Over the last few years I’ve seen the legal profession go through changes that have left us a bit confused as to what is happening with the market. I think it is safe to say many of us are scratching our heads, especially when it comes to what is happening with the legal profession. Is the market for legal services is shrinking, is it reorganizing, or are AI and other new tools creating a paradigm shift? This head scratch, along with market changes that anticipate a recession, are leading to passioned discussions, interactions, and brainstorming exercises within law firms and by marketers as they reconsider everything we do, why we do it, and redesign what success looks like in 2024.
I am seeing these discussions happening in the LMA community with fervor, especially as we look to strengthen client connections and increase market share through strategic operations, client feedback, increased PR opportunities, and out-of-the-box ideas.
I honestly believe that it’s these bigger picture musings around the market that allow us to fall in love with the idea of being together (in person or virtually), and address the undeniable motivation to connect, exchange ideas, and dream of how the profession could transform. Far too often we go to our lawyers with the same operational tools, and now we are being asked “what else is there?” So in this moment where we all seek epiphanies, I think it important to remember what Seth Godin brings to light often: “marketing is no longer about the stuff you make, but about the stories you tell,” along with “people do not buy goods and services. They buy relations, stories, and magic.” In the service of lawyers and clients I hope you take the time to create stories and magic, because it is what can make our profession particularly inventive and fun. Our endless creativity, channeled through the LMA West platform, can further enhance connections that you have (and will!) make this year. Through this forum you can come together to craft what success looks like in your profession, at your firm, and in the industry. Especially ones that can embrace an appreciation for what the future could hold in these curious times.
In the meantime, I look forward to seeing you at the next local event this summer and ask that you register now for an early bird discount for the upcoming Tech West by Southwest conference, which is projected to have a big draw as a superregional combined conference. Keep your eyes peeled for event announcements and our weekly event digests, and of course, don’t ever hesitate to reach out with questions or thoughts.
Cheers,
Mohib Qidwai
LMA West Region President
