“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.
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.
Own a narrow, precise niche, within which you differentiate yourself via a specific business problem that is relevant to your market.
Demand for legal services is on the decline, while there is a vast oversupply of lawyers in the U.S. Forward-thinking lawyers understand that this is great news for the next generation of business developers.
Lawyers need to escape two artificial constraints: geography; and the narrow economic and intellectual confines of the Law Department.
Lawyers work harder, but not smarter. They spend an too much time on “getting chosen,” and too little on “getting found.”
Make sure you're selling to those with the greatest stake in the business problem you solve. That's usually not the CEO.