The legal sector is bursting with competent, highly skilled professionals. And while this means the industry stays vibrant and respected – it does bring challenges. Biggest of them all? Standing out from the competition.
We spoke to people and culture consultant, high-performance coach and bestselling author, Shona Rowan, about what it takes to rise above the rest. Here she shares her 5 expert steps to stand out as a lawyer, helping you reach your full professional potential.
But first, why differentiation matters...
Whether you work in private practice, in-house or government – and whatever your speciality area – you’ll be asking yourself this question time and again: How can I set myself apart? While it may seem like a merely competitive concern, Shona says differentiation goes far deeper than that.
“Differentiation is about sharpening your strengths and realising your potential – professionally and personally. It helps you achieve your career goals, find clients that resonate and provide unparalleled value to them.
“It often goes hand in hand with high performance. The lawyers who stand out typically have exceptional communication skills, strong and genuine interpersonal skills, and are adaptable.”
In reality as more lawyers enter the field, and legaltech noise rises, so does the challenge of standing out. So, what steps can you take to sharpen your skills and set yourself apart?
STEP 1: Get to know yourself
Ever heard the saying, ‘Know thyself’? Shona says it applies to your professional life as much as your personal life.
“If you want to perform to your best – and create a fulfilling career – you need to build awareness of your strengths, development areas, fears, goals, values and current performance.
“So much research shows that high performers uncover and then leverage their natural strengths. When you know who you are, what you’re good at, and what you want, you can begin to carve your authentic and unique journey – and steer clear of the comparison trap.”
In other words, if you want to stand out, you must first look in. Self-awareness is the foundation for career growth – and an asset in all areas of law.
“It empowers you to make more informed decisions, recognise your biases, maintain objectivity, manage stress, and build strong relationships with clients and colleagues.”
So, how can you increase your self-awareness?
“Give yourself the time for self-reflection and make it a habit. A reflective diary or journal can aid in that process,” Shona explains.
“And capitalise on your after-action reviews. Ask your manager, colleagues, mentors or clients what you did well and what needs improving. That external insight is invaluable.”
There are a variety of effective methods Shona suggests, such as:
- Self-Reflection: Regularly setting aside time for introspection and self-evaluation can help lawyers assess their performance, decisions, and responses in different situations. Journaling or keeping a reflective diary can aid in this process.
- After action reviews (AAR): After completing a piece of work, meeting or pitch, lawyers can conduct an AAR to assess what went well and where challenges were faced which helps with learning from experience and making necessary adjustments.
- Seek out feedback: Talk to colleagues, mentors, managers, clients and peers. This can provide valuable insights into one's professional strengths, development areas and potential blind spots.
- Complete a 360-Degree Feedback assessment
- Personality and strengths assessments: (e.g., Myers-Briggs Type Indicator; Gallup StrengthsFinder).
STEP 2: Develop your personal brand
Once you’re on the path to knowing thyself, it’s time to develop your brand.
“Your personal brand should reflect your authentic character and values,” Shona says. “And it needs to be articulated clearly and consistently across channels.”
That means your LinkedIn presence should match your in-person vibe. And your email tone directly relates to your meeting-room interactions. So, if someone were to cold message you on LinkedIn, they’d know what to expect in your coffee catch-up based on your tone of reply.
“You need a strategic approach to communication and self-presentation – and an ongoing commitment to stick to it,” Shona says.
A compelling personal brand is the cornerstone of differentiation in a crowded market. It generates trust and credibility among clients and opens doors to new opportunities. Compelling brands are clear about who they are, what they stand for, and what sets them apart… so do some personal brand analysis.
Lawyers need to pinpoint their unique strengths, values, areas of expertise and what sets them apart in the legal field accurately. That way you can be authentic, and authenticity is key, the brand should reflect the lawyer’s true character and values.
“A compelling personal brand can help attract clients who resonate with the lawyer's values, style, and approach. Clients are more likely to choose a lawyer they feel a connection with,” Shona explains.
STEP 3: Build meaningful relationships
We all know networking is paramount to a sustained legal career. But Shona says to stand out, you don’t need to cast the widest net.
“It isn’t about collecting business cards. It’s about building and nurturing genuine, long-term relationships. Investing in a small network can sometimes be a smarter way to go. You can take the time to get to know your contacts. Be curious about their interests, goals and challenges – and offer them support where you can.”
Shona believes meaningful relationships are established through generosity. In other words, ask not what your contact can do for you – but what you can do for your contact.
“In your