Marketing is everything, at least for those who want to make it big in the legal sector - or hang in once they become partner. Yet, so many lawyers find they are totally inept in marketing. After so much failure at trying to develop new business, they might conclude there's a marketing gene and they didn't get one.
Not so fast. The supposed genius marketer Steve Jobs learned plenty about marketing from a relationship he pushed to get with Regis McKenna. That probably contributed more to his marketing know-how that any basic intuition.
In the emerging world of tech, McKenna revolutionized how a product was put out there. His approach was disruptive. That was to simplify the message. No, the tech company was no longer to issue a laundry list of benefits. Instead, reduce that to one WOW or what constituted the sizzle.
In the new biography "Becoming Steve Jobs," Brent Schlender and Rick Tetzeli hammer the influence McKenna had on Jobs. Jobs had a quick eye for self-interest. He spotted McKenna as useful to him and wormed his way into McKenna's personal life, even hanging out at his home.
Lawyers can do the same. Find a mentor to learn the inside scoop on how to position and package the services of the law firm. Do whatever it takes to get in there.