Are You A 'Tuned In' Solo Practitioner?

I've recently completed the pre-released version of "Tuned-In" written by Craig Stull, Phil Myers and David Meerman Scott and I can only say if you have any desire to understand how to tap into opportunities that present themselves in your legal practices, then BUY THIS BOOK.  (Disclosure - the only benefit I get from discussing this book is helping you!)

I'll take the blurb right off the back because I can't say it any better:

Tuned In argues that the key to business success lies in understanding and connecting with what consumers and markets want most.  Being tuned in to the needs of buyers, whether those needs are expressed outwardly or not, is the ultimate secret to creating and marketing products and services that people want to buy.  For anyone who markets a product, service, or ideas in any business, industry, or organization. Tuned In delivers a simple six-step process for discovering real and deep insights into any market: finding unsolved problems, understanding buyer personals, quantifying impact, creating breakthrough experiences, articulating powerful ideas, and establishing sustainable connections.

Tuned In shows readers how to stop guessing what consumers need and stop wasting time and money building, marketing, and selling solutions that the market doesn't value.  This insightful book shows readers how to connect with their market in order to create products and services that truly resonate with people.

How does this relate to you, the solo practitioner?  In every way imaginable.  Your services are a product and you are creating a brand in how you deliver your product to the client via your marketing message and client interaction.  Your core competencies are your legal skills.  Your distinctive competencies are your brand, what differentiates you from your colleagues with the same core competencies.  These distinctive competencies are a blending of your ability to listen to what the client really needs, who you are and what you ultimately choose to deliver and this is impacted by your own wants, needs and desires.

The most important differentiation you can make is in creating a total client experience that resonates with the client.

Here's the chapter list:

1. Why Didn't We Think of That?
2. Tuned Out... and Just Guessing
3. Get Tuned In
4. Step 1: Find Unresolved Problems
5. Step 2: Understand Buyer Personas
6. Step 3: Quantify the Impact
7. Step 4: Create Breakthrough Experiences
8. Step 5: Articulate Powerful Ideas
9. Step 6: Establish Authentic Connections
10. Cultivate a Tuned In Culture
11. Unleash Your Resonator       

This book is filled with real life examples of why some businesses succeed and others do not based upon the principles discussed in the book and the way the book is written brings the theories to life and makes them eminently relatable.  And Tuned In has now become a  'must read' for my clients.

I discuss these concepts in further detail in issue #14 in the Solo Practice University E-zine.  If you haven't signed up already you can do so in the widget to the right. ---------------->

Oh, and one of my favorite principles of Tuned In thinking.....when your're thinking about products or services to market to your clients, always remember, "you're opinion may be great, but it's completely irrelevant."  What matters is what the client thinks and what the client wants.

(And, by the way, the book mentions Grant Griffiths as a Tuned In Lawyer.  Congratulations, Grant!)

Book Review - Solo By Choice - Carolyn Elefant

Students of literature are not taught how to create masterpieces. Theirs is an instruction in the art of deconstruction - how to rip their favourite authors' work to pieces and be critical. No wonder so few wonderful books are ever written. All the best potential talents are rounded up and forced through an 'educational process' which forces them to find fault with perfection. This is hardly going to inspire them to stick their own necks above the parapet."  Jonathan Cainer

And that is the lesson with Carolyn's book, Solo By Choice.  She stuck her neck out, much the same as lawyers venturing into solo practice, to bring together a much needed manual on the ins and outs of going solo and it is not for others to 'deconstruct, rip apart and be critical.'  It is for them to be inspired,

There is so much information in this book it is required reading from law student to seasoned veteran because EVERYONE will find something in this book they knew little or nothing about or were totally misguided about when it comes to practicing as a solo or seeking out resources to get them started on their mission to improve their practice.

And Carolyn is humble and humorous in turn.  She understands there are many opinions on all topics covered as well as different practical experiences so she has brought in other voices who have lived it or, in her opinion, are quite knowledgeable on a given topic.  In many ways you have panel discussions in the book which is a huge bonus. While many important topics are touched upon to get you started thinking about that which you may not have considered before, the areas I found particularly strong were Contract Lawyering, Value Billing and Blogging. 

