Clients Dont Buy What You Do Clients Buy Why You Do It

Developing the Next Generation of Rainmakers Clients don’t buy what you do. Clients buy why you do it. A lawyer I coached recently reached out to me and asked that I help her make a change. One of the first questions I asked her took her by surprise. My question: Why are you practicing law? Have you ever heard of Simon Sinek? He created a simple model of the Golden Circles and the idea to: Start with Why. If you get a chance watch the Ted video on his page. He actually mentions lawyers and law firms in his presentation and shares that successful enterprises, like Apple start with why. He says: Most computer companies start by telling you they make great products. Apple does the opposite. It starts by telling you why it makes computers. Substitute law firms for computer companies and provide outstanding legal services to make great products and you have what most law firms are selling.  His idea is consistent with what I have taught for lawyers, except he adds one more point, which I paraphrase: Clients don’t buy what you do. Clients buy why you do it. When I practiced construction law, there came a time I changed my focus from what I was doing to how what I was doing benefitted my contractor clients. My purpose practicing law was to enable my clients to build magnificent projects safely and profitably. Later, when I worked with associates in my firm, I suggested they answer these questions: In a presentation I gave to the Texas Young Lawyers Association (TYLA) members, I talked about finding your purpose. Take a look at this video clip. If you know what your purpose is being a lawyer, you will be a greater value to your clients. Like Apple, you will also do a better job marketing yourself. I practiced law for 37 years developing a national construction law practice representing some of the top highway and transportation construction contractors in the US.