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Trends often underscore the most common denominator of values and human endeavor.
And every few years, enough changes in consumer behavior accumulate to reconfigure the playing field of competition. Such a time is upon us. Paradigm was a trendy management term in the late 80s, but its usefulness remains as a signal of changes in patterns of practice that are a bellweather for what is happening today in the marketing of legal services, and indeed, in all professional services marketing. When a paradigm shifts, those firms not incorporating the new best practices eat a meager meal at the table of commerce. While all trends are not worth adopting, it is crucial to identify those that appear to have the staying power of a year or maybe two.