Monday, April 13, 2015 • Pre-Conference Program

Leadership in Innovation – Preparing For the Next Decade of Opportunity

The stakes for the future of law go far beyond what is measured by today’s industry metrics of gross revenues and profits per partner. Law2023 was a year-long innovation study that took a futurist approach to understanding the legal profession by looking 10 years into the future and imagining the technological, economic, social and demographic conditions that will be present. Law2023 partners wrestled with these futurist inputs and created seven innovation design principles that can inspire firms to be ready, relevant and revenue producing in the decade.

This pre-conference program will teach participants how to become “Innovation Architects” and make their firms the place where the most profitable clients want to buy, the most talented people want to work and the most inspired leaders want to serve. At the end of the program, participants will have developed a Personal Innovation Blueprint offering participants a new way to demonstrate go-to leadership and help their firms experience prosperity through innovation.

Workshop Developed by:



Holly Barocio
Marketing and Communications Manager, Neal, Gerber & Eisenberg LLP
Brook Redmond
Director of Business Development Baker, Donelson, Bearman, Caldwell & Berkowitz, PC
Melissa Ertek
Chief Development Officer
Winston & Strawn LLP
John Simpson
Founder, CEO
One North Interactive
Tasneem Goodman
Alycia Sutor
Deborah Knupp
Jae Um
Director of Special Projects
Seyfarth Shaw LLP
Jeff Leitner
GreenHouse; Founder and Dean, Insight Labs; Partner, Law2023

8:00 a.m. Registration and Breakfast

8:45 a.m. Law2023 Background and Innovation and Design Thinking: New Transformational Solutions

This session will set the framework for the seven innovation design principles to build a legal industry that is radically more responsive to the demands of clients and allow marketers to reimagine the value they can contribute to their firm.

Personal Innovation Blueprint
For the remainder of the day, participants will work in small groups to develop a Personal Innovation Blueprint. The format will include an introduction to the opportunity, personal reflection, application and group discussion to identify immediate definitive next steps.

10:00 a.m. Design Principle 1: Technologies Will Enable Lawyers to Bill for Real Value

Firms will deploy technologies in new ways to provide new platforms to deliver premium insight and wisdom. Leading firms will continue to develop collaborative and self-service technology offerings and introduce solutions to business needs that afford premium billing potential.

Marketing Discipline 1: Technology Marketing
What does it look like to be a marketer of technology? What best practices do technology marketers use that can benefit you?

10:30 a.m. Design Principle 2: Firms Will Develop Offerings That Transcend Jurisdiction

The nature of jurisdiction is quickly changing due to globalization. Law firm networks and non-traditional legal service providers will redefine how they do business as a result.

Marketing Discipline 2: Consumer Insight and Anthropology Marketing
What do consumer insight marketers know that gives them a competitive advantage? How can ethnographic and anthropological data inform what your firm offers and how it sells?

11:00 a.m. Networking and Refreshment Break

11:15 a.m. Design Principle 3: Demand For Responsive Institutions Will Create New Markets for Accountability

Law firms will be required to measure success beyond traditional financial and profitability metrics. Profitability frameworks like triple bottom-line metrics provide new ways to measure and demonstrate value from the client’s perspective.

Marketing Discipline 3: Brand and Mission Marketing
How can we capture and effectively communicate our essential brand purpose and mission rather than putting forth a brand statement that lives only on paper? What does brand and mission marketing look like when it works best?

11:45 a.m. Design Principle 4: Firms Will Tap New Talent and Enable New Pathways to Practice

Firms will continue to create new job titles and career tracks and expand recruiting reach beyond aggressive lateral hiring. Recruiting for new talent will undoubtedly include technology experts, account management professionals and other business advisory capabilities. Workplace standards will become more flexible to attract and retain top talent and may include job sharing and virtual working environments.

Marketing Discipline 4: Talent Marketing
How can marketers better align with their human resources and organizational development counterparts? What insights and best practices from legal services marketing can accelerate top talent recruiting?

12:15 p.m. Networking Lunch

1:30 p.m. Design Principle 5: Transparency Will Push Firms to Seek Hyper-Specific Markets

Firms will continue to develop micro-offerings and niche solutions to win and retain business. Niches may also include “service center” teams and will be the result of clients having greater access to objective information about the effectiveness of firms and individuals.

Marketing Discipline 5: Brand Management Marketing
How can legal marketers think and engage like a Proctor & Gamble or Frito-Lay marketer? How do consumer packaged goods marketers leverage strategic planning, advertising and operations planning to bring the right products to market at the right time?

2:00 p.m. Design Principle 6: Firms Will Launch R&D Departments to Create New Offerings

New productized offerings and R&D functions will develop and implant within firms to explore new ways of practicing law.

Marketing Discipline 6: Product Marketing
How can product marketing principles enable greater planning and execution for introducing new offerings and solutions into the marketplace rapidly? How can legal marketers inspire creative R&D?

2:30 p.m. Design Principle 7: User Research and Innovation Will Shape Client Experience of Legal Products

Firms will fortify relationships with clients by using financial, relational, competitive and anecdotal intelligence to anticipate a client’s future needs. Firms that excel will build client experience playbooks and protocols to be proactively responsive to clients..

Marketing Discipline 7: Loyalty and User-Experience Marketing
How do great marketers build loyalty programs and leverage database marketing? How do law firms out behave the competition through client experience?

3:00 p.m. Networking and Refreshment Break

3:15 p.m. The GreatLaw Law Firm

This final segment will capture and inventory the large group’s insights and wisdom. There will be collective discussion on best practices for the seven innovation design principles and the seven core marketing disciplines as participants confirm their definitive next steps for delivering a triple bottom line at their firms.

4:15 p.m. Celebration, Accountability and Toast

5:00 p.m. Program Conclusion