I’m not sure about you, but I receive dozens of emails, e-newsletters, links, and posts of items I should be reading, today. I could spend the first two+ hours of my day just sorting through all the things I should know, or at least should be aware of in, and still not make a dent. I keep sorting it, trying to manage it all, and currently I have:

  • a folder dedicated to daily newsletters that I rarely visit, but at least they don’t hit my in-box;
  • a folder filled with webinars I missed, but really need to watch;
  • a host of “saved” posts on LinkedIn that I plan to read, later today, but most likely won’t.

It’s too overwhelming. But I know I need to stay on top of these trends, and news stories, and happenings within my industry that will make me better at what I do.

One a day. But what?

The only solution I can think of right now is that once a day I can find the time to stop and read one thing, and share that with the world.

What’s the one thing that stood out, caught my attention (usually with a great headline), and inspired me in some way?

The best way I have found to find these articles is by having a select group on Twitter (haven’t figured out how to cull that list on Facebook or LinkedIn yet) where I will pause when they post.

They are leaders in the legal industry. Leaders in business. Certain reporters and publications. Personal colleagues and friends. I let them do some of the heavy sorting for me. What are THEY reading today? If they’re sharing it, there might be something there.

Today the “If you read only one thing today, read this” winner is Jordan Furlong and a post of his that caught my eye on LinkedIn:

Why THIS post, and not yours?


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Legal Market Landscape ReportForget a hero, the legal industry needs a game changer. We’re continuing to operate like it’s still 1999, and, let’s face it, the world has moved on, yet our business model is still, fundamentally, unchanged.

In my 20 years as a legal marketing executive, as well as a very vocal member of the law firm and business of law ecosystems, I have watched as the different disruptors have risen, only to see the skeptical lawyer mindset argue away its value and potential impact. All the while, market share is slipping away, for both the lawyers who represent “PeopleLaw” and the corporate firms who represent “Organizational Clients” (AKA “consumer lawyers” and “AmLaw 100” firms).

Yesterday, in the LME group, peer and colleague Dave Bruns shared Bill Henderson‘s “Legal Market Landscape Report,” which was commissioned by the State Bar of California. It is an important read. So important that I will share here with you a highlighted copy with my first-round of notes.
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I am attending the Los Angeles Business Journal’s Women’s Summit. Our firm is a sponsor, and our partner Karina Sterman was a panelist.

Image of LABJ's Women's Council & AwardsFor the legal marketers reading this post: get out of the office and attend the events you sponsor. I am always “too busy” to attend, but I am reminded once again today why it’s so important.

First of all, I now understand this event, the nuances, and how to market this event within our firm. Even if our table is filled, the “sales” side of the program will always makes space for you to stop by and “get a personal feel” for the event.

Secondly, Karina and I were able to brainstorm some strategies in the back of the room and we are going to create a program for our clients based on some information we heard.

Beyond seeing how our firm can be a better sponsor and take advantage of the program, I’m gleaming good information for ME.

It’s a professional women’s summit. The panels are all about our careers. With 20 years invested in my legal marketing career, there is always more I can learn, and pass along.
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I see so many programs on “How to launch a perfect website.” Well, let me tell you my truth: My website redesign process was less than perfect, and Robert Algeri and I are talking about doing a program about the truths behind a law firm website roll out.

But we launched our website on Monday, and, I can honestly say, the website came out perfect. It speaks to our brand, our history, and our future. And isn’t that the goal when branding, to actually reflect the culture of the entity/product/service?

Welcome to the New GreenbergGlusker.com:

It’s a big difference from our old site.

Some thinking behind the design

We needed a logo that was fresh, clean, and could be used in a social environment. As we were thinking about our future, we had designs that moved us away from the “Goosh” (that’s what we call our stylized “G”). However, we found out quickly that the Goosh has become part of the firm’s identity internally, so we went back and redesigned the logo to incorporate it.
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Finishing up rolling out a new website in 2018, but already looking ahead to 2019 and my need to roll out an experience management system. Looking at the different products and excited to hear the case studies in this session.

Kudos to the moderator for not just including people using their product.

Why do you need an experience database?

Tips

  • Pick a time frame for the data to import for the project (5-10 years)
  • Each practice to decide the parameters for the data to collect
  • System can rank the strength of the matter based on the hours billed, people still working at the firm (based on hours billed)
  • Sync with your website for representative matters
  • Also filing lateral hire matters
  • Use NAIC, SIC, or Duns

Benefits to the firm

  • Attorneys are doing less
  • Email clutter is going down
  • Firm is trusting that the data is valid
  • Once the matter is open (which is the same), the data is then fed into the system
  • Benefits to the pricing people was a hidden gem

Lessons Learned

  • If you’re not currently tracking the data, start. Give yourself a head start.
    • Add client matter name/number to the Chambers submissions and the representative matters on the website
  • Get every administrative function at the firm involved from the start

Before and After


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The Winston team is here to present on lateral success, especially surrounding their launch of their Dallas office (50 attorneys from nine different firms). But let me just say, it’s nice being in a room that is a good size and classroom sized. Yeah!! (Still no power strip, but girl can’t have it all in life).

The Panel

Learning Outcomes

Setting the Stage


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First off my rant: Seriously. Could LMA have given this program the smallest room available? Strategy with Jennifer Manton, Nat Slavin, and Wendy Bernero. Come on … learn your audience all ready.

Here we go:

In the past, law firms did everything, now we need to focus.

If you’re not strategizing, you have put yourself in a disadvantage in the marketplace. This is our new normal. The good ol’ days are not coming back. The client is the general contractor and you are the sub-contractor. Time to rightsize your thought process.
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The Hall of Fame and Your Honor Awards are being honored and showcased this morning at the 2018 LMA Annual Conference. These are our best members and our inspirations. And we are celebrating them this morning.

  • At 8:15
  • In the morning
  • On Day 2 of a conference.
  • In New Orleans.

I’ll just leave that here.

LMA Recognition Awards | Hall of Fame

I want to personally thank Ann Gallagher and Jeff Reade for your contributions to our association and to our profession as a whole. Thank you for blazing the path that I was easily able to follow.

Congratulations to all who were recognized with a Your Honor Award. The LMA conference is all about connecting and inspiring, so PLEASE click through and learn more about what your peers (and competitors) are doing:

2018 LMA Your Honor Awards Winners


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Okay, let’s begin with the rooms size. Who would have thought so many people would want to participate in a deep dive program on strategic planning lead by this group ^^^^^^^^^^^^^^^^^^^^^^^

Let’s begin with the why? Why is strategic planning so popular again?

What’s the difference between strategy and strategic planning?

Kim: A

AI is more than just a buzz word. AI is touching everything that we do, even when we don’t recognize it as doing so.

So, let’s start with the room is too small for a topic this relevant, especially considering last year the room was three times the size and PACKED. So, when the room is standing room only, I have no issues sitting on the floor.

AI doesn’t just understand the words, but understands what the words mean for a phrase like “raining cats and dogs.”

WHAT IS AI?

Mark Greene, Market Intelligence LLC, goes over what AI is. I went to the session last year. I know I tweeted on it, but apparently I didn’t write a blog post … sorry about that. It was one of the best programs I attended. But here are a couple slides from today:

WHAT IS WATSON?


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