Kudos to Jonathan Fitzgarrald and the Legal Marketing Association-Los Angeles Chapter for putting on a great program: Marketing the Law Firm From the Perspective of a Retailer, featuring Barry Feinberg (a former big-law lawyer himself). In my opinion, these are the best programs and provide the most value to me. While it’s great to know how other law firms handle X, Y or Z issue, I get INSPIRED by how other industries handle a business/marketing situation and how can I interpret that for the legal industry. And I was immediately intrigued as to how the speaker would connect marketing a law firm with retailing. Let’s face it. Lawyers HATE thinking of themselves as sales people. They’re REALLY not going to like being compared to retailers. But, here I go … Lawyers and retailers have an important commonality: Both lawyers and retailers sell to an end market consumer. And, when selling, retailers market to their highest margin product? That’s where they’re going to make the most money and bring people in the door. It makes sense that law firms pretty much do the same. Skadden, for instance, is known for their litigation and M&A practices, but did you know about their gaming or public policy practices? In our current economic “season,” for law firms in general, premium practices have included employment law and bankruptcy. At other times, it’s been the M&A and IP practices. Class action defense is becoming hot again as the economy recovers. But there are all the other products (practices) that need to be sold and marketed alongside the premium work a law firm is known for in the marketplace. Something we need to learn to do better is how do we remain flexible enough to switch out our products with the “seasons” without throwing the less valuable practices (lawyers) away.  In addition to marketing our premium products, for lawyers and retailers alike, the end game is also the same: How do we get the client/customer to part with his hard in dollar and give their business to us over our competitor? The key to all of this is that we need to provide (sell) something of value. But it gets tricky here because we need to figure out what value means to the client. I know this is a hard concept for a lot of lawyers to grasp, but the value of a lawyer’s services is not determined by the attorney (or the legal marketer); the value is perceived by the client. And THIS is where we get down to work. The VALUE of the work is what differentiates one law firm or lawyer from another. So, what is value?? According to Mr. Feinberg, value is the balance between Price (P) and the Utility (U), the worth, of the service.

VALUE is the balance between PRICE and UTILITY
A lot of these points don’t translate perfectly to lawyers and law firms, but here’s my go at it:

  • Ambiance: Office tower. Furnishings. View. The overall “experience” of working with your law firm and/or attorney.
  • Convenience: Locations. Technology. Different practices. Extranets.
  • Service: Return phone calls. Partner availability. Staffing. eBillings. CLE.
  • Status: CYA for “bet the farm” cases. Brand. AmLaw 100. Chambers and other rankings.
  • Risk: Alternative fee arrangements. Shared risk. Contingency fees.

It is on these points that we differentiate ourselves from our competition. Price is part of the equation, but it is a weighted commodity. Before the recession, we legal marketers were taught not to sell on price. In fact, there are lots and lots of consultants out there continuing to tell us to not sell on price. When the economic down turn took place, price was given a prominent place at the table, consultants be damned. As you go about planning 2011, and projecting for 2012, start to think in terms of the value of your services to your clients.

  • What value does my client place on my knowledge of X?
  • What value does my client place on my ability to accomplish Y in a timely fashion??
  • Does my firm’s having Z number of offices weigh in on their choices??
  • Is this practice a premium for my client, or is it a secondary or a value-added practice?
  • How do my rates measure up to the value of my services?
  • What services/products do I need to offer my clients to improve my value?

As the economy recovers, I will argue that price will remain a consideration and a weighted factor in differentiating a lawyer and law firm from its competition. How much weight it will be given will depend on many factors, none of which are really determined by you, but by the client. Just keep this in mind: In a post-recession economy, clients most likely now have experience working with small, boutique or regional firms and are confident that they can do the job just as well as their previous, and much more expensive, counsel.

