Get Creative

Tip of the hat

Just a tip of my hat to Warren Bennis today.  In the book Leaders which he wrote with Burt Namus he reminded us:

"Innovation -- any new idea -- by definition will not be accepted at first, no matter how sensational the idea may be.  If everyone embraced the innovation, it would be difficult to take it seriously -- as an innovation.  Innovation causes resistance to stiffen, defense to set in, opposition to form.  And any new idea looks either foolish or impractical or unfeasible -- at first.  It takes repeated attempts, endless demonstrations, monotonous rehearsals before innovation can be accepted and internalized by any organization.  This requires staying power and, yes, 'courageous patience.'"

It's sure wonderful to be reminded from time to time that new ideas can be a hard sell regardless of your situation.  It is way too easy, working in law firms, to become convinced that this is truly the creative spirit's personal hell.  For, after all, who better (more effective and more irritating) to argue against something than. . . well. . . . .a lawyer?

But it is certainly true that change. . . .and new ideas. . . . .are almost always threatening.  Only the certifiable or, at best, unemployable can thrive on a continuous diet of innovation.

So perhaps it is as important for the creative mind to invest in a supply of well developed patience as it is to keep that brilliant creative genius honed to the finest point?

Squirm with envy

"When something is broken, it sometimes pays to replace it rather than fix it."  So say Derek Jaques and Rupert Hanson of Mallesons, a top 50 international commercial law firm with offices throughout the southern pacific rim. Jacques and Hanson developed the firm's TalentNet, a brilliant web based solution for recruitment management which was awarded a 2007 InnovAction Award by the College of Law Practice Management.

Sheldon Krantz, Chair of DLA Piper's New Perimeter international Pro Bono program says it took "patience and tenacity to develop and implement an entirely new pro bono concept." New Perimeter was also recognized with an InnovAction Award.

If, like many law firms, you squirm with envy when reading about law firms who roll out surprisingly different business strategies because you just can't see how anything remotely new could have a life in your firm. . . . .take a listen to what the proven innovators have to say.  And take a lesson.

At InnovActionaward.com you can read interviews with current and past winners as they describe the internal and external barriers they encountered and the resolution they discovered.  Just go to the website, click on "Hall of Fame" and scroll down the right margin to find the winner whose interview tempts you.

Scratch the itch

Many years ago, I worked with a group of dentists to market a new service;  Dentists On Call.  Essentially it was a referral service.  One of the things I learned through that work is that a great deal of research had been done by the dental profession regarding patient usage and preferences.  While it seems like a no-brainer now, the 400 lb. gorilla in the room was FEAR.  The thing dental patients disliked the most about visiting the dentist and caring for their teeth was FEAR.  Second was PAIN.

Well, if you have teeth and you care for them you have probably noticed over the last 20 years that there has been enormous emphasis placed on pain prevention in dentistry.  (How is it possible, I wonder, that I can have a dreaded root canal and feel no discomfort whatsoever?!?)  You've probably also noticed that instead of Dr. David Pullanjerk, DDS on your dentist's door, you see something like "Happy Teeth" or "Smile Dr."  They don't even ask you to bend way over to spit any longer!  The dental profession has successfully addressed those primary patient comfort concerns in both the reality of the experience as well as the language and environment used in marketing.

We have two dogs.  That means a lot of dog food is consumed in my house.  Over the years we've tried many methods for dealing with the mess - plastic tubs, metal bins, etc.  If you have dogs, you know what I'm talking about.

Last week I purchased a new kind of food for them - Beneful.  I didn't notice until I got home that a MAJOR innovation had occurred.  Instead of the usual mess of torn bag and ungainly pouring. . . . this bag had a beautiful heavy-duty ZIP LOCK top!!!  Wow.  Instantly I had images of some brilliant researcher asking dog owners what they hated the most about dog food.  We don't taste it, so it isn't flavor.  We like to think we make purchase decisions based on vitamins and minerals but. . . . . .not so much.  What people hate about dog food is the way the bags rip/tear/shred and become instantly unmanageable once you have pulled the blasted little string.  (If you can find it.)

So. . . .why am I bending your ear with this stories?  Because as I stood there opening and closing the huge and sturdy zip lock on the bag I found myself pondering the legal profession.  What is the greatest barrier, the greatest irritant for the clients of law firms?  Well, I don't know of a public survey that has focused specifically on that question (if you do, I'd love to know.) but I do know of plenty that focus on what clients do want from their lawyers.  They want to feel safe.  Taken care of.  Confident.

We've all been talking about that for at least the last 20 years.  What changes have we seen in response to that?  I'm talking about MEANINGFUL changes.  Oh, I hear a lot of talk about how quickly telephone calls are returned.  And whether the receptionist is nice. But where's that blinding glimpse of the obvious?  When do lawyers and law firms decide to abandon all assumptions and re-invent themselves into something that speaks to the nervous/uneasy client in crisis?  And. . . . .as a side benefit. . . . ensures longevity for their practice in times of serious transition?

Well?

Anything is possible!

My favorite childrens' Christmas book has long been A Wish for Wings that Work by Berkeley Beathed.  At last it has come true!