Agenda

November 9, 2021

9:00AM – 9:15AM ET

Opening Remarks – Conference Chairperson

Patrick J. McKenna, Founder,

McKenna Associates, Inc.

9:15AM – 10:00AM ET

KEYNOTE: How to Become the Go-To Law Firm in Your Market

Do clients sometimes fail to see what sets your firm and services apart?  Is your firm in a competitive rat race? Healthy billing rates and margins are a law firm’s lifeblood, critical for funding operations, acquiring/keeping top talent and investing in innovation and future growth. Yet too many law firms look exactly alike and are then forced to compete on price alone. Instead, every firm should aim for clear, sustainable differentiation, owning the market as the enduring Go-To provider that clients and talent actively seek out.  In this energizing keynote session, attendees will learn about a groundbreaking, four-part strategy called the Apollo Method for Market Dominance – illuminating what it takes to become your market’s Go-To firm and how to craft compelling, higher-margin offerings.  Best practices will be brought to life through fascinating, behind-the-scenes insights on what made the Apollo Space Program a success, plus underdog origin stories about Go-To professional services firms, Tesla, Disney, Apple, Lego, Salesforce, Amazon, REI, and more.

 

  • Understand why your firm is probably even more commoditized than you realize, why that’s incredibly dangerous, and how to escape the Commodity Trap
  • Learn what’s wrong with the way most firms approach strategy, positioning, business development, and their offerings
  • Examine the mistakes that squander limited budgets and how to put those dollars to highest and best use
  • Discover the factors missing from popular law firm strategic plans that will help ensure broad market awareness and momentum in addition to new client business

 

Theresa M. Lina, author of the bestseller, “Be the Go-To: How to Own Your Competitive Market, Charge More, and Have Customers Love You for It

10:00AM – 10:15AM ET
Break

10:15AM – 11:00AM ET

Rethinking Innovation in a Law Firm Culture: Avoid Failure and Increase Adoption by Approaching a Business Problem Like a Business

Innovation efforts tend to fail in hierarchical law firm cultures when the solution is developed without the participation and buy-in of key stakeholders. Innovation can also fail when the decision to purchase a new tool precedes the definition of the underlying business problem, forcing any solution to conform to the capabilities of the new technology. Successful innovation requires stakeholder participation, a robust diagnostic process, and an emphasis on adoption rather than speed of delivery. In this session, Tim Corcoran will demonstrate how poor innovation processes have doomed many law firm initiatives, citing examples as varied as CRM, workflow allocation, cross-selling, alternative pricing, client listening programs, and content marketing. He'll also share how corporations rely on an enterprise approach when solving enterprise challenges, how they prioritize their innovation efforts, and how they measure success over the short- and long-term.  Attendees will learn:

 

  • How to identify and overcome the root causes of failed innovation projects
  • What a robust diagnostic process looks like and how to conduct one
  • How to select the right KPIs for the project
  • The factors used by corporate leaders to prioritize, select, and monitor the progress of innovation initiatives

 

Timothy B. Corcoran,

Corcoran Consulting Group, LLC

11:00AM – 11:15AM ET
Break

11:15AM – 12:00PM ET

CASE STUDY: Innovation Training...

Global law firm Dechert has recently launched an independently certified Innovation Program in partnership with the global innovation and design company, IDEO. The program is designed to further strengthen the firm’s culture of innovation and drive systemic improvements to the firm’s business model, while providing Dechert attorneys and business professionals with skills and techniques to support innovative thinking and behaviors to help the firm more effectively solve their client’s greatest business and legal challenges. In this illuminating case study, attendees will learn how this Innovation Certificate Program fits into the broader innovation efforts at the firm – and more specifically, how it has helped its lawyers and business services professionals be better at: 

  • Problem-solving, so they can offer their clients innovative ways of analyzing their cases and solving their problems
  • Understanding their clients, so they can adapt their services accordingly
  • Developing new ways of pricing, so the client-firm relationship makes financial sense for both parties
  • Managing legal matters as true projects, so financial and human resources are managed more efficiently
  • Leveraging what legal technology can do for them, to make their work easier and better

 

Lucía Elizalde-Bulanti, Legal Innovation Manager,

Dechert LLP

 

Angela Liu, Partner,

Dechert LLP

12:00PM – 12:30PM ET
Break

12:30PM – 1:15PM ET

PANEL DISCUSSION: Developing an Industry Focus

Slowly (and perhaps gaining traction as a result of the impacts of COVID) law firms are becoming more focused around the idiosyncrasies of the industries they serve.  Intuitively, we know that growth is an important component of law firm success.  But the concept of growth can be tricky as it requires an informed perspective, insofar as what it looks like and how it actually benefits the firm.  Generally speaking, growth creates healthy practices, strong firms, opens up opportunities, excites and attracts lateral talent and rewards partners. But do we really know how to achieve it relative to the areas of practice at the firm level? The most lucrative growth is industry focused -- but only if you get granular.  This discussion will consider the contention that law firms and lawyers do not properly understand the intricacies of Industries, and that there is considerable opportunity for firms that look deeper within any chosen industry focus in an effort to identify existing pockets for potential growth. How is your firm focusing its time and resources when it comes to growth?  Attendees will learn how a few high-performing firms are leveraging small-but-focused groups with highly-dedicated attorneys working in concert to develop a significant market presence in niche areas.

