A telephone directory dropped through our door the other day. Essentially it does the same thing as Google, or rather Google does the same thing as the directory. But I choose Google because it is not about technology. It is about access, ease of use and better.
Law firms are not that good at access, ease of use and their whole business model relies on the customer not discovering better.
But here is the irony. Easy and better are not that hard or expensive to find or deliver. Assuming of course that you want to.
Technology companies and so called gurus will try and cloak better in mystery, make it feel difficult to obtain, expensive and hard to integrate. They make it complex for a reason. It’s in their interest to create that myth.
That is their business model, not yours.”