2.0

My name is Jon. I am interested in how social tools bring people closer together so they can share and try to make better things.

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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.

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What the #saveukjustice campaign revealed was the disconnect between lawyers and the society they are meant to protect. Defending justice is as about as easy a win as you can get yet it didn’t turn out that way.

It’s not that we, society, are against justice. It’s that we don’t like listening to lawyers because we haven’t forgotten their long track record of them not listening to us. All those years of neglect have come back to haunt the legal profession and I expect that to continue into other areas that are being changed.

If I was on Chancery Lane I’d want to have a serious ‘drains up’ on what went wrong and start to build a strategy to reposition the legal profession in a far more positive and relevant light.

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“Yang’s [Yahoo CEO] 1996 decision to reject Google was predicated on the idea that people wouldn’t seek out better solutions to their problems online. And it ignored the idea that you create customer loyalty by giving them the best experience possible and that, if people found what they wanted through one search engine and not on another, they’d probably keep coming back to the first and ignore the second. Google roared ahead.”

Another one of those lack of vision moments.

My point being, it happens everywhere because vision is an attitude irrespective of the industry.

(Source: amazon.co.uk)
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A year ago I stood up at LawtechCamp London and said that lawyers need to focus less on technology and innovation and more on implementation and communication. I still stand by that.



Communication when it is done well does one single amazing thing. It moves everything from me to us.

Without us whatever you say is just about you.

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“Most companies have marketing departments who still operate by push culture. It is about saying how big and how much better their products are versus the competition. Fewer marketing departments are utilising pull. Pull is about presenting your value so it is accessible. It is about you and your customer, not you and your competition. It is about being available so your market can then find you and share it on your behalf.
Pull is scary but if you believe in your product then it opens up sustainable relationships. Customers like being involved or feeling that they matter. Look at the most successful companies of recent years; Apple, Google, Amazon. They market far more on a pull basis than a push one. The social network is your marketing department.”
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“Correct is fine, but it is better to be interesting.”
‘The Icarus Deception’ - Seth Godin
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Suddenly it has become almost mandatory for lawyers to call themselves innovative or entrepreneurial in a bid to be seen to be at the so called cutting edge. Barely a day goes by without a press release from someone or some organisation extolling their self proclaimed innovative solution, claiming they are different and not like the rest.

Having an idea or explaining a solution is only part of innovation and in some ways it is the easy part.

The hard part is executing it. The hard part is making it work. The hard part is having the guts to refine it when it fails. The hard part is taking it to market. The hard part is maintaining the courage to believe in your vision when others don’t.

The hard part is putting yourself in the line of fire.

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“Is it about lawyers adapting to technology or is it about technology adapting to lawyers?”
Easy answer; both. Truth is it is probably, like many things, somewhere in the middle.
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“The most disruptive thing is not a device or a piece of software. The most disruptive thing is time and what we do and don’t do with it.”
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“What worries me is that we become too obsessed with the future of legal services delivery. We ignore the present and we reject the past because the future seems so much more seductive and shiny. But is it really? Much of that past is still valuable today and will continue to be tomorrow. What worries me more though is the fact that key stakeholders such as lawyers, law firms and government don’t really have a clue as to where legal services delivery is headed. They are happy to speculate on the future but less keen to build it. To them the future is either Dodge City or Silicon Valley. The reality is it will be neither.”