April, 2018 | Article
Leadership: Vision, Values and Purpose
Great leaders add immense value and provide competitive leverage to any law firm. Others in leadership positions merely confuse those around them.
What Makes Some Law Firm Leaders Visionaries?
They are not trapped in the here and now. They can see a destination. They have focus, and are not distracted by bumps in the road, trends or mirages. First they see a result to be accomplished, then they figure out how to get there. Process is not their default first step. Process is the vehicle to get there. The prize is in the destination. En route, everyone at the firm makes
money.
There is a difference between a Mission and a Vision, yet so many firms use the terms interchangeably and, in so doing, diminish their value.
“Mission” is your core purpose, your reason for being as a law firm – it doesn’t merely describe your output, process or target clients. It captures the essence of why you practice and what you stand for. And, surprise… it’s not ‘to make money’ – that’s the (important) by-product of a productive practice.
“Vision” is about ambition – a vivid description of what it will be like to achieve your law firm’s long term goal.
Blah, Blah, Blah?.... or What?
Vision. Mission. Values. Isn’t this just a bunch of ‘stuff’ that large organizations spend inordinate amounts of time fussing about so they can justify their existence? Not at all. If you have a firm of 5 lawyers or 500 lawyers, to ensure that there is support and understanding for your business model, everyone needs to appreciate the ambitions of the firm apart from achieving monthly billable targets. Not for today or tomorrow, but for some time in the future. How do you set priorities if members of your firm don’t understand the vision, where you are trying to go and what is most important? Working at a law firm must provide more intellectual satisfaction than merely punching a time clock in and out on files.
Smaller Firms Have an Advantage
It’s a lot easier for a few individuals to sit around a table and agree that you are all on the same page. It’s hard to share ideas and have meaningful conversations with 500 lawyers. Try asking, ‘What’s important to you? What motivates you? What do you want to have happen at this firm?’ to this assembled partnership and hope for a usable response.
Don’t Sculpt Smoke
Every business enterprise needs vision, values and purpose that are not bland, trite, generic or interchangeable with the firm downstairs. How does the small firm do it in a meaningful way that doesn’t feel like you are sculpting smoke or blindly following a consultant? In a smaller firm, these statements will reflect the values and the wishes of the principals. It’s their business, their money, their investment, their lives, and their wishes. It should reflect who they are, and permeate the firm. A key point to understand when crafting your vision, values and purpose is that you don’t have to create a literary award winning statement. Keep it clear and simple. Make it something that everyone on your team at every level knows, understands and can be behaviorally responsive to.
You Don’t Need Universal Buy-In
Once the leaders have created the model it becomes the personality, culture and direction of the firm. Those who are attracted to these sentiments will want to join or stay. Those who find any personal conflict with these sentiments and strategy should not be forced to ‘buy in’ to them. It is not a popularity contest; the leadership should not try to please everyone - Merely those who share their chosen philosophies.
Build a Quality Law Firm and a Fun Place to Work
By the way, there is nothing wrong with a Mission (‘our purpose, why we are practicing law here’) that says we will build a quality law firm that will take care of all our lawyers and employees, create a great life for us, allow us to have fun at work… and make a decent income along the way. There is nothing wrong with wanting to have and to build a quality of life firm with no grandiose ambition of taking over the world, or any other aspirations of greatness. Just keep your statements focused, single-minded and relevant to what business model you (the leader/s) wish to have in place.
Lose the Fancy Consultant - Your Statements Must be Authentic
Overriding everything, it’s important that your statements be authentic. Please, never seek deep inspiration from textbooks and be very wary of earnest consultant-speak. It’s great to make up rallying cries and rousing slogans at a retreat, but you have to truly live them to derive any business benefit. There are no right or wrong statements – they are YOUR statements and what your firm stands for. Vision, values and purpose have to emanate from your group, not from a textbook, or what you think the profession wants to hear or what you feel clients want to hear.
If you are a Leader, Then Lead
Today you can’t afford just to say, ‘We’re a law firm with smart, hardworking, client-centered lawyers’ and hope that your business will flourish, your lawyers and staff will be happy and productive, and all will be well. In business, as in life, you must know who you are, what you stand for, and, very importantly, where the destination of your efforts lies. Great leaders lead, add practical value and provide leverage to all in a law firm. Others in leadership positions merely confuse everyone in their organization to the delight of their competitors.