The digital revolution is everywhere: even in the legal vertical, new methods of communication and storytelling are required. See how sketches, emoji and dataviz can transform how you communicate - for greater emotional resonance + impact. From my talk at Clio Cloud 2018

1. Intentional Communication for Law Firms
VISUAL STORYTELLING
Presenter: Jae Um / @jaesunum
Founder & Executive Director
10.04.18
$##

2. 41000
BC

5. photo / @sharonmccutcheon via unsplash
@jaesunum

8. LOOK & FEEL
LOOK → FEEL
WHAT “DESIGN”
USED TO MEAN
NOW DESIGN
PERMEATES ALL
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

9. There is no more B2B or B2C.
It’s H2H: human to human.
“
Bryan Kramer
Author / Marketer
@jaesunum
Copyright © 2018 Six Parsecs LLC. All rights reserved.

10. FEELING
IDEAS
TOGETHER
LANGUAGE
OF
FEELINGS
INSIGHTS
AS
FEELING
SKETCHES EMOJI DATAVIZ
VISUALS HAVE DEEPER / MURKIER RESONANCE
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

11. FEELING
IDEAS
TOGETHER
LANGUAGE
OF
FEELINGS
INSIGHTS
AS
FEELING
SKETCHES EMOJI DATAVIZ
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

12. CHILDHOOD

13. Create visuals that feel hand-made
or even low-tech… People feel more
comfortable challenging my thinking
if my ideas are roughly sketched.
“
Nancy Duarte
Master Storyteller & Author
@jaesunum

15. please use proportionally…
by following the 80/20 rule
1 mouth> (THE SUPER DIFFICULT)
ART OF LISTENING

16. PACE OF CHANGE IS ACCELERATING
WE MUST MANAGE COMPLEXITY
COMMUNICATION IS A CHALLENGE
OUR JOURNEY HAS BEEN NONLINEAR
OUR CLIENTS HAVE EXPANDING NEEDS
WE NEED NEW AND MORE CAPABILITIES

17. FEELING
IDEAS
TOGETHER
LANGUAGE
OF
FEELINGS
INSIGHTS
AS
FEELING
SKETCHES EMOJI DATAVIZ
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

19. It is a rare privilege to observe the rise of
a new language.
If the overall trend continues, we might be
looking at a future where the majority of text
on Instagram contains emoji.
“
Instagram engineering blog
05.01.2015
@jaesunum
Copyright © 2018 Six Parsecs LLC. All rights reserved.

20. a shortcut to EMPATHY

21. INNOVATION LAG IN BIG LAW?
IT MAY BE HYPE HANGOVER
#RealTalk
@jaesunum
is the remedy
CHANGE FATIGUE & RESISTANCE?

22. If you work in Big Law
you’ve heard this lately
EVERYTHING
is disrupted!
NOT ____ ENOUGH!
(fast / good / radical)
NOTHING
is changing!
omg ehh ugh“
”
“
”
“
”
BECAUSE LAWYERS
@jaesunum
INNOVATE ALL THE THINGS NOW

25. FEELING
IDEAS
TOGETHER
LANGUAGE
OF
FEELINGS
INSIGHTS
AS
FEELING
SKETCHES EMOJI DATAVIZ
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

26. DATA
IT’S THE NEW HOTNESS
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

27. BUT THAT’S NOT WHY YOU SHOULD CARE
DATA
IT’S THE NEW HOTNESS
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

28. DATA AS
STORY
TOOLS
WORDS
PICTURES
NUMBERS
AIM
USEFUL &
MEANINGFUL
TO PEOPLE
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

29. 58%
36%
74%
9%
17%3%
58%
38%
2%
69%
9%
20%
#Change = #FakeNews?
More clients are dubious about law firm change efforts
0% of CLOs believe
One in six CLOs
2017
2017
believe law firms are “not
serious at all” about changing
their service delivery model
law firms are “doing
everything they can”
3.8 3.6 3.4 3.4 3.4 3.25.2 5.4 5.3 5.6 5.5 5.2
NOT REALLY SERIOUS
NOT SERIOUS AT ALL
FAIRLY SERIOUS
DOING ALL THEY CAN
AVERAGE
HOW SERIOUS ARE LAW FIRMS ABOUT CHANGING THEIR SERVICE DELIVERY MODEL
TO PROVIDE GREATER VALUE (AS OPPOSED TO SIMPLY CUTTING COSTS)?
While centrality measures
like median & average show
little movement, a closer look
reveals significant changes
in client sentiment
Responses from
law firm leaders
remained fairly
constant over
this period…
Decreased by more than half
This group is gaining critical mass
Relying on the “average”
customer for feedback can be
misleading. Because influencers
tend to have strong feelings,
they emerge from the edges,
not the middle. The clients who
are most skeptical of law firm
change efforts represent prime
targets for providers who
position themselves as
innovators and changemakers.
Source: Altman Weil Law Firms in Transition & Chief Legal Officer Surveys, 2012 - 2017Copyright © 2018 Six Parsecs LLC. All rights reserved.
% LAW FIRMS SAY… % CLIENTS SAY…
2012 2017 2012 20172013 2014 2015 20162013 2014 2015 2016
@jaesunum

