A lawyer I coached recently reached out to me and asked that I help her make a change. One of the first questions I asked her took her by surprise. My question:
Why are you practicing law?
He actually mentions lawyers and law firms in his presentation and shares that successful enterprises, like Apple start with why. He says:
Most computer companies start by telling you they make great products. Apple does the opposite. It starts by telling you why it makes computers.
Substitute law firms for computer companies and provide outstanding legal services to make great products and you have what most law firms are selling. His idea is consistent with what I have taught for lawyers, except he adds one more point, which I paraphrase:
Clients don’t buy what you do. Clients buy why you do it.
When I practiced construction law, there came a time I changed my focus from what I was doing to how what I was doing benefitted my contractor clients. My purpose practicing law was to enable my clients to build magnificent projects safely and profitably.
Later, when I worked with associates in my firm, I suggested they answer these questions:
- Why did you decide you wanted to become a lawyer?
- Why do you want to be a lawyer now?
- Who is the lawyer you admire most and why do you admire that lawyer?
- How would you define your own career success and when will you know you have achieved it?
- What values are most important to you?
- What do you want to be working on and for whom five years from now?
In a presentation I gave to the Texas Young Lawyers Association (TYLA) members, I talked about finding your purpose. Take a look at this video clip.
If you know what your purpose is being a lawyer, you will be a greater value to your clients. Like Apple, you will also do a better job marketing yourself.