Mar 31, 2022
Welcome to another episode of Legal
Lightbulbs: the show that sees hosts Jerome Doraisamy and Bowd
chief executive Fionn Bowd discuss and debate the questions to
which lawyers have always wanted answers (but have perhaps not felt
comfortable asking).
In this episode, Jerome asks Fionn about the concept of market
differentiation and whether – in a modern legal marketplace –
differentiation even exists. The pair talk about the lack of trust
that graduates have when it comes to law firm marketing, and they
dive into the history of how law firms historically differentiated
themselves and what it means to have a “brand”. Fionn and Jerome
talk about the importance of truth in marketing, how the fear of
imaginary clients get in the way of firm marketing, why law firms
are like washing powder, and the need to market what you know to be
true about your business.
The pair also reflect on a handful of law firms that are getting
their points of difference right, the value of filling a void in
the market, the black and white principles that firm leaders can
use to re-establish market differentiation, whether a lack of
differentiation feeds into the need for partners to say “yes” to
every client request, and whether there is a place for emerging
leaders to speak up about the need for a business to market itself
in better ways.
To learn more about Fionn Bowd, click here.
If you have any questions you want to see answered on this show,
reach out to Jerome at editor@lawyersweekly.com.au.