As I sat last night watching the State of the Union (SOTU) address, that legal marketer in me kept popping out and wanting to play. So here are a few of my musings:

  • Define your target audience in advance. Know your target audience. Speak to your target audience. Don’t worry about everyone else. It was clear last night from the speech and the comments posted on Twitter’s #SOTU that President Obama wasn’t speaking to the Left, nor to the Right. He was making a conscientious decision to speak to the middle. His ROI from the speech will not be defined by his polling numbers going up from Democrats or Republicans, but from the undecideds.
    • Lawyers and marketers need to define their target audiences for each and every marketing piece that goes out of the office, every blog post written, and business development opportunity taken. This can, will and should change from day-to-day, post-to-post, opportunity-to-opportunity.
    • It’s not necessarily about your current clients, who has hired you in the past, and the work that you have done for them. You now need to reach out to those who have the business you want (which may or may not be the same as the work you have done in the past) and the opportunity to hire you in the future.
    • Speak to the teleprompter.

      Even the President of the United States can benefit from media training. I didn’t notice this until it was mentioned on Facebook by another legal marketer, but Mr. Obama looks at the left teleprompter, then to the right teleprompter, and back to the left telepromter. However, he never addresses the  audience in the middle, where the camera is focused. As such, he never engaged me as a viewer. He never locked eyes with me via my 42″ flat screen. I have a feeling that those who listened to the speech had a much different experience than those of us who were watching it on TV. A GOOD media trainer will FIX this ASAP.

      • Invest in media training. It will benefit you whether you’re going on camera, speaking to a live audience in a courtroom, or at an industry conference.
      • Never go on camera, or give a presentation, if you’re not prepared and ready. At the very least, have someone in your firm grab a video camera of some sort and tape your presentation, and then watch it with a critical eye. Within the first two minutes you will be able to identify areas where you can improve.
      • If you’re reading from prepared remarks, make an outline. Face it. You’re not the President of the United States. For most presentations it is not necessary to write out and recite every word verbatim. Prepare an outline of your remarks and engage the audience instead.
      • If you’re clumsy with PowerPoint, don’t use it. It will hamper your ability to engage the audience.
      • Speak to the crowd. Look around. Make eye contact.
    • Feedback today is live, and sometimes brutal. I was watching SOTU with my Facebook friends, Twitter followers, and with strangers around the world via #SOTU. There’s no more hiding from the truth. There’s no more blowing smoke up someone’s ass. If the president or his handlers are interested in knowing how he did last night, all they had to do was listen. No need for pollsters on this one. The people were speaking loud and clear. I truly hope that someone has pulled the Twitter feed, and is actually reading all the comments under the White House Facebook page, under news posts, from opposition parties, and party stalwarts.
      • If the President of the United States cannot squelch or hide from honest and polarizing opinions, neither can you. Rather than try and prohibit, control or limit social media, embrace it … the good, the bad and the ugly.
      • If you’re speaking at an industry conference, arrange in advance for someone to live-Tweet the program.
      • Make certain that you are following the conversations around you via a Google search on your personal name, the firm name, your top clients.
      • You cannot silence Facebook or Twitter, so don’t try. Lead the conversation instead.
    • Lead by example. Kudos for the legislators who chose to cross the aisle and sit with one another last night. Whether they were sincere about it or not doesn’t matter. Sometimes you just have to act better than you feel, be an example, put your personal grievences to the side, act on behalf of the collective good, rather than just based on your personal benefit. I give a #fail to those who chose not to.
      • Every firm has its quirks, dysfunctions, in-fighting, feuds (I think you know what I’m getting at). Yet, the firm leadership needs to lead by example and not play into the divisiveness.
      • As a firm leader, you have to push your personal agenda to the side for the benefit of the firm as a whole. You are being watched by your other partners, by the associates, staff, clients, press. How you handle difficult personalities, practices working in isolation, greedy partners will be judged and critiqued by all those who look to you for LEADERSHIP.
    • It’s okay to be a Democrat, a Republican, or anything in between, you just have to shake hands and be polite. At the very end of the speech, the president turned around and shook hands with Speaker of the House John Boehner and then Vice President Biden. It would not benefit us as a country if the president was rude. While Mr. Boehner did not agree with every point the president made, he never threw anything at him or acted inappropriately. There were polite smiles and applause. There was decorum.
      • I wager that none of us lives in isolation where every member of our families, all of our friends, colleagues, clients, etc. are of a single political persuasion.
      • We should not have to pretend or ignore that our best client is not a “gasp” Republican “like me,” or our favorite vendor is not a “gasp” Democrat “like me.” It’s okay to not agree on politics. You just have to be polite about it.
      • I have mentioned before that my Facebook Wall is open to all to discuss politics, but we will discuss in a respectful manner at all times. My politics are known by all, but I have to admit that the best conversations I have on the “issues of the day” are with my political opposites.
        • If you persist in making partisan attacks on Twitter, Facebook or through your blog (I am NOT talking about asserting partisan opinions), at a certain point you will no longer be someone I know, like and trust. You will lose my respect, and eventually my business, not because of your politics, but because of your vitriol.
        • Look in the mirror before leaving the house. Seriously. I don’t know who the make-up artists were last night, but the president looked like an Ooompa Loompa. So did Rep. Paul Ryan, R-Wisc. (what was up with his hair??). And don’t get me started on the Botoxed “smiles” in the gallery. Creepy.
          • First impressions are made within seconds of meeting someone. Dress well, always.
          • As more attorneys are NOT retiring at 65, but feeling compelled to compete with a younger generation, remember this: BOTOX IS NOT YOUR FRIEND.
          • No matter what your age, a bad dye job is BAD and everyone can tell.
          • You get what you pay for … this is true for leather goods, suits, haircuts, and jewelry (definitely NOT suggesting that you pay retail. I LOVE a good deal/sale).

