Sure, the folks at Tech Crunch are still influentials and Ello, yet another new social network, is getting attention (Not all positive, though. Here is an opinion-editorial by marketing expert Paul Chaney.)
But, as professionals, we want to settle into our enterprises and leverage the recovery to make money, enhance our brand, and broaden our networks. No, most of us don't want to be visionaries about how the status quo can be disrupted, again and again.
Therefore, if you develop a new business model, promote it via client benefits. Not the wonders of the disruption. The headline in your press release and the first sentence should broadcast what's in it for the client.
Maybe LegalZoom became an established business, not an innovative startup which came and faded from the legal scene, because it put itself out there as a needed service through which Everyman and Everywoman would save a ton of money. You bet, I looked into it. Its positioning and packaging told me that perhaps I did not have to pony up $700 for a B2C lawyer to fill out and file the Limited Liability status for my communications boutique.
In America, at one time the most successful economy, innovation was never touted for its own sake. Henry Ford I introduced the five-dollar day in order that his workforce could buy the Model-T. The guy wanted to be a commercial success.
Ford understood business. He had a gut feel for the marketplace. He identified and executed a model which would not only make him wealthy but also benefit the common good. Lawyers should analyse that approach. In their situation the "common good" is the benefit now available, because of their new model, to clients. The focus has to be outward, not inward on that specific law firm.