Do less, go big.

• Author: Moss, Elliot

For Mishcon de Reya, it's all about focus. What's the reason this firm exists? What do we stand for? We had a reputation for our divorce work, because years ago we represented Princess Diana. That's 5 percent of what we do. We needed to change perceptions. All firms say the same thing. We had to find out how we could differentiate ourselves We had to do less, but go big This is about killing initiative-itis. This is about saying, "There are five things we're going to do, not 55."

There's a higher being here called The Brand, and The Brand will make you more money than you going out and spending thousands on another industry dinner We are a law firm for the world of business. "It's business. But it's personal." That's our mantra. We take a client-first approach in everything we do. Look at our website. We wanted it to be helpful, so we kept it simple Look at our association with the FT and what that means for our brand. Look at the products we've launched: MISHCON ASSURE, MISHCON ENABLE, MISHCON START. They're not all about making money. They are about starting conversations. I'm giving the lawyers the umbrella messages They translate that into actual conversations It all adds value to our brand.

A problem with partnerships is there are too many people making decisions. Not here I make the decisions working closely with the managing partner and the board. The results have come, with revenue climbing dramatically (one of the fastest growing firms in the U.K. last year).

The Magic Circle firms do not seem to want to innovate. We need to. We need to stand for something. We're...