        As for the speech itself? Well ….

        Photo: AP Photo/Pablo Martinez Monsivais, Pool (via Huffington Post)

        I’m sure I’ll upset a few law firm branding consultants with this comment, but, when the question gets asked, “Do corporate counsel hire the lawyer or the law firm,” I just want to scream: “It’s the lawyer, stupid!” I actually listen to general counsel when they speak at conferences and over the past 13 years I’ve never heard them sway from this standard idea: They might “interview” the firm, but they hire the lawyer. This doesn’t mean that they will use you for everything. You might be their favorite lawyer to use on x-projects, but when they need to CYA they might have to turn away from you and call upon an AmLaw 25 firm. HOWEVER, even in THAT situation, when all things are equal, they will still hire the LAWYER they know, like and trust. The firm brand just gives the GC cover with the board of directors/shareholders. I caught this post from across the pond, It’s not about the bisquits (cookies, for us Americans), written by an anonymous in-house counsel. Once again, his message remains consistent with everything I have heard over the years:

        For me, the answer is clear: I buy lawyers. The most important thing for me is having an adviser that understands my business, and in particular its commercial drivers and its appetite for risk.

        The author goes on to state that there are two reasons he hires outside counsel: a lack of resources or a lack of expertise.

        If it’s the former, then I have a limited amount of time to spend on supervision, and in the latter case the whole point is to get someone who can deal with a matter that I can’t.

        The VALUE of your services is dependent upon you understanding the nuances of the interactions, unspoken needs, expressed desires, etc. of the client. As outside counsel, it’s up to you to identify which role you are playing, and to change the delivery of your services based upon the role desired by the client. If your client needs a trusted business adviser to handle a situation where they lack expertise, then you’d better be able to make tough decisions and give your client the information they need to find comfort in said decisions. If it is a lack of resources from the in-house counsel, then get the job done quickly and efficiently. Don’t bother your client by explaining information about the matter that they already know and understand. No one likes to hear a lawyer ramble on, especially another lawyer. I know I drone on and on about “know, like and trust,” but there’s a reason why. THIS is what differentiates you from your competition. When you’re both Ivy League-educated, trained at white-shoe firms, and have done your time establishing your expertise, when your rates are equivalent, and your firm structures similar, it is YOU that is the key differentiating factor:

