Ross Fishman
Ross Fishman, chief exceleration officer of Ross Fishman Marketing, was in the first class of inductees to the LMA Hall of Fame.
LMA: Tell us how you felt when you found out you were an inductee for the first class in the LMA Hall of Fame.
Fishman: Honored, flattered, grateful, excited, thrilled.
LMA: Over the years, who or what do you feel has been the biggest influence on you personally?
Fishman: LMA members. My friends, my peers, my clients—the nicest, smartest people I know are LMA members. They helped me every step of the way.They are supportive, encouraging, interesting.
LMA: What do you think your most satisfying achievement has been?
Fishman: I just love working with my clients, the one-on-one interaction. I love marketing directors coming back and telling me, “Boy, you make me look good.” I like doing work for firms that help them have fun. We don’t have enough fun in law firms; marketing often works better when it is fun.
LMA: What are you doing to learn more than you currently know, and keep your thinking fresh?
Fishman: I read everything. I read the new books. I read the new trends, I subscribe to dozens of magazines, looking for what good ideas are out there that we can adapt to our industry.There are no new ideas, but there is always a way to bring good ideas into our profession.The trick is to figure out how.
LMA: Tell us about the challenges you see ahead for legal marketing.
Fishman: Continuing to raise the bar. It was easy a long time ago when there was very little good marketing. Now there so much that it is harder and harder to stand out.