John de Forte takes a sideways look at the world of professional services marketing. How can law firms counter negative perceptions about their profession?
An IT expert asked a user to choose a password of eight characters. The user replied: ‘Snow White and the Seven Dwarves’. ‘I see that you are a solicitor,’ said the IT expert.
‘Yes, but how did you know?’, the lawyer asked.
‘The answer you gave is 100% accurate – and 100% useless.’
There is no shortage of jokes about lawyers, as everybody knows. Often, they are about the legal profession’s predatory approach to charging fees, or, in the joke above, how its practitioners tend towards pedantry over practicality. But humour usually contains a kernel of truth.
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