You won’t get a second chance to make a first impression, so if your first legal project management (LPM) program is not well designed and executed, it may be quite some time before there is a second one.
We have consistently found that the most effective way to change LPM behavior and build momentum within a firm is for motivated attorneys to directly experience immediate benefits and then become internal champions who spread the word. And the most efficient way for lawyers to experience those benefits is to work one-on-one with a legal project management coach.
Who should be coached first? We recommend starting with the motivated: lawyers who are open to new ideas and who have the most to gain. They could be the key partners who are responsible for new alternative fee arrangements. Or they might be relationship partners who are worried about protecting business with key clients who are looking for greater efficiency. Or maybe an entire practice group is considering new checklists, templates and processes to improve its competitive position.
The exact individuals and groups will vary from firm to firm. But in every case, the best lawyers to start with are those who are open-minded about change and efficiency, in a position to benefit when it works, and influential enough to quickly spread the word of their success.
That’s the model we used when we began working with Hanson Bridgett a Northern California law firm with more than 150 attorneys that has launched many new initiatives to increase client satisfaction by providing greater value, including several focusing on project management. As Managing Partner Andrew G. Giacomini put it: “The legal marketplace is changing, and as a result Hanson Bridgett is making a significant commitment to what we are calling 'Pricing to Client Value': fairly pricing the creative scope of work and efficiently delivering what's most important to the client.”
Last August, we began an LPM pilot program test with eleven of their lawyers, who were split between our two most popular programs. Five lawyers completed three months of individual coaching, and six others were enrolled in a just-in-time training program that began with a group workshop and also included one month of coaching.
Based on the testimony of the first group, firm management was interested in expanding the program, so the firm was faced with the task of identifying the candidates who would provide the greatest return on investment.
Program leaders Garner Weng – a partner who participated in the pilot program -- and Chris Fryer – their IT Director and internal project management guru -- developed a very brief questionnaire to pick the best candidates. When we saw the questionnaire, our first question was: Why didn’t we think of that? Our second question was: Could we share it with others through this blog?
They said yes, so here are the five questions Hanson Bridgett asked, emphasizing the need for each lawyer to provide specific and concrete examples:
- Have you used any flat-fee or other alternative-fee arrangements in the past?
- Are you willing to commit at least 2-4 hours per week to your participation in this program?
- Describe two challenges you commonly face in managing your work.
- What benefits or skills do you hope to gain by participation in our project management coaching program?
- With greater or improved use of project management, describe the impact or long-term benefit you hope to achieve for the firm or on behalf of firm clients.
Hanson Bridgett used the results to select ten more lawyers to begin a LegalBizDev coaching program in April. It is a hybrid which combines the just-in-time workshop with two to three months of coaching. We will describe the results of these programs in future case study posts.