With the legal industry structurally changing, law firms must differentiate themselves in ways that matter to clients. In this presentation given at The 5th Annual Law Firm Marketing & Business Development Leadership Forum, Ken Grady talks about law firm differentiation and describes some of the ways in which Seyfarth Shaw is differentiating itself.

1. What is your
law firm’s
differentiation strategy

2. or standing
out
blending
in

3. MAINTAIN SPECIALTY
Specialty firm that markets unique services
at premium prices.
MAINTAIN COST
ADVANTAGE
Services like competitors’. Maintain cost
advantage & you can compete with lowest
cost producer.
HOPE FOR GROWTH
MARKET
High costs and a commodity type of
service. Only hope for success is rapid
growth of the market.
OUTSTANDING
SUCCESS
Outstanding opportunity for success.
Freedom to compete at any price.
High Costs Low Costs
High Differentiation
Low Differentiation

4. distinguishing a
service from others,
making it more
attractive to a target
market
Edward Chamberlin
Theory of Monopolist Competition (1933)

5. a) unique
b) consistent
c) quantifiable
d) value-added
e) all of the above
Which do you need to differentiate?
yes, there will be a test

6. not law firm
differentiators
quality lawyers
strong pedigrees
acquaintance in client
subject area experience

7. blending in

8. standing out

9. stay calm
DIFFERENTIATE
you can

10. The
Experience

11. what do
clients
value?

12. y=⨍(x)
analytics technologyprocesses

13. Better aligns people,
processes and tools with
highly complex,
uncertain projects
well-managed projects

14. efficient processes

15. y=⨍(x)
analytics technologyprocesses

16. fact-based decisions

17. business analytics

19. y=⨍(x)
analytics technologyprocesses

21. Enter Project Information
for Triage and
Assignment
Email Notifications
Automatically Routed to
Relevant Parties
Newly Entered Project
Added to Sortable Project
List
Reports Generated
Automatically Based upon
Project Data
automated
workflows

22. automated decision trees

23. Access Completed
Documents after
Finishing the Interview

24. just-in-time info

25. there is an
app for
that

26. y=⨍(x)
analytics technologyprocesses

27. KENNETH A. GRADY
Legal Evangelist
CEO
SeyfarthLean Consulting LLC
© 2014 SeyfarthLean Consulting LLC.
www.linkedin.com/in/kennethgrady
www.slideshare.net/KennethGrady
@leanlawstrategy