It’s funny. When I ask lawyers if they are delivering outstanding service to their clients, they always seem to answer, “You bet!” Everyone thinks their service is tops. But when you talk to clients, and ask them for their views on the type of service they are receiving, most give their firms a “C” grade.

We know outstanding service is important. Clients have choices. There are more than one million pretty talented lawyers in the United States all competing for clients. What separates them is the kind of service — not just the legal product — they provide. And clients are actively seeking out terrific lawyers who not only deliver the goods (that is now assumed), but do so in such a way that they are exceedingly responsive, accessible and provide advice in the context of what will truly benefit their client’s world.

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