Legal Sector Breakfast Briefing - Armstrong Watson...Legal Sector Breakfast Briefing Thursday 5...

Legal Sector Breakfast BriefingLegal Sector Breakfast BriefingLegal Sector Breakfast BriefingLegal Sector Breakfast Briefing

Thursday 5 December 2013

This briefing qualifies for 1 hour CPD – Authorisation Ref: EKQ/ARWA


Welcome

Simon Coatsworth

Chief Executive

Zenith Chambers


Introduction

Andy Poole

Legal Sector Director

Armstrong Watson



8.00am - Arrival and breakfast

8.30am - Welcome

8.35am - Briefing – Business Development in a

Rapidly Changing Legal Market

9.30am - Q & A

10.00am - Close

Digital Times. It’s Time To Get Naked!

Business Development in a Rapidly Business Development in a Rapidly Business Development in a Rapidly Business Development in a Rapidly

Changing Legal MarketChanging Legal MarketChanging Legal MarketChanging Legal Market

Your Presenter:

Chrissie Lightfoot Chrissie Lightfoot Chrissie Lightfoot Chrissie Lightfoot –––– The Entrepreneur LawyerThe Entrepreneur LawyerThe Entrepreneur LawyerThe Entrepreneur LawyerCEO, EntrepreneurLawyer Limited

www.EntrepreneurLawyer.co.ukwww.EntrepreneurLawyer.co.ukwww.EntrepreneurLawyer.co.ukwww.EntrepreneurLawyer.co.uk

Author of :

The Naked Lawyer: RIP to XXX The Naked Lawyer: RIP to XXX The Naked Lawyer: RIP to XXX The Naked Lawyer: RIP to XXX –––– How to Market, Brand and Sell YOU!How to Market, Brand and Sell YOU!How to Market, Brand and Sell YOU!How to Market, Brand and Sell YOU!

Copyright EntrepreneurLawyer LimitedCopyright EntrepreneurLawyer LimitedCopyright EntrepreneurLawyer LimitedCopyright EntrepreneurLawyer Limited


Why ?Why ?Why ?Why ?

� Changing times & evolving legal marketChanging times & evolving legal marketChanging times & evolving legal marketChanging times & evolving legal market

� The ‘New Normal’The ‘New Normal’The ‘New Normal’The ‘New Normal’

� Changing law firmsChanging law firmsChanging law firmsChanging law firms

* The Business of Law * The Business of Law * The Business of Law * The Business of Law –––– Legal StartLegal StartLegal StartLegal Start----Ups or UpUps or UpUps or UpUps or Up----Starts?Starts?Starts?Starts?

* Entrepreneurial Lawyering* Entrepreneurial Lawyering* Entrepreneurial Lawyering* Entrepreneurial Lawyering

* Global Clients, Global Lawyers, Global Firms * Global Clients, Global Lawyers, Global Firms * Global Clients, Global Lawyers, Global Firms * Global Clients, Global Lawyers, Global Firms

* Where are the clients?* Where are the clients?* Where are the clients?* Where are the clients?


Digital Times:It’s Time To Get Naked!

Why ?Why ?Why ?Why ? Digital, Marketing and Technology TrendsDigital, Marketing and Technology TrendsDigital, Marketing and Technology TrendsDigital, Marketing and Technology Trends

* The Future is Digital * The Future is Digital * The Future is Digital * The Future is Digital

( Business Insider )

* 20% bricks & mortar shops will be gone by 2018 * 20% bricks & mortar shops will be gone by 2018 * 20% bricks & mortar shops will be gone by 2018 * 20% bricks & mortar shops will be gone by 2018 (retail report)

* 50% of web sales to occur via social media by 2015 * 50% of web sales to occur via social media by 2015 * 50% of web sales to occur via social media by 2015 * 50% of web sales to occur via social media by 2015

( Mashable )

* 22% of consumers use social media to find a lawyer * 22% of consumers use social media to find a lawyer * 22% of consumers use social media to find a lawyer * 22% of consumers use social media to find a lawyer

( Lexis Nexis research)




* Twitter and Facebook are the new golf course * Twitter and Facebook are the new golf course * Twitter and Facebook are the new golf course * Twitter and Facebook are the new golf course

( Legal Futures – including research by MLT)

* In UK the courts have deemed that an employee’s LinkedIn In UK the courts have deemed that an employee’s LinkedIn In UK the courts have deemed that an employee’s LinkedIn In UK the courts have deemed that an employee’s LinkedIn

contacts belong to the company. contacts belong to the company. contacts belong to the company. contacts belong to the company.

