I’m spending considerable time lately figuring out how to create a virtual, distributed law firm, and I’m following the progress of companies like 37signals and others. These companies have employees distributed across the country and the world. They sell their products over the web. They, and others like them, have been running their businesses with remote workers for years. As usual, law firms are late to the party, and I’m figuring it out now along with a host of other attorneys.
One of the things I’m fighting in myself as I head down this path is my need to recreate processes that existed in the traditional law firm. Some of those processes won’t be the same in the distributed, virtual world, and that’s a good thing. Some of the old processes didn’t work that well for law firms or clients.
An example is the notarization of documents. Clients frequently trek across town to one of our offices to get something notarized. It’s a pain for them, and sometimes it’s a pain for us. I’m looking at ways we can make this simple process easier for everyone.
Today, while thinking about how we’re going to make the signing thing work, I got a package. I received some new eyeglasses from SuperFocus (I’ve reviewed its great eyewear product here before). I’ve always bought eyeglasses from an eyewear store in the past. Eyeglasses require some fitting when you pick them up. The technician twists and bends the frame to make it fit perfectly.
How can SuperFocus deliver the glasses by mail, yet still get them properly fitted on the user? How can this company sell eyewear virtually?
SuperFocus has figured out how to do the virtual thing while simultaneously doing the personal, professional service piece. The company includes a certificate and instructions for the buyer to have the glasses fitted in the box. I’ve been instructed to take the certificate and the glasses to any local eyewear store and have the glasses fitted. The eyewear professional then sends the certificate to SuperFocus for payment. Problem solved.
Interestingly, the problem is not only solved—it’s a better solution than what I had before I ordered glasses over the web. It used to be that I bought my glasses from the eyewear people in my ophthalmologist’s office. They have limited hours and a small staff. Now I can take my glasses and pop in to eyewear store just down the street. It opens early and stays open late. It has a big staff, and I can be in and out in 10 minutes without an appointment. That’s a win.
The eyeglass-fitting problem is like much of what I’m figuring out for our law firm. How do we get documents signed and notarized? How do we meet witnesses in person so we can judge their appearance, demeanor, and credibility? (Skype just doesn’t cut it sometimes.) How do we help people feel like we’re holding their hands when we’re doing our work hundreds or thousands of miles away?
These problems can be solved: I know they can because I’m now solving them slowly, but surely. However, they require a different mindset. They require a willingness to consider solutions that differ from the traditional law firm experience. They require a willingness to create a new experience—a better experience that meets the needs of the client while allowing the firm to deliver services in a professional and efficient manner. I’ve got to say that I’m loving figuring all of this out.
