Decoding The Future Of Legal Services: The Key Lies In Unspoken Client Needs
Written by Sam Abeysekera on September 1, 2023
In an era where algorithms and bots threaten to replace the irreplaceable, I recently collaborated with Am Law 10 partner, let’s call her Eleanor, on an initiative to redefine her practice area’s services with a new strategy. What's the alchemy behind such a feat in today's AI-saturated world? The answer is both complex and astonishingly simple: a keen understanding of both spoken and particularly unspoken client needs.
The Sacred Principle of Starting with Needs
What do compelling marketing and developing futuristic legal services have in common? Quite a bit. The tool I wield for both is zeroing in on needs—especially "unspoken needs." Why? All clients are ultimately people. Even corporations are made up of people. So all commerce is simply about people getting what they want. Sounds simple, right? But the phrase, unspoken needs, captures the deeper, more emotive aspects of people; realms we often neglect because we're busy chasing the superficial, realms that many are either too busy or too cautious to explore, but where true connections are made and profound insights are discovered. Because at the core, both processes (marketing and developing future services) aim at understanding the person or client in a deeper way. It's a strategy that doesn't just set you apart; it puts you in a league where very few can compete, but the impact is monumental.
Digging Deeper
Clients often give you a surface-level understanding of what they think they want. But beneath that is a treasure trove of need even they may not even be fully aware of themselves. Working with Eleanor we quickly set about mining the treasure trove of different observations from her practice group. By focusing not just on what clients say, but also on what they don't, we were able to design next-generation services that will disrupt traditional frameworks. The words of Henry Ford illustrate this perfectly, “If I had asked people what they wanted, they would have said faster horses.” 
Technology: A Servant, Not a Master
Yes, the advance of AI is powerful, but it lacks the depth of human inquiry. We can use technology to take care of the mundane, but it requires deep human inquiry to delve into the more complex emotional and strategic aspects of our clients' needs.
The Proof Is in the Pudding
In working with Eleanor we embarked on a journey to redefine and transform the experience for her clients. Not content with simply meeting industry standards, our collaboration resulted in commitments to create a new global practice from the head of the firm and established Eleanor as the vanguard to lead it. The success of this work is not just in projected revenues conservatively doubling but in the new era in Eleanor’s career and for her firm, and of course the opportunities for clients.

We leveraged our methodologies, sophisticated needs analysis, and dynamic messaging models, to ensure her new services were not just solutions but revolutions in their own right. The process is too in-depth to cover in an article but the diagram below outlines the key stages of the approach which can be leveraged for any practice area.

It’s fascinating how a focused Needs Analysis can be so effective across the board. I've seen it work marvels in crafting precise messages that resonate with an audience, and similarly in uncovering hidden unspoken needs that are ripe avenues for new services. When we focus on what the client really wants, both said and unsaid, we aren't just opening windows—we're unlocking doors.
The Dual Edges of Female Leadership in Innovative Legal Services
Eleanor excelled at mining the collective wisdom of decades of practice, a skill set that women are often particularly adept at. In my experience, women are uniquely positioned to excel in this paradigm shift toward understanding unspoken client needs. Their fluency in empathy and intuition—whether biologically hardwired or nurtured through a lifetime of emotional labor—equips them with an invaluable toolset. This isn't just about providing services; it's about architecting holistic solutions. This emotional intelligence acts as a catalyst for creative nurturing, driving not just incremental improvements but groundbreaking innovations. 

However, this strength comes with a notable caveat. The same emotional labor that empowers many women to excel in this realm often creates a double bind, particularly in male-dominated industries like law. Women frequently find themselves juggling multiple roles and responsibilities, which can be a significant barrier to dedicating the time and energy needed to fully leverage these intuitive skills. Consequently, the challenge often lies not in the capability to innovate, but in securing the space and resources to actualize this potential. 

In essence, women are well-suited for this new frontier in legal services, but structural barriers often hinder the full expression of their capabilities. Breaking down these barriers is crucial for both the women poised to lead and the industry ready for transformation.
In Closing
In a world buzzing with talk about AI and big data, let's not forget what makes us uniquely capable of true innovation: our deep, nuanced understanding of human needs. And when you can master that, you're not just in the game; you're changing the rules. Because understanding unspoken needs is and always will be the future of innovative service offerings. 

Feel free to share your thoughts with us or reach out to discuss how you too can unearth unspoken client needs that can transform your practice.

Sam Abeysekera

Sam is dedicated to empowering female partners and founders in the legal industry to break through barriers and redefine success. As the lawyer's advocate, she equips her clients with strategies to become seasoned rainmakers and thrive within the dynamics of law firm culture, all while maintaining balance and authenticity.
©2024 Eagle Makers LLC