* Social networking is in wide use around the world Social networking is in wide use around the world Social networking is in wide use around the world Social networking is in wide use around the world

( Entrepreneur Country )

* More online exposure means more customers * More online exposure means more customers * More online exposure means more customers * More online exposure means more customers

( BloggingPro – Use of Social Media by law firms)




• EvershedsEvershedsEvershedsEversheds and Clyde & Co have been training associates & and Clyde & Co have been training associates & and Clyde & Co have been training associates & and Clyde & Co have been training associates &

partners since November 2012 in the use of social media partners since November 2012 in the use of social media partners since November 2012 in the use of social media partners since November 2012 in the use of social media

(source: The Lawyer 2013)…(source: The Lawyer 2013)…(source: The Lawyer 2013)…(source: The Lawyer 2013)…

Notably they haven’t got any results from it, yet. Notably they haven’t got any results from it, yet. Notably they haven’t got any results from it, yet. Notably they haven’t got any results from it, yet. WHY?WHY?WHY?WHY?It may well be because of this…It may well be because of this…It may well be because of this…It may well be because of this…

1)1)1)1) More than 50% of clients consider law firms to be ineffective More than 50% of clients consider law firms to be ineffective More than 50% of clients consider law firms to be ineffective More than 50% of clients consider law firms to be ineffective

in their use of social media (FT.com )in their use of social media (FT.com )in their use of social media (FT.com )in their use of social media (FT.com )

2) They’re not using the ROAR model ! ABC rather than CBA …2) They’re not using the ROAR model ! ABC rather than CBA …2) They’re not using the ROAR model ! ABC rather than CBA …2) They’re not using the ROAR model ! ABC rather than CBA …




3)3)3)3) They’re not using smart Technology systems They’re not using smart Technology systems They’re not using smart Technology systems They’re not using smart Technology systems

(properly) in the ‘New Normal’ to (properly) in the ‘New Normal’ to (properly) in the ‘New Normal’ to (properly) in the ‘New Normal’ to capitalisecapitalisecapitalisecapitalise on on on on

how they can truly succeed in their how they can truly succeed in their how they can truly succeed in their how they can truly succeed in their

business development drive …business development drive …business development drive …business development drive …




� Technology (CRM) & Social Networking...Technology (CRM) & Social Networking...Technology (CRM) & Social Networking...Technology (CRM) & Social Networking...

� The (technology) trends which will affect all of us ...The (technology) trends which will affect all of us ...The (technology) trends which will affect all of us ...The (technology) trends which will affect all of us ...

The 12 certainties:The 12 certainties:The 12 certainties:The 12 certainties:

• Cloud services and virtualisationCloud services and virtualisationCloud services and virtualisationCloud services and virtualisation

• Big data and real time analyticsBig data and real time analyticsBig data and real time analyticsBig data and real time analytics

• Mobile hardware, software and servicesMobile hardware, software and servicesMobile hardware, software and servicesMobile hardware, software and services

• Social business enterprise managementSocial business enterprise managementSocial business enterprise managementSocial business enterprise management

• Cyber security and forensicsCyber security and forensicsCyber security and forensicsCyber security and forensics

• Intelligent eIntelligent eIntelligent eIntelligent e----personal assistantspersonal assistantspersonal assistantspersonal assistants




The 12 certainties:The 12 certainties:The 12 certainties:The 12 certainties:

• 3D web3D web3D web3D web

• Connected intelligent objectsConnected intelligent objectsConnected intelligent objectsConnected intelligent objects

• 3D Printing (additive manufacturing)3D Printing (additive manufacturing)3D Printing (additive manufacturing)3D Printing (additive manufacturing)

• Advanced robotics and automationAdvanced robotics and automationAdvanced robotics and automationAdvanced robotics and automation

• Remote visual communicationsRemote visual communicationsRemote visual communicationsRemote visual communications

• Gamification of educationGamification of educationGamification of educationGamification of education

(source: Daniel Burrus)


