personal effectiveness

I know that a managing partner is appointed to lead and run a law firm and should do just that – get on with the job. However, there are many things that a firm must in turn do, ideally up-front, to assist their newly appointed managing partner and to give him or her a fair shot at making a go of a very challenging and sometimes trying role. Leaders, particularly new ones, are real people and need real help and support. Wise firms put this in place.

A new managing partner and no doubt his or her partners will be raring for him or her to take up the role and ‘make a difference’. It is worth spending some time however  thinking about how to make it easier for him or her and to provide proper support – upfront.

The problem is that due to the strange animal that is the law firm partnership or equivalent, most firms don’t really get involved to implement just a few basic steps that can serve to make or break a managing partner, or at least increase the chances of success and his or her maintaining some semblance of normal life. The right steps taken up-front, and a few carefully thought-through foundation-stones laid, can make his or her life so much easier and get a much better outcome for all concerned.

Partnerships have this strange view that because they have chosen someone from their ranks who they believe has the credentials to lead (and usually does) that this is the end of the matter – the new incumbent can and will sort out any teething snags or issues arising in relation to the role and will simply work out work and time pressures and so on. The problem is that most new incumbents believe this as well. They don’t want to undermine the partners’ confidence in them or give any indication that they are struggling and need help.

It is not a good combination and can quite unnecessarily lead to a bad outcome, and be tough on the managing partner. It is fair to say that the root causes of many managing partner roles not panning out can be traced back to what is or is not done in these early stages.

What are some of the challenges faced when a new managing partner is appointed?

  1. a fear by the managing partner he or she will, over time, lose a highly successful practice;
  2. a fear (by the incumbent and the firm) that the managing partner may never re-build a practice after the role and may be left high and dry. This can cause all manner of defensive behaviours which can work counter to making a success of a leadership role;
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Like horse’s hooves, partnerships have to deal with different conditions throughout a year. There is a well-known equestrian saying: ‘no foot, no horse‘ which means keep the hooves in order or you don’t have a fit, usable mount.

No foot, no horse – like horses’ hooves, partnerships need maintenance and the fundamental building blocks for success need to be carefully thought through and put in place. One of these is clear performance and contribution criteria.

Similarly, successful law firm partnerships need to get the basics in order and thereafter ensure that they are functioning well. It still surprises me how many firms adopt a fairly laissez faire approach to these things and don’t address some of the basics around key partnership functions. In some cases I suspect it is simply that leadership do not wish to ruffle partner feathers and so allow some of them to slip into the ‘too hard for now’ basket. In other cases the firm is doing well so some of these essentials fall off the radar.

One of these is setting partnership performance criteria. When asked to advise firms on performance and growth one of the first things I ask to see is the criteria or key performance indicators (‘KPIs’) that the partnership uses to guide, encourage and measure partner behaviour, thinking, contributions and performance.

Frequently there isn’t one or it is a hotch-potch of half finished lists which have never been fully debated, agreed and not implemented or communicated in any meaningful way. In other cases, there is a list, but that is all there is. Partners do not react to lists of things to do – it takes a lot more. Sometimes new partners come into a partnership blissfully unaware of their existence. As a result performance and contributions can be variable and overall, not delivering what the firm is after.

What then are some considerations to bear in mind when putting together performance criteria or KPIs?

  • ideally these criteria should not be determined in isolation, but in the context of the firm’s core purpose (vision, values, cultural attributes), strategy and guiding principles. This stands to reason as the criteria should be one of the key ways in which the vision and strategy is achieved;
  • you need to get all partners involved in the debate. Communicate and explain. Ask them for input. Encourage their involvement and thinking. Make a genuine effort to do this. Get to the bottom of what truly makes the partnership tick. Done well, you will find a number of the criteria and other strategic key objectives for the partnership drop out of this process. It will also be owned by the partners which will make implementation that much more effective;
  • you are going to come across some opposition, some of it very subtle, but if you don’t anticipate it and are not prepared it can undo all your good efforts;
  • you usually only get one good shot at this – make it count by getting it right first time – if necessary get experienced external counsel, especially to deal with any ‘curved ball’ queries you may encounter in meetings;
  • be patient. Introducing such processes means a lot of change for a lot of partners and thus can cause fear and demotivation;
  • don’t however be patient at the price of inaction or unnecessary vacillation and delay. It is important to commence the process and maintain momentum. Partners need to know leadership is determined to see this through to a successful conclusion for the long term benefit of the partnership. This is everything;
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In a recently published article in the Australasian Law Management Journal (ALMJ) on thought leadership as a most valuable marketing ally, I emphasized the importance of:

