1. Legal Business Development: Play to Your Strengths
December 6, 2011 by Paula Black
Imagine working to your strengths... while your team is working to THEIR strengths. That is
precisely what I had the pleasure to ignite...
I had the privilege to work in Victoria B.C. again last week with a team of really committed lawyers
and staff. It was a re-branding launch. What made it noteworthy is the fact that we based the new
brand on the strengths of the entire firm... YES... the ENTIRE firm! I had the entire firm (from
receptionist to managing partner) take the Strength Finders test and we built the new brand using the
results of the tests as our filter. The results are amazing. It is a commitment to who they are... not
marketing language as to their unique capabilities. And as we revealed the package I could see how
it was resonating with the entire team. It is not a positioning statement they have to embrace... it is a
positioning statement that represents who they really are... very different!
After the reveal... I had the pleasure to introduce Cindy Pladziewicz. I invited her to join me on this
assignment because she is a lawyer and a clinical psychologist that is an expert in strength
psychology. What an incredible session we had... everyone was able to gain more clarity on the
unique strengths they bring to the team and the combination of everyone's strengths revealed a
truly unique law firm.
The next few days I worked with each lawyer and their assistant to solidify their business
development plan for 2012. The great advantage was having their assistant part of the plan...
and we explored ideas to make sure their lawyer had the support they needed to accomplish
their 2012 goals.
This process was great and a natural for this very unique law firm... but let's make sure we recognize
just how unique...
EVERYONE in the firm participated in the Strength Finders research we did to capture the true
essence of the firm. Typically firms focus on business development in a silo fashion with only select
groups participating in any given initiative.
A TEAM APPROACH... each lawyer AND assistant brainstormed together in order to come up
with their 2012 plan. Usually it is the lawyer alone.
As I said in the opening... Imagine working to your strengths... while your team is working to
THEIR strengths. NOW... you can see it is possible for this unique law firm and it will be a pleasure
coaching them every month to ensure they reach the business development goals they envision... I
will keep you posted.
Paula Black and Associates In Black & White
www.paulablack.com | info@paulablacklegalmarketing.com www.inblackandwhiteblog.com

2. Paula Black is a legal branding expert, author, consultant and coach. She has advised individual lawyers and law firms around
the globe on everything from powerful and innovative design to marketing strategy and business development. She is the
award-winning author of "The Little Black Book on Law Firm Branding & Positioning," "The Little Black Book on Law Firm
Marketing and Business Development," and the Amazon-bestselling "The Little Black Book: A Lawyer's Guide To Creating A
Marketing Habit in 21 Days."
For more information visit paulablacklegalmarketing.com and inblackandwhiteblog.com
Paula Black and Associates In Black & White
www.paulablack.com | info@paulablacklegalmarketing.com www.inblackandwhiteblog.com