Ed. note: This is the latest installment of Size Matters, one of Above the Law’s new columns for small-firm lawyers.
It is no secret that I do not like my small firm. But I do know people who have found happiness and professional fulfillment by working at small law firms. And, since Biglaw probably can’t hire all of you, what other choice do you have?
One positive feature of practicing in a small law firm is that is enables an attorney to take a wide variety of unique cases and to specialize in interesting areas of the law. Indeed, one small-firm lawyer is gaining huge notoriety with the Super Bowl XLV ticket class action on behalf of ticket holders who were denied seats at the game. The suit is being brought by Michael J. Avenatti, a Los Angeles based attorney and founding partner of Eagan Avenatti LLP — a firm of less than twenty attorneys, per Martindale-Hubbell. Per USA Today, Avenatti estimates that the class will reach 1000 fans and seeks $5 million in damages. Biglaw would likely scoff at such a case, but perhaps Mr. Avenatti will be laughing all the way to the bank.
Let’s look at a few other examples of niche practices….
By now, everyone has seen the Volkswagen Super Bowl commercial featuring Max Page as a pint-sized Darth Vader. You know, Max Page — the kid who plays Baby Reed on The Young and The Restless. You mean to tell me you don’t watch a little Y&R? Yeah, I don’t either, and I also hadn’t heard of him until the ad came out.
If you are one of the four people in the world who hasn’t seen this commercial yet, check it out here (first ad). The minute-long video features Page dressed in a Darth Vader costume trying (and failing) to use the Force on everything from his dog to the washing machine to his sandwich, with the Imperial March theme playing throughout in the background. When his father comes home in his shiny Volkswagen Passat, Page runs out not to greet him but to attempt to use the Force on the car. As he focuses all of his energy on it, the Passat suddenly starts.
The audience is quickly made aware that the car started not because of this little Vader’s supernatural abilities, but due to the father starting it remotely from the kitchen. Although Page is wearing a mask, you can imagine the look of surprise on his face as he turns in astonishment toward his parents. As I read online from one random commenter, the commercial managed to capture the spirit of Star Wars better than Lucas did in his last three prequels.
What many people don’t know is that Volkswagen used some of the Force itself with its social-media marketing — and that campaign may provide useful marketing lessons for attorneys. The company managed to not only create one of the most popular commercials during the Super Bowl, but also saved itself at least $3 million dollars in the process.
Is there any way lawyers could implement something similar?
In case you haven’t been following along, the National Football League has been dealing with a little controversy from 1,250 fans who went to the Super Bowl. It’s been labeled “Seatgate.” These people bought tickets to the Super Bowl, but when they arrived in Dallas, their temporary seats were not completed. It appears that Super Bowl organizers knew there was a chance the seats would not be ready in time, but didn’t tell the fans. It turns out they had to watch the game in a standing-room area, on a television, or from different locations in the stadium.
The fans got screwed; no doubt about that. And, like an airline that bumps people because they oversold the plane, the NFL is trying to make it up to the fans. It’s not out of kindness; the NFL is just trying to mitigate the public-relations damage from Super Bowl ticket holders not having seats. So the NFL has offered the fans a number of “make good” options.
But the fans are not satisfied, and now there’s talk of lawsuits. Why? Because people are dumb and greedy and trying to milk their hardship for everything it’s worth.
To tell you the truth, I really want these super fans to go away already…
If you are considering a virtual law practice, you know that many of today’s solo firms started that way. But why are established, multi-attorney law firms going virtual?
Many small firms are successfully moving part—or even all—of their practice to a virtual setting. This even includes multi-jurisdictional practice spanning several states and practice areas, although solo and small partnerships are still the largest adopters of virtual law.
Can you do the same? The new article Mobile in Practice, Virtual by Design from author Jared Correia, Esq., explores how mobile technology bring real-life benefits to a small law firm. Read this new article—the next in Thomson Reuters’ Independent Thinking series for small firms—to explore how a mobile practice:
Reduces malpractice risk
Enables you to gather the best attorneys to fit the firm, regardless of each person’s geographic location
Leverages mobile devices and cloud technology to enable on-the-spot client and prospect communication
Transitioning in-house is something many (if not most) firm lawyers find themselves considering at some point. For many, it’s the first step in their career that isn’t simply a function of picking the best option available based on a ranking system.
Unknown territory feels high-risk, and can have the effect of steering many of us towards the well-greased channels into large, established companies.
For those who may be open to something more entrepreneurial, there is far less information available. No recruiter is calling every week with offers and details.
In sponsorship with Betterment, ATL and David Lat will moderate a panel about life in-house and we’ll hear from GCs at Birchbox, Gawker Media, Squarespace, Bonobos, and Betterment. Drinks, snacks, networking, and a great time guaranteed. Invite your colleagues, but RSVP fast, as space is limited.
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: email@example.com.
It’s that time of year again when JDs are starting to apply for 2L summer jobs and 2L summers are deciding which practice area to focus on.
For those JDs with an interest in potentially lateraling to or transferring to Asia in the future, please feel free to reach out to Kinney for advice on firm choices, interviewing and practice choices, relating to future marketability in Asia, or for a general discussion on your particular Asia markets of interest. This is of course a free of cost service for those who some years in the future may be our future industry contacts or perhaps even clients.
For some years now Kinney’s Asia head, Evan Jowers, has been formally advising Harvard Law students with such questions, as the Asia expert in Harvard Law’s “Ask The Experts Market Program” each summer and fall, with podcasts and scheduled phone calls. This has been an enjoyable and productive experience for all involved.