Strategy and Technology with Direction

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Strategy

The famous American economist, Michael Porter, says, “Strategy is about making choices, trade-offs; it’s about deliberately choosing to be different.”

Every set of law firm leaders with whom we work agree that they want a “differentiating positioning strategy.” But, when we get down to it, too many are fundamentally afraid of being different.  Content Pilot is known for our success in working with executive and management committees, helping them progress logically to a clear and elevating strategy that will resonate with their employees and clients, and will stand the test of time.

The right strategy is freeing, not limiting

It will elevate you so you can clearly envision a new horizon for your firm – one that has unlimited possibilities.

Strategy is the foundation of everything we do – brand design and logo development, websites, content writing, and our proposal center and experience management solutions. But we are often hired specifically to design strategies for firms, which ultimately launch new brands, websites and more. We describe these below.

How it works – classic positioning strategy

Positioning strategy starts with research, and it can be as involved as your budget, time and tolerance allow.  The Classic approach is more involved and expensive, but it is more inclusive – if early buy-in by a broad group is important.  Below is the most common framework:

  1. Advance research of the firm (provided by the firm)
  2. In-person interviews with a minimum of 28 professionals, conducted over two-days – two at a time.
  3. At least ten key client interviews – typically conducted by phone
  4. Deliverable: A comprehensive Summary of Interviews and Recommendations. This often also functions as a strategic marketing plan; it spells out what we heard in the interviews and gives you a practical roadmap for moving forward. It is loaded with tailored recommendations – not an ounce of boiler-plate
  5. In-person presentation of the findings, often at an executive committee meeting or partner retreat.

Positioning-on-the-Fly™

Content Pilot has devised a unique methodology, which has been proven to be equally effective – it is a streamlined S.W.A.T. approach that guides firm leaders to the same solution in less time and at a lower cost. We have done this for numerous professional services firms and other organizations.

Positioning-on-the-Fly framework:

  1. Advance research of the firm (provided by the firm)
  2. An in-person facilitated two or three-hour discussion with up to 20 firm leaders and a Content Pilot strategist
  3. Deliverable: A Summary Report and Recommendations, which will include firm (or practice) strengths, challenges, positioning strategy and copy, key messages
  4. In-person or online-meeting presentation of findings and recommendations

Which approach is right for you?

Answer these questions:

  1. What are your internal goals?
  2. What is your budget?
  3. How much time do you have?

You will end up in the same place – Content Pilot is excited to be your partner either way.

There are other strategic exercises and methodologies we employ to facilitate effective group discussions.  For example, how do you know when it’s time to say goodbye to a current logo and design a new one? Contact us to learn more about our unique approaches to this and other strategic questions.

Representative positioning strategy clients

  • (the former) Andrews Kurth LLP
  • Baker Hostetler LLP
  • Best & Flanagan LLP
  • Chambliss Bahner & Stophel PC
  • (the former) Cox Smith Matthews Incorporated
  • Dallas Theater Center
  • Dilworth Paxson LLP
  • Doerner Saunders Daniel & Anderson LLP
  • Fenwick & West LLP
  • Field Law
  • Fross Zelnick Lehrman & Zissu, PC
  • (the former) Gardere Wynne Sewell
  • (the former) Godwin Gruber PC
  • Goulston & Storrs, PC
  • Gray Reed & McGraw, P.C.
  • Gruber Hail Johansen Shank LLP
  • Jeffer Mangels Butler & Marmaro LLP
  • Johnston, Allison & Hord, PA
  • Kaplan Kirsch & Rockwell LLP
  • KERA (public radio)
  • (the former) Liner Grode
  • Liskow & Lewis
  • Manning Fulton & Skinner, PA
  • McNair Law Firm, PA
  • Merchant & Gould, PC
  • Miles & Stockbridge, PC
  • Minor & Brown, PC (MBLaw)
  • Michael White & Associates (MWA)
  • Porter & Hedges LLP
  • Quest Capital Management, Inc.
  • Rogers & Hardin LLP
  • Shumaker Loop & Kendrick LLP
  • Texas Young Lawyers Association
  • Thompson Coe Cousins & Irons LLP
  • Weber Gallagher Simpson Stapleton Fires & Newby LLP
  • White and Williams LLP
  • Whitley Penn LLP
  • Winstead PC