And while this book is being marketed to solos, I believe attorney's practicing in large firms can benefit from extrapolating much of this information for their own use. I'm not going to find 'fault with perfection' even though everyone who received a complimentary copy of Carolyn's book also received a hand-written note asking them to be totally honest in their review.  And that's Carolyn. Writing a book is grueling, hard work especially when you have as much passion about the topic as Carolyn does. Probably limiting it to 300 pages was like cutting off both arms.

However, in staying true to myself, I would be remiss if I didn't say there is very little on the unique challenges facing those law students who wish to start a solo practice right out of law school.  And this is the author staying true to herself (and why the book rings true with authenticity) .  She has never made any bones about her opinion new lawyers should get some training under their belt before starting a solo practice so if you are looking for a balanced and pithy how-to on this career move, new admits wanting to open their own practice upon graduation, you may be left wanting.

In conclusion, regardless the stage in your professional career, this is a no-brainer.  You must buy this book for a myriad of reasons, but also because it is a good reference book filled with great information aggregated in one easy to read collection and a necessary tool for your solo practice.

Congratulations, Carolyn.

Book Review - 'Later in Life Lawyers' by Charles Cooper

(It would appear I'm gaining some blogosphere status as recently I have had several authors asking me to review their books on this site.  I am very far behind in my reading so apologies to all. I appreciate your patience.  I will soon be reviewing Solo by Choice - Carolyn Elefant, and Effective Lawyering, A Checklist Approach to Legal Writing & Oral Argument - Austen L. Parrish & Dennis T. Yokoyama) 

Today I am reviewing Later in Life Lawyers, Tips for the Non-Traditional Law Student by Charles Cooper.

The introduction sums up very nicely this book's raison d'etre.

Unfortunately, most law schools are the rule - they are "traditional" in attitude, and in structure. (Most books about law school thus take the same approach.) Law schools generally have made little effort to cater to the unique needs of the significant nontraditional segment of their student body.  Other law school books focus solely on largely irrelevant factors such as rankings and employment in "prestigious" law firms. In short, while a large fraction of law students today would be considered nontraditional, there is little accurate, relevant material to help non-traditional students navigate the admissions process and ultimately succeed in law school. And that's where this guide steps in.

This book is the collective wisdom and experience of thousands of law students and applicants....

And this is my favorite part:

For many applicants, there is no worthwhile reason why they chose law.  If you're one of these people and you do not have a good reason to choose law, then don't choose it.  Take time off, figure out what you want to do with your life.  Law is too involved, too expensive, and too tedious to jump into without a good reason.  Become a teacher.  Try banking.  Travel for a while.  But until you have a good reason to study law, forget it.  There is absolutely no excuse to dump what will probably amount to a hundred thousand dollars into three years of your life without thinking it through and coming up with something more adequate than "what else can I do with a history degree?"

This is why I like this book.  There is no candy-coating because so many people are talking honestly and frankly about law school realities.  (Maybe Kirsten Wolf should have read this book?) 

The first half of this nearly 300 page manual is devoted to "Getting In," the logistical and emotional challenges facing those who choose to go back to school after a period of time in the real world.  This is very valuable information discussed honestly and peppered with dozens upon dozens of great comments from other non-trad law students like studying for the LSATs, how to figure out the best school for you, what do rankings really mean, scholarships, financial aid and more.

The next hundred pages is devoted to all the trials and tribulations of the First Year, followed by the Second Year and Beyond covering everything from housing to dating to wanting to quit, moot court, law review, managing the confusion, failing exams, on campus interviews to whether or not to get a rolling book bag and looking 'uncool' but saving your back.

It really is an incredible read filled with valuable information to make you feel less isolated through the experience because it isn't one person's voice...it's hundreds in a very well calculated presentation.  And in this regard, the book is priceless.  And I would highly recommend it to traditional law students, too.

I have to say, when I came to the end of the book it left me wanting to know about the bar exam, what to do between taking the bar exam and finding out if I've passed, experiences as an older student looking for a job and beyond.  Granted, it is a book for students....but I wanted the next installment right then and there.

So, if you are considering law school, non-traditional and traditional applicant alike, this is a must read because it is so well written and in voices you know ring true.

Don't Be A "Go-Getter." Be A "Go-Giver."

I recently read a life-changing business parable authored by Bob Burg and John David Mann called "The Go-Giver."

