Samira Mery Lineberger, Esq.
“If you can find collaborators whose strengths compliment your own, the result can be more than the sum of its authors.” Walter John Williams
In the popular animated Disney film, Ratatouille an unusually talent rat finds himself cooking in a famous restaurant in Paris, guided by the encouragement of his mentor, a famous, well-published chef who is known for his assertion that “anyone can cook.” The antagonist, an equally famous food critic, scuffs at such a notion, but eventually appreciates its meaning when he realizes that strengths and talents can be found in the most unexpected places. We learn that it is the combination of the individuals working together that made that make believe Paris restaurant successful. By utilizing the strengths of its individuals in the various roles they excelled in, together they were able to create a great meal. Law firms today can utilize this concept in developing a great marketing program.
A common complaint I hear from many managing partners is that when it comes to business development, some people are just not trainable. In some ways, this is true. Being a great lawyer does not necessarily equate to being a great rainmaker. While most lawyers tend to be good advocates, there is more to rainmaking than winning debates and being persuasive. Business development skills can be taught to a certain degree, but excellence in such skills is limited to those whose natural strengths compliment the work that needs to be done to develop business. However, if the activities necessary for business development can be broken into difference categories, such as networking, speaking, researching, writing, etc., the number of lawyers that can contribute utilizing their natural strengths and talents can be increased, and thereby reduce the burden on the few lawyers that have strengths that naturally match the bulk of the business development activities. Rather than trying to train all the lawyers to do all things, lawyers should focus on contributing to the business development of the firm in the ways that are more suited toward their natural strengths. Networkers should network. Speakers should speak. Researchers should research. Writers should write. With the collective effort of each lawyer contributing based on their strengths, they can all “cook” and produce something greater than the sum of its parts.