All Lawyers are the Same

All lawyers are the same.

Not true - or at least I hope not. However the statement illustrates an important point that we were working through at the end of last week for Triple X

We know what the market wants to buy and Triple X is making some early sales with little or no marketing, which is very encouraging. However there are alternative offerings in the market that their target market believes compete with the Triple X proposition. (We’ll cover the challenge of categorization in a different entry tomorrow, but it is something you need to know about). We expected this and as a result we have worked with Triple X to identify its true unique – that thing that sets it apart from its competitors.

The reason we make the statement about all lawyers being the same is that part of the process of developing a unique proposition, is being able to demonstrate something that your market values and is unique to your offering.  

Here’s what we mean. Speak to a lawyer and ask him or her what makes their firm so special and they’ll probably say something like, “We have the best lawyers.”  If they all say it, then it certainly can’t be unique and because it’s virtually impossible to prove, its probably not something the market will value or respect.

This is not a trivial thing. it is a key part of what helps you stand out and win business, so we would suggest this is an exercise you should not skimp on.

For Triple X it is measurable return. No other company in its industry can demonstrate the same level of return when helping its customers address a very costly issue in the industry. What is even better is that Triple X’s customers recognise this and value it.

Even better still, it can be defended and developed over time to increase the return its customers get.

So what is your unique? What is it that makes your business special and most importantly do your customers understand it and value it?

By Tim Sandford