        So when the standard of legal expertise is pretty much the same across a wide range of firms (and it is, despite the fetishisation of the city firms), what differentiates is a genuine understanding of non-legal considerations and a willingness to come down off the fence. And that is very much a matter of the individual lawyer’s own experience, skills and personality. Where does this leave the promise of great service that many firms would see as their great selling point? Well, that’s important, but for me it’s a hygiene factor – a reason to leave if it’s not there, but not a reason to buy in the first place. Let’s face it, pretty much any firm of a reasonable size offers speedy turnarounds and quality documents, and most will lay on half-yearly seminars for in house counsel to snooze through. Many even have nice biscuits (although quality pens seem to have disappeared in recent years). What differentiates in service terms is the ability, enthusiasm and likeability of individual lawyers …. (emphasis added)

        (Can you tell yet … I REALLY like this blog post. Seriously, go read it here. There’s more there than what I’m covering). And here’s a great warning (I love warnings):

        At the level of individual lawyers, I’m not sure why more don’t take the time to really understand their clients’ businesses, or even the individual transaction that they’re working on. Maybe it’s workload, or maybe it’s because the hours might not be billable. In some cases, I rather get the feeling that it’s because they don’t believe that they have anything to learn.

        If you don’t understand the client’s business, you will NEVER solidify your relationship. If you don’t understand the client’s industry, how will you be able to strategically provide them the counsel that they need? Differentiate yourself: become that trusted BUSINESS adviser your clients are seeking. (ht to @niksgaff for sending me the link to The Bizzle post)

        Get it into your heads: Marketing and Business Development are NOT about today! I had a great reminder of this from a partner in my firm. He began building a relationship with his client’s subsidiary 10 years ago. Yes I said TEN as in X or 3,650 days (plus a couple leap years). The work had been handled by another firm and the client was very happy. Until last month. My partner got the call that the work was available and was he interested? Of course he said yes. About 18 months ago our firm was asked to fill out the “preferred provider” forms from one of our clients, who was being bought out by a bigger fish. We did very little work for either entity, and the work we did was in a very specific market segment. We filled out the forms, and we do the quarterly updates. We’ve flagged the client in CNS for new cases being filed, and have sent them over when appropriate. No new business. Until now. Got the call. We’re on the list. We have offices where they’re seeing a problem arising. The work would expand our relationship in another market segment. Can we do this? Of course we can do this! When exerting marketing and business development efforts, it is desirable to see immediate results. Unfortunately, immediate results rarely happen. Most of your efforts won’t be realized until months or years down the road. Relationships take time. However, you must position yourself to be in the right place at the right time. Marketing and business development are not about the work you are doing today, but the work that will come in the door when your current matters have wrapped up and the files sent to off-site storage.

