Following the AALL conference Mark Gediman’s contentious stance on Google, made the rounds here on 3 Geeks and in various other places. In fact, Mark will be reprising his stance on the famous search engine next week on an SLA CI Webinar, titled “Is Google Enough?” You can register here, if you want to hear it all again or challenge him to a duel. And while the Google Debate is a good one, earlier this week, Greentarget and Zeughauser Group, released their Fifth Annual survey of In House Counsel on their use of Digital and Content Marketing. The results were unsurprising for the most part and suggested that the better the content the more often it will be read. The survey responses and by extension in house counsel, urge law firms to plan out a proper strategy for digital content rather than just writing blog posts for fun. That seems all pretty straight forward to me. Then, I read this nugget:

“Wikipedia is becoming more popular among IHCs; 71 percent said they used it to conduct company and industry research — up from 51 percent in 2012. “

The answer to that survey question scares me more than the potential repercussions of the Google debate. Why and how, are in house counsel relying on Wikipedia for anything, let alone company and industry research? Don’t get me wrong, I think Wikipedia *can* be a great starting point, and I use it often. But it is a starting point, a means to an end and certainly not to be relied upon. Can you imagine using Wikipedia for due diligence research? Crowd sourced information worries me, the way Big Data scares me. Anyone can publish anything to Wikipedia and it will stay there until someone else takes it down. I would rather see in house counsel relying on company websites, twitter feeds, government industry analysis or even editorials. I understand that unlike law firm lawyers, in house counsel often don’t have the luxury of staff Librarians, CI practitioners, corporate researchers or others who are skilled at and have the time for research, but surely there is a better (though not faster) source than Wikipedia.

It may be time we pull back from the ease of the internet and think about artisanal research, bespoke industry analysis and custom reporting. The tools and technology available to us today, make research accessible and easy, if budgets allow there are plenty of SAS products out there that can help bring all your vetted sources into one newsletter or portal to make that type of research Wikipedia-fast but factually accurate and integral too. I won’t belabour the point, I think 3 Geeks readers are savvy enough to know where I am heading with this rant. Instead, in true collaborative fashion, I will urge all in house CI researchers, librarians, information professionals, marketing research or social media folks to reach out to their legal teams and provide them with alternatives to Wikipedia, establish some kind of information pipeline that has integrity and depth and that can be shared via RSS to intranets and other portals. And I will ask those in the same roles in firms to think about what value added services we can provide to clients that might be better than Wikipedia and help mitigate the risk of bad information as well. As I always say…information is quick, intelligence takes time. You can decide which you prefer to provide and use.

I wrote a post last week in which I called for a moratorium on the term Artificial Intelligence in relation to the law.  Instead I suggested that you should just replace AI with the term Automation because “they’re exactly the same thing, at least as far as the current legal market is concerned.”

Some people took me to task for over-simplifying the issue. Fair. Some seemed to think that I didn’t understand that AI and Automation were separate things, and they helpfully sent me links to Wikipedia pages and dictionary definitions of AI.  Very kind, but unnecessary.  I assure you, I understand the differences.

My underlying point – and admittedly I sometimes meander on my way to getting there, which can cause confusion, consternation, and even anger among my less patient readers – was that, much of what we call artificial intelligence in the legal industry is simply the automation of historically manual processes.  And if we refer to these things as “Automation” instead of “Artificial Intelligence” we are more likely to have intelligent, thoughtful, and meaningful conversations about the future of legal practice, than we are to run screaming through the halls, crying uncontrollably, and tearing out our hair for fear of the robots coming for our jobs.

I know many of you will find this hard to believe, as I usually revel in setting verbal fires, but my goal in abandoning “Artificial Intelligence” as a term was to improve the overall quality of discourse surrounding the use of Artificial Intelligence in the practice of law.

John Alber, former Strategic Innovation Partner at Bryan Cave and current Futurist-in-Residence for ILTA, called me out for over-simplifying.

Arrgh!  Fine. I’m not going to fight with John, he was the first person I ever met and an ILTA conference and, more relevantly, he’s right.  So I suggested an alternative.

But Kenneth Grady, former CEO of SeyfarthLean and current Legal Future Evangelist rightfully suggested:

So I stewed.  Pushed it to the back of my mind and focused on other far less interesting, but more profitable things like work. Until today during lunch, when I was reading an article on Augmented Reality and it suddenly hit me.  The middle ground between Artificial Intelligence and Automation is Augmented Intelligence.

I suggested this alternative to my twitter colleagues and Kenneth Grady helpfully suggested the addition of Human.

And there it was, the term I was looking for.

Augmented. Human. Intelligence.  #AHI

It’s much less hysteria inducing than the term Artificial Intelligence.  And arguably, it’s a more accurate representation of what is happening now in the computer assisted practice of law.

So, today I am calling for a moratorium on the term Artificial Intelligence in the practice of law (unless you are actually talking about a Turing machine that bills by the hour), because whether we’re discussing Watson, Ross, Kira, or Kim, we’re talking about Augmented Human Intelligence.

Every year after ILTA, I generously offer to publish the written version of my co-presenters talks here on 3 Geeks. This year Noah Waisberg’s written contribution wasn’t delivered to me until late November (nearly 3 months after we presented!!) and I publicly chastised him for his “much belated” contribution.

It turns out that Noah had a very good excuse for his tardiness.  He has been quietly working for the last several months on writing his magnum opus on machine learning. Noah is uniquely qualified to write this book.  He is the CEO and founder of Kira Systems, a machine learning contract review platform.  But more importantly,  Noah is the father of two small children. 
******SPOILER WARNING!  SKIP TO THE SPOILER FREE TAG IF YOU WANT TO BE SURPRISED!******
Subtitled Machine Learning for Kids, Robbie the Robot Learns to Read is the inspiring tale of an illiterate robot who overcomes great odds to comprehend the texts in front of him.  Like any other ‘person’, Robbie ultimately succeeds with the help of his school teacher (a far-sighted tortoise named Ms. Snead) and the support of his new friend, Alex the owl. 
Although, to be honest, if Alex was giving his advice to anyone other than a robot, he might be the villain of this story.  His advice boils down to:

 “Just keep reading for examples, the words will make sense once you have enough samples.” 

Not helpful Alex!  Although, in this case, it is exactly what Robbie needed to hear and eventually Robbie learns…

“after studying heaps, that you can know a word from the company it keeps.”

******SPOILER FREE FROM HERE ON!******

Robbie the Robot Learns to Read is probably the best children’s book ever written on the topic of machine learning. It rises far above it’s slender 250+ word count to accomplish what many longer, and less rhyme-filled, computer science treatises cannot. It is thoroughly engaging, informative, fun, and Noah assure’s me, it is absolutely, one hundred percent, a scientifically accurate representation of how machine learning works.  When asked for verification of this claim, a leading and reputable computer scientist replied:

“Um, sure. Why not?”

And there you go. If you’ve got a particularly nerdy toddler, or a Luddite Law Firm Partner, on your holiday gift list, Robbie the Robot Learns to Read may be just the thing they need.

