A Good Business Owner Is a Technician, a Manager, and an Entrepreneur
Like it or not, as a practicing lawyer, you have to think like a business owner—which means you have to constantly be on the lookout for ways to market, expand, and develop your legal practice. Michael Gerber, the author of the influential book E-Myth, writes that business owners have to wear three different “hats,” often all at the same time: the technician, the manager, and the entrepreneur. Juggle these hats clumsily, and you’ll have a hard time attracting new clients!
Technician + Manager + Entrepreneur = Successful Business Owner
In the course of your day, you probably juggle all sorts of tasks, ranging from consulting with new clients to presenting briefs in court to sitting down with a calculator and doing your daily billing. To complete these chores successfully, you have to think in three different ways:
- As a technician. The technician is the part of you that knows your area of the law inside and out, and can summon up a reference, or a court decision, with the snap of your fingers.
- As a manager. Even if you’re a sole practitioner, you have to manage and massage various egos throughout the day: clients, paralegals, opposing counsel, etc.
- As an entrepreneur. The entrepreneur is the person who says to himself, “This is what I’m doing today, but what can I do to expand my business and client base tomorrow?”
As you’ve probably already realized, these three “hats” don’t always fit equally well on the same head. You may be more at ease digging into musty archives than recruiting new clients, or you may enjoy the “shmoozing” part of your job more than you do the technical details. And the fact is that many lawyers are competent as managers and technicians, but fall down flat when they have to think about their practices from an entrepreneurial perspective.
Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”
In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.
This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.
Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.
YOU can get this special report FREE just by clicking the button below and requesting your copy. This is the “gateway” report to Great Legal Marketing, where you will learn our marketing philosophy. You will probably find the information in this report refreshing compared to all the junk information about marketing supplied by marketing vultures who want to sell you a new social media campaign.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.