Speech / gesture / image recognition, integrated analytics, knowledge management, image / Speech / gesture / image recognition, integrated analytics, knowledge management, image / Speech / gesture / image recognition, integrated analytics, knowledge management, image / Speech / gesture / image recognition, integrated analytics, knowledge management, image /

video / voice mining, client selfvideo / voice mining, client selfvideo / voice mining, client selfvideo / voice mining, client self----service, intelligent documents, expertise systems, collaboration, service, intelligent documents, expertise systems, collaboration, service, intelligent documents, expertise systems, collaboration, service, intelligent documents, expertise systems, collaboration,

secure email, virtual assistants, intelligent agents and collective intelligencesecure email, virtual assistants, intelligent agents and collective intelligencesecure email, virtual assistants, intelligent agents and collective intelligencesecure email, virtual assistants, intelligent agents and collective intelligence

Digital Times.

It’s Time To Get Naked!

88%88%88%88%AI advisers / helper apps will AI advisers / helper apps will AI advisers / helper apps will AI advisers / helper apps will

structure legal documents and structure legal documents and structure legal documents and structure legal documents and

check content generated by check content generated by check content generated by check content generated by

lawyerslawyerslawyerslawyers

Artificial Intelligence Artificial Intelligence Artificial Intelligence Artificial Intelligence is Going is Going is Going is Going

Mainstream…Mainstream…Mainstream…Mainstream…

... Grown and Grafted...

‘Big Science’ is the opportunity ?


So… How can you truly succeed atSo… How can you truly succeed atSo… How can you truly succeed atSo… How can you truly succeed at

Business Development in a Business Development in a Business Development in a Business Development in a

Rapidly Changing Legal Market and Rapidly Changing Legal Market and Rapidly Changing Legal Market and Rapidly Changing Legal Market and

accelerating Technologically Intelligent accelerating Technologically Intelligent accelerating Technologically Intelligent accelerating Technologically Intelligent

carbon & silicon world?carbon & silicon world?carbon & silicon world?carbon & silicon world?

Use Data, AI & Smart Technology SystemsUse Data, AI & Smart Technology SystemsUse Data, AI & Smart Technology SystemsUse Data, AI & Smart Technology Systems

Properly …Properly …Properly …Properly …

And?And?And?And?



Be ‘social’ …Be ‘social’ …Be ‘social’ …Be ‘social’ …

Over the next five years or so,

social networking will make it

possible to

“pick any industry and rethink it”

(Mark Zuckerburg, Founder of Facebook, 2010 )




� Evolving legal roles:Evolving legal roles:Evolving legal roles:Evolving legal roles:

* the legal knowledge engineer* the legal knowledge engineer* the legal knowledge engineer* the legal knowledge engineer

* the legal technologist* the legal technologist* the legal technologist* the legal technologist

* * * * the legal hybridthe legal hybridthe legal hybridthe legal hybrid* the legal process analyst* the legal process analyst* the legal process analyst* the legal process analyst

* the legal project manager* the legal project manager* the legal project manager* the legal project manager

* the online dispute resolution practitioner* the online dispute resolution practitioner* the online dispute resolution practitioner* the online dispute resolution practitioner

* the legal management consultant* the legal management consultant* the legal management consultant* the legal management consultant

* the legal risk manager * the legal risk manager * the legal risk manager * the legal risk manager (source: Richard Susskind )




The Age of UnLawyering ...The Age of UnLawyering ...The Age of UnLawyering ...The Age of UnLawyering ...

� Tomorrow’s Lawyer Tomorrow’s Lawyer Tomorrow’s Lawyer Tomorrow’s Lawyer ---- The Lawyer of Tomorrow, Today = The Lawyer of Tomorrow, Today = The Lawyer of Tomorrow, Today = The Lawyer of Tomorrow, Today =

� The hybrid lawyerThe hybrid lawyerThe hybrid lawyerThe hybrid lawyer

� The iCyborg LawyerThe iCyborg LawyerThe iCyborg LawyerThe iCyborg Lawyer� What happens when the machines rule? ...What happens when the machines rule? ...What happens when the machines rule? ...What happens when the machines rule? ...