Available at RobbieReads.com & Amazon*  

Personally, I can’t wait for the sequel: Robbie the Robot Gets a Really Boring Job in a Law Firm.

Although, that probably won’t be nearly as inspiring as the first book.

*3 Geeks does not receive any proceeds from sales of Robbie the Robot Learns to Read.

I am calling for an official moratorium on the term Artificial Intelligence in relation to the law!  Everyone please just stop using it. It’s a needlessly charged word that only confuses and clouds the underlying issues whenever it comes up.

From now on any time you feel the need to use the term Artificial Intelligence, replace it with Automation.  No seriously, they’re exactly the same thing, at least as far as the current legal market is concerned. Whereas, AI carries connotations of ‘robot lawyers’ replacing people, Automation seems friendly, simple, even mundane.  That’s good.  Automation is the future of legal practice.

My friend Ron Friedmann posted a Twitter poll last week that got my hackles up.

Come on people!  Really?  Collaboration software!?  Biggest impact on legal market in next 3 years? Do people even read the question before they start ticking boxes?

Don’t get me wrong, I am a huge fan of collaboration software.  I firmly believe that modern collaboration tools are a fundamental requirement for any modern law firm, akin to a document management system, a productivity suite, and maybe a handful of lawyers.  But the ‘most impact on legal market’?  Tech that has been widely available for 10 years, that everyone is already using, even if IT or firm management frowns on it.  I don’t think so.

The correct answer, and the one that was chosen by a majority of respondents, is Automation.  I know, Automation wasn’t officially a choice, but look at the options again.  AI/Machine Learning and Contract Analytics collectively received 58% of the votes. Contract Analytics is a form of AI/Machine Learning and they should have both been listed as Automation tools.

Woo hoo!  Ron’s readers aren’t dumb, they just got a little confused by the options. Easy to do, when the confounding term AI rears it’s ugly head.

This was all bouncing around in my head yesterday when I saw the following article on Bloomberg BNA.

Another Law Firm Adopts Automation Technology

In the latest sign that more and more legal services are being automated, Akerman has announced it will operate a data center that allows corporate clients to quickly look up data privacy and security regulations without having to consult a human lawyer.

Look at that. The beauty of it. The simplicity. The near total lack of hysteria about robots stealing jobs. And guess what words don’t even appear in the article:  Artificial and Intelligence.

But you know what that article is about?  The biggest impact on the legal market in the next 3 years.

Automation.  Or as I like to call it, the creation of Legal Engines, by Legal Engineers, to automate the practice of law one task at a time.

If only someone had foreseen that such a thing might happen.

I’ve shared elsewhere the story of my first contact with law firms. I was not a lawyer. I was a sandwich jockey. I didn’t make the sandwiches, I sold them. I was an account rep for a historic Los Angeles deli. My biggest account was a law firm. They were my best and worst client. Best because they bought a lot of sandwiches. Worst because they were never satisfied.

Well, not they. Nancy. Nancy, the office administrator, was never satisfied. She had been directed by the managing partner, who loved our sandwiches, to order from the deli. She obliged. But she always felt compelled to get a ‘deal.’

The first time Nancy ordered sandwiches, she reported that they were good but expensive. I responded that the price was the price. She explained that the firm could be a major customer and as a volume purchaser expected a volume discount. To my surprise, my manager agreed. Nancy got a discount.

The second time Nancy ordered sandwiches, she complained that we had sent too many. We hadn’t. The invoice matched what I had written down when she called the order in. But she was the customer, and the customer is always right–even when the customer is full of it. Nancy got a discount.

The third time Nancy ordered sandwiches, she was livid. The sandwiches had not arrived on time. She was technically correct except for one mitigating fact: the sandwiches made it to the firm’s building in plenty of time. But someone [cough, Nancy, cough] forgot to notify the front desk of the delivery. The sandwiches were only late because it took so long to sort out the permissions. Still, Nancy got a discount.

The fourth time Nancy ordered sandwiches, she called to complain that they were not quite as good as usual. Horsepuckey! I ate at least four sandwiches a week for years. They were always good. We used the same ingredients and made them the same way. I pressed Nancy for details. She had none. Supposedly, she was relaying vague complaints from “some people.” Regardless, Nancy got her discount.

And so it went. The firm ordered a lot of sandwiches but Nancy found some pretext to knock down the bill. She seemed to think it was her job to save the firm pennies on pastrami. Except, of course, there was no Nancy. And I never worked in a sandwich shop (receptionist and construction worker were my odd jobs in high school).

The foregoing is a fable I fabricated when I worked at a law firm. It was my analogy for my experience with our clients and their never-ending demands for discounts. Law firm clients were the best and the worst. As regular readers of this blog know, when I went in-house, I tried to be different.

Discussions about price are important. But we have an unfortunate tendency to use price as a proxy for everything else. Think about the story above and how price was used as surrogate for a host of other complaints:

A demand for a discount can act as a signal of discontent. But it is a weak signal with low informational content. Why is the discount being requested? Because the firm is doing something wrong? Or because the client has pressure on their end? Moreover, once discount demands become standard operating procedure, the signal is lost in the noise of the relationship. As illustrated in the story above, you can provide the discount requested without ever believing that it speaks to the underlying reality–i.e., there is no compelling reason to interpret the discount as a signal suggesting that you alter your behavior.

The most compelling examples of how discount obsessed we can be are the many anecdotes of firms with lower rates losing business to firms with higher rates but deeper discounts. The story normally goes something like this: Minnesota firm with an average billable rate of $300 was bidding against New York firm with an average billable rate of $600. Client informed Minnesota firm that New York firm was offering a 15% discount. Minnesota firm observed that this still meant the New York firm was still significantly more expensive at $510/hr. Client chose more expensive firm, supposedly, because of deeper discounts. This behavior is so prevalent that, in his series on profitability, Toby wrote:

Discounts are the market (via specific clients) telling a firm their prices are too high for a piece of work. One might think firms should lower their prices in response to this information, however, that could be a mistake. Sometimes clients shop price by the level of discounts. They are not concerned with the actual price but instead focused on the amount of discount they are extracting. Whether this is rational behavior in an economic sense is not relevant.

Whether this is rational behavior in an economic sense is not relevant.” Remind me to write a post entitled What’s The Matter With Inside Counsel (preview: they’re human beings). Speaking of rational behavior, doesn’t the dynamic described above seem to suggest that firms should actually raise rates so they can deepen discounts. I’ll let the headlines answer the question.

Billing Rates Rise, Discounts Abound

BigLaw Will Discount Deep To Keep Big Clients Happy

Charging more, getting less

On Sale: The $1,150-Per-Hour Lawyer

Infographic Friday: Billing Rates Up 4%, But So Are Discounts

As I’ve written before, the rack rate is a fiction. No one pays MSRP. Just as with so many retailers, especially during the holiday season, anchoring effects (i.e., fake pricing) give the illusion of a deal. Likewise, as with car dealers, having a higher published price with the built-in ability to negotiate individual discounts gives law firms the flexibility to engage in differential pricing.