        I have an iPhone. I really like my iPhone. I actually LOVE my iPhone, but the service sucks. I have too many dropped calls. I have a dead zone just as I’m pulling into my garage. I can use my phone in the living room, but not in the master bedroom. I’ve been with AT&T since they were Cingular, since they were the carrier before Cingular. I’ve been with them since my first cellphone back in 1995. I have always had a nice working relationship with AT&T. I have no complaints about billing, adding new phones, or the company not being responsive. However, they’ve never fixed this one “little” problem: Coverage sucks. But, I love my iPhone, and that was my quandary. Sacrifice my iPhone for better coverage, or sacrifice coverage for my iPhone?? Like many iPhone users, I’ve been waiting for Apple to open up the iPhone to other carriers, and Verizon it is! I’ve now begun my research. How do the phones stack up to one another? Does Verizon offer anything that AT&T doesn’t?? What will I give up if I leave AT&T? How easy will it be to port my phone numbers over?? How much money will I lose if I change carriers? I am now seriously contemplating the move, and there’s nothing keeping me loyal to AT&T, or the AT&T-offered iPhone, at this point because all things are no longer equal. I can get my iPhone somewhere else. As I was researching the switch it struck me how similar the relationship I have to my phone and carrier are comparable (not perfectly) to the relationships between a client, the attorney and the law firm. Clients are loyal (for the most part) to their lawyer, not to the law firm. And, in turn, the attorney’s relationship with the client isn’t necessarily with the corporation itself, but is limited to the client-contact (the general counsel, for instance). The relationship that exists between the client-contact and the attorney is the primary relationship. The relationship between the client-company, or the client-contact, and the law firm is the secondary relationship. The law firm, however, must do its best to support and reinforce the primary relationship, while also developing and maintaining a separate relationship with both the client-contact and the client-corporation. My primary relationship is with my iPhone. AT&T, my secondary relationship, should be doing everything it can to keep me happy with their services, which only goes to reinforce my primary relationship. The relationship between AT&T and Apple is also important, but secondary to me, the consumer. If Apple remained happy with AT&T, there would have been no reason to open up their service to another carrier. No matter the quality of the primary relationship between client-contact and lawyer, the law firm can sabotage the relationship to the point that the client-contact has no other choice but to leave and find another law firm? In the past few years, as attorney rates skyrocketed in many firms, we read story after story of lawyers departing big law to start their own shops, how many were moving to smaller firms, all upon the request of the client-contact pushing for lower rates. Big law was working against the primary relationship. What about technology? Based on personal experience, I remember a time when clients had moved to Word for their word-processing, yet my law firm insisted upon sticking with WordPerfect. It took clients threatening to leave the firm (and their lawyers) before the firm became willing to switch software. Clients continually ask law firms to upgrade finance software, provide online billing, provide access to files via Extranets, to actually CHANGE the way they conduct business, law firm to corporation. Law firms, however, continually drag their heels, push and scream, and only when the client starts requesting their files, do they eventually invest the time and money to make the switch. As I sat on the phone with the AT&T agent yesterday, finding out how much it would cost me to discontinue my relationship with them, it was apparent to her that my main concerns about coverage had never been addressed and corrected to my satisfaction, despite my numerous complaints, and the complaints of most AT&T customers. Offering me discounts or additional services did not appease my main (and only) concern. They offered me a new iPhone, to switch to a different smart-phone, but my main problem was not addressed. AT&T has had enough time to fix the problem, and now they are on the cusp of losing a long term and loyal customer. The balance of “when all things being equal” has tipped. I would argue that, at a certain point, the BUSINESS of the client-company will take precedence over the attorney/client-contact relationship. Law firms cannot afford to ignore the concerns of a client’s company:

        • If your online finance system won’t interface with theirs, you risk losing the client.
        • If your software updates are not keeping up with theirs, you risk losing the client.
        • If your business practices are not aligned with theirs,  you risk losing the client.
        • If your strategic growth plan does not take into account their strategic growth plan (for instance, your biggest client is moving its headquarters from down the street to across the country. Will you follow them and open an office there?), you risk losing the client.

        At a certain point, if the law firm does not address the corporate/business issues of the client, the balance the attorney has with his client-contact will shift away from “all things being equal” to the point where there is now an opening for a new attorney-client relationship to take seed and develop.

        Ross Fishman threw out a challenge to lawyers and legal marketers alike: Can you write your story in six words?

        Well, you know I love a challenge (especially if it’s fun!).

        Here by accident. Stayed by choice.

        I fell into my legal marketing career by accident 13 years ago. The profession was expanding beyond the-managing-partners-secretary-threw-a-great-party-so-they-made-her-the-marketing-manager.

        It’s been a tough and difficult road at times, but I persevered because I really love what I do, and I highly value the relationships I have built and developed over the years.

        I am saddened by the professional marketers and business developers who jump into a job at a law firm, and jump right out of the career. I believe, as I posted on “Can I get a side order of ‘work-life’ balance with that job, please?”, that there are more options available to legal marketers today than ever.

        Since my entry into legal marketing, we’ve moved beyond brochures and planning seminars. I was there to see the first law firm websites launched; the introduction of CRM; the evolution of “sales,” I mean, business development; and now social media.

        I cannot imagine a profession today that I rather be a part of than legal marketing.

         

        Well, if Jayne Navarre asks a question, you know I’ll want to answer it.

