Auditing your firm’s marketing activities allows you to examine all marketing and communication efforts to evaluate their effectiveness and alignment with the firm’s overall objectives. Below is a short guide on performing an audit, what to look for, and areas to focus on.

1. Define Objectives and Goals

One of the early items in the audit is to ensure that your marketing activities align with the firm’s overall strategic goals. This will help measure the success of marketing activities against defined benchmarks.

• Review the firm’s strategic plan.
• Identify specific marketing goals, such as increasing client acquisition, improving brand awareness, or

Legal service is a business. Run it that way.

Many law firms are successful by accident.

Anyone who knows anything about traditional law firm structures knows they are perilously fragile. It doesn’t take much to bring them down.

Up until this latest debacle—the 2024 collapse of Minden Gross—Canada’s highest-profile law firm failures were Heenan Blaikie in 2014, Goodman and Carr in 2007, and Holden Day Wilson in 1996.

Canadian law firms are not alone in this plight. For example—and this is only a small sampling—lawyer exits and merger failure brought down U.S.-based Stroock & Stroock & Lavan at the end . . . [more]

In the world of professional cycling, the most revered athletes are those who excel in a variety of disciplines. From mountain climbs to time trials and sprints to the finish line, world tour cyclists must master a diverse set of skills to be champions. Lawyers can draw valuable lessons from these elite athletes, realizing that specialization in various legal disciplines can lead to a well-rounded and successful legal career.

Versatility Matters:

Much like a cyclist aiming for victory in a grand tour, lawyers should strive to be versatile in their practice. Legal professionals will encounter a diverse range of cases . . . [more]

The winning strategy of being one of one drives value and growth.

Leading law firm. Full service. Client focused. These throw-way platitudes are hallmarks of those who are indistinguishable in the legal services market and, as a result, are doomed to compete.

Be distinct. Stop competing. Own your market.

These are the hallmarks of smart and sustainable business.

Be Distinct

Distinct means being different from something else of a similar type.

According to the Federation of Law Societies of Canada, “Canada’s 14 provincial and territorial law societies govern over 136,000 lawyers, Quebec’s 4,200 notaries and Ontario’s 10,600 independent paralegals…” . . . [more]

In legal as in all service-based industries, client feedback can be a powerful tool that shapes a firm’s reputation and play a significant role in the firm’s success. We often look at feedback solely from a client perspective and how we can improve that client’s experience; we may be missing out on trends that our clients share. When we look at feedback at a macro level, there is information we can take away for prospects, management, competition, and clients.

For prospects:

Client feedback reflects a law firm’s general performance. Positive testimonials and reviews contribute significantly to building credibility, and potential . . . [more]

One of those old truisms that floats around, no less accurate for its long tenure: everybody likes buying stuff, nobody likes being sold to.

It’s a seeming paradox – you’d think that buying and selling would be a perfect match. Except that lots of the time, the selling being done is terrible and gets in the way of what would otherwise be a pleasant buying process. See also, buying literally everything online so you don’t have to interact with a salesperson.

Stuff happens in our brains when we shift into sales mode: the other person (the prospect… how’s that . . . [more]

This year, I checked an item from my bucket list. I went to Monaco to attend the Formula 1 Grand Prix. For race fans, Monaco does not typically offer the best racing on the calendar (fortunately, this year, it had an exciting ending), but there is an allure that has pulled fans to the Mediterranean for the last 80 years. I bookended the summer with a trip to the Brighton Speedway in eastern Ontario to take in an evening of dirt track racing, including the ever-popular min-van race. You could say the very opposite of Formula 1.

At one extreme, . . . [more]

I have been lucky enough to work with executives who understand the power of quality communication. Whether running a single office or multiple international locations, staff want to understand what their leadership is thinking. Leaders who lean into communication programs tend to have significantly higher approval ratings, their companies have less turnover, and employees feel they are part of a growth plan.

Over the years, we have seen a fundamental shift in the willingness of executives to share. Knowledge is power has evolved to having and sharing knowledge being the cornerstone of reputation and influence, and therefore power. Long are . . . [more]

A desire to redo my living room has caused me to become addicted to reality TV programs involving design. And to prove that you can learn about business from virtually anywhere, here is an important lesson I learned from “Making the Cut” (if you can believe it).

“Making the Cut” is a clothing design contest that begins with a number of accomplished, talented designers and through competition, whittles them down to two or three finalists. These compete in a full runway show where they must present an entire collection, this last task generally undertaken in a three-day period.

Judges can . . . [more]

As new technologies change how we create content, they also change how we absorb information. While content marketing is a significant tool to build relationships and create an online presence, what technology has changed, and we need to be in front of, is the way audiences consume content and the value that is added. More so than ever, clients expect more dynamic forms of communication that deliver meaningful interactions.

How we generate and share content has evolved from the early days of writing articles for newsletters and magazines to interactive publications with podcasts, webinars, live-streaming events, and virtual reality experiences. . . . [more]

You might have heard of the online game, World of Warcraft. It has 8 million players in any given month. On September 13, 2005, the game became infected with a blood plague. It was started intentionally by the game designers and was to have been restricted to a particular area of the game. But somehow, it got out and in no time, was killing off everything in site, including characters that players might have spent years building up.

The game developers and members of the community attempted to slow the spread by warning other players to avoid certain areas of . . . [more]

At a recent legal awards gala, one of the categories that caught my attention was the boutique law firm of the year. As we know, a boutique firm focuses on a specific area of practice, such as intellectual property, tax, or environmental law. Unlike firms that offer a wide range of legal services, boutique law firms provide a more narrow and specialized area of expertise.

The part that caught my attention was the scale of the firms up for the award. Firms ranged in size from under three lawyers to firms with over 100 lawyers. The focus of the award . . . [more]