This post by Mary Abraham caught my eye about "The Purpose-Driven Organization". She references this TED talk by Simon Sinek, author of "Start with Why". Sinek claims that people buy not the "What" of a company or even the "How" of a company, but rather the "Why" of a company. Most companies (and law firms) have a good grip on what they provide and how they provide it, but struggle with the "Why" of the entity's existence.
Sinek "The goal is not to do business with people who need what you have. The goal is to do business with people who believe what you believe." Watch the video:
When coaching lawyers - whether in a leadership or business development contact, I often ask them to articulate their vision, purpose and values. I ask, "What is your cause? Why are you doing this? What good things will come from your effort? What do you believe and how can you attract others who share your values and cause?"
"We follow those who lead not because we have to, but because we want to. We follow those who lead not for them, but ourselves. And it is those that start with WHY that have the ability to inspire those around them, or find others that inspire them."
What is the Why of your firm? Of your practice? What ideas and values do you stand for? How do your clients and potential clients find out about your Why?