The value of legal market positioning

In The value of legal market positioning our regular contributor Heather Suttie argues that definitive legal market positioning leads to a distinctive, authoritative brand for a law firm. And the corollary is that trying to be everything to everyone means a firm stands for nothing in no one’s mind.

Research (by beaton, my Voice of Clients consultancy) over many years amongst the clients of Australian and New Zealand clients of corporate BigLaw firms shows it is possible to differentiate a law firm and sustain a position in the served market. And, it’s no surprise that having a distinctive position correlates with superior client satisfaction, supporting Heather’s proposition that ‘legal market position is critical to surviving while your brand is key to thriving’.

No ‘Alternatives’ Anymore

These days reference to ‘alphabet soup’ is frequent when speaking and writing about legal services. I recently heard Richard Susskind rattle off 20 different acronyms and names for the many and varied forms of legal services provider, which in my Remaking Law Firms book I called a ‘kaleidoscope’. In today’s post our regular contributor Heather Suttie calls for abandoning the term ‘alternative legal service provider’ (ALSP). I heartily concur. Read what Heather says and decide for yourself.

10 legal services marketing trends to watch this year

10 legal services marketing trends to watch this year by Heather Suttie is my choice of the many 2019 watch lists on BigLaw. It’s a compelling, commonsense synthesis.

Lawyers, lemons and lemmings from Heather Suttie

In Lawyers, Lemons and Lemmings, I suggest that whether you’re a lawyer, a lemon, or a lemming, you’re different from others of your species, and that your unique factors distinguish you from the rest of your kind. Lawyers, lemons and lemmings may seem very disparate, but they have more in common than you might think.

Toward client industry alignment

In ‘Toward client industry alignment’ Heather Suttie suggests that BigLaw practice is shifting cautiously toward focusing on and organising around client sectors and industries. Read why…