By Dr. Ken Broda-Bahm:
They say that attraction is better than promotion, and we’re pleased this blog has been attractive. We’re honored to be in the fine company of the ABA Journal Blawg 100 for a second year. If you like what you read here, feel free to give us another bump by registering and voting at the link above in the “Trial Practice” category. But – as you might expect – there is more to it than self-congratulations. Just as I noted on the occasion of our first Blawg 100 honors last year, there is a larger point to be made, and it bears on the work of litigators. In this case, the larger point boils down to one simple word: Share. Share your knowledge, share your experience, and share your skills. Generously. Yes, we are in the business of selling all three, but the reality is that we’re also entering what can be called a “new knowledge economy” where value is something that often moves freely in an open creative commons, and is not simply bartered away to paying customers.
In other words, the lesson for litigators I’ve learned in writing this blog is a lesson for how lawyers should promote, or more accurately, attract. That lesson is to be generous with your time and your expertise. Of course, lawyers need to be careful and clear about when representation is and isn't created. But as lawyers and legal consultants, we're in the business of getting potential clients to trust us before they hire us. Reputation, past work, or a longstanding relationship - those are all great routes to trust. But for those who we are just meeting, how do we get them to trust? A new essay in Boro Zivkovic' blog post for Scientific American, “Nate Silver and the Ascendance of Expertise” provides some timely wisdom on this point. "Expertise engenders trust," according to this science blogging pioneer, and as we're becoming fed up with glib pundits and bloviators, "there is a hunger out there for expertise." Expertise is something that you have. So the question for our post today is, "How should you share it."