You can play rack-rate kabuki for an extremely long time. The price increases compound while the discounts are taken from the new top rate. Below is a very simple model where a law firm raises rates at the 4% number from the headline above while also giving clients a bigger discount every year.

In case you are curious, the inflection point arrives in 2080. After 70 years, the paid rate stops increasing. By then, the rack rate is $6,400, the discount is 75%, and the paid rate is $1,600. This linear extrapolation is neither a prediction about the future nor a nuanced discussion of the present (which would include writedowns, writeoffs, demographics, etc.), but I hope it illustrates how a singular focus on discounts can help explain the seeming disconnect between the perception of client pressure on law firms to change and law firm response, or lack thereof, to that pressure.

Looking at the legal market not through the bombastic lens of what many law departments proclaim to want (AFA’s, technology, efficiency) but through the tepid lens of what most actually demand (discounts) begins to make sense of the managing partner response to Altman Weil’s question in their 2015 Law Firms in Transition survey. Why aren’t law firms doing more to change? Clients aren’t asking for it.


Asking for a discount is fine. It is completely sensible for law departments and law firms to negotiate price. But asking for a discount is asking for a discount. Asking for a discount is not asking for change. If law departments genuinely want change, asking for a discount is the wrong conversation.

ADDENDUM: A few more random notes/thoughts on discounts that were not necessary to make the point above but may be of interest to some.

Discounts can have a directly measurable impact on total cost. Measurable savings is part of the discount’s appeal. But this, of course, assumes that the rack rate from which the discount is calculated is something that the client would have actually paid. Even if rack rates are not a total fiction, they are not automatic. What is really happening in the chart from above is that the client is negotiating down the size of the annual rate increase. Even if the size of the discount did not go up, they still would not be paying the rack rate. Much of the savings between the rack rate and the paid rate is illusory.

In addition, to calculate savings from discounts, you have to assume that the other part of the equation, hours, remains constant. Not everyone shares this assumption. I was recently at a conference where the head of legal procurement for a large retailer exclaimed, “Can we all admit that discounts are a game? That whatever firms concede in terms of discounts they will make up in terms of hours somewhere?” I don’t think we need to have that dim a view of law firms to understand the logic of the point.

As Toby explains above, some clients will shop based on discount. That is, they will choose not based on actual rates but on the deepness of the discount, even if the deeper discounted rates are still higher. Depending on their mandate to report ‘savings,’ this seemingly perverse preference can make some degree of sense (I’ve known people who would be much happier about saving $100 on a $500 purchase than saving $25 on $200 purchase that would have served them just as well). Still, while an incumbent firm may not manufacture hours to make up for the steepness of a discount, there is considerable variation between firms. While it is illogical to choose one firm as opposed to another based on the depth of the discount, it can be even more illogical to base the choice on rates at all.

We are familiar with this variation at the individual lawyer level. We don’t want the $300/hr associate spending 10 hours to arrive at the same conclusion (if we’re lucky) the $600/hr partner would have reached in an hour. There is a bigger quality risk, and it costs 5x as much. The same dynamic holds between firms. I’ve seen ‘overpriced’ New York firms repeatedly handle substantially similar matters at half the total cost of Midwestern competitors with substantially lower rates. [Then again, I’ve also seen no-name boutiques blow the doors off AmLaw 100 powerhouses and LPO’s find economies of scale where a traditional law firm could only throw more expensive bodies at the problem. Name isn’t everything. Rates aren’t everything. Price isn’t everything.]

Indeed, hours can vary to a much greater extent than rates. From firm to firm, you can see 2x to 5x the number of hours billed on substantially similar matters. This very easily swallows up the difference in rates attributable to discounts. Because, when we talk about discounts, we’re really talking about something in the neighborhood of 10%.

Candidly, I thought it would be more than that (closer to 15%). But what really surprised me is that not every client gets a discount. The CLO’s were not queried on this particular point. But the managing partners were.

Even in BigLaw, 60% of the revenue comes from non-discounted rates. I didn’t really believe this. I still don’t. But it made me reflect on a discussion I had with Toby (followed by a similar one with Peer Monitor) in the lead up to my post on law firm realizations. There is a concept called “standard rate.” Standard rate is not standard. As far as I can tell (and, really, I have not mastered this concept), the standard rate is the baseline rate against which certain measurements (e.g., realizations) are calculated. But there is no settled methodology for determining standard rate. It does not need to be a published rate (of which there can be many– e.g., national rate versus local rate). Nor does it need to be a rate that any client actually pays. My guess (again, really, I’m guessing) is that the answers above are based on fees versus standard rate rather than fees versus the highest published rate. Yet, when talking to clients, the latter (highest published rates) is what the discount is calculated against. So clients may think they are getting a discount (i.e., compared to published rate) while the firm may be charging them standard rate or higher.

This all strikes me as familiar because I spent a few years in the car industry. Published rates are something like MSRP, a.k.a. “sticker price.” Many people know to never pay above sticker price, but they don’t always know why. To the extent they do, it is usually because they are familiar with the concept of dealer’s invoice – the concept closest to standard rate. That is the price the dealer is actually invoiced by the distributor for the vehicle. There is always a difference between dealer’s invoice and sticker price. But, here’s the thing, even the dealer’s invoice is not what the dealer pays for the vehicle. Just as the distributor is always offering the consumer a deal ($0 down, $500 cash back, low APR), they are also offering incentives to their dealers. These programs can vary wildly from month to month, can be introduced near the end of a month to make a final sales push, and can focus on certain models or certain numbers (e.g., an additional $200 per car for selling above a # target). Even if you are the person creating these programs, you typically need a spreadsheet, dealer-specific information, and a cocktail to calculate what a particular dealer is actually paying the distributor for a particular vehicle. It sometimes feels like complexification in the service of obfuscation. I often feel the same way when I think about law firm discounts.

 

++++++++++++++++++++++++++++
Casey Flaherty is the founder of Procertas. He is a lawyer, consultant, writer, and speaker focused on achieving the right business outcomes with the right people doing the right work the right way at the right price. Casey created the Service Delivery Review (f.k.a., the Legal Tech Audit), a strategic-sourcing tool that drives deeper supplier relationships by facilitating structured dialogue between law firms and clients. The SDR is premised on rigorous collaboration and the fact that law departments and law firms are not playing a zero sum game–i.e., there is more than enough slack in the legal market for clients to get higher quality work at lower cost while law firms increase profits via improved realizations.
The premise of the Service Delivery Review is that with people and pricing in place, process offers the real levers to drive continuous improvement. Proper collaboration means involving nontraditional stakeholders. A prime example is addressing the need for more training on existing technology. One obstacle is that traditional technology training methods are terribleCompetence-based assessments paired with synchronous, active learning offer a better path forward. Following these principles, Casey created the Legal Technology Assessment platform to reduce total training time, enhance training effectiveness, and deliver benchmarked results.
Connect with Casey on LinkedIn or follow him on Twitter (@DCaseyF).
Image [cc] evan p. cordes

One of the biggest question marks in the legal industry is around driving change in law firms. We all know change is needed, but it tends to come very slowly for law firms [insert shocked exclamation here, soaked in sarcasm]. There are a number of classic law firm change methods in use, but none tend to increase the rate of change at a level consistent with change in the real world. I suggest fear as a strong motivator and fear around money as the penultimate motivator.

