Think Differently, Specialize and Prosper

We have watched our corporate clients undergo sweeping changes in the past decade to accommodate Gen-Xers. Now it is time for the legal profession to do the same, as a new generation of lawyers rises into leadership and management positions at law firms, established companies and other organizations, and at the newly-emerging dot-com companies and other start-ups.

In 1991, Doug Coupland wrote Generation-X: Tales for An Accelerated Culture, which labeled the post-baby boomer generation as a group with the formidable task of following in the footsteps of the successful, achievement-oriented baby boomers. Since that time, however, the group known as Generation X has proved wrong the negative slant that surrounded the term’s 1991 debut. Today, they achieve success faster and in bigger doses because of their highly entrepreneurial spirit. We see Gen-Xers ask “Why?” and “Why not?,” and take a different, sometimes irreverent course to success—as evidenced by the growing number of dot-com millionaires under the age of 35.

However, in stark contrast to their peers in the business world, many new partners have reached this point in their careers by conforming to the “partnership track” rules set forth by their firms. These are the lawyers who were lucky to have jobs in the bleak employment market of the early 1990s. But times have changed. New partners grooming for leadership and management responsibility with clients and within the firm need to stop “blending in,” realize that historical precedence means very little, and accelerate organizational change so that the firm will survive and prosper. Law firms that will be competitive in the long run need to change the internal operating model that worked so well in years past.

As a new partner, it is time for you to consider several questions:

• What do my clients expect from their lawyers and other professional services providers today, and how will this change in the future?
• How can I make my firm a better place today?
• What can I do to secure for my firm a strong market position in the future?

‘Think Different’

Like their peers in the corporate world, the new generation of partners must be responsive, decisive, and unafraid to break tradition to take a different road to success. Apple Computer is a great example of a company that has prospered by taking a different road.

As its ads proclaim (“Think Different”), everything about Apple is “different” from other computer manufacturers, from the Apple OS platform to the packaging of its hardware. Due to weak leadership, a diffuse focus and eroding market-share, Apple was headed in a downward spiral two years ago. Since then, the company has experienced a significant turnaround by bringing back strong leadership (Steve Jobs) and paring down its product line from 27 to four—a much more manageable number.

Apple differentiates itself from its competitors by appealing to the U.S. consumer’s desire for individuality and uniqueness by offering a product that looks and acts differently from its competitors. The iMac product line differs from other computers in terms of packaging, pricing and services—it is Internet ready and easy to use right out of the box.

Once Apple figured out its unique market position, it could create (or re-create) a “brand” because the company had a succinct message to promote. In fact, many would argue that Apple does not simply sell computers, it sells a distinct attitude. Many other companies in turnaround situations have followed similar plans, which include narrowing the focus of product line (or service) and then positioning the entire organization around that core specialty.

By looking outside the legal industry, lawyers can learn from companies like Apple that are driving the new economy through innovation. Right now, e-businesses and traditional businesses in almost every industry sector are racing to see which can leverage the Internet to its fullest potential. As the Internet continues to open doors of opportunity, law firms will face similar types of competition, not only from other law firms, but also from those outside the traditional legal community, particularly those professional service firms that embrace technology.

The lawyers who use technology to their advantage and are innovative in their approach to developing new business and managing client concerns will be able to secure an enviable market position for themselves and their firms in this environment. Lawyers willing to chart new courses should look to their clients and across industries for guidance.

We see this already happening with the launch of Web sites such as cybersettle.com and clicknsettle.com, which facilitate settlements via the Internet. Other businesses that have been aided by the Internet include: Legal Club of America, a publicly-traded company which serves as a referral network for attorneys offering commodities level-work at a fixed price; legal research businesses such as Legal Research Network or Legal Research Center; and Econ One, which provides lawyers with economic analysis and forecast for specific practice areas.

The firms that lead the pack today are, not by coincidence, those that are most closely tied into the high-tech world. Those firms are not in the lead because they followed other law firms; they are ahead because they understand what their clients need in order to be successful. Recently Brobeck Phleger & Harrison has been mentioned in the press for its “unorthodox” marketing strategy on Vault.com. The firm purchased advertising space on competitor’s pages on the Vault. This strategy maybe “unorthodox” for a law firm, but is a very aggressive, but necessary, tactic for dot-com companies.

We are also seeing technology drive the pace of globalization at increasingly faster speeds. Globalization, the result of the convergence of regional, national and international industries and markets coupled with the opportunities offered by the Internet, will force today’s new partners to redefine some of the basic principles related to the business of practicing law. This will include restructuring of compensation systems, development of multi-tier partnership structures that provide rewarding alternatives to partnership, and leveraging of the practice to include non-lawyers and technology.

