Agents of Change.

• Author: Knapp, Amy
• Position: EDITOR'S NOTE - Editorial

We've all heard the phrase: Change is difficult; not changing is fatal. Never before has this been truer for law firms. The entire industry is undergoing a transformation and it can feel, at times, like some of the challenges are insurmountable. Disruptive times call for innovation and much of that innovation can be driven from within, by us, the professionals in the marketing and business development departments. Call us agents of change!

We are poised to help our lawyers and firms find solutions to pricing models being increasingly scrutinized, responsiveness taking on a new definition in the age of all things digital and the challenging nature of differentiation in a saturated marketplace.

Sometimes innovation comes from a return to the basics. It's all about the classic four P's of the marketing mix: product, price, promotion and place. The articles in this issue of Strategies touch on the importance of each.

In the article "What's New in Legal Business Development?" we learn what some of our most experienced peers are thinking about. There is mention of predictive analytics and how it can help us connect the dots of opportunity and adjust our "product" offerings accordingly. Some are talking about project management as a means to realize the pricing efficiencies and predictability that clients want in a business partner. Another discusses the need for more emotional intelligence in the practice of law.

Craig Brown offers his perspective on...