Although it’s easy to try to compare Zappos to legal marketing and come up lacking because they’re a consumer-driven business, when I identify instead, I find many parallels which allow me to take the lessons that Graham was sharing with us and apply them to my own situation.


Continue Reading Identify, Don’t Compare – Lessons from Zappos for the Legal Industry

In what proved to be our most popular webinar yet, the Legal Marketing Association’s Social Media Special Interest Group held a session yesterday on using video to market legal services. We were fortunate to have three stellar presenters – Adam Stock of Allen Matkins, Adam Severson of Baker Donelson, and Mark Beese of Leadership for Lawyers

Their presentation was very interactive, and answered the questions I think we’ve all had on our minds about video, starting with the most important…


Continue Reading Using Video to Market Legal Services

Last week, the LMA NJ chapter once again piggybacked on to what the NY chapter was doing, and hosted a lunch where we Skyped into a panel presentation focusing on whether law firms should help promote individual attorneys (or just focus on the firm brand as a whole). The panelists included Robert Algeri, the co-founder of Great Jakes, which is listed in his bio as "a marketing communications firm that develops next-generation websites for mid-size and large law firms." 

We also had Andrea Crews, the Director of Marketing and Business Development for Levenfeld Pearlstein, a mid-size midwestern firm, and Jasmine Trillos-Decarie, the Director of Marketing and Business Development at Foley Hoag


Continue Reading Should Law Firms Help Promote Individual Attorneys? An LMA Recap

My final session of the first day of the conference was “The Evolution of the Law Firm Brand: How to Promote the Individual Attorneys within the Parameters of the Firm’s Brand.” Panelists included Aden Dauchess, the Director of Digital Media with Womble Carlyle, Robert Algeri, Partner of Great Jakes Marketing, Joe Calve, the CMO for Morrison & Foerster, and Peter Winzig, the Director of Marketing and Corporate Development for Weltman, Weinberg & Reis. The panel was moderated by Adrian Dayton, CEO of Adrian Dayton & Associates.

The room was quickly filled with interested attendees, and soon it was not only standing room only, but full enough to turn people away.


Continue Reading The Evolution of the Law Firm Brand – an LMA 2012 Re-Cap

Barry Camson is an organization development consultant and trainer who works with organizations to help them be more collaborative and effective. He is a former practicing attorney in Boston. He can be reached at bcamson@aol.com.

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In our first two posts, we discussed some of the pitfalls that befall law firms today, as well as how the ILN network of law firms is managing its members to avoid these same pitfalls. Today, we will look at the ILN’s “secret sauce” and identify how this can be translated to firms, themselves.

Theory of Change

Underlying all of this is the “Theory of Change” of the ILN vis a vis that of the law firms that Maister spoke about. The ILN makes the assumption that trust and relationships will make the network and its members successful in meeting the needs of its members’ clients. The ILN bases its actions on these assumptions. The law firms of 2006 that Maister spoke about believed that skepticism and detachment would make lawyers successful in the courtroom, boardroom and in performing the business of the law firm.


Continue Reading Building Relationships and Trust in a Network of Lawyers, Part III – Guest Post from Barry Camson

Barry Camson is an organization development consultant and trainer who works with organizations to help them be more collaborative and effective. He is a former practicing attorney in Boston. He can be reached at bcamson@aol.com.

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In the first post, we discussed how the characteristics that may make an attorney an effective advocate for his or her clients can often lead to a less successful law firm environment. Today, we will focus on how the ILN handles things differently in their Network.

ILN Environment

Purpose

The purpose of the ILN drives its actions – to create a trusted group of partners for lawyers who are looking to do business in other jurisdictions. Trust is at the core of the ILN.


Continue Reading Building Relationships and Trust in a Network of Lawyers, Part II – Guest Post from Barry Camson

Barry Camson is an organization development consultant and trainer who works with organizations to help them be more collaborative and effective. He is a former practicing attorney in Boston. He can be reached at bcamson@aol.com.

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What can the International Lawyers Network (ILN) of law firms contribute to our knowledge of what it takes for law firms to succeed in the 21st century?

David Maister in an article in the April 2006 issue of The American Lawyer raises the issue of: “Are Law Firms Manageable.” In that article he delves into the reasons why law firms may not be and why in meeting their contemporary business needs they should be. Maister wonders whether law firms will be able to respond to the need for effective cross-office and cross-disciplinary action in order to meet the needs of clients.


Continue Reading Building Relationships and Trust in a Network of Lawyers, Part I – Guest Post from Barry Camson

The last session of the day on Tuesday was "The Path to World Class – Exploring the Attributes that Distinguish Top-Tier Legal Marketing & Business Development Teams." After a long day at the conference, this session was going to have to be very interesting to hold our attention – and it was!

The panel was moderated by Joe Calve of Morrison Foerster and featured Geoffrey Goldberg of Lowenstein Sandler, Anne Malloy Tucker of Goodwin Procter, and Barbara Sessions of Winston & Strawn.

The panel was designed to be a nuts and bolts tutorial that we could put into action when we got back to the office.  The panelists suggested that rock climbing by your fingernails is an apt analogy to what marketers do, so we’d need all the help we could get.


Continue Reading The Path to World Class – Exploring the Attributes that Distinguish Top-tier Legal Marketing and Business Development Teams