So far we have considered some 18 leadership lessons from Steve Jobs from Parts ONE, TWO and THREE of this series and how they may be relevant for legal leaders – all based on the Walter Isaacson article it the HBR. There are some things however I wouldn’t recommned for legal leaders.

He was feisty, scary, tough on people, very often unreasonable and downright rude – people at Apple didn't want to get in the lift with him! But he did have another side. . . . . ..

So what are the personal style and leadership characteristics of Jobs one would not recommend for legal leaders?

  1. being more about me than about you
  2. not caring about others’ feelings
  3. aggression and anger openly used in discussions with others
  4. out and out rejection of ideas – ‘that is crap
  5. strong language
  6. expecting/demanding the impossible
  7. being devious in demanding things from others
  8. being more selfish than selfless
  9. not taking a genuine interest in the personal and professional well-being of others
  10. simply expecting others to be able to handle his style and approach

and so on, you get the drift, but he, unlike most of us, could pull this off because of who he was and what he had achieved. He could afford to hire highly paid, highly capable, tough people who could handle it all and it worked, brilliantly. In my experience many senior leaders like managing partners don’t exhibit these tendencies, and I don’t think it would go down too well or be swallowed in a legal environment.However, pause and look around the office and there are usually some leaders who do – they need to be addressed on this as it can be a deadener to your employment brand if it is not.

And now, one last thing. . . . many of you will know Steve Jobs often ended off his renowned presentations – many of them quite long – with a pause, raised his finger, turned to the audience and said ‘ah, just one more thing . . . ‘ and then launched into discussion about a key development. This was the item that usually stuck in everyone’s mind.
Continue Reading

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

This is the final in a three-part series on Thought Leadership (click to see Part One or Two) based around an interview with Think Write Grow author Grant Butler. Himself a thought leader in his field he has provided some invaluable insights – these can be borne in mind as you ponder how to incorporate thought leadership in your next firm or marketing strategy review, or accommodate it in your partner performance management system or key performance indicators.

In this final post:

  • Grant talks about the importance of focusing on thought leadership quality, not quantity – this requires careful management (and some diplomacy!) but the aim must always be to provide material that gets clients and others thinking (and talking).
  • He also touches on the important topic of the resistance some professionals still feel to releasing their thought leadership material to the wider world. His view is unequivocal: be prepared to share more than you traditionally would – it will come back to benefit you.
The message is clear when working up thought leadership material – produce quality not quantity – try to make readers sit up and take note. Also be prepared to share material beyond your traditional comfort zones – it will help you build relationships of trust which will benefit you in a number of roundabout ways.

SL: TWG confirms thought leadership marketing should be a priority for many organisations. In the past thought leadership probably developed in a dynamic, less structured way – people became thought leaders “while they were doing their job” well. Now that thought leadership is becoming part of mainstream marketing and strategy-speak is there a danger it will lose its dynamic character? Will it become buried in marketing/management/consulting clichés, jargon, systems and processes?

GB: The internet has certainly made it both easier and more important to create thought leadership material and yes, there’s a danger of it being lost in the volume. The main defence is to focus on developing high-quality material. I would suggest consider the following points:

  • I’d encourage firms to focus on quality rather than quantity.
  • It’s better to come out less frequently with really succinct and insightful material that makes clients sit up and take notice.
  • This requires strong internal controls to ensure that substandard material is held back.
  • That in turn means making judgments and can be a political problem (try telling a partner their article is not good enough to release…), but it’s vital to remember that every time a firm publishes weak material, the less likely a client is to open their next email or attend their next seminar.
    Continue Reading

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?
Continue Reading

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.
Continue Reading