Contrary to popular belief among many law firms today, “globalizing” one’s practice does not mean acquiring a physical office in every major city. For lawyers and their firms, it means developing the ability to deliver a consistent level of seamless service to clients anytime, anywhere. It means understanding that although client needs may be different, the level of service provided across the firm’s practice areas and industry groups should not be. It means utilizing the Internet for marketing services and for delivering them. It means using the appropriate knowledge management tools to capture and disseminate information to clients and exploring the benefits of ancillary businesses that do not solely provide legal services.

Do not be afraid to act or think differently, especially within your firm. The changes that will be required to remain competitive within the legal industry are drastic. The ability to see things differently is not an option, it is a necessity.

Specialize

Experts predict that Gen-Xers will likely change jobs five times throughout their careers. While it is true that both associates and partners are more likely to leap laterally than ever before, it is even more likely that today’s new partner will alter the focus of his or her practice at least five times.

New partners who have been generalists throughout their careers should seek to differentiate themselves from others in the firm and the marketplace by establishing a clearly defined area of expertise in certain sectors of the legal marketplace. Work with other partners and members of your business development department to develop strategies that will create new markets for legal services. Then package and position yourself or the new “team” to create demand for the service.

Once a niche is selected, remain on the cutting edge of research and development and keep abreast of trends that may affect your clients and prospects. Following and analyzing the trends enables you to serve as an industry trend spotter/advisor to your clients and also allows you to monitor the course of your own practice constantly. This research will also help you determine whether the next wave of competition is a force to be reckoned with (e.g., multi-disciplinary practices, the Big Five) or not.

Study what the accountants, investment advisors and other professional service organizations have done successfully to remain competitive and see if any aspects of their approach would work for you. Follow the cue from your clients who understand that it is important to stand apart from the crowd, even if your firm does not require specialization.

Business Development

Understand that the marketing principles that worked for older generations of partners will not necessarily work today.

Previously, partners were told to work hard and develop relationships with strong senior partners and that work from the firm’s institutional client base would come. Today, even the firm’s so-called ‘institutional clients’ are bidding out more work, seeking alternative billing arrangements, and generally looking for the firm(s) that can deliver the most value. It is not enough for lawyers or firms to proclaim that they provide value-added services, simply because it is the client who determines what services are viewed as valuable. Just as clients’ needs differ, so too will their definition of what constitutes value-added service.

In the past, senior partners held closely guarded relationships with other senior leaders on the client side. But corporate leaders are getting younger - more often, business contacts on the client side are in their mid to late 30s and early 40s. This trend will continue. The shift in leadership in organizations brings with it a tremendous opportunity for new partners to develop new business. They should look to their existing peer relationships and team up with senior partners in order to bridge generation gaps with existing clients. The Big Five accounting firms recognized the importance of this and have encouraged multi-tiered client relationships for some time now. While it is still important for senior partners to develop plans for transitioning existing client relationships, firms cannot expect that these relationships will be as bountiful as in years past.

New partners can find business development opportunities and prepare for leadership roles within the firm by seeking out leadership opportunities in trade associations and related practice industry organizations. This exposure provides excellent networking opportunities with existing and potential contacts, gives you visibility as a “specialist” or “expert” in your chosen niche, and allows you to exercise your leadership skills.

Conclusion

As we enter the 21st century, the legal profession is on the verge of exciting and unknown change. The Gen-X partners will play a very important role in these changes, and the key to success will be to “think differently” from the pack, creating new markets for legal services, specializing your own practice and differentiating yourself and your firm from a sea of competitors, which will not and are not always other law firms. Remember that change is the norm and that it will be necessary to spend time in research and development to keep constantly refining your specialization as dictated by the changing marketplace.


About Harrison Barnes

No legal recruiter in the United States has placed more attorneys at top law firms across every practice area than Harrison Barnes. His unmatched expertise, industry connections, and proven placement strategies have made him the most influential legal career advisor for attorneys seeking success in Big Law, elite boutiques, mid-sized firms, small firms, firms in the largest and smallest markets, and in over 350 separate practice areas.

A Reach Unlike Any Other Legal Recruiter

Most legal recruiters focus only on placing attorneys in large markets or specific practice areas, but Harrison places attorneys at all levels, in all practice areas, and in all locations-from the most prestigious firms in New York, Los Angeles, and Washington, D.C., to small and mid-sized firms in rural markets. Every week, he successfully places attorneys not only in high-demand practice areas like corporate and litigation but also in niche and less commonly recruited areas such as:

• Immigration Law
• Workers Compensation
• Insurance
• Family Law
• Trust and Estate
• Municipal law
• And many more...

This breadth of placements is unheard of in the legal recruiting industry and is a testament to his extraordinary ability to connect attorneys with the right firms, regardless of market size or practice area.

