Some things never change
This year’s spring Managing Partner’s Forum, in Atlanta in late April, reminded me of how much things have changed and how much things have stayed the same in the 30-plus years I have been involved with law firm marketing. While there was a lot of talk about social networking, and particularly LinkedIn, there was still a lot of discussion on the part of managing partners about how difficult it is to lead groups of attorneys.
If you can imagine managing partners grousing about how difficult it is to get their partners to do what they are asked (told?) to do, then you can realize the daunting nature of the task for law firm marketing professionals in trying to get anything done that involves timely attention from a partner.
At the end of the day, it became clear that lawyers, like most other people, tend to do best what they “perceive” that they are paid for the most. And, as long as the billable hour appears to be what is respected the most in law firms, that is exactly what lawyers will spend their time doing.
Is there a lesson somewhere in this? Let me know what you think!