7. How We Got There September 2001 Attorney: We don’t need to ask our clients what they want. They don’t know what they want. December 2001 Advisory Board Attorney: Who said that!!?? January 2002 Presentation on Positioning Attorney: That’s the first time I’ve been compared to a hamburger. But I know now that I want to be a steakburger.
8. How We Got There February 2002 First time focus groups used to test ad concepts Attorney: I liked the one with the cartoons, but the clients liked the other one better, so I guess that is O.K. with me. June 2002 First in-house client panel Attorney: We need to do this more often. November 2002 Web site re-design Attorney: I think of you as the “ pain lady.”
9. How We Got There September 2003 Client interview pilot begins Attorney: How did you find out about all this? Process entrenched Attorney: Did we ask the client? What research did we do? Can we get a group of clients together and talk about this? Repeat it all again and again.
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12. Examples of Collaboration Between Attorneys and Marketing/Business Development Professionals Marketing Communications And Branding Business Expansion And Prospecting Client Service Diversity Attorneys can speak the truth. Marketing can spin It to make it interesting. Industry Roundtables Attorneys identify the targets. Business Development loads and fires the gun. Client Interviews Attorneys know the client’s organization. Client Service focuses on client perceptions.
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22. Dona’s Best Analogy From a USLFG Colleague “ We must all be people who have an unusual desire for a challenge, or we all come from dysfunctional families and we think this is normal.”
![Dona Stohler ,[object Object],[object Object],[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)