Gina Rubel wrote “Differentiating the Midsize Law Firm to Compete with Big Law” for the first issue of ALM’s Mid-Market Report. In the article, Rubel argues that law firm differentiation is key to midsize law firms performing and not underperforming in the shadow of big law.
Rubel highlights a variety of tactics for differentiation including: approach and positioning; attorney experience; client service and client value; diversity and inclusion; fee structure and alternative fee arrangements; geography; nice practices, specializations; practice area or industry focus; and innovation and technology in the practice of law.
Rubel advises that the firm must be open to the rapidly changing practice of law to set the firm up for success. She also urges law firm leaders to open the conversation surrounding the firm’s strategy to not just attorneys, but marketing and business development staff, paralegals, administrative staff, accounting staff and most importantly, the clients too.