 

Chris Boyd, Chief Operating Officer,

Wilson Sonsini Goodrich & Rosati

 

Paul J. Eberle, Chief Executive,

Husch Blackwell LLP

 

Others TBA

1:15PM – 1:30PM ET
Break

1:30PM – 2:15PM ET

CASE STUDY: Breaking Down Organizational Silos to Drive Innovation and Collaboration

Organizational silos refer to the disconnect of employees or departments within an organization that fail to share knowledge.  Mike Ertel, Practice Innovation & Knowledge Attorney at Paul Hastings, will share his experiences breaking down silos to propel innovation efforts by increasing information sharing.  This includes both formal and informal methods for breaking silos, the difficulties encountered, how small incremental steps (and some quick wins) can propel you down the silo breaking path, and the outcome and benefits of silo breaking.  He will also share a method for mapping information flow and information sharing that he used to diminish silos between several professional groups, including, Marketing, Knowledge & Innovation, Legal Project Management, Research, IT, and Public Relations. 

 

Michael Ertel, Practice Innovation & Knowledge Attorney,

Paul Hastings, LLP

2:15PM – 2:30PM ET
Break

2:30PM – 3:15PM ET

PANEL DISCUSSION : Technology as an Enabler of Innovation

This conference is largely embracing the premise that innovation needs to begin with process and not necessarily technology – framing technology’s role as more of enabler of innovative ideas, processes or workflows.  This dynamic panel discussion will aspire to illuminate examples of exactly how firms are leveraging technology as an enabler of innovation – as opposed to the tech being touted as the innovation itself. We will no doubt explore how tools and tech are helping firms to drive efficiencies through automation, collaboration and streamlined workflows. But where exactly does the innovation come into play? Many law firms are eager to foster a ‘culture of innovation,’ but innovation involves human and capital resources. How do you make sure that your efforts are focused where they need to be? How do you prioritize which projects to pursue and invest in, and how do you build a business case for new initiatives, whether they be processes, technology, or other projects?

 

Andrea Alliston, Partner, Knowledge & Practice Innovation,

Fasken Martineau DuMoulin LLP

 

Tiffany O'Neil, Director, Knowledge Management & Technology Innovation,

Procopio, Cory, Hargreaves & Savitch LLP

 

OTHERS TBA

3:15PM – 3:30PM ET
Break

3:30PM – 4:15PM ET

Session to be Announced

4:15PM – 4:30PM ET

Closing Remarks – Conference Chairperson

Patrick J. McKenna, Founder,

McKenna Associates, Inc.

4:30PM – 5:30PM

Virtual Networking Reception

Turn on your camera and join us in the Virtual Lobby for that face-to-face networking experience we’ve all been missing. Connecting with your peers and vendors has never been easier - click on an open seat, say hello to familiar faces, and take part in discussions on industry hot topics.  We’ll see you in the lobby! 

November 10, 2021

9:00AM – 9:15AM ET

Opening Remarks – Conference Chairperson

Patrick J. McKenna, Founder,

McKenna Associates, Inc.

9:15AM – 10:00AM ET

KEYNOTE: The Innovation Imperative to Drive Legal Transformation

Legal transformation to enhance client value is a necessity in today’s challenging times and innovation is its driver. This session shares insights from the UBS legal department on where to begin and how to foster an innovation journey, why process reengineering should be the starting point for innovation and the role of technology as an enabler and differentiator. Learnings will be shared on how to foster a culture of innovation, and why in-house legal departments do not only need to transform legal services for in-house clients but also demand innovation from law firms and other vendors in the legal ecosystem.

 

Dr. Thomas Barothy, Group General Counsel COO,

UBS Business Solutions AG

10:00AM – 10:15AM ET
Break

10:15AM – 11:00AM ET

PANEL DISCUSSION : Packaging Intellectual Knowledge into Products

As law firms continue to experience and contend with new forms of competition, how feasible is it to counter with the “productization” of existing knowledge and expertise? Legal products (particularly in the form of legal tech) may currently be the greatest opportunity for law firms, and yet the square/peg round hole nature of a products business in a professional services firm makes the realization of this belief a very challenging mission. No doubt, there are some innovative firms today productizing legal knowledge, and in the process, creating a new and richer generation of tools and services able to address the legal and business challenges of their clients. But to what extent can law firms grasp the nuances of product management and its critical importance relative to how ideas or processes can become successfully productized? Do firms have these skills sets? There is little doubt that one way to meet client demand for efficiency is to invest lawyers’ time in building products that can be sold on a basis other than the billable hour. But is this the equivalent of a 400-yard drive?

