I began practicing law the year after legendary NFL coach Vince Lombardi passed away. When he was coaching if you asked him for the secret of the Green Bay Packers success, he would have said "blocking and tackling." In fact, I listened to his pre-game pep talk to his players before the second Super Bowl victory. He specifically tells the players it is all about "blocking and tackling."

Fast forward to 2010, when Sean Peyton coached the New Orleans Saints to Super Bowl XLIV victory. In this interview he says it’s all about "blocking and tackling." So the key to winning has not changed in 40 years, but the offenses and defenses could not be more different.

So, what does this have to do with you, practicing law and social media? When I began practicing law I was told that client development was about "doing great work and building relationships." Thirty-nine years later, those principles still apply, but the tools to become known for doing great work and building relationships could not be more different.

Some lawyers my age who lead law firms across the country are still only using 1960s tools and think lawyers in their firms should only use those tools. I saw a Seth Godin quote recently that makes the point well: 

How can you squander even one more day not taking advantage of the greatest shifts of our generation? How dare you settle for less when the world has made it so easy for you to be remarkable?

My latest Practical Lawyer column, Practical Guide to Social Media is meant for those of you who want to learn the basics of the new tools. I hope you will read it and see how the world has made it so easy for your lawyers to be remarkable.