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Leading by Example

Posted on by Elonide Semmes
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As brand experts, we always cite the mantra, “Live the Brand.” I had an opportunity to see a company, DaVita, which takes this mantra so totally to heart it is awe-inspiring.

DaVita cares for people with kidney problems and much more. My family is very much a part of the healthcare community, so I know their stellar reputation. They run dialysis centers around the world, and they run them with soul. Named one of Fortune’s Most Admired Healthcare Companies, DaVita ranks #3 overall and #1 in innovation and quality of products in the Health Care Medical Facilities category.

Yesterday, I got a glimpse of the culture that drives the DaVita experience by visiting their Denver headquarters; compliments of our commercial real estate client, CRESA. Thank you Phillip Infelise and Karen Galvin for the opportunity.

DaVita’s leadership teaches us to embed the firm’s mission and values everywhere, and not to make it boring. They channel the Three Musketeers and their mantra, “One for all and All for One,” to capture what they believe.

Take notice of how their values are not inwardly focused, but are about how DaVita fits into our community at the highest level:

  • Building a Community
  • To Build the Greatest Healthcare Community the World Has Ever Seen
  • Being a Role Model for American Health Care
  • Sending Forth Ripples of Citizen Leadership

DaVita’s work is serious and life saving, but they inject joy into the workplace. Everyone responsible for leading a company or managing a brand would do well to study DaVita’s approach and track record.

How Far Have We Come

Posted on by Elonide Semmes
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Some years ago I gave a tongue and cheek speech at a law firm retreat on the history of legal marketing as seen by those of us in the trenches. Recently when a new legal marketer seemed frustrated about partners not willing to be on LinkedIn, I assured her that we’ve actually made progress. So we’ve decided to actually pull out the time capsule and share our 30-years of war stories from here at Right Hat. So stay tuned for the Right Hat documentary!

1980 I can’t believe they want us to carry a business card? Everyone at my country club knows who I am and what I do.
1984 Clients push back on phone and fax charges
1986 Firm brochure just published crisp A-Z (antitrust – zoning) 60 pages
1989 Logo for a law firm?? You won’t see Cravath stooping that low.
1995 Web page – cost $10,000 but buried it as IT expense.

And that is just the start…..

Paying Off Your Promise of Value

Posted on by Elonide Semmes
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Paying off a promise of value on your website is always a challenge. Kudos to Volvo Trucks which promises efficiency and then gives visitors the site tools to back up their promise — including a fuel calculator and companion iPad version. These are involved tools but simple checklists can provide the same benefit.

What can you add to your website to back up your company’s promise of value?

Are You Fostering or Hindering Communications?

Posted on by Elonide Semmes
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When talking to buyers of professional services, I am always amazed at what little things annoy them. One complaint that I hear repeatedly is how email signatures hinder communications. The source of the annoyance is simple. Many executives are constantly on the go and respond to email from a mobile device, not their desktop. And sadly their mobile address books are not always up to date. So they rely on the phone number in the bottom of an email. Yet many people set their email signature to only show the first time an email is received. Think twice if this is your approach as you may inadvertently be annoying your favorite client.

Technology as a Disrupter

Posted on by Elonide Semmes
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At the College of Law Practice Management Futures conference, there were plenty of sessions that provided food for thought. But one of the most compelling was, “Technology as a Disrupter.” The session started with the usual examples of iPod/iTunes changing forever how we buy and listen to music. Or Amazon shifting, not only how we find a book, but for many rural customers how you buy your paper towels. Even a colleague next to me described how her very cute prescription glasses came from China. She uploaded a photo of herself, tried different pairs on her virtual image and then ordered them for a mere $10.00. She now has five pairs each entirely different.

After the introduction, there was a very compelling talk by a trial lawyer from Wachtell about how computers are more accurate than humans at massive document review. And how that has fundamentally changed how major trials are happening. This session has driven me to obsess on how our own business is impacted. And it makes me wonder why every corporate retreat or strategic planning meeting doesn’t devote a good chunk of the discussion to this topic. Perhaps it is simply because we are scared at the answer.