The Long Tail…

♫ Where you lead, I will follow
Anywhere that you tell me to
If you need, you need me to be with you
I will follow where you lead..♫

Lyrics and music by Toni Stern and Carole King, recorded by Carole King.

Lawyers, I surmise, believe with their long history and experience that they are the innovators of any changes in the legal/justice system.  However, that theory may need further examination. In fact it may have to be turned onto its head.

There is a countervailing theory, promoted by Eric von Hippel and others, that users and consumers of services, (in our case, legal services) are actually the innovators of new services rather than suppliers of those services, or in our case, lawyers.

For example:

“User innovation doesn’t only extend to tangible products but also services. von Hippel found that eighty-five percent of individuals self-provided themselves with accounting and banking processes before banks offered this service.”

Imagine. Clients finding and directing the changes that they desire in legal services and providing them to themselves.  How could this happen?

“An extension of user innovations is the idea of lead users. These are the individuals who first feel the need for a product or service and create it for themselves. Lead user identification is an essential method used by companies to identify the newest innovations in their product areas giving them crucial insight on the needs of their users.”

How many lawyers and law firms are focused on the idea of lead users and innovation? How many of us are focused on this innovation segment?   Indeed how many lawyers and law firms are actually focused on innovation in the delivery of legal services?

Professor von Hipple:

“finds it interesting that in the UK, 8% (3-4 million people) of consumers modify the product that they use.”

In fact,

“He stressed the fact that the number of consumers modifying products and thereby innovating outweighs the number of people doing this in companies”

Perhaps we need to be listening to our clients …much more than we are doing right now.  The consumers of legal services may in fact be showing us the innovations that we as lawyers need to make to our delivery of legal services.

In fact, they may just be showing us the way..