        In her blog post today, Facebook | Does the goldrush mentality on Wall Street have implications for law firm marketing?, Jayne wants to hear from us:

        I want to hear from lawyers, law firms and marketers who are taking Facebook seriously. How are you leveraging the demographic data available from FB?  Would you share with us how it is going? And, what about content creation? I’ve heard a few very large firms have added staff. What are your plans for 2011? Do you have any secret plan of attack – not asking you to share what that is, just curious to know if we’re getting closer to a truly strategic mentality about Facebook in the legal marketing profession.

        Go and read Jayne’s blog post and come back. I’ll wait.

        Jayne,

        To quote Facebook: It’s complicated.

        While I am good and ready to go on Facebook for my firm, I think there are still people who are weary of how to implement it for law firm marketing. I plan to tread lightly into it now that there are several firms out there successfully using it.

        With more and more partners and attorneys in our firm having personal Facebook profiles, I think the resistance is not as strong as it was a year ago, and the adoption of it will be easier.

        It also doesn’t hurt that many of our top clients now have Facebook pages.

        I think Facebook is an incredible platform to share what you are doing at work without promoting what you do. It exposes your personal circle of friends to your professional life, and vice versa. I’m all about uncovering commonalities, and I have found Facebook does that better than any other social media platform.

        Photo via www.zazzle.com

        Happy New Year. I had a great stay-cation, enjoyed time with my kids and the Sports Dude. Loved meeting up with Gina Furia Rubel and her fabulous family at Universal Studios. I completely checked out from work and from legal marketing. I ignored my Google Reader. But, it’s now time to write my first post of the year. I started one last night, but this one is what I’m feeling most passionate about at this moment. Are you a Facebook friend, or are you a Facebook spammer? I’m thinking about the memorable posts and comments I read over the holidays from my Facebook friends. Over the years, and definitely over the holidays, I’ve gotten to know many of you a little bit better via what you share in your status updates and photos. Somewhere along the line I have come to realize that I have a whole group of Facebook “friends” who are really nothing more than spammers.

        • They never share anything personal.
        • They never comment on a post.
        • They never post a photo of them in a casual setting.
        • There’s NOTHING personal about their Facebook profile.
        • There is no interaction.
        • It’s all work and no play.

        What I have come to realize is that these “friends” are really not friends. They should just have a business page that I can “like” or fan. But they have no business being my friend on Facebook, because they are not. They don’t make me laugh (like Darryl Cross’ Redskins game video). They don’t make me go awwwww (like Rebecca Wissler posting pictures of her new baby). They don’t make me identify (like Tim Cochran and all his laundry). They don’t make me hungry (like Nicole Black and her dinner pictures. Really, where does she find the time, and can she start posting the recipes in her notes??). I’m going to do some Facebook culling. I want to see an 80/20 split (or so) on your wall. 80% personal. 20% business. If it’s all business, I’ll subscribe to your blog and add it to my Reader, but I’m going to unfriend you. I don’t need you cluttering my Facebook page with your spam. Here’s my word of advice for those venturing into social media via Facebook: If you are going to ONLY post work related content on your Facebook wall, do everyone a favor and set up a business page. However, if you want to build and develop personal relationships, than get social and start acting like a person. I like to say that my Facebook page is akin to a holiday party at my house. It’s going to be an eclectic group of people with possible shared commonalities. You wouldn’t sit at my dinner table and just regurgitate information on articles that you have written, speaking engagements, or upcoming webinars that people can attend for CLE credit. You would get to know people sitting around the table. You would listen. You would add to the conversation. You would get to know people. You would share a bit about yourself. Perhaps you would discuss what you do for a living. Hey, you might even walk away with some new business, or the offer of a fix up with someone’s single neighbor. In no uncertain terms, you would bring your entire self to the party, not just your 9-5 persona. It’s okay, really, to be a human being on Facebook. It’s okay to have interests outside of work, and share about them. It’s okay to share about what you do for a living as well. But you need to have a balance.  To only bring your business persona to your personal page can be seen as nothing more than spamming for new business opportunities, and, let’s face it, no one wants to sit next to that person at a dinner party?? All of this reminds me, for those who keep asking, Girl Scout Cookies go on sale January 16. I’ll post the details and an order form on my Wall. And, yes, I’ll deliver to LMA’s Annual Conference (April 4-6 – Orlando, FL).