� EI EI EI EI ---- empathyempathyempathyempathy

� HumannessHumannessHumannessHumanness

� RainmakerRainmakerRainmakerRainmaker

� Tech savvy Tech savvy Tech savvy Tech savvy ---- programmingprogrammingprogrammingprogramming



How to succeed? How to succeed? How to succeed? How to succeed? 3 Key Steps: 3 Key Steps: 3 Key Steps: 3 Key Steps:

Step 1 Step 1 Step 1 Step 1 –––– Empathy | EIEmpathy | EIEmpathy | EIEmpathy | EI

� Tomorrow’s Lawyer = Hybrid Lawyer | RainmakerTomorrow’s Lawyer = Hybrid Lawyer | RainmakerTomorrow’s Lawyer = Hybrid Lawyer | RainmakerTomorrow’s Lawyer = Hybrid Lawyer | Rainmaker

� Get Naked Get Naked Get Naked Get Naked –––– Be authenticBe authenticBe authenticBe authentic

� Identify Your Big Rocks Identify Your Big Rocks Identify Your Big Rocks Identify Your Big Rocks ---- InterestsInterestsInterestsInterests

� Fourplay: Slowly Slowly Catch A Nichey Fourplay: Slowly Slowly Catch A Nichey Fourplay: Slowly Slowly Catch A Nichey Fourplay: Slowly Slowly Catch A Nichey ---- THEMTHEMTHEMTHEM

� Karma Sutra Professional Speciality Karma Sutra Professional Speciality Karma Sutra Professional Speciality Karma Sutra Professional Speciality

� Markets That Hit The GMarkets That Hit The GMarkets That Hit The GMarkets That Hit The G----SpotSpotSpotSpot

� Rock ‘n’ Roll from Bland to Brand Rock ‘n’ Roll from Bland to Brand Rock ‘n’ Roll from Bland to Brand Rock ‘n’ Roll from Bland to Brand




Step 2 Step 2 Step 2 Step 2 –––– “Brand,You” “Brand,You” “Brand,You” “Brand,You” –––– RIP !RIP !RIP !RIP !

RRRReputation | eputation | eputation | eputation | IIIIdentity | dentity | dentity | dentity | PPPProfilerofilerofilerofile

� Create your online RIPCreate your online RIPCreate your online RIPCreate your online RIP

� Research results and trends 2011/12/13Research results and trends 2011/12/13Research results and trends 2011/12/13Research results and trends 2011/12/13

‘‘‘‘What Clients Want From A Legal Service Provider’What Clients Want From A Legal Service Provider’What Clients Want From A Legal Service Provider’What Clients Want From A Legal Service Provider’




Step 3 Step 3 Step 3 Step 3 –––– Communication & CareCommunication & CareCommunication & CareCommunication & Care

� Social Media Social Media Social Media Social Media ---- Amplify | Fuzz & BuzzAmplify | Fuzz & BuzzAmplify | Fuzz & BuzzAmplify | Fuzz & Buzz

� Social Networking Social Networking Social Networking Social Networking ---- Relationships Reputation CommunityRelationships Reputation CommunityRelationships Reputation CommunityRelationships Reputation Community

� Social Brand Social Brand Social Brand Social Brand ---- Product, You, FirmProduct, You, FirmProduct, You, FirmProduct, You, Firm

� Social Business = ROAR !!!Social Business = ROAR !!!Social Business = ROAR !!!Social Business = ROAR !!!

� Using The Tools Using The Tools Using The Tools Using The Tools ---- LI |Twitter | FB | YT | G+ | PinterestLI |Twitter | FB | YT | G+ | PinterestLI |Twitter | FB | YT | G+ | PinterestLI |Twitter | FB | YT | G+ | Pinterest

� Human &Tech Mix Human &Tech Mix Human &Tech Mix Human &Tech Mix ---- CRM systems CRM systems CRM systems CRM systems ---- KNOWINGKNOWINGKNOWINGKNOWING

� Be Extraordinary Be Extraordinary Be Extraordinary Be Extraordinary ---- Authentic / Genuine / UniqueAuthentic / Genuine / UniqueAuthentic / Genuine / UniqueAuthentic / Genuine / Unique



Reminder … Reminder … Reminder … Reminder … TakeawaysTakeawaysTakeawaysTakeaways

� Empathy | EIEmpathy | EIEmpathy | EIEmpathy | EI ---- get naked; niche get naked; niche get naked; niche get naked; niche

� Brand,You Brand,You Brand,You Brand,You ---- Value = Val,You = ROAR!Value = Val,You = ROAR!Value = Val,You = ROAR!Value = Val,You = ROAR!

