Sustainable differentiation among law firms as objective boundaries recede

diff2True differentiation — sustainable differentiation — is rarely a function of well-roundedness; it is typically a function of lopsidedness. The same can be said for excellence.

Different: Escaping the Competitive Herd, by Youngme Moon.

Twenty years ago, twenty-five maybe — geographical boundaries still mattered for law firms. Laws changed at state lines. You needed local lawyers to guide you through their jurisdictions. Distance and old technology enforced separations. Law licensing kept everyone in their boxes, geographical and otherwise.

In those days, “differentiation” among law firms centered on location, size, and professional quality. Law firms sought to be known as “full-service” and organized themselves to serve all the needs of clients within their regions. Lawyers were prized for their “roundedness.”

Boundaries kept the competitive herd at bay.

Today, what boundaries cannot be crossed? What differences are sustainable?

What law firms are not lopsided?

 

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