And this is where profitability comes in.

We’ve covered the subject of profitability in the past about what it is, but here I want to suggest it as a tool for change. More specifically, law firms should create cultures of profitability in order to drive change.

The Profit Methodology

The first step in creating a profit culture is deciding on a profit methodology. This first step can be the one that brings the entire effort to a grinding halt. Partners can easily see that any profit method will eventually impact them, so they spend hours arguing about what it should or shouldn’t be, trying to tilt the model in their favor. This is of course understandable. However, given the proclivity for and skill in arguing lawyers possess, having all of them engage on this at once is what usually kills the plan. In actuality, a given model favoring one partner over another is so minuscule, the arguments are not worth making. But remember our guiding light about fear over money, and you will understand this behavior. So the solution is helping partners understand the low value of arguing and that the real goal is having a method that is not focused on an unachievable, absolute profitability, but instead on one that is instructive for how partners can improve profit.

I won’t go into detail here, but there are three basic profit methodologies a firm can utilize:

  1. Contribution Margin, 
  2. Gross Margin, and
  3. Net Margin. 

Each model treats partner compensation in a different way, either treating all as:

  1. a Labor Cost,
  2. All as Profit, or 
  3. has some method for segmenting a portion as cost, leaving the rest designated as profit. 

Which ones firm picks is not as important as just picking one.

Once a firm moves past adopting a methodology, they move on to step two.

Evangelizing

In this step it needs to be somebodies job to go around the firm presenting and talking with partners about the profit methodology. Relatively simple presentations showing how the model works for various types of work should be given. And then given again and again and again.

An ideal person for this is a pricing director, since they are in a primary role on this subject and over time will be the person who puts this all into action. Absent that, someone with a finance role will work, provided they present well to partners.

Step two is never done, since partners need to hear this message a few times for it to sink in. And firms are always adding new partners to the roster.

Education

Once we have some reasonable level of understanding, then a deeper education effort should be made. This puts the model into action with partners’ own financial information. This can be done with pricing requests or even better, with existing, ongoing matters. As we all know, clients are keen on cutting spend, so many matters have budgets or caps or some other fee deal that require partners to stay on top of fees. This is a great opportunity for them to see profit in action.

Throughout all three steps in this process, firm leadership should be supporting and sharing the message in firm-wide situations and in practice group meetings. In the third step, education can be done in individual partner evaluation situations too.

The Compensation Caution

When a firm pursues this path, they should be prepared for the compensation questions. Once partners figure this all out and understand that the way they price and manage their work drives profit, they will want to know how and if this all will impact their comp. Most firms at this point in time do not factor profitability in to individual comp. Even under this circumstance, it’s relatively easy to talk about how a rising tides raises all boats. And that story is going to be a good one to tell throughout this entire journey. The real goal of a culture of profit is not beating up people with marginal numbers. Instead the real goal is driving the whole range up.

Lawyers tend to see things in black-and-white, so they may see any numbers below an average or benchmark as failing. Throughout this culture change effort, you would do well to use the message that the goal is to increase profit across the board. You will have matters with high profit that can be made more profitable with minimal effort. Just because one is above average does not mean one has reached their potential. Of course you will find some work with “negative” profit. Be prepared for that. Firms chose to have a range of practices for many reasons beyond the profit of specific work.

As firms go down this road, it will raise new debates and discussions within the partnership. Firms will face new questions and may not have immediate answers. This is part of the value of creating a culture of profit. These are discussions you need to be having, but have been avoiding. The results will be a financially healthier firm. But a firm will need to be prepared and willing to openly discussing the new issues that come up.

Hit the Road

You may be thinking this road to profit sounds a bit bumpy, and you would be right. However, here’s the deal: You have to go down this road. Firms that avoid or delay this quest will be significantly handicapped in this changed, competitive legal market. Long-term, they will likely go under or at a minimum, be marginalized as lower profit firms.

Change is as Change Does

The real power of the profit culture comes in to play in driving change. People love to talk about all of the change that is needed in the legal industry. It’s been a while since I heard anyone say AFAs were a passing fad or that clients are going to pull back from discount requests. But even with the need for change being common knowledge, change is coming too slowly.

With a profit culture in place a firm creates a sense of urgency around change. Partners now have a clear reason to adopt change. It will no longer be a theoretical good idea, it will become an obvious, pressing need. Partners will now know what drives better margins and what they need to do to attain them. More importantly, they will know that everyone else also knows this and what their grade is within the partnership. And we know how type-A lawyers are. Having low profit numbers is like getting a C- in a law school class. No lawyer wants that grade, especially when your peers will see it.

So – putting this all together, creating a culture of profit is necessary for law firms that want to thrive or even survive. It will be critical to their ongoing financial success and it will drive the change they desperately need to stay competitive in the market. As an added benefit, it will drive cost savings for clients.

So why aren’t all firms doing this?

This is the (much belated) final talk from the ILTA Session – Legal Technology Innovation – Bolstering and Destroying the Legal Profession. This post is from Noah Waisberg, CEO of Kira Systems.  See other related posts from Michael Mills, Stuart Barr, Joshua Lenon, and myself by following the links on our names.   – Ryan

Law practice today is a land of opportunity. This is due to the combination of

  1. underserved legal consumers, and
  2. technologies and processes that make legal work more efficient, which make serving these consumers possible.

Lawyers who embrace efficiency have the opportunity to do more law for their clients. And make more money in the process.

We lawyers sell to a market that is not getting anywhere close to all the legal services it needs.  Underserved legal consumers fall into three categories:

  1. Access to Justice. People without means to pay premium prices for a lawyer needing access to legal services.
  2. Middle class legal needs. Many decently-well-off people don’t spend money on legal services that would help them. How many people use lawyers to resolve their disputes, negotiate their employment contracts or write their wills?
  3. Corporates. Most companies, even the biggest ones, do not obtain anywhere close to all the legal services they need.[1]

This spread between latent demand and supply represents opportunity to sell more. Unfortunately the current techniques for delivering and selling legals services are so expensive and inefficient that these underserved consumers can’t or won’t pay for them.

On 3Geeks, I shouldn’t need to detail ways to practice law more efficiently. There are heaps, some more impactful than others. Processes. Using the right people for specific tasks. Expert systems. Contract analysis software. Machine learning. Collaboration systems. And so much more. With some effort, law firms could do much of their work at higher quality, at significantly lower costs (i.e., 50–75%).