        Gonna make this one short and quick. I enjoy a GOOD e-card, and I think they are fine coming from the FIRM. But, if an attorney can’t take the time to sit down and personally write out a card to his or her top clients, those who paid the mortgage, car payments, orthodontist bills, vacations, college education, Botox, etc, what does that say about the RELATIONSHIP? And, isn’t that what we legal marketers are always preaching to our attorneys … it’s the RELATIONSHIP that we’re trying to develop? I was listening to a radio program on this and they hit the nail on the head why e-cards never sat well with me. E-cards are viewed as lazy by the recipient. E-cards scream out that the person took no time or effort. Yes, the FIRM (really, the marketing department) took time and effort in creating the GOOD e-cards (don’t even get me started on the BAD ones), but the ATTORNEY did not. His client list was pulled from the firm’s CRM. Most likely, the attorney doesn’t even know who received the card. So, I would say, send the e-card, but send a personal card and note as well. Wishing all of you a happy & healthy 2011!

        Last night the Sports Dude and I attended the Los Angeles Lawyers Philharmonic holiday concert and couldn’t help but notice all the smiling and happy lawyers in the room.

        Yes, we’ve all heard the negative stories about how there are no jobs for recent law school grads, high suicide rates, and a high percentage who are unhappy, and would not do it again. But that cannot be the beginning, nor the end, of the story. Last night, the founder and conductor of the orchestra, Gary S. Greene, Esq., told a great story about George Frideric Handel. Apparently, when Handel was young and showed a talent for music, his parents got rid of his piano because they wanted him to be a lawyer. Could you imagine?? You have a pure talent, and yet you are forced to bury it to become a lawyer. However he did it, Handel was able to pursue his passion for music and avoid becoming another unhappy lawyer statistic. Yes, the world was minus one lawyer, but in return we received many musical gifts, including the “Hallelujah Chorus” from Messiah. [youtube=http://www.youtube.com/watch?v=76RrdwElnTU] Listening to The Hon. Steven Perren, Justice of the California Appellate Court, singing “O Sole Mio,” or the world premiere of “The Ruritanian Dances” by Justice George Palmer, Supreme Court of New South Wales, Sydney, Australia, I couldn’t help but wonder, “Was law their first choice?” How many of these talented men and women in this orchestra secretly desired to be professional musicians, but were instead shuttled off to law school by their parents?? I am a firm believer that you need to be passionate about what you do. But what if you’re not? What if you’re 45-years old, have a spouse, a mortgage, a couple of kids to put through college, with a law firm partnership, but you really want to be a chef? While I’m sure there are many lawyers out there whose passion is analyzing U.S. Supreme Court decisions, the question is “Is it yours?” I very much enjoy what I do for a living, but I am happiest when writing, cooking a formal meal, or in the pit at a concert, because those are my personal passions (outside of my kids, of course). I am also extremely passionate about social media, and have found a way to integrate that into my life and my career. I am extremely content, and, yes, happy every day (although it wasn’t always like this, but that’s a different story). I suppose where I’m going with all of this is that if you cannot LIVE your original passion, you have to at least experience and enjoy it on a regular basis. You need to embrace that part of you that was perhaps stifled in pursuit of a law degree, or your current career. You owe it to yourself to integrate your passion into you life, if not on a daily basis, than weekly at the least. Just think, every Monday night at a church in LA’s mid-Wilshire neighborhood, there’s a room full of lawyers, judges, law students and the like making sweet music. One hundred or so happy legal professionals experiencing and expressing their passion. Life is too short. Happiness too fleeting. Make your passion happen. Photo courtesy of the Los Angeles Lawyers Philharmonic