How To Differentiate Your Law Firm In Ways That Clients Find Meaningful (WEBINAR)

Specific Steps to Building Your Law Firm Differentiation Strategy


  • 05 October, 2017
  • 12:00 - 13:00

Additional taxes may be applicable


Full Description

In these highly competitive times, there is little room for law firms that simply follow the herd and don’t hold themselves out as offering clients something valuable and distinctive. Do the words, “full service law firm” really make a meaningful distinction? According to Google, searching that term will land you . . . only 886,000 results!

Here’s another idea: Have a number of your partners write down—in 50 words or less—compelling statements about why your firm or practice group is unique, as compared to your competitors.  Now collect them all and send them over to a friendly client to have them grade your various statements.  The client’s grade should be based on an honest assessment of whether they are truly unique or if not, at least might be considered to be a distinguishing factor, that sets your firm apart in some meaningful way. 

We can report from experience that if you ever try this little exercise it will provide for a rather solemn experience.  You see most clients, and certainly prospective clients, are continually asking themselves one critical question – “why should I choose you?” – what makes your firm distinctive and what added-value do you bring to my business matters (that I cannot get anywhere else)? 

(And do note those last six words, because they are at the very heart of whether you are the preferred choice or not).

The typical response of how your firm “can do it better, faster and cheaper” is doing nothing (according to what they tell us) but triggering your client’s gag reflex.

Very often, what you consider to be differentiators and distinguishing factors that set you and your firm apart from others, are not that distinct at all; or meaningful or valuable to clients.  They might very well be true (yes your firm does have a long history and you do have lawyers who have been acknowledged by the esteemed Best Lawyers awards), but they are not uniquely true, and that is a fundamental challenge of differentiating ourselves: how to be less interchangeable or how to be uniquely true rather than just true.  This is an essential element in considering your services from the client perspective, not through your own rose colored glasses.

This engaging webinar will identify and explore:

  • the fundamental tests for how you know whether you have meaningful differentiation;
  • how to get your people to work together on this and where to start; and
  • specific steps to building your differentiation strategy

Top industry speakers

Patrick J. McKenna

Patrick J. McKenna, McKenna Associates, Inc. is an internationally recognized author, lecturer, strategist and seasoned advisor to the leaders of premier law firms. One of the profession's foremost authorities on law firm leadership, Patrick has authored more than a few pioneering texts, including his book (co-authored with David Maister), First Among Equals: How to Manage a Group of Professionals, (The Free
Press) — which topped business bestseller lists in the United States, Canada and Australia, has been translated into nine languages, and has been widely described as the essential guide to practice group

McKenna’s published articles have appeared in over 50 leading professional journals, newsletters, and online sources; and his work has been featured in Fast Company, Business Week, The Globe and
Mail, The Economist, Investor’s Business Daily and The Financial Times. His consulting expertise was acknowledged in 2008 when he was identified through independent research compiled and published by
Lawdragon as “one of the most trusted names in legal consulting" and his three decades of experience led to his being the subject of a Harvard Law School Case Study entitled: Innovations In Legal Consulting
(2011). An example of that innovation was launching the first instructional program designed to specifically address the issues that new firm leaders face in their First 100 Days, which has thus far
graduated over 70 new leaders many from AmLaw 100 and 200 sized firms. His latest work is entitled, The Changing of The Guard: Selecting Your Next Firm Leader and was released by Ark Group Publishing in
April 2015. McKenna has consulted with at least one of the largest law firms in over a dozen different countries.

Mark Cohen

Mark A. Cohen is the CEO of LegalMosaic, a legal business consulting company.  He is also a Distinguished Lecturer of Law at Georgetown University and a regular contributor to Forbes.  He is widely regarded as a global thought leader in the legal vertical and was named a 2016 FastCase 50 recipient as one of "law's most courageous innovators, techies, visionaries and leaders."  Mark has spoken and taught nationally and internationally about changes in the global legal marketplace.  Most recently, he gave the keynote address at The German Bar Association Conference and is scheduled to give a series of lectures in France and Spain in Fall 2017.