In this episode, Alay and Mark discuss:
- Why you need to focus and pick your area of expertise.
- Understanding your why and your real purpose.
- Unique strengths and how they make you different in your market.
- Niching in an area with enduring value.
- Make your area of expertise narrower, and narrower, and narrower. It is to your benefit to focus on and not try to be everything to everyone.
- Understanding your true, deep purpose is not a 15-minute process. It will take time and drilling deep to truly understand who you are and why you do what you do.
- If you try to do everything, there will always be somebody who can do each specific, focus area better than you can and they will get the clients.
- You need to have both value and passion – in that space is where you have your unique value proposition.
- “Focus on what you are going to do. If your strength is immigration law, don’t try and focus on 14 other things.” — Mark Rockwell
- “Do you want to hit excellence, or are you okay with mediocrity? Because you cannot achieve excellence if you don’t focus and pick your target.” — Mark Rockwell
- “If you’re going to try and do multiple practice areas, you need to have a value proposition for why you are in those multiple areas, but then those areas have to be tightly integrated, and there are a lot of operational and strategic consequences that come from that decision.” — Alay Yajnik
- “If you just fell into what you do, why did you stay in it, you could have chosen another area of the law, you could have chosen to leave the field of law entirely. But you stayed in it, and there were reasons why you did.” — Alay Yajnik
Book: Focus by Al Ries
Predictive Index: https://www.predictiveindex.com/
Connect with Mark Rockwell:
Connect with Alay Yajnik:
One Page Strategic Plan: LawFirmSuccessGroup.com