Touting past victories and tellling war stories tells prospective clients everything about other assignments for other clients, but nothing about what the firm stands for, and how those values could relate to that client's problems.
Which is more important, the attorney experience or the client experience? This sounds like a decent question, right? But it's not. It's the wrong question. How so? Because the attorney experience and the client experience are the same thing.
Have you ever lost a case, or seen a transaction crash, and kept the client? If so, why? This is a critically important question for law firms, because client retention is the key to consistent profitability and sustained growth. Given the importance of the question, it's remarkable how many law firms get the wrong answer.
Attorneys have always cared about more than just their pay. They care about their working conditions, welfare and career development. What's new is that they now have a voice and a choice like never before, and so law firms are listening. Clients are too.
Improvement is a self-fulfilling prophecy. It happens in real time, all the time, simply from constantly seeking better processes and methods. A lawyer with a better toolset and a healthy mindset is already a better lawyer, and a more valuable asset to the client.
Working wellness is a virtuous circle where you work well because you feel good, and you feel good because you work well. Creating this environment is a game changer for associates, and it carries over into how law firms monitor them.
If the focus is on what the firm wants from the associate, never what they want for
the associate, this associate doesn't have the toolset, or the mindset to do the best work, or to turn away a call from a recruiter. This associate is lost in space.