 

Kimball Dean Parker, Founder & CEO,

SixFifty at Wilson Sonsini

 

Gabriel Teninbaum, Assistant Dean of Innovation, Strategic Initiatives, & Distance Education and Professor of Legal Writing,

Suffolk University

 

Gillian Scott, Partner, Innovative Products,
Osler, Hoskin & Harcourt LLP

 

Moderator:

Dan Packel, Business of Law Reporter,

ALM Media, LLC

11:00AM – 11:15AM ET
Break

11:15AM – 12:00PM ET

CASE STUDY: Virtual Law Offices-- A Bridge Too Far?

Increasingly we are able to recognize a divide between traditional law firm practices and firms that lean much more heavily on leveraging of a variety of legal and office technology – with significant impacts on both the practice and the business of law.  While many lawyers may indeed be oblivious to this divergence, the question remains... is it a case that firms that bridge this gap will survive, while others likely will not?  As ALSPs siphon work/clients from traditional firms, largely via tech-driven services, how can law firms effectively compete within this paradigm?  If we accept that technology is unquestionably the fulcrum for change, while also acknowledging that the legal profession is notoriously averse to change, does this mean that traditional firms are faced with an evolve-or-die dilemma?

 

Wayne Hassay, Managing Partner,

Maguire Schneider Hassay, LLP

12:00PM – 12:30PM ET
Break

12:30PM – 1:15PM ET

Multi-Disciplinary Practices: A Hybrid Services Strategy

Is it inevitable that we eventually witness a disaggregation of what lawyers have traditionally done - and that at some point they’ll be replaced by more efficient, multi-disciplinary practices that offer bundled services at a fraction of the cost?  With relatively flat demand for legal services today, innovative law firms can increase revenue and better serve their clients by offering non-legal services (a combination of law plus other disciplines to create a full turn-key offering). The opportunities are there – but seizing them starts with bold vision, leadership support and commitment to tackle the challenge comprehensively.

 

Zachary Coseglia, Managing Principal & Head of Innovation,

R&G Insights Lab, Ropes & Gray LLP

1:15PM – 1:30PM ET
Break

1:30PM – 2:15PM ET

PANEL DISCUSSION: Legal Subscription Services

One size does not fit all. If we recognize and acknowledge that each of our clients is unique, how might a law firm go about designing legal strategies tailored to take this into account?   It’s no secret that hourly attorney fees can drive costs through the roof for any business.  Some law firms are embracing a workaround of sorts for clients who need legal services but can’t commit to hefty rates and often unknown number of attorney hours needed to handle a given project. Enter subscription-based pricing.  Legal subscription services can take the uncertainty out of a legal budget, enabling clients to expand and contract services to meet the demands of their business. It’s an innovative idea, but how does it work?  In this discussion, attendees will learn:

 

  • the benefits of a subscription model for both lawyers and clients
  • how lawyers can determine if/whether a subscription services model works for their firm
  • why enhancing the legal client experience should be the focus of legal innovation going forward

 

Julie Herzog, Partner,

Fortis Law Partners

 

Jon Tobin, Partner,

Counsel for Creators

2:15PM – 2:30PM ET
Break

2:30PM – 3:15PM ET

Innovation, Risk and the Macro Economic Big Picture

How does perceived enterprise risk impact our ability to innovate?  If we accept that law firm transformation is a necessity given the many challenges we face today, how do we balance the need for change and innovation in an environment of ongoing, multifaceted risk? Many organizations are indeed holding and sitting on cash, waiting for the “right opportunity” to invest, or waiting for a “new normal” to materialize.  How should law firm leadership approach this complex change management scenario? The stakes are high - given that decisions and investments made today and within the next 12 months will likely have far-reaching implications for their businesses.  So how do we manage risk while gambling on innovation projects, given the macro-economic pressures that we face heading into 2022?  While the pandemic has brought about a rapid adaptation of technology, there is now a default posture of reliance on tech for innovation in lieu of the creative elements that take place face-to-face.  This candid discussion will aim to address risk/reward perspectives within the current paradigm, illuminating the many impacts of groupthink, while debating the merits of short-term vs. long-term strategies in these very uncertain times.

 

Eric Hunter, Chief Technology & Innovation Officer,

Bradford & Barthel, LLP

3:15PM – 3:30PM ET

Closing Remarks – Conference Chairperson

Patrick J. McKenna, Founder,

McKenna Associates, Inc.