A couple of weeks ago I got some very welcome news -- an article I wrote last year has won an award. Okay, let's rephrase that. An article I wrote last year has won an award! One day, out of the clear, blue sky, I got an email that read as follows:
You can download a copy here:
The article is based on some thinking I had been doing about professional services firms and strategy. Basically, if you're marketing your expertise, particularly in law, the raw material of your practice keeps changing, because the law keeps changing, as do the markets your clients compete in.
Every time this happens, you have new opportunities. Unlike, say, the automobile industry, or the trucking industry, where change is slow, gradual and incremental, in law, our friends in Congress can create a whole new market overnight. Similarly, changes in technology can have the same impact.
If you're a good marketer, and/or a sharp strategist, you can leverage this situation to your incredible advantage. Hence, the article.