Early on in my legal career, I learned something about law firms that has stuck with me.
Law firms don’t want to be first. But they want to be first to be second.
Bearing that in mind, the importance of keeping an eye on what your competitors are up to cannot be undervalued. Whenever I speak to a lawyer or legal marketing professional, I get the sense that we’re all doing this on an informal, if not formal, basis fairly regularly. We know who our competitors are and what they’re good at, in much the same way that we know the ins and outs of our own organizations or firms.