� 3 C’s 3 C’s 3 C’s 3 C’s ---- Communication Communication Communication Communication

Care Care Care Care

Customer ServiceCustomer ServiceCustomer ServiceCustomer Service

2 more …2 more …2 more …2 more …� Use social media and social networkingUse social media and social networkingUse social media and social networkingUse social media and social networking

� Supported by Smart Technology Systems & ProcessesSupported by Smart Technology Systems & ProcessesSupported by Smart Technology Systems & ProcessesSupported by Smart Technology Systems & Processes

( CRM | CMS | Case MS | Finance | AI )( CRM | CMS | Case MS | Finance | AI )( CRM | CMS | Case MS | Finance | AI )( CRM | CMS | Case MS | Finance | AI )

� Anything else ? …Anything else ? …Anything else ? …Anything else ? …



“A positive attitude may not solve all your “A positive attitude may not solve all your “A positive attitude may not solve all your “A positive attitude may not solve all your

problems, but it will annoy enough people to problems, but it will annoy enough people to problems, but it will annoy enough people to problems, but it will annoy enough people to

make it worth your while.” make it worth your while.” make it worth your while.” make it worth your while.” (Herm Albright)

“There is no passion to be found playing small “There is no passion to be found playing small “There is no passion to be found playing small “There is no passion to be found playing small ––––

in settling for a life that is less than the one you in settling for a life that is less than the one you in settling for a life that is less than the one you in settling for a life that is less than the one you

are capable of living.” are capable of living.” are capable of living.” are capable of living.” (Nelson Mandela)



The Naked Lawyer 2The Naked Lawyer 2The Naked Lawyer 2The Naked Lawyer 2Coming soon !!!Coming soon !!!Coming soon !!!Coming soon !!!

QUESTIONS ? QUESTIONS ? QUESTIONS ? QUESTIONS ?



The Naked Lawyer eBook “...has directly added £1million plus to my book of work

over the last year”Jeremy Kennedy, Partner, McCullough & Robertson Lawyers, Australia

If you’ve ever questioned your own ability to be a better business developer, this book is for you”

Professor Stephen Mayson – An Independent Mind, UK

“…so much good stuff in this book that you’d be a fool not to read it!”“…so much good stuff in this book that you’d be a fool not to read it!”“…so much good stuff in this book that you’d be a fool not to read it!”“…so much good stuff in this book that you’d be a fool not to read it!”Tom Johnston, Managing Partner, Young & Partners, Scotland.Tom Johnston, Managing Partner, Young & Partners, Scotland.Tom Johnston, Managing Partner, Young & Partners, Scotland.Tom Johnston, Managing Partner, Young & Partners, Scotland.

“Required reading for all lawyers who want to reinvent themselves”Professor Richard Susskind, OBE, UK



Let’s connect and ROAR! ...Let’s connect and ROAR! ...Let’s connect and ROAR! ...Let’s connect and ROAR! ...

Web:Web:Web:Web: EntrepreneurLawyer.co.ukEntrepreneurLawyer.co.ukEntrepreneurLawyer.co.ukEntrepreneurLawyer.co.uk

TheNakedLawyerEbook.comTheNakedLawyerEbook.comTheNakedLawyerEbook.comTheNakedLawyerEbook.com

LinkedIn: LinkedIn: LinkedIn: LinkedIn: www.uk.linkedin.com/in/chrissielightfootwww.uk.linkedin.com/in/chrissielightfootwww.uk.linkedin.com/in/chrissielightfootwww.uk.linkedin.com/in/chrissielightfoot

Twitter:Twitter:Twitter:Twitter: @TheNakedLawyer @EntrepreneurLaw@TheNakedLawyer @EntrepreneurLaw@TheNakedLawyer @EntrepreneurLaw@TheNakedLawyer @EntrepreneurLaw




Questions and ConclusionQuestions and ConclusionQuestions and ConclusionQuestions and Conclusion

Ian Appleby

Relationship Director

RBS

Legal Sector Breakfast Briefing - Armstrong Watson...Legal Sector Breakfast Briefing Thursday 5...

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