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The Go-Giver tells the story of an ambitious young man named Joe who yearns for success. Joe is a true go-getter, though sometimes he feels as if the harder and faster he works, the further away his goals seem to be. And so one day, desperate to land a key sale at the end of a bad quarter, he seeks advice from the enigmatic Pindar, a legendary consultantreferred to by his many devotees simply as the Chairman.

Over the next week, Pindar introduces Joe to a series of “go-givers:” a restaurateur, a CEO, a financial adviser, a real estate broker, and the “Connector,” who brought them all together. Pindar’s friends share with Joe the Five Laws of Stratospheric Success and teach him how to open himself up to the power of giving.

Joe learns that changing his focus from getting to giving—putting others’ interests first and continually adding value to their lives—ultimately leads to unexpected returns.

Imparted with wit and grace, The Go-Giver is a heartwarming and inspiring tale that brings new relevance to the old proverb “Give and you shall receive.”

This book is only 132 pages, a one sitting read, and if you have the guts to implement the lessons, you will have found the power to change the way you look at your solo practice, how you serve your clients and ultimately how much money you earn.

I've said numerous times on this blog, when you are a solo your personal and professional lives must mesh seamlessly in order to achieve the elusive work/life balance.  This book provides those 'laws' which will enable you to do so because they translate not just to how one conducts business, but how one conducts their life.

And if you don't believe me, this book is being hailed by Seth Godin, Tom Hopkins, Stephen Covey and David Bach to name a few.  Check it out on Amazon.  (In the interest of full disclosure I don't get a penny, just the satisfaction of knowing I've passed on an important book to you.)

"Tip of the Week" - Read 'The Future of Reputation' by Daniel J. Solove

I"ve had the opportunity to read Daniel J. Solove's 'The Future of Reputation - Gossip, Rumor and Privacy on the Internet' and I have to say, it is both fascinating and sobering. To give you an idea of the content, I will reprint the publisher's blurb:

"What information about you is available on the Internet?  What if it's wrong and humiliating, or true but regrettable?  Will it ever go away?"

Teeming with chatrooms, online discussion groups, and blogs, the Internet offers previously unimagined opportunities for personal expression and communication.  But there's a dark side to the story.  A trail of information fragments about us is forever preserved on the Internet, instantly available in a Google search.  A permanent chronicle of our private lives - often of dubious reliability and sometimes totally false - will follow us wherever we go, accessible to friends, strangers, dates, employers, neighbors, relatives, and anyone else who cares to look.  This engrossing book, brimming with amazing examples of gossip, slander, and rumor on the Internet, explores the profound implications of the online collision between free speech and privacy."

For those who don't know the author, Dan Solove is an international authority on information privacy law, an associate professor at George Washington University Law School, and blogs at the very popular Concurring Opinions.

I had an opportunity to review the book (at the author's request) with the proviso I be completely honest...and honestly, anyone who uses the internet in any way shape or form, blogging, YouTube videos, social media and all sharing of information in digitized form needs to read this book.  And even if you don't use the internet, you can still be a victim of another's use of the internet to invade what you believe is private.

Given the fact that I will be forever 39, I did not grow up with the Internet as a cultural force in my life.  As such, my years of exploration and personal expression (I think they call that 'youth') are but memories and fading negatives in a bag somewhere.  I did not capture another's immature moments on my cell phone, upload them to my MySpace page, or keep of diary of my inner musings on Blogger. My use of the internet is very circumspect and approached with hopefully the wisdom of someone who has seen enough to understand discretion and consequences.

But what happens if you are the victim of digitized 'shaming' or gossip?  What if another's malicious, thinly disguised rantings about you forever alter your job opportunities, or reveal some personal quirks and medical condition that limit your relationship opportunities, information intimate and private never meant to be exposed but now spreading like wildfire worldwide?  Do you have recourse against the perpetrator? Did they really do something legally wrong?

The main thrust of the book is:  Can first amendment rights coexist with the right to privacy in this age of the Internet?  And to begin this argument one first has to decide the scope of the first amendment and 'what is privacy,' and to what degree, in fact, the two rights conflict.  And after that, can the law really offer practical protection?

