Spirit Airlines is a cheap airline. They advertise a “$9 fare club.” They advertise a lot. Their goal appears to be to let everyone know, to create the reputation, that they are the low cost alternative to other airlines – just like you want everyone to know you are the “aggressive” alternative to all other “aggressive” lawyers out there that will “fight” for their clients (free consultations and payment plans available of course as well.). In fact, when you Google “Spirit Airlines,” you get this:
I’ve never flown Spirit, and I don’t know if anyone has actually flown anywhere for $9, but I do know that I’ve never heard anything good about this airline. They call themselves “cheap,” while others say they’re “bad.” They do make a ton of money, which should bring a smile to the growing number of cheap and bad lawyers out there….
As you probably know, the Boston Bruins won their first Stanley Cup since the Nixon Administration. I’m no kind of hockey fan, but as a Boston sports fan, I took a passing interest in it. Which is to say that I watched Game 7 on Wednesday. Mine was a short ride on the bandwagon. (I mean, it’s June. It’s baseball time.)
But Boston is a big sports town, having now won all three major North American sports championships (plus hockey, see what I did there?) in just a seven-year span. The closest any other city has come to that is 11 years (and that’s New York, with two teams in each sport).
But to be fair, the Bruins do have many fans in the Boston area. (Although apparently an entire season was recently canceled because of labor strife, and I’m pretty sure no one noticed.) Many of those fans made their way into Boston on Saturday to watch the Bruins’ victory boat. Police estimated that a million people came into the city to celebrate. Many of them parked in my suburban neighborhood, because we live near the end of one of the subway lines. Because that’s what you want: scads of drunken hockey fans parking in front of your house. Could have been worse, though; in Vancouver, the fans of the runner-up Canucks basically set the place on fire.
But some fans had trouble getting into town because of spotty rail service, and they weren’t too happy about it. What important lesson does this hold for small-firm lawyers?
No, not in the way you think. I’m not talking about E-tickets and giant bow-tied mice and screaming, overtired kids being dragged around by the half-crazed parents determined to get their money’s worth. (“Have fun, dammit! Have fun!”) I mean in the way that the company, Walt Disney, creates a consistently positive and memorable experience year round for people from all over the world.
Whatever your impressions or memories of Disney World, most people agree that the company’s ability to make people happy is unrivaled. Executives and managers from companies in every industry pay thousands of dollars to study how the company does it at the Disney Institute. And the Institute even published a book on how to Disneyify your company called Be Our Guest. You can get the book at Amazon for about ten bucks; I recommend it.
So what can your law firm do to create the kind of world-class service that Mickey would be proud of? Let’s discuss….
Ed. note: The Asia Chronicles column is authored by Kinney Recruiting. Kinney has made more placements of U.S. associates, counsels and partners in Asia than any other recruiting firm in each of the past seven years. You can reach them by email: firstname.lastname@example.org.
Things have changed recently in Korea – a few of our US and UK client firms are looking, very selectively, for a lateral US associate hire. Until just recently, there was not much hiring like this going on in Korea, since US and UK firms started opening offices there. We have already placed two US associates in Korea in the past month at top firms. Most of the hiring partners we work with in Korea do not actively work with other recruiters.
If you are a Korean fluent US associate in London, New York or another major US market, 2nd to 6th year, at a top 20 firm, with cap markets or M&A focus (or mix), or project finance background, and you are interested in lateraling to Korea to a top US or UK firm, please feel free to reach out to us at email@example.com or firstname.lastname@example.org. Our head of Asia, Evan Jowers, was just in Korea recently, and Evan and Robert Kinney will be in Korea in a few weeks. We are in the process of helping several firms open new offices in Korea (a number of which are interviewing our partner level candidates) and also helping existing offices there fill openings.
Professor Joel P. Trachtman has developed a unique, practical guide to help lawyers analyze, argue, and write effectively.
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