Change Management + Lawyers: Why Trying to Persuade a Persuader Doesn’t Work

The pace of change in law firms—and especially in legal marketing—has shifted from periodic projects to a constant stream of disruption: AI, competition, return-to-office pressures, and evolving client expectations. Yet many teams still use approaches designed for one-time change rather than today’s continuous transformation. 

This session explores why traditional persuasion often backfires when your audience is made up of lawyers—trained persuaders by profession—and how to replace it with influence, collaboration, and ownership. Participants will gain practical strategies to engage senior leaders, reduce resistance, and create lasting change that drives adoption of marketing, business development, and technology initiatives.