Legal Feeds Blog: 'Innovation' may mean law firms take different approach in marketing services

Innovation within law firms may mean working directly with clients on introducing new practices, or marketing lawyers to clients on capabilities that go beyond their technical expertise.

Speakers at a Legal Marketing Association Toronto chapter event, focusing on changes in the legal industry, addressed shifts that firms will see in the coming years. PHOTO: Gabrielle Giroday

These ideas were just some of many introduced at a Legal Marketing Association panel discussion held Tuesday at the Toronto Board of Trade.

Friedrich Blase, Legal X @ MaRS Discovery District executive in residence and the Un-Firm of the Future managing director, recommends stoking innovation by having lawyers find a small number of “meaningful, sizeable” client relationships. He then recommends lawyers work with these clients to design new ways of delivering services.

“Innovation is the first thing you do in the day, and then you serve the clients, because that’s what your future is all about,” he said. “You need to actually do that with some of your best clients.”

Part of the issue is that the legal industry is trailing the rest of society when it comes to innovation, said Chris Bentley, Ryerson University’s Legal Innovation Zone and Law Practice Program executive director.

He says consumers will drive change if lawyers don’t.

Read the full article.