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Our firm watches commercials. Lots of them. Not just because we represent advertising clients. But because of what they can teach us about how businesses communicate with existing and potential customers—the end users of their products or services. We like to see what works and what doesn’t. We were fascinated by the recent Nike campaign. Not because of Colin Kaepernick, but because of the company’s good sense of the marketplace and how their customers would react to the ad.

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"To every extent possible, the improvement stage should include clients. They can improve their own internal processes. The entire issue of how GCs and their internal clients work together is an under considered topic. Then it goes further. Clients can improve and be better partners to their external law firms, and they can also highlight areas for external counsel to improve, and look for the commitment of law firms to do this. Law firms which do embrace improvement initiatives from clients lay foundations with them for the next project."

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