Today I chuckled when I received a package from “Pink, Inc.”
I met (virtually) Dan Pink after he launched his New York Times bestseller A Whole New Mind. Now, he’s turned out a new–albeit very different–book titled The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need. Gen Y is bound to love the Japanese manga-style cartoons, sprinkled with very sensible career advice. (And, for parent-eschewing youths, what better way to get career advice?)
For those of you who read A Whole New Mind, this book is a surprise. And then again… it’s not. The new book’s format and verbiage show that it’s geared for a much younger audience, and in this way, it’s totally different than its predecessor. Yet, it epitomizes what A Whole New Mind talks about: the need to comprehend and creatively respond to new trends. Dan Pink noticed a hole in the market (for a Gen Y-friendly career guide)–and filled it creatively.
And so, what can we international lawyers learn from Dan Pink’s example? Research and understand market trends; anticipate your clients’ needs; and then adapt your products (and marketing) appropriately. Just so, Dan developed A Whole New Mind for the NY Times bestseller set, and his recent release for the Millennials. Experienced international lawyers do the same thing when they customize client communication to Saudi male oil execs on the one hand, and Chinese female high tech entrepreneurs on the other. International lawyers who fail to customize, limit their own success.
One final lesson from Pink, Inc.: if you happen to have a catchy surname, capture it for your business. Now that’s a lesson that lawyers really understand.
Which colors appear in your law firm ads? Grey? Probably. Plum? Probably not.
Yesterday’s New York Times explored the current wave of popularity for plum. As described, corporations both big (American Express) and small (PlumChoice Online) are incorporating berry-tinged hues into their products and advertising. Experts describe the color plum as everything from zesty and distinctive to regal and sophisticated. Madison Avenue has gone plum crazy for plum.
Madison Avenue–but not law firms.
While walking in an airport yesterday, fresh from reading the Times’ plum-focused pontification, I spotted a large but dreadfully boring law firm billboard. Not only did the ad’s taglines mix metaphors, but the ad sent its incongruent messages in black and white. Stark black and white–no other colors.
Why do so many law firms stick with conservative colors like grey, white, black and beige? Not that I’m recommending plum per se, but I do suggest that lawyers step out of their comfort zone and create zippier, more colorful ads. Too many law firm ads (and websites) look, feel and sound exactly the same. They are not memorable, and clients can’t tell the difference among them.
Many lawyers hire me to help distinguish their firms in the crowded international field. All to often, the lawyers and firms do not stand out from the rest. And very often, the law firms’ advertising is too boring.
Snappy advertising in an attractive and interesting color palate communicates that a law firm is innovative–and it makes prospective clients take notice.
So, will law firm ads ever include unusual colors–like plum? Who knows? One day, a lawyer may dare to advertise in plum–and become the plum luckiest lawyer of all.
Thank you to everyone who has emailed me their thoughts on my March 28 post discussing when and whether to greet clients with a kiss. As one lawyer pointed out in her email to me, the geographic location may determine which greeting is appropriate:
“Whether it’s one, two, three [kisses], more or none, always creates that hesitation when greeting for the first time. Or, it gets even more confusing when you meet the same non-US person in a different country and the rules change again. When I … spent several weeks every month in the Netherlands, the 3 kiss was the standard with my boss, colleagues and clients. But when they came to the US, depending on the setting, we would switch to one or a handshake! Or, when meeting legal colleagues at meetings in the US from different countries, I would have to remember their standard - 3 for the Dutch, 2 for the Argentinians, 1 for the Mexicans, etc.”
Confusing? Perhaps–but at least interesting! As globalization spreads and customs blend across the borders, might a “standard global greeting” evolve? Let’s hope not. If that happens, life will certainly be less exciting.
How does a lawyer properly greet a client? With a handshake…or perhaps a kiss? Well, it depends. To use the title of one book, lawyers working across cultures need to be savvy enough to know whether to Kiss, Bow or Shake Hands when greeting someone.
And yet many lawyers working across cultures know how difficult–and potentially uncomfortable– it can be to greet a client properly. Yesterday’s Wall Street Journal explored this topic in Americans Learn the Global Art of the Cheek Kiss. As the article discusses, choosing the right form of greeting–such as determining whether to kiss once, twice or thrice– can be most complex.
For example, let’s imagine that you, an American lawyer, are meeting a foreign client in a third country which is not native to either of you. Your client may prefer to greet you with his or her native greeting, or opt for yours, or perhaps choose another greeting entirely–such whichever greeting is favored by the local country. Confusing.
Just yesterday I faced this issue when I greeted another international lawyer. Although we were Americans and were lunching in America, we spontaneously greeted each other with a continental style air kiss–and we actually laughed about whether to make it a single or double. Later, when I ran across the WSJ article, I mulled over my earlier encounter and why we–both being Americans–hadn’t opted for the traditional American-style business handshake. I concluded that because we always meet at international business events, we think of each other in an international context. This influenced which greeting we chose.
The WSJ article advises that the more senior party of the pair should determine the style of greeting. This means that the junior person should remain alert to clues (an outstretched hand etc…) about which form of greeting to anticipate.
In my opinion, gender also plays a role. In cross cultural situations, I’ve watched many businessmen–even those senior to me–wait for me, as a female, to initiate the form greeting. Perhaps this is done as a courtesy, or out of a desire not to offend.
So, do your clients expect you to kiss them? Increasingly so, according to the Wall Street Journal, as continental manners spread across the globe. All the more reason to ramp up your cultural intelligence and tune in–from the moment of greeting on–to your clients’ wishes.
While speaking at last week’s Legal Marketing Association annual conference about Coaching Attorneys in Cross-Cultural Client Development, I had the chance to chat with marketing guru Guy Kawasaki. Guy gave a terrific keynote speech about innovation–why it’s important, how to encourage it, and the like.
One phrase in his speech really struck me: Think digital; act analog. In other words, think creatively–think outside the box. Stretch your mind and imagination. Look for and ride the wave of the future by using the latest technology. However, in your relationships, “act analog”–use old fashioned, personal communication techniques.
As more and more lawyers go global, they increasingly rely on terrific technology to boost their performance. CRM (client relationship management) software is just one example of a high tech aid for lawyers. Lawyers who are early adopters of such high tech tools and other innovations are forward thinking–or in Kawasaki’s words, they “think digital”.
However, as Kawasaki cautions, when it comes to human relationships, lawyers must “act analog”–which is synonymous with “old fashioned”. Nothing can replace the impact of a hand written note or an in person meeting for boosting relationships.
Perhaps the more one “thinks digital” (and implements high performing but potentially impersonal tech solutions), the more one should actually “act analog”.
