Build Your Profile   Grow Your Practice
Location, location!   determines property value
Positioning   Occupying “mental real estate”
the world has shifted    More competition; legal services viewed as commodities.
opportunity
Why Thought Leadership?• Build your client base.• Position yourself as an expert• Innovate in your service offerings.• Ach...
Thought Leadership Defined
Thought Leadership Defined•   The term was first coined in 1994, by Joel Kurtzman,    editor-in-chief of the magazine, Strat...
Thought Leadership Defined•   The term was first coined in 1994, by Joel Kurtzman,    editor-in-chief of the magazine, Strat...
Thought Leadership Defined•   The term was first coined in 1994, by Joel Kurtzman,    editor-in-chief of the magazine, Strat...
“Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—...
In professional services• A thought leader is a subject-matter expert  who has unique insights or perspectives to  share i...
Clone your rainmakers!
Thought leadership is        not...• Pure information• Pure opinion• Pure criticism• Just thinking• Just getting quoted.
TextThought leadership          A sophisticated blend
Thought leadershiphelps potential clients to      choose you.
This isWhereThoughtLeadersOperate
we have data overload
No one islistening!
Helps you get attention from your market
how it works?
Your personal value proposition, whyyou are a thought leader.
What you know and how that isunpacked effectively.
The ability to think ahead, be proactiveand assess what’s next.
The science and art of personalbranding and self promotion.
Sharing what you know by telling,showing & asking.
Understanding what makes others tickand creating consensus.
Inviting people to engage with yourideas and projects.
Taking ideas from concept tocreation, getting things done.
Building a movement around what youdo and motivating others.
4 steps to thought        leadership• Have a strategy• Find something interesting to say• Say it in an interesting way• Le...
Your Thought Leadership Plan    Leverage your efforts  Get your work in front of          more people  Say it in an intere...
• “To combat fungibility in a  commoditized market, law firms  must move from being repositories  of existing legal knowled...
• “Firms that excel in the  development of innovative service  offerings are better positioned to  differentiate themselve...
Take control of      your careerDo more of the work you enjoy most
Be the guru
Build your Profile; Grow your Legal Practice
Build your Profile; Grow your Legal Practice
Build your Profile; Grow your Legal Practice
Build your Profile; Grow your Legal Practice
Build your Profile; Grow your Legal Practice
Build your Profile; Grow your Legal Practice
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Build your Profile; Grow your Legal Practice

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To build your profile and grow your legal practice, learn how to be a thought leader. This slideshow explains what thought leadership is, what it isn't, outlines the skills required, and offers a 4-step process for getting started.

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  • \n
  • Location determines the value of real estate - harbour glimpse\nDoesn’t have to be the best, biggest house\nLocation makes it unique\nBUT real estate can’t be shifted\n\n
  • You CAN shift the position that you occupy in the minds of your target market\nMental real estate - what would make someone choose you?\nGet yourself into their selection set - be considered in the window of opportunity\n\n
  • The world is much more competitive. Other firms are out to get your clients.\nThe economy increases competition\nIncreasingly seen as commodity services\nHow can small firms compete with larger ones? Be cheaper or different?\n\n
  • The opportunity to build your profile and grow your practice through TL\n
  • What it is, what it isn’t\nWhy you would want to do it\nHow to get started with it\n
  • The difference between being an expert and being perceived as one.\nThe risk of being low-profile - overlooked\nAddress clients’ changing needs\n\n\n
  • The exponential power of positioning\nCuts years off the process\nIt all works together - drives and supports word of mouth\nDifference between advertising and value-based marketing\n
  • Now a generic term.\nThought Leaders is Australian, based in Sydney\nCurriculum to teach the skills\n\n
  • Now a generic term.\nThought Leaders is Australian, based in Sydney\nCurriculum to teach the skills\n\n
  • Now a generic term.\nThought Leaders is Australian, based in Sydney\nCurriculum to teach the skills\n\n
  • \nFor lawyers, this is how to build profile and your client base.\n
  • Change the way people think\nChallenge the status quo and be a catalyst for change\nHow they publish their thinking\n
  • These are the people that firms would like to clone.\nTacit knowledge - they are not aware of what they are really doing.\n“You’ve either got it or you haven’t” - can learn the skills\n
  • Reporting on a whole new Act\nAndrew Bolt, Philip Adams\nOpinions on everything makes you a “W”\n\n
  • Incorporates all these things.\nHow does it help you to market yourself and your firm?\n
  • The window of opportunity - be positioned\nGet into their selection set\nReferrals - check you out online\nConfidence to refer you\n
  • Can observe you anonymously\nFollow you until there is a window of opportunity\nSelection set\n\n
  • Potential purchasers can assess you in terms of both technical skill and personality.\nThey can do so anonymously.\nConversations with clients - Bernard Salt\n
  • People are busier and swamped with information and messages - cut through.\nPeople don’t have time to deal with complicated material.\nBusiness books are short and punchy\n
  • Email - click and delete.\nPlenty of lawyers are writing and presenting = doesn’t make them thought leaders\nHow does TL take this to the next level?\n\n\n
  • TL helps you get attention from the right people\n\n
  • \n
  • You are much more than your legal knowledge.\nYour unique background makes you unique - successes and failures.\nDon’t be bland. Work in your strengths.\nPeople often cannot see their own.\nBe proud of who you are.\n
  • Mine and catalogue your knowledge and experience.\nDeclarations and distinctions - show Ideas book\nModels and metaphors\nStuff to illustrate.\nMany different perspectives on the one topic.\n
  • Join the dots; recognize trends.\nConnect what our clients do to what we do.\nBetter conversations with clients.\nLook at how you can help them deal with what’s coming.\n
  • What do you do? \n“I’m a lawyer” - a conversation stopper.\nNine ways of answering the question.\n
  • Tell, show or ask; Lawyers usually just tell.\nGet people engaged in their thinking.\nSpeaking, writing, training, mentoring, coaching, facilitating.\n
  • What you say can be misinterpreted by people. Mindsets. \nUnderstand the different ways people learn and process information.\nGet more of the people, more of the time.\nNine different ways for engaging people.\nVAK, numeric, linguistic etc. Speak their language.\n
  • Selling your idea.\nSelling your services - not just in a bid situation.\nPersonal selling - YOU have to sell you.\n
  • Blocks to execution.\nDon’t know what to do\nDon’t know how to do it\nSomeone or something is standing in the way.\n
  • Why they need you and your services\nProducing on-going value.\nDeveloping a client “following”,\n
  • \n
  • DISCUSSION\nWhat stage are you at? Need a web site?\nWhat’s the conversation you need to have in your firm?\n
  • People don’t know what they need until you offer it.\nBeware short-termism - spending all our time on immediate problems. Anticipate future needs.\n\n\n
  • Makes you more valuable to the clients.\nSmall firms are more agile than larger ones\n
  • Career mentoring - I see disappointed lawyers\nStuck in a field, generalists, not commanding a price premium\nYou end up doing the work that comes in the door, regardless of what it is.\nTake control of your career. Develop what is unique in you.\n\n
  • Why should it not be you?\nAudacious, arrogant - claiming what is not yours\n
  • Don’t play small - Think big - Be a thought leader\n
  • \n
  • Build your Profile; Grow your Legal Practice