This is not a dry read.  It is fast paced, peppered with relatable examples like the 'dog poop girl,' Jessica Cutler (the famous staff assistant to a senator who had a fling with a married attorney serving that senator), the Star Wars Kid, the New York City Subway Flasher, the Cell Phone Thief...and many more examples of cybercops, Internet vigilantism, and digitized Scarlet Letters, stories rich with details that are as as apalling and as mesmerizing as a fatal car crash.  You can't help but rubberneck.

I'm not sure we can rely on the law as a solution because the law has its limits.  We all know of examples where once the Internet 'bell' has been rung, it can't be unwrung. The law is reactive and can't undue the personal damage.  In my opinion, it comes down to our own morality and sense of decency and controls we place on ourselves and our children who have yet to understand long term consequences.  That may sound trite but I'm a huge believer in choices and consequences and the power each of us has.  Yet that does not address the malicious choices others make and their impact on us....or their first amendment right to do so.

There are no clear cut answers although the author poses some interesting thoughts. It is a book sure to stimulate serious debate amongst layperson and lawyer alike. But in the end we are responsible for ourselves and our uses of the internet. With every action taken we self-define free speech and privacy.

I highly recommend this book. 

"Tip of the Week" - When Your Solo Practice Takes A "Dip" Will You Know What To Do?

Seth Godin, the king of succinct, had his new book "The Dip" recently reviewed in USA Today.  While it is generic enough to transcend any profession or life experience, it is a critical message about when to 'stick' and when to 'quit.'  (And quitting is not a bad thing in Godin-world.)

"Quit the wrong stuff. Stick with the right stuff. Have the guts to do one or the other."

As a solo practitioner, how does this apply to you?  When you start your solo practice you will have many days questioning why you did it.  It will be a roller coaster ride without a seat belt as you loop the loop.  Your first client..you're floating knowing you made the right choice.  The first client who doesn't pay....you're questioning why you left the steady paycheck.  Uneven cash flow....panic.  Your first big contingency fee....you knew what you were doing all along.  Manic depression.

But you shouldn't quit just because you hit a dip — the "long slog between starting and mastery."

The dip is the sinkhole when the euphoria of learning something new fades and the grind kicks in.

For example, if you took organic chemistry, a killer class, in college, you've experienced the dip. Academia doesn't want too many unmotivated people to attempt medical school, so they set up a screen, he explains.

If it's worth doing, there's probably a dip. Only you will know whether pushing through the dip to get to the other side is worth it.

When you decided to go solo you knew there would be 'dips.'  If your goals are worth striving for, you will make the decision to work through those 'dips' because this is the path you have chosen.  If you are having problems navigating the dips or want to rethink how you are going to take the journey, get help.  Life is full of 'dips', some you take, some you meet.  Best to enjoy the ride.

The "Feminine Mistake"? Not for the Home Office Lawyering Mom

Leslie Bennetts of Vanity Fair and has written a book entitled The Feminine Mistake; Are We Giving Up Too Much?  Well this book has the fur flying between working-outside-the-home moms and non-working stay-at-home moms because it is actually factual, not just someone's opinion.  Ms. Bennetts is not talking about the value of one choice over the other as it relates to parenting, although she references studies that suggest there is no difference.  She is talking about the long term effects on the woman who makes the choice to leave the working world for marriage and/or to raise children and the professional, financial and health realities that face these women after divorce, death or disability of a spouse/partner, and empty nest syndrome on their self-esteem, health and much more.

Having been a divorce lawyer for 13 years, I can't help but understand the value of reading a book such as this because I saw women who chose the more traditional path of staying at home willingly.  Voluntarily they sacrificed their careers to raise children then faced challenges after an unexpected divorce which put them in a financial position they never anticipated.

But this book isn't just about that.  This book is about a woman's journey through life, her identity and self-reliance which sometimes (and I emphasize 'sometimes') is knowingly or unknowingly sacrificed on the altar of motherhood, women going into marriage and motherhood with their eyes wide shut, not necessarily understanding the full ramifications of their decision or thinking realistically about their life beyond their children's high school graduation.

This is a complicated hot button issue and my goal is not to take sides because it is truly a personal decision for a woman.  It is a decision made based upon a complex set of emotional and financial issues unique to each.  I have not read the book but read Ms. Bennetts' reasons for writing it and summaries of the factual information.  As in anything pertaining to the human condition there are exceptions and you might very well be one of them but I think young female lawyers who have invested so much into their career and 'want it all' (again, depending upon what 'all' means to you) should read the book.

