Management Guru Peter Drucker famously stated that “Culture eats strategy for breakfast.” What does “culture eats strategy” mean for you and your law firm?
In a very practical sense, this quote means that no matter what business strategy or strategic planning you attempt to implement, its success and efficacy are going to be held back by the employees implementing the plan if your firm culture does not support it. In other words, your firm’s ability to successfully implement strategic planning is directly correlated to the strength of your firm’s culture. If your firm’s culture is weak, your ability to implement growth strategies is compromised.
When your employees are apathetic to their jobs and lack passion for the work they do, they are unlikely to be performing even basic job duties well, much less helping to implement strategic initiatives successfully. Lara Hogan, Sr. Engineering Manager at Etsy, puts it this way:
“Performance more often comes down to a cultural challenge rather than simply a technical one.”
For many business owners these days, the word “culture” can seem like a fuzzy concept. I used to think the same thing: that “culture” was simply a trendy word with a nice millennial ring to it; However, senior executives and CEOs across the country are starting to pay attention to this concept.
So much so, that it’s now believed to be a major determinant of a company’s success or failure. Fortunately, this reality presents a tremendous leadership opportunity for you.
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So, what does the term “culture” really mean? Brian Chesky, Co-Founder, and CEO of Airbnb defines it this way: “Culture is simply a shared way of doing something with a passion.” But it’s also more than simply passionate teamwork; Firm culture encompasses having a clear set of core values as well as a clear vision for your firm.
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Let’s consider Zappos, a company known for having a distinct firm culture, and for performance that more than doubles their competition. Not only are they commercially successful, but Zappos also consistently ranks on the Forbes list of best places to work in the country. When asked about firm culture and core values, Zappos CEO Tony Hsieh gives us some great insights into their success: “We believe that it’s really important to come up with core values that you can commit to. And by commit, I mean that you’re willing to hire, and fire based on them.
If you’re willing to do that, then you’re well on your way to building a company culture that is in line with the brand you want to build.”
Core values may vary, depending on the business owner. For example, Google’s CEO, Larry Page, gives this advice: “Make sure everybody in the company has great opportunities, has a meaningful impact, and is contributing to the good of society.”
Phil Libin, the Co-Founder and former CEO of Evernote articulates his firm’s culture this way: “We try to have the kind of culture that doesn’t value excuses in the sense that when you’re supposed to accomplish something, and you’re at a high level, then your job is to accomplish it in spite of difficulty. And you are rewarded for dealing with that.”
Nike’s CEO, Mark Parker, values pushing the status quo, and employee-ownership of job responsibilities: “We have a culture where we are incredibly self-critical – We don’t get comfortable with our success.” Barabara Londer, CEO of PBS values creativity and ingenuity: “It’s important for us to create a culture of innovation-one that both values and rewards innovation.”
In my own law firms, I valued excellent client service. I knew it was critically important that all my employees treat every single client with respect. I wanted them to go the extra mile in terms of their legal work and their client communications. I posted my firm’s core values prominently in my offices and made copies for all employees. I even tested new employees to make sure they knew these values cold, and that they understood just how important these values were to me!
But, of course, a successful law firm is not a dictatorship. Employees need to buy into the whys of your culture and to believe in the importance of what your law firm is doing each day. In the legal profession, you have the unique opportunity to be able to capitalize on the importance of the work you and your employees are doing each day.
Every single day that your employees walk into the office, they have the power to change lives for the better. Clients will never love a law firm unless its employees love it first. Your ability to create a culture that drives success requires a sense of teamwork. Here’s what you can do to start fostering a culture of strategic growth:
1) Check the Pulse:
Your employees need to feel they are part of your firm’s team, and that they are seen and heard as valued players. Take a survey of your staff to get a sense of what they would change about your law firm and what they would like to see in the future. Have them think about their ideal future within your firm and see how you can help them achieve those goals as well as how those goals might fit into your overall firm objectives.
2. Foster Conversations:
Create a safe environment where your staff can openly express ideas. Your employees are in the trenches with your clients and caseloads each day. Often they can provide innovative suggestions and insight in a variety of areas.
While you have an agenda and a clear direction for where you want to go, you cannot row the ship alone. You need your people on board. Those that feel valued, respected, and appreciated will row faster and harder, and your odds of success increase.
It will also help tremendously if you have a talented Office Manager that can act as your surrogate leader; who understands your vision, your culture, and is able to relate to your employees.
3. Keep the Vision and Values Front and Center:
Your employees need to understand your vision and how they contribute to that vision. Meet regularly with your staff and start these meetings with reference to your values and visions. Help your employees see how their work fits into the big picture. Let them in on where you are planning to take things next so that they can get behind the new ideas and developments.
4. Celebrate Short Term Wins/Benchmarks Along the Way:
Growth is a process, and you want to build momentum as your staff sees the vision you have beginning to take form. Wiley Cerilli, Founder and CEO of SinglePlatform, puts it this way: “You want to set goals you can hit, so when you start hitting them, you can celebrate these wins. People start trusting in your way of projecting the business.” Once your people see that changes are happening to create a new culture, it will start to get Real to them, and they are even more motivated to get behind it.
5. Lead by Example
You cannot just “talk the talk” of the culture you want; you must also “walk the walk.” Your actions will speak louder than your words ever will. You cannot expect attitudes and actions from your employees that you do not embody. You must initiate the wave, and your team keeps that wave going.
Your Firm’s Culture is vitally important to Maximizing Strategic Firm Growth. You have the power to create a Winning Culture! So, start Today!