30. 41%
47% 40%
3%10%
50%
44%
5%
49%
2%
2012 2017 2012 2017
% LAW FIRMS SAY… % CLIENTS SAY…
2017
2013 2014 2015 20162013 2014 2015 2016
5.5 5.4 5.3 5.6 5.5 5.25.6 5.5 5.5 5.6 5.7 5.9
STRONG
LITTLE TO NONE
MODERATE
INTENSE
AVERAGE
HOW MUCH PRESSURE ARE CORPORATIONS REALLY PUTTING ON LAW FIRMS
TO CHANGE THE VALUE PROPOSITION IN LEGAL SERVICE DELIVERY?
Texture of law firm
leader responses
over time suggest
client are applying
pressure unevenly
across distinct law
firm segments
3%1% 5%4%
Only a tiny minority of clients
say corporations are putting
intense pressure on firms to
change their service delivery
models, in any year.
INTENSE FROM A FEW
40%45%
49%43%
51% 49%
CLO responses fluctuate in
the middle. This suggests
that client pressure on firms
is fluid and situational,
highlighting the need for
open channels of dialogue
between client & firm to
calibrate expectations on an
ongoing basis.
CLIENT PRESSURE IS
LIKELY SITUATIONAL
9% decrease indicates fewer firms
feel comfortable with the status quo
2017
#ChangeConversation = #LostInTranslation
The voice of the client is not always loud or clear
Source: Altman Weil Law Firms in Transition & Chief Legal Officer Surveys, 2012 - 2017Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

31. Lawyers speak the language of
words. Business people speak
the language of numbers.
“
Kristen Cook
In-house counsel @ 7-Eleven / 2018 ACC Value Champion
@jaesunum
Copyright © 2018 Six Parsecs LLC. All rights reserved.

32. $200k
$300k
$400k
$500k
$600k
$700k
$800k
$900k
$1.0m
$1.1m
1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
Average RPL Inflation-Adjusted RPL
Has the world actually changed?
AVERAGE REVENUE PER LAWYER OF AM LAW 100, 1986 – 2017
@jaesunum
SUBPRIME
CRISIS
Data Source: ALM Intelligence

33. $200k
$300k
$400k
$500k
$600k
$700k
$800k
$900k
$1.0m
$1.1m
1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016
Average RPL Inflation-Adjusted RPL
YES, though the narrative is a bit inflated
AVERAGE REVENUE PER LAWYER OF AM LAW 100, 1986 – 2017 (INDEXED TO 2017)
@jaesunum
“READ MY LIPS” DOTCOM BUBBLE
GREAT RECESSION
Analysis by Six Parsecs / Data Source: ALM Intelligence

34. -25%
0%
25%
50%
75%
100%
125%
150%
175%
200%
225%
1997 1999 2001 2003 2005 2007 2009 2011 2013 2015 2017
The number of in-house lawyers has tripled
% CHANGE IN NUMBER OF EMPLOYED LAWYERS BY PRACTICE SETTING, 1997 – 2017
@jaesunum
203%
In-House
49%
Government
30%
Law Firms
DOTCOM
CRASH
SUBPRIME
CRISIS
Credit: Bill Henderson on Legal Evolution PBC / Data Source: Bureau of Labor Statistics

35. What makes this good?
FALLEN OF WORLD WAR 2
WORDS + PICTURES + NUMBERS
Copyright © 2018 Six Parsecs LLC. All rights reserved.
@jaesunum

36. There is no more B2B or B2C.
It’s H2H: human to human.
“
Bryan Kramer
Author / Marketer
@jaesunum
Copyright © 2018 Six Parsecs LLC. All rights reserved.