I firmly believe you can have it all but it is about planning and being smart and being true to yourself, not always willingly surpressing your needs for others .  Understanding the variables that can happen in one's life, assessing what is right for you and then working with the information in a way that makes sense for yourself is an important part of the maturation process.

It doesn't have to be a tug of war with yourself, your spouse, your parents, other mothers or society. But it is about understanding yourself. Only you can be an effective general in your own life. 

That is why being a solo practitioner or home office lawyer can be an ideal blending for a woman lawyer who wants to integrate these two powerful needs and desires while maintaining their professional and financial independence and enjoying the gift that is parenthood.  It is a tough balancing act, no question. But it can be done. (Now, I'm not ignoring those men who make this choice...it's just not the topic of the book!). 

Please share your stories about how you may have made the decision to be a solo primarily for these reasons: to maintain your independence and to fulfill your need to be a stay-at-home mom.  (And for those who may feel offended I'm passing commentary on moms who work outside their home, I'm not.  I'm asking for commentary from those who made this particular choice and their rationale and experiences, both good and bad.)

(And for more information, coincidentally, go to Costco.com which, just in time for Mother's Day, features a whole article on Mompreneurs, Mom, Inc., those who choose to create businesses out of their homes while raising their children, and includes everyone who earns a living while being a stay-at-home Mom. It provides links to valuable community networking sites and inspirational stories.)

"Endless Referrals"- Guest Post - Bob Burg

I have the distinct pleasure of having Bob Burg, author of 'Endless Referrals,' as a guest blogger this week.  I can honestly say, hands down, he is one of the nicest, most genuine individuals I have ever e-communicated with..... as we have yet to talk on the phone.

Bob is the author of numerous critically acclaimed top selling books and programs on relationship-building to enhance not just your business opportunities but your life.  His knowledge about networking is unsurpassed. He has shared the podium with former President Gerald Ford, Zig Ziglar, Larry King, Tom Hopkins, radio legend Paul Harvey and the list goes on.  But what strikes me most about Bob, he lives what he teaches and that is the ultimate testimonial. For the price of a lunch, purchase 'Endless Referrals.' The information you will gain will quite literally change your life. (If you happen to be in Orlando, Florida February 23-24 hear him teach and inspire in a celebrity-packed Extreme Business Makeover Seminar.)

I seldom, if ever, will endorse a service or product.  However, I  wholeheartedly endorse Bob Burg's books and programs. Sometimes getting insight from someone not specifically in the legal field allows you to learn universal business and marketing principles. Part of my responsibility is to bring you the best information I can to help you succeed in starting your solo practice.  Next semester and going forward all my students will be required to buy "Endless Referrals."  (In the interest of full disclosure, I don't make a penny on this book. so don't be afraid to use the link....you can also sign up for Bob's free e-zine 'Winning without Intimidation' through this link.)

So, without further ado....Bob Burg

Key Traits of Superstar Networkers

By Bob Burg

Author, “Endless Referrals”

The Golden Rule of Networking (which, I define as, “The Cultivating of mutually beneficial, give and take, win-win relationships), is very simple: “All things being equal, people will do business with, and refer business to, those people they know, like and trust.”

Superstar networkers, those rainmakers whose legal practices are extremely profitable and whose personal lives are filled with friends and loving relationships, share two powerful traits:

Number one, they are givers. Number two, they are “connectors.”

Givers:

The superstar, mega-successful, high-dollar-earning rainmaker is the greatest and most active giver you know. He is constantly referring business to others. She is always on the lookout for a piece of information that will interest someone in her network of friends and prospects—regardless of whether or not it’s business-related. He is always suggesting ways that someone from whom he purchases goods or services can improve his own business.

Genuine networkers give. They give actively and without attachment to reciprocation. They are always thinking of what they can give, how they can give, and to whom can they give.

They are who I term superstar networkers.

Tim Sanders, author of the bestseller, Love Is the Killer App, describes this as “the act of intelligently and sensibly sharing your intangibles.” According to Sanders, our “intangibles” are our knowledge, our network, and our compassion.

