The Expertise Effect
The second article in the “One of a Kind” series Jay Harrington is writing for Attorney At Work was published today. It focuses on the importance of building, maintaining, and promoting one’s expertise in a narrow, discreet practice or industry in order to establish an interesting and profitable legal practice. Check it out if you get a chance or read the full article below:
There are countless ways lawyers can and do compete with one another for work. We have price — what work costs; process — how work is performed; personality — the lawyer’s and her firm’s; place — one’s geographic location; principles — “honesty,” “integrity,” “work ethic.” Those and countless others that don’t start with “p” are all characteristics that lawyers emphasize in an effort to differentiate themselves.
But these are not the fields on which you want to play. Expertise, narrowly defined, is what good clients crave and are willing to pay a premium for. Unlevel the playing field. Become an expert.