Proven Success at All Levels

With over 25 years of experience, Harrison has successfully placed attorneys at over 1,000 law firms, including:

• Top Am Law 100 firms such including Sullivan and Cromwell, and almost every AmLaw 100 and AmLaw 200 law firm.
• Elite boutique firms with specialized practices
• Mid-sized firms looking to expand their practice areas
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He has also placed hundreds of law firm partners and has worked on firm and practice area mergers, helping law firms strategically grow their teams.

Unmatched Commitment to Attorney Success - The Story of BCG Attorney Search

Harrison Barnes is not just the most effective legal recruiter in the country, he is also the founder of BCG Attorney Search, a recruiting powerhouse that has helped thousands of attorneys transform their careers. His vision for BCG goes beyond just job placement; it is built on a mission to provide attorneys with opportunities they would never have access to otherwise. Unlike traditional recruiting firms, BCG Attorney Search operates as a career partner, not just a placement service. The firm's unparalleled resources, including a team of over 150 employees, enable it to offer customized job searches, direct outreach to firms, and market intelligence that no other legal recruiting service provides. Attorneys working with Harrison and BCG gain access to hidden opportunities, real-time insights on firm hiring trends, and guidance from a team that truly understands the legal market. You can read more about how BCG Attorney Search revolutionizes legal recruiting here: The Story of BCG Attorney Search and What We Do for You.

The Most Trusted Career Advisor for Attorneys

Harrison's legal career insights are the most widely followed in the profession.

• His articles on BCG Search alone are read by over 150,000 attorneys per month, making his guidance the most sought-after in the legal field. Read his latest insights here.
• He has conducted hundreds of hours of career development webinars, available here: Harrison Barnes Webinar Replays.
• His placement success is unmatched-see examples here: Harrison Barnes' Attorney Placements.
• He has created numerous comprehensive career development courses, including BigLaw Breakthrough, designed to help attorneys land positions at elite law firms.

Submit Your Resume to Work with Harrison Barnes

If you are serious about advancing your legal career and want access to the most sought-after law firm opportunities, Harrison Barnes is the most powerful recruiter to have on your side.

Submit your resume today to start working with him: Submit Resume Here

With an unmatched track record of success, a vast team of over 150 dedicated employees, and a reach into every market and practice area, Harrison Barnes is the recruiter who makes career transformations happen and has the talent and resources behind him to make this happen.

A Relentless Commitment to Attorney Success

Unlike most recruiters who work with only a narrow subset of attorneys, Harrison Barnes works with lawyers at all stages of their careers, from junior associates to senior partners, in every practice area imaginable. His placements are not limited to only those with "elite" credentials-he has helped thousands of attorneys, including those who thought it was impossible to move firms, find their next great opportunity.

Harrison's work is backed by a team of over 150 professionals who work around the clock to uncover hidden job opportunities at law firms across the country. His team:

• Finds and creates job openings that aren't publicly listed, giving attorneys access to exclusive opportunities.
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This level of dedicated support is unmatched in the legal recruiting industry.

A Legal Recruiter Who Changes Lives

Harrison believes that every attorney-no matter their background, law school, or previous experience-has the potential to find success in the right law firm environment. Many attorneys come to him feeling stuck in their careers, underpaid, or unsure of their next steps. Through his unique ability to identify the right opportunities, he helps attorneys transform their careers in ways they never thought possible.

He has worked with:

• Attorneys making below-market salaries who went on to double or triple their earnings at new firms.
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• Attorneys in small or remote markets who assumed they had no options-only to be placed at strong firms they never knew existed.
• Partners looking for a better platform or more autonomy who successfully transitioned to firms where they could grow their practice.

For attorneys who think their options are limited, Harrison Barnes has proven time and time again that opportunities exist-often in places they never expected.

Submit Your Resume Today - Start Your Career Transformation

If you want to explore new career opportunities, Harrison Barnes and BCG Attorney Search are your best resources. Whether you are looking for a BigLaw position, a boutique firm, or a move to a better work environment, Harrison's expertise will help you take control of your future.

Submit Your Resume Here to get started with Harrison Barnes today.

Harrison's reach, experience, and proven results make him the best legal recruiter in the industry. Don't settle for an average recruiter-work with the one who has changed the careers of thousands of attorneys and can do the same for you.

About BCG Attorney Search

BCG Attorney Search matches attorneys and law firms with unparalleled expertise and drive, while achieving results. Known globally for its success in locating and placing attorneys in law firms of all sizes, BCG Attorney Search has placed thousands of attorneys in law firms in thousands of different law firms around the country. Unlike other legal placement firms, BCG Attorney Search brings massive resources of over 150 employees to its placement efforts locating positions and opportunities its competitors simply cannot. Every legal recruiter at BCG Attorney Search is a former successful attorney who attended a top law school, worked in top law firms and brought massive drive and commitment to their work. BCG Attorney Search legal recruiters take your legal career seriously and understand attorneys. For more information, please visit www.BCGSearch.com.