Some superstar networkers seem to excel in one type of giving above all others and become known for this. For example, some individuals are always recommending great books, or constantly making introductions to people who can benefit one another. And it doesn’t cost a cent! (Or perhaps the price of a book or a stamp.) The result? The other person’s appreciation, which as you already know, can prove to be virtually priceless.

What’s interesting is that successful, giving, profitable, superstar networkers seem to have a knack for hooking up with other success givers. It’s not luck: they are specifically looking to identify these types of people. Why? Because they know that while average networking relationships are 50/50, the most exciting and profitable ones are 100/100. In other words, both people are trying so hard to help each other succeed, that success comes back to each of them in spades.

Connectors:

Connectors are always asking themselves who they can introduce to each other. They know that everyone they know or meet might be a valuable contact to someone else in their network. The fun part is introducing them and setting up the relationship.

You can probably see how the goodwill and positive feelings you elicit in others can come back to you in incredible abundance.

Again, the essence of being a Connector is the proactive drive to make the connections—not out of a calculating intent to get something in return, but out of the joy and satisfaction of seeing the positive, exciting developments that can spring out of the new associations you help form. It’s something very much like the pure joy of the creative artist: the thrill of the creation itself is its own reward.

Connectors don’t worry about whether they’ll “get anything” in return. They know they’ll be taken care of—and well taken care of. It’s simply not an issue.

The essential point here is that being a Connector isn’t a genetic fluke. You don’t have to be born a Connector—you can become one!

Simply develop (through practice) a habit of giving without expectation, without concern for what you’re going to “get” from the other person. Know that when you tap into the sheer joy of giving and connecting, you’re going to get, and get big-time. Try not to think about it too much. Just get out there and try to give yourself away! Way before you even get close, you’ll get back so much in return, you’ll know you’ve become a superstar networker.

This leads to, what I call, “The grand paradox of giving and receiving”: When you give purely out of the love of giving and adding increase to the lives of others, you cannot help but receive. Yet, when you give only in order to receive, it doesn’t work out nearly as well!

Why? Because people are attuned to your intent; it’s human nature. When you give only in order to get, it comes across as such. More often than not, they can tell. Of course, some people have a knack for getting away with this more than others, but eventually it will come back to haunt them.

When you give because it’s something you desire to do, and do so without the expectation (or “emotional demand”) of direct reciprocation, you’ll find that the Law of Cause and Effect works for you in ways the typical attorney might never even imagine.

Learn more about building a profitable and lasting network in Endless Referrals. Whether you are shy or assertive, the skills you will cultivate are easy, eminently usable, honest, and the results, quite frankly, are amazing. 

"The Pursuit of Happyness"

Entrepreneurs inspire me. People who live their definition of success inspire me.

I'm currently reading "The Pursuit of Happyness" the autobiography of Chris Gardner, successful broker and the founder of Gardner Rich & Company, a multimillion-dollar brokerage firm.  It is very inspirational, a story of triumph over challenges that would have defeated most.

As we follow Chris' journey we are privvy to his mother's wisdom which motivates Chris and which I want to excerpt here for you when you doubt yourself or your ability to achieve your goal(s).

"No one else can take away your legitimacy or give you your legitimacy if you don't claim it for yourself."

"...she was talking about self-knowledge, about an authentic belief system, an inner sense of oneself that can never be rocked.  Others may question your credentials, your papers, your degree.  But what is inside you no one can take from you or tarnish.  This is your worth, who you really are, your degree that can go with you wherever you go , that you bring with you the moment you come in the room, that can't be manipulated or shaken.  Without that sense of self, no amount of paper, no pedigree, and no credentials can make you legit.  No matter what, you have to feel legit inside first."

Going into practice for yourself upon graduation from law school, requires you to simultaneously graduate with honors from the "School of Self-Worth." That degree which you bestow upon yourself is by far more valuable than your J.D. 

The two degrees, however, when combined, will empower you to open your own law practice even in the face of family, friends, the law schools, the legal community and anyone else who will say, "you can't do that."  Yes, you can. The two degrees combined will help you create the dialogue you need when your very first client says, "Why should I hire you?"  The two degrees combined will help you establish your credibility as a professional and enable you to build a rewarding and profitable solo practice.  The degree from the "School of Self-Worth," however, will be the degree alone which will help you to create and live a rewarding and rich life.