[caption id=”attachment_1076″ align=”aligncenter” width=”600″ caption=”One of the main reasons thought leadership is so powerful is that it acts as a form of invisible and credible third party 'referrer' which

Last week in Part One of this series Think Write Grow author Grant Butler defined thought leadership, talked about making thought leadership happen in practice and confirmed that just about anyone can become a thought leader. In this Part Two interview we cover thought leadership and personal brand, building trust as a benefit of thought leadership, and finally, how to unearth your goldmine of thought leadership assets.

Thought Leadership can be an important component of personal brand, principally because it builds trust among those who determine the strength of your personal brand. However thought leadership assets often lie hidden in a firm – they need to be unearthed to realize their enormous benefit.

SL: What are the similarities and/or differences between thought leadership and building a personal brand?

GB: Developing, publishing and promoting thought leadership can be a really important part of building a personal brand:

  • The key thing for professionals to consider is whether they want to be seen as someone who has innovative and market-leading ideas, and in turn whether that is going to be a key element of their personal brand profile.
  • If they do want to be known as a thought leader then they should actively share their ideas and also consider the terminology they use to describe themselves in the descriptions they use on websites, in conference flyers and elsewhere. Would they describe themselves as an ‘expert’, a ‘leading expert’, a ‘thought leader’, a ‘leading thinker’ on their topic and so on? Once their positioning is clear, they should reinforce it through their actions and their words.

SL:  In the case of building a personal brand Marty Neumeier, author of “The Brand Gap” would probably say that your personal brand is what others think, not what you think it is. Is the same true of someone being regarded as a true thought leader?
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Thought Leadership is an important part of developing one’s personal brand, of contributing to the marketing and business development activities and successes of a firm, and to contributing to building the capital fabric of a firm. As professionals, it is ideally something all of us would aspire to do and be, a thought leader in our chosen area of practice or industry sector. Few of us achieve this.

Grant Butler has recently published his book Think Write Grow (Wiley 2012) which provides an excellent overview and many practical tips on developing and marketing written thought leadership material.  He principally focuses on written material, but the principles outlined apply equally to other ways of developing and supporting thought leadership. This short book will not only prove helpful to produce thought leadership material but is full of ideas and tips about writing any material or piece.

The author agreed to answer some questions which I hope will be helpful to you as law firm leaders and managers when contemplating how to develop your own firm’s thought leadership assets.  As it is quite a long piece and I would like you to get the benefit of all his responses, I will spread it over three posts – Part One, Two & Three. This is the first.

There are some very valuable explanations, ideas and practical steps set out in this readable work on thought leadership. It should be in every professional service firm library and be read by all those wanting to grow their firm's thought leadership assets.

SL: Congratulations on the publication of Think Write Grow (TWG) – I know it is in your book but for the benefit of my readers how would you define thought leadership and what does it comprise?

GB: Thought leadership is certainly described in lots of different ways. In the book, I try to keep it simple by saying that it’s about how experts share their knowledge and come up with new ideas to help people solve problems or uncover opportunities. It’s also important to pull the two words apart  – ‘thought’ and ‘leader’. The first part involves quality thinking, research and innovation about a topic. The second part involves actively sharing that knowledge with others through things like newsletter articles, blogs, books and speeches. That’s the point at which an expert moves from knowing their stuff to being a thought leader.
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Last year I posted a Leadership Frame on the usefulness of daily rituals (based in large measure on a post by Tony Schwartz). As most leaders will be starting to think about their personal and professional priorities for the coming year and how they are going to get everything done (rather than get caught up in the spiral of putting out fires or yet again mostly tackling “urgent” items each day) I thought it would be a good time to expand on this post!

Beyond rituals – good PE (personal effectiveness) requires some planning and discipline but is well worth thinking about and implementing. As a leader, if you don't, it can be the single biggest thing that holds you back and creates unnecessary stress

In the rituals post I suggested at the end of each day making a note of the most important (not urgent) thing you will tackle first thing next day (do this and you will be amazed what you have achieved by the end of a week). It also makes you feel good which builds confidence and a sense of well-being.

I would also like to share things I learned from an ARK (Managing Partner) Report “Making every 6 minutes count” by Catrin Mills. While Mills talks mainly of time management I suggest we think more in terms of personal effectiveness (PE).
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