Doing work more efficiently opens up two types of opportunities:

Do More of Current Work. Sure it’s possible to steal work from less-efficient competitors, but another interesting possibility is to upsell clients to more work by offering better value. Here’s an example from the contract review world I know best. In a typical mid-market M&A deal, with a company getting bought for  $200 million, law firm due diligence contract review would cover 75–200 contracts. But most $200 million companies don’t have 200 contracts, they have more like 5,000–10,000. That means counsel reviews under 5% of the target’s contracts. Is this limited review because diligence doesn’t matter? Well, no: due to the inefficiency of current approaches, even that scoped-down contract review is likely to eat up 30–60% of total legal fees on the project (arguably demonstrating importance).  But a missed restrictive covenant or bad indemnity could be crushing for the buyer, whether it’s in the twentieth-most-important contract, or the thousandth.[2] Clients would mitigate more risk if they reviewed more agreements. Why don’t they? Well, as above, status quo contract review can cost thousands of dollars per document. What if lawyers pitched clients on reviewing twice the materials for 20% more money than the last review they did for them? Might that be appealing to clients? Would lawyers be able to sell clients on this? Well, selling risk is something successful rainmakers do. What if clients buy this proposition? Can a law firm profitably deliver on 2x the work for 120% of the money? Yes! It’s easy to do more efficient due diligence contract review. We have seen Kira’s customers review contracts in 20–90% less time using our contract analysis software, and they tell us they are at least as accurate as without the software; we have started seeing transactional reviews in the tens of thousands of contracts, using our tech to filter where to look. Firms also have lots of opportunity to improve their diligence efficiency through streamlining processes and staffing matters differently (e.g., using less expensive people for parts).

Do New Work. There are lots of opportunities to offer new legal “products” that clients will pay for. Create new options leveraging efficiency to offer clients services they need but currently can’t get. Offer your clients a contract management system. Help clients prophylactically determine whether their contracts have FCPA compliance language. Build them a tool that will allow them to evaluate whether their team members are employees or independent contractors. Come up with other useful ideas!

Embrace efficiency to grow the pie and DO MORE LAW! Law today is the land of opportunity, but the opportunity is only there for those who seize it.

  
[1]    This runs like a #dolesslaw checklist. Options include: Have lawyers go through a company’s processes to spot risk. Set up a contract management database listing important dates (term, renewal), price increase calculations, rights, and obligations. Redo contract templates to be simpler to negotiate and use modern drafting language. Ensure legacy contracts meet company standards. In house lawyers at large corporates can tell you about how they are pulling back from using outside law firms but don’t have the personnel to meet their legal needs. This is not the behavior of people who think they are getting good value from their current legal spend. This is a contract law heavy list because of what I am most familiar with. Suffice it to say there are a lot more opportunities than these for corporates to spend money on.

[2]    Clients, perhaps rightly, might be willing to take the risk of missing a change of control clause in the thousandth contract, but how about an exclusivity or MFN clause that binds affiliates?

Confirmation bias is a source of comfort. Faced with the choice between changing one’s mind and proving there’s no need to do so, most of us get busy on the proof. If you have an opinion whether the market for legal services is changing, or not, you can find plenty of ammunition from recent studies, surveys, and headlines.

If you expect that tomorrow will look very much like today, you seem rather safe in betting on the resiliency of the status quo:

Don’t Worry, Law Firms, Your Clients Still Want You

The 2015 Am Law 100: Revenues Rising, Profits Popping

Legal Spend Trends: Big Law Billing Rates Rising

Legal Revenue Grows as Elite Law Firms Set the Pace

If you are of the mindset that when an irresistible force meets an immovable object, the irresistible force wins everytime–by eroding the object, at which point its immovability is moot–you can certainly find evidence that the irresistible forces of change continue to assault the immovable legal market:

Wake Up Call: Citi Report Finds Revenue Slowdown

Survey Finds Corporations Looking to Reduce Outside Legal Spending

In-House Lawyers are Reining in Law Firm Spend

Corporate legal departments to give law firms less work in 2016

Spending in Law Departments is Rising, But the Money Isn’t Going to Law Firms

As Part of ‘Pervasive Trend,’ Companies Still Moving Legal Work In-House 

Citi survey finds declining law firm leader confidence 

Firms not responding to digital age, annual snapshot shows

If you dig into these reports, you can come away with any conclusion that fits your priors. If your aim is to reconcile the reports, you face a bit more of a challenge. To me, attitudes seem to have moved a bit more than reality. But the reality has shifted. Law departments are redirecting spend towards internal headcount, technology, and alternative service providers. The incomparable Ken Grady estimates that, in the last three years, companies have pulled over $8 billion of work away from large law firms. That is not an immediate existential threat to a $100+ billion industry. But it is enough to sting, especially if the trend continues its upward trajectory.

Every industry has a KAP Gap–i.e., the gulf between Knowledge, Attitude, and Practice. It is unsurprising that it takes time for shifting attitudes to manifest in practice.

Alternative fee arrangements are an example of a KAP gap in the legal market. The hilarious David Cambria of Archers Daniels Midland compares AFA’s to teenage sex–more people are talking about it than doing it, many of those doing it are not doing it well, and the consequences for making a mistake while doing it can be catastrophic. In 2009, 77% of CLO’s reported that they used AFA’s to control costs. In 2015, that number was down but was still at 60%. Yet, the most recent data I could find puts AFA’s at just 7% of total corporate legal spend. The talk around AFA’s outstrips the reality of their usage. I don’t know what the real figure is, but this comports with David’s observation. Toby, likewise, will tell you that corporate clients are forever asking for alternative pricing and then opt for the billable hour with a discount. None of that is a knock on AFA’s. Rather, it is an illustration of a KAP gap.

Still, attitudes have shifted. Of the above reports, I will focus primarily on the great surveys from Altman Weil. The Altman Weil surveys are excellent, publicly available, and have been consistent over an extended period of time. First, the Altman Weil Chief Legal Officer survey. In 2005, only 20% of law departments intended to decrease their spending with law firms. In 2010, still in the aftermath of the Great Recession, 30% of law departments intended to decrease their spending with law firms. In 2015, the number had returned to its Great Recession peak of 40% despite the economic recovery. I charted the shift using over a decade of Altman Weil data:

That appears to be more than just a Recession-caused spike. At the same time, even the worst surveys suggest that, at a given point in time, 60% of law departments do not intend to decrease their spend with external counsel. Combine that with the KAP gap, and we are not exactly in the midst of massive disruption.

Still, law departments believe that they are putting a fair amount of pressure on law firms to change:

But law departments don’t believe that law firms are actually serious about change:

So why aren’t law firms more serious about changing? Fortunately, Altman Weil asked that very question in the 2015 edition of their annual Law Firms in Transition survey. The managing partners responded that clients aren’t asking for it:

This finding prompted the redoubtable Bruce McEwan to respond “the rational mind reels. At the very least, one must step back to their very own answers.” Bruce was remarking on the fact that the law firm managing partners are, in many ways, more aware of the pressure to change than their law department peers. The managing partners seem to believe that many aspects of the New Normal are here to stay:
 

And they are more convinced than ever that the pace of change will accelerate:

But–and this is an important but–they believe that they are almost as serious about change as their clients. The biggest gap in comparing the managing partner survey with the CLO survey is the perception as to how serious law firms are about changing. The MP’s and CLO’s have almost the same view of how serious clients are about change. But MP’s are considerably more sanguine about how serious firms are about responding to the challenge of change. That is, there is not much a difference between the client/firm perception of client pressure and the firm perception of their seriousness about responding to the client pressure.

