“Be distinct, or be extinct.” So stated Tom Peters, the management guru who co-wrote In Search of Excellence and many other books. It conveys the same message as Jack Trout’s Differentiate Or Die.
The "die" part of Trout's warning doesn't refer to sudden, traumatic failure. It's more akin to death by a thousand cuts. If you think about it, you've probably already seen signs of it.
Time worked has no inherent value. The output of work has value; how long it takes is irrelevant. So, why do lawyers sell time?
Law is now a buyer's market. Treat your practice like a startup, and apply these disciplines to assure you generate the revenue you need.
Competing head-on against anyone is unnecessary and unsound. Instead, differentiate yourself by "owning" a relevant business problem.
This drawing by hugh macleod (“cartoons on the back of business cards”) reminded me of the Lawyer Misery Index that Steven Harper introduced last April.
The future belongs to lawyers who master the skills to establish and protect differentiated market positions, and win head-to-head sales competition.