    1. 1. Build Your Profile Grow Your Practice
    2. 2. Location, location! determines property value
    3. 3. Positioning Occupying “mental real estate”
    4. 4. the world has shifted More competition; legal services viewed as commodities.
    5. 5. opportunity
    6. 6. Why Thought Leadership?• Build your client base.• Position yourself as an expert• Innovate in your service offerings.• Achieve greater career fulfilment
    7. 7. Thought Leadership Defined
    8. 8. Thought Leadership Defined• The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
    9. 9. Thought Leadership Defined• The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business• Thought leaders are recognised by peers, customers and industry experts as deeply understanding the business they are in, the needs of their customers, and the broader marketplace in which they operate
    10. 10. Thought Leadership Defined• The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business• Thought leaders are recognised by peers, customers and industry experts as deeply understanding the business they are in, the needs of their customers, and the broader marketplace in which they operate• Thought leaders have a distinctively original idea, a unique point of view or an insight
    11. 11. “Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different—information, insights, and ideas, for instance.Thought leadership positions you and your company as an industry authority and resource and trusted advisor by establishing your reputation as a generous contributor to your industry.”
    12. 12. In professional services• A thought leader is a subject-matter expert who has unique insights or perspectives to share in his or her area of expertise.• Their ideas are packaged in an accessible and attractive format, and may change the way people think, and sometimes even the future direction of an industry or community.
    13. 13. Clone your rainmakers!
    14. 14. Thought leadership is not...• Pure information• Pure opinion• Pure criticism• Just thinking• Just getting quoted.
    15. 15. TextThought leadership A sophisticated blend
    16. 16. Thought leadershiphelps potential clients to choose you.
    17. 17. This isWhereThoughtLeadersOperate
    18. 18. we have data overload
    19. 19. No one islistening!
    20. 20. Helps you get attention from your market
    21. 21. how it works?
    22. 22. Your personal value proposition, whyyou are a thought leader.
    23. 23. What you know and how that isunpacked effectively.
    24. 24. The ability to think ahead, be proactiveand assess what’s next.
    25. 25. The science and art of personalbranding and self promotion.
    26. 26. Sharing what you know by telling,showing & asking.
    27. 27. Understanding what makes others tickand creating consensus.
    28. 28. Inviting people to engage with yourideas and projects.
    29. 29. Taking ideas from concept tocreation, getting things done.
    30. 30. Building a movement around what youdo and motivating others.
    31. 31. 4 steps to thought leadership• Have a strategy• Find something interesting to say• Say it in an interesting way• Leverage your work
    32. 32. Your Thought Leadership Plan Leverage your efforts Get your work in front of more people Say it in an interesting way Expand with models, metaphors and contentFind something interesting to say Create your content Have a strategy How do you want to be positioned?
    33. 33. • “To combat fungibility in a commoditized market, law firms must move from being repositories of existing legal knowledge that are able to answer today’s legal questions to dynamic institutions focused on what tomorrow’s pressing legal issues will be.” - Bridge Consulting International LLP (2009)
    34. 34. • “Firms that excel in the development of innovative service offerings are better positioned to differentiate themselves in the market for new clients as well as to strengthen and expand existing client relationships through improved responsiveness to emerging needs.” - Bridge Consulting International LLP (2009)
    35. 35. Take control of your careerDo more of the work you enjoy most
    36. 36. Be the guru

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