You Can't Be Stuck in the Middle - Whether You're a Solo Entrepreneurship or Powerhouse Law Firm Like Paul Weiss

If you stand out there with the unique identity, the wind is at your back. If not, you will be battered with headwinds. 

Today, hot off the press, my article on starting up your own public relations boutique is published in O'Dwyer's Public Relations. Of course, you must be differentiated. 

In communications that type of one-of-a-kind positioning and packaging can happen through designing your enterprise as a niche service. Better yet, a niche within a niche. For example, your target markets are tech businesses which service the healthcare sector.

For a large prestigious law firm such as Paul Weiss there is that same pressure for differentiation. In an interview today with Law.com, chair Brad Karp hammers:

" ... critical that we evaluate, and continually reevaluate, what attributes distinguish Paul, Weiss in today’s marketplace so that we can adapt prudently, make wise investments and always operate from a position ahead of the curve."

Of course, Paul Weiss will approach this in the ways a large law firm goes about such things.

One strategy is recruiting, retaining and motivating the proven brandname players in the legal sector. In itself, that marks Paul Weiss' territory. Those stars are the category - e.g. PE, M&A, AI - killers. 

Another strategy is the ethos of quick response. There is a sense of this-is-all-very-important. That extends right up to the chair. When I transmit an email to Karp he gets back within about 10 minutes. And, it's a well-thought-out response. 

A third is risk-taking. In almost a high-wire act the firm is retrofitting itself for what could be the realities in 2028 and beyond. As Karp pointed out in a 2021 Bloomberg Law interview, such an investment mandates a hefty war chest. That means lots of heavy lifting producing revenues. Currently the firm has hit the $2 billion level. As the adage goes: It takes money to make money. In the world of Big Law that means lots of money. 

In career coaching I tutor clients on the art and science of differentiation. Whether you are an organization, a professional or a product brand, you can't be stuck in the middle. Either you are premium or discount. None of my clients want to be discount. Incidentally, Kraft Mac & Cheese  has lost market share because it's a brand in the middle. 

Affordable Career Coach Jane Genova provides end-to-end career services, ranging from diagnosis of the challenges and fix-it strategies to preparation of resume/cover letters/LinkedIn profiles and how to gain control of an interview. I specialize in over-50 work issues. For a confidential complimentary consultation please text/phone 203-468-8579 or email janegenova374@gmail.com. No pressure. Fees custom-made for your unique budget.