The End of Advertising as We Know It | Sergio Zyman

Summary of: The End of Advertising as We Know It
By: Sergio Zyman


In ‘The End of Lawyering?,’ author Richard Susskind delves into how disruptive technologies and the internet will profoundly change the future of the legal profession. The book demonstrates how legal services are being commoditized, multi-sourced, and offshored, affecting law firms, legal trainees, and in-house attorneys alike. Anticipate a riveting exploration of new legal business models, the effects of the recession on traditional law firms, and an analysis of various sourcing methods that are becoming popular for legal services.

Disruptive Technologies and the Future of Law

The legal industry is on the verge of a radical transformation due to disruptive technologies and the Internet. This will result in the commoditization of legal services, broken down into product segments, and outsourced to the lowest-cost provider. The future for lawyers is uncertain, with some firms at risk of disappearing. Leasing attorneys for short-term tasks will become popular, and these lawyers will need to find new ways to make a living. The traditional law firm model is inefficient, and new ways of sourcing legal work are possible. The legal profession, law firms, legal trainees, general counsel, and in-house attorneys will all be affected. Legal process outsourcing (LPO) is a growing industry, which shows there is potential for new ways of handling complex legal work. The future for lawyers will be challenging, but opportunities will also arise for those who can adapt to these changing conditions.

The Four Legal Business Models

In the future, legal businesses will fit into one of four models. The first is centered around expert trusted advisers who provide custom-tailored legal advice and services. Enhanced practitioners support experts without possessing the same level of experience. Routine worker lawyers make up the outer ring and handle low-level tasks that may be delegated more efficiently in the future due to clients balking at the high prices law firms charge.

The Hierarchy of Law Firms

In every law firm, there are three types of lawyers. The first, or the “Expert trusted advisers” provide personalized and experienced legal assistance. The second, or “enhanced practitioners” support the experts and have less experience. The third, or “routine worker” lawyers are at the outermost ring. This hierarchy leaves clients questioning the fees charged by law firms for the work done by the latter. This could be done more efficiently by clients in the future.

Legal Work Simplified

The book presents a unique approach to legal work, where senior attorneys handle the high-level tasks, and the routine work is entrusted to suppliers. Essentially, there are only two groups of legal professionals- the most senior attorneys and the enhanced practitioners. This approach frees up the attorneys’ time, allowing them to focus on essential legal tasks while increasing the efficiency of legal operations.

Revolutionizing Legal Practice

Legal process management through the roles of a legal process analyst and a legal project manager transforms legal practice, ensuring efficient task handling, supplier selection, timely and budgeted delivery of work, and high standards. Firms that fail to adapt to this model risk losing clients to competitors like accounting firms and legal publishers.

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