Moreover, the MP’s are even more bullish on the adaptability of their partners. Though the below does not exactly scream flexibility, it does suggest that MP’s see their partners’ adaptability as being in line with the level of client pressure:

Given my priors (having actually worked in a large law firm), I have to agree with Bruce that the rational mind reels. Still, I think you can probably read the data any way you want and then find additional data that supports your position. I hope to offer a slightly different take. I think we remain locked into an uncomfortable equilibrium, in part, because law departments and law firms are having the wrong conversation. I’ll explain in my next post.

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Casey Flaherty is the founder of Procertas. He is a lawyer, consultant, writer, and speaker focused on achieving the right business outcomes with the right people doing the right work the right way at the right price. Casey created the Service Delivery Review (f.k.a., the Legal Tech Audit), a strategic-sourcing tool that drives deeper supplier relationships by facilitating structured dialogue between law firms and clients. The SDR is premised on rigorous collaboration and the fact that law departments and law firms are not playing a zero sum game–i.e., there is more than enough slack in the legal market for clients to get higher quality work at lower cost while law firms increase profits via improved realizations.
The premise of the Service Delivery Review is that with people and pricing in place, process offers the real levers to drive continuous improvement. Proper collaboration means involving nontraditional stakeholders. A prime example is addressing the need for more training on existing technology. One obstacle is that traditional technology training methods are terribleCompetence-based assessments paired with synchronous, active learning offer a better path forward. Following these principles, Casey created the Legal Technology Assessment platform to reduce total training time, enhance training effectiveness, and deliver benchmarked results.
Connect with Casey on LinkedIn or follow him Twitter (@DCaseyF).

Image [cc] Elvin

Let me start off this post by reminding everyone that I am not in Marketing, but I do consider myself aligned with the overall marketing strategies within law firms. Because of this alignment, I attend a number of marketing related conferences and workshops so that I can stay on top of the current issues and trends, and build relationships with the key players in the industry. Over the past few meetings that I’ve attended, there are some common themes that I am hearing, and am finding a bit disturbing. In a very oversimplified (and amplified) fashion, here’s what I’ve been hearing:

  • Marketers: We’ve been telling our attorneys this for the past seven… eight… ten years, and they simply don’t listen. But, here’s what you should keep telling them, because they eventually will have to listen to you.
  • Consultants: By simply getting your attorneys to change the way they conduct their day-to-day activities through (insert buzzword for efficiency, communications, client interaction, etc.), they will become more productive, profitable, and clients will sing their praises.
  • Clients: OMG, I hate my outside counsel because they never listen to me; they never talk to me (other than sending me a bill); they don’t understand my work/industry/pressures. We hate the billable hour and want something that’s better/predictable/less-costly. We want attorneys to ask us how we think they are doing and get our feedback throughout the matter. 
  • Law Firm Partners: Not present. (probably back in the office, billing their time.)
I am not alone in seeing the problem. Usually, some speaker mid-way through the meeting will even say that we are in an echo chamber, or that we are preaching to the choir. I really don’t fault the Marketers or even the Consultants. They will at least go back and keep trying to implement change, and give an honest effort toward hammering the message that clients are not happy and that lawyers need to understand that they can get ahead of the curve and change, or can be left behind. 
The troubling message that I’m hearing is from the client-side. They are mad. Actually, they are disgusted by the arrogance of their outside law firm attorneys. So much so, that I’d say it borders on hate. They hate the law firm lawyers they work with. If you’ve never watched a General Counsel at a Fortune 500 speak at a marketing/client development conference, you should… it’s kind of fascinating to see the obvious dislike that they have for law firm attorneys. 
The biggest missing piece of this puzzle, of course, is the law firm attorney. I know that a marketing conference or workshop is not something that lawyers would or should attend. I’m just not sure that hearing this message second-hand is all that productive either. Somehow, the Marketers need to put these two adversaries in the same room, and have them conduct an honest conversation of what the client needs and wants from their outside counsel, and have the law firm attorneys relay what they are willing to do to meet those needs. Otherwise, we’ll all come back to the next conference (Marketers, consultants, and clients) and repeat the message once again. Law firm attorneys… keep on billing, we’ll just fill you in later.
One of my favorite sayings is that all problems are communications problems. If one side of the conversation is absent from the conversation, then it really doesn’t matter how loud or long you scream. 

As mentioned in my last post, law students often respond to their poor scores on a basic Word assessment by explaining to me that they need not need worry about this tech stuff because “that is what secretaries are for.” I think this is wrong for a number of reasons, a few of which I outline below:

  • Legal work still entails some drudgery
  • Drudgery is a rite of passage for young lawyers
  • Drudgery increasingly falls on young lawyers as law firms reduce support staff
  • Doing work themselves also plays into lawyers’ propensity for autonomy and urgency
  • Delegation remains of critical importance
  • But proper delegation requires proper oversight
  • Proper oversight requires some of level of tech competence in order to:
  • Delegate the right work
  • Delegate to the right people
  • Delegate the right way (i.e., appropriate instructions and expectations)

The Law Factory

Grunt work is a rite of passage for young lawyers toiling in a “law factory.” There is even a genre of legal reporting where the lede is the human-interest angle of the author-as-young-attorney laboring through some thankless task. For example, last month’s Atlantic article asking the question “Why Are So Many Law Firms Trapped in 1995?” begins:

After I graduated from law school, my first assignment at a large New York law firm was to assist in the discovery phase of a securities case. For 12 hours a day, I sat in a conference room jammed with bankers’ boxes full of documents, reviewing them one page at a time.

On what it is like to be a young lawyer, I can’t recommend enough the insightful and empathetic writings of The People’s Therapist, an associate turned psychotherapist. He writes of “a sweatshop where the billable hour is all that matters, no one tells anyone anything, and young associates are reduced to a fungible commodity.” (see also, here, here, here). For a lighter take, I suggest this parody video of a young lawyer who identifies a typo amidst an endless hell of due diligence and is celebrated as a conquering hero (until he leaves the office and tries to explain this grand feat to a normal human being). It’s funny because it’s true. It’s sad because it’s true. It’s a core reason that young lawyers are miserable (see here).

The notion that young lawyers are burdened with rote, routine, and repetitive work is not limited to young lawyers. More than 95% of hiring partners believe new attorneys lack key practical skills. The menial tasks young attorneys are consequently given has resulted in more than half of managing partners being able to envision their new hires replaced by Watson-like software in the next 5 to 10 years (much to Ryan’s chagrin). Young lawyers consigned to drudgery is so systemic that Vault rates legal employers on whether or not they give new recruits “substantive work.”

Everyone knows that young lawyers are handling labor-intensive work that can be augmented (if not completely replaced) by a machine. Except when they don’t. Except when someone like me comes along and suggests that lawyers (like staff) should therefore get better at using the basic technology tools of their trade. Then the condescension kicks in, and someone explains to me, “That’s what secretaries are for.” My agitated interlocutors include law students, who, as I explained last post, when presented empirical evidence of their technological shortcomings explain that this tech stuff is unimportant because the labor-intensive work will be handled by someone else. To that, I respond:

In theory, you will get no objection here (well, a few, that I get to below). For me, law is a team sport where staffing, process, and trust in allied professionals are mission critical. But I have a number of questions about how that theory is actually applied in the vast majority of legal settings.

Missing Delegates

Legal support staff will be heartened to learn that their jobs are secure because lawyers rely on them for all labor-intensive work. But this sentiment will be of little consolation to the thousands who have already lost their livelihood. Lawyers, apparently are using technology instead (see, e.g., herehere, hereherehere, hereherehere, here, herehere, here, here, here, here, here, here, here, here, here, here, here, here, here). In announcing staff layoffs, the firms release public statements like:

“Advances in technology have resulted in a need for fewer support staff and related services in law firms.”

 “Technology has changed the legal industry – the way we work today is very different than the way we worked as recently as five years ago.”

“our need for secretaries has been substantially reduced as a result of technology and the work style of our attorneys, who themselves perform a number of functions previously handled by secretaries.”

Law firms seem to want it both ways. They lay off support staff because lawyers are using technology and then dismiss the need for lawyers to get technology training because lawyers rely on support staff.

There is less support staff. The support staff that remains prioritizes the work from partners. Both of these realities (less staff, focus on partners’ work) are all the more conspicuous during the late nights, early mornings, and long work weekends in which so many lawyers take such perverse pride. Lawyers, especially young lawyers, end up doing much of the labor-intensive work themselves.

Work-Hoarding Lawyers

It has been suggested to me more than once that the post-Recession staff layoffs are evidence of greed. Greed by the partners trying to boost their profits by directing a higher percentage of work to billable resources. Greed by the individual attorneys trying to pad their timesheets. While I can not disprove this hypothesis, avarice is not essential to the explanation. We can take law firms at their word that the lawyers really have changed the way they work due to technology.

Whether or not lawyers are naturally proficient at using computers (the answer is definitely not), the computer-centric model of working is conducive to maintaining independence. The tape from a dictaphone and the handwritten notes on a printed page are intended for someone else. Digitization, however, is meant to empower the user to accomplish tasks themselves. Control is attractive to many lawyers.

In a previous post, I outlined two psychological traits where lawyers most consistently diverge from the general population. High skepticism and low resilience drive a deep statu quo bias and orient lawyers’ issue-spotting prowess towards resisting change. The other traits that separate lawyers from the general population: autonomy, sociability, and urgency.

    Autonomy: lawyers prefer to maintain control

    Sociability: lawyers prefer not to interact with others

    Urgency: lawyers want it done now

Sound familiar? Personal computers make it possible for lawyers to work independently, avoid interaction, and ensure their work gets immediate priority. There are many people, some of whom are lawyers, who would rather take ten minutes to do something themselves rather than wait two hours for someone else to get to it–even if takes that other person one minute to complete.

Combine these predilections with a lack of staff support for junior attorneys, and it is fairly easy to envision lawyers’ work habits changing over time without reference to any perverse financial incentives.

An Empirical Question

My father was an educated, curious man who also liked to imbibe when the opportunity presented itself. He took great pleasure in sitting at a bar stool and holding forth endlessly on topic after topic (yes, as this blog proves, I am very much his son). I frequently joined him. In the few years before his passing, however, I would often ruin the fun. As soon as his idle speculation entered the realm of fact (e.g., did Marco Polo introduce pasta to Italy after visiting China?), I would pull out my smartphone and let Google resolve the issue (No. That myth started as food-industry propaganda). He never much liked my adherence to the dictum that we are all entitled to our own opinions but not our own facts. His personalized factual universe was so much more congenial.

While there are normative questions to be addressed with respect to delegation (more below), these should not distract from the extant empirical reality. Law firms should have a good sense of who is doing what kind of work. They track time meticulously and have document management systems that can tell them who is spending how much time in which applications. There is no need to speculate.

Indeed, a firm that I profoundly respect not just pulled but published their document management statistics to demonstrate their commitment to data-driven change. The firm found that, consistent with the changes described above, their lawyers’ share of the keystrokes in Microsoft Word had increased from 39% to 80% between 2004 and 2014. Over that same period, the top shareholder’s share was unchanged. In 2004, the top shareholders accounted for 0% of the keystrokes in Microsoft Word, and, in 2014, the top shareholders accounted for 0% of the keystrokes in Microsoft Word. If the top shareholders had based training priorities on their own lived experience, the firm would have provided no technology training for attorneys. But these were trial lawyers interested in the evidence. They based their training priorities on the data, and their firm is better for it.

  

But Delegation Is Important

Yes, yes it is. Staffing is part of my Service Delivery Review because I believe that even technologically-enabled lawyers should take a team-based approach to large-scale projects. Delegation may run counter to the lawyer personality profile, but it is an important aspect of proper client service. That said, tech competence is important not only for lawyer-as-doer but also for lawyer-as-delegator. Here’s why.

What To Delegate

Delegation has costs, including communications overhead, the attendant dangers of miscommunication, waiting for the work to be returned, review of the returned work, and the opportunity costs of occupying the resource to whom the work is delegated. If technology is used properly, it can reduce work that would take hours down to a matter of seconds and thereby mitigate the need to delegate to a human. That is, it frequently requires less time and effort to delegate to the machine than it does to delegate to a human, as I hope I demonstrate in that video I always use:

Delegating to the machine can be a better option than delegating to a person (who is just going to use the machine). But the machine, like the person, requires proper instruction. Technology training is key to knowing what work to give to the machine and how to instruct the machine in completing the work.

To Whom To Delegate

I advocate for competence-based technology testing and training for lawyers and staff. There is rarely good reason to assume that either has natural facility with basic technology. In fact, one explanation for why some lawyers learn not to delegate is the designated person to whom they are supposed to delegate is spectacularly bad at the delegated tasks.

I’ve tested lawyers, law students, and staff. Of these, staff has the highest level of variance. Some staff (especially from the ranks of trainers and word processors) are amazing. Perfect accuracy, unparalleled speed. My LTA is a joke to them (one advantage of competence-based testing being that they can prove this quickly and test out of training they do not need). But these superheroes have foils–often, but certainly not always, from the admin ranks–who appear to have almost no clue what they are doing on the most basic functions of the most common desktop software.

I don’t need to imagine (because it is my personal story) a young lawyer determining they should just do everything themselves because their support is excruciatingly slow and error prone. Why have your work wait in a queue only to spend more time correcting the returned product than is required to do the work yourself? Staff quality is a key factor in delegation. Training staff is important.

This, of course, is another advantage of competence-based testing. Ascertaining who knows what is great for creating individualized training curricula and raising tech competence, but it is also foundational for team assembly and workflow design. Transparent, objective measurement of proficiency can give lawyers the confidence that the person to whom they are delegating is much better and faster than they are at the task being delegated.

Excel, as always, is my favorite example. I love Excel. I am convinced that Excel is “the most important computer application of all time.” As a data-driven, in-house lawyer, I spent more time in Excel — company financial and performance data — than I did in Word. But I recognize that my experience is not typical and concede that not every lawyer needs to be an Excel expert. Ubiquitous expertise is not what I asked of my outside firms. Instead, I expected them to (a) have a few, identified Excel experts on their team and (b) a workflow designed to direct spreadsheet-intensive work to those experts.  

How To Delegate

That technology is now part of a lawyer’s ethical duty of competence is well-trod ground. (see here, here, and here). Less commented upon (at least in the sources I read) is the interplay between evolving ethical duty of competence and the rules governing delegation. Specifically, Rule 5.1 covers delegation to other attorneys (e.g., from partner to associate), and Rule 5.3 covers delegation to nonlawyers (a term I dislike but that is used in the text of the rule). While “certain tasks are delegable, the lawyer remains responsible for ensuring that those tasks are performed competently, diligently, and otherwise in conformance with the lawyer’s own ethical obligations.” Since the lawyer’s own ethical obligation of competence encompasses technology, the lawyer cannot avoid that duty by delegating the task to someone else.

Granted, these paired obligations can be challenging to fulfill in highly technical areas. While the facts of the particular were egregious,that lawyers will be sanctioned for relying on vendors during the ediscovery process has some troubling implications. But, fortunately, I do not have to deal with edge cases. When it comes to technology training, I’m primarily focused on the basics, for now.

In this regard, I will forever be in the debt of a commenter who responded to one of the first stories on my testing of outside counsel’s tech competence. This commenter has become the posterchild in my discussions of delegation. Because one area of my portfolio included managing a fair amount of small-bore litigation, I would test whether associates and staff could use the automatic Bates-numbering function built into their PDF software. One commenter to the ABA Journal piece that mentioned this was horrified that I expected an exalted J.D. to know such things:

All I am saying is that there is no need to charge a client $250+/hr for me to put page numbers on a stack of documents. I will do the substantive document review, prepare the written responses to the document requests, etc. My secretary or paralegal can do the photocopying and numbering. If a firm has the resources (and I recognize that not all do), I maintain that this would be the proper way to handle such tasks.

All I am saying is that I’m grateful. If I had presented this as a hypothetical, no one would have believed me. The lawyer was so locked into the way things had always been done that the concept of a technology-based solution was outside the realm of comprehension. Commenting on an article referencing the fact that the computer can apply Bates labels in seconds, the lawyer could only envision the laborious manual process and be appalled at the idea that a lawyer might be involved it. God bless the Interwebs!

If a lawyer knows how to use the Bates-label function, the process takes seconds to complete. But even if a lawyer doesn’t know how to use the function, the lawyer still needs to have an idea that such a function exists in order to delegate properly. There is a material difference between (i) expecting your secretary or paralegal to return digital documents in a couple of minutes and (ii) accepting scanned images after several hours. Speed and costs are a concern (copies cost and paralegals bill) but so is quality. The manual process introduces hundreds, if not thousands, of opportunities for error (e.g., two pages stuck together) and drastically reduces the quality of the documents (from digital document to scanned image).

I’ve seen that dynamic over and over again. The attorney not only doesn’t know how to complete the project in a few minutes, but also doesn’t know that the project can/should be completed in a few minutes. The support person also lacks the requisite training and resorts to the most manual, brute-force approach to getting the work done. How the work actually gets done is frequently far more important than whether or not it is delegatedThe most common examples come from Word (e.g., auto-numbering, cross-references, tables of contents) and PDF (e.g., generation, assembly, footers, redactions). The most spectacular examples come from Excel (e.g., filter, sort, math functions, lookup, pivot tables).

I once encountered a paralegal who was in her second week of trying to reconcile three mammoth spreadsheets. One contained customer reference numbers and customer contact information. A second contained customer reference numbers and customer purchase information, including product serial numbers. A third contained a list of serial numbers of purchased products with respect to which the client needed to contact the customers (think warranty, class actions, recalls, etc.). The paralegal was filling out customer contact information on the third list by (i) using the Find function to locate the serial numbers on second list and (ii) then using the Find function again to locate the related customer ID on the first list. She was doing this for tens of thousands of products and was on pace to take several weeks. In a few minutes, I used Vlookup function to complete the entire project for her and reduce the opportunities for human error by several orders of magnitude. Until I came along, neither she nor the attorney who had delegated the task had any idea that she was doing anything wrong.

I harbor no expectation that everyone in the chain will be fully trained in every aspect of the software. The person actually doing the work should be trained in the relevant labor-saving, quality-improving features. The person overseeing them need not know the specifics; the delegator should have a general sense of what the work requires and how long it should take. A rough idea that the software can do X is a different level of competence than knowing how to make the software do X. But it is still a level above where most lawyers and staff currently operate.

Conclusion

We don’t know what we don’t know. Yet, everything is obvious once we have the answer. The people in the preceding stories are good for a chuckle if you are familiar with the functionality they aren’t. Except it isn’t funny. These are real people doing mind numbing and unnecessary work that matters. They are smart, talented, hard working, and well meaning. They just want to do a good job. They have the tools to do a good job. But they don’t know how to use those tools. This situation is unfortunate. It is also remediable. This is a problem we can solve in the near term. Part of the solution, however, entails understanding how technological competence intersects with proper delegation.

Lawyers should know how to complete the work they do not delegate. Lawyers should properly oversee the work they do delegate. Staff should know how to properly perform the work delegated. Not everyone needs to be an expert. But almost everyone would be better served by a higher tech baseline.

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Casey Flaherty is the founder of Procertas. He is a lawyer, consultant, writer, and speaker focused on achieving the right legal outcomes with the right people doing the right work the right way at the right price. Casey created the Service Delivery Review (f.k.a., the Legal Tech Audit), a strategic-sourcing tool that drives deeper supplier relationships by facilitating structured dialogue between law firms and clients. There is more than enough slack in the legal market for clients to get higher quality work at lower cost while law firms increase profits via improved realizations.
The premise of the Service Delivery Review is that with people and pricing in place, rigorous collaboration on process offers the real levers to drive continuous improvement. Proper collaboration means involving nontraditional stakeholders. A prime example is addressing the need for more training on existing technology. One obstacle is that traditional technology training methods are terribleCompetence-based assessments paired with synchronous, active learning offer a better path forward. Following these principles, Casey created the Legal Technology Assessment platform to reduce total training time, enhance training effectiveness, and deliver benchmarked results.
Connect with Casey on LinkedIn or follow him Twitter (@DCaseyF).