Written by Laura J. Greenberg on . About #optimizing in-house legal.
Hopefully, you know what you do and how you do it. But do you know why you do it?
I prefer developing a team’s purpose - their why and reason for being - in lieu of drafting mission and vision statements for the legal team.
Often this exercise is pushed to the bottom of the to do list. But it shouldn’t be. Discovering your purpose has the ability to transform your legal team’s performance, increase engagement, cut costs, and add value to the company.
Contrary to popular advice, I’ve found it’s easier to start with “what” and “how” to get to “why”. The “what” and “how” is what is being done right now. Moving from the tangible (“what” and “how”) and to the intangible (“why”) is generally easier than jumping right into an existential conversation about why we exist.
First, we’ll examine the value of your legal services, move on to how your team provides those services, take a look at your users, then dive into the importance of clarifying your team’s purpose before ending with suggestions for building your team’s brand. It will look a little something like this:
1. What + Value: What is the Value of Your Legal Team?
2. How + Strategy: Is Your Legal Team Like Ikea, Apple, or McDonalds?
3. Users + Legal Design: Does Legal Your Team Work With User Personas?
4. Purpose + Emotion: How Does Legal Make You Feel?
5. Brand + Branding: What’s Your Legal Team Marketing Plan?
 See Rob Booth from The Crown Estate explain his interpretation of What, How, and Why for legal teams - See more from The Lawyer On-demand video: Finding your purpose and understanding what a legal team strategy and mission should look like
 Ernst and Young Global: Can a purpose, beyond profit, really drive results and long-term value? And thanks to Rob Booth from the Crown Estate for highlighting this study in the below video.
 See more from The Lawyer On-demand video:Finding your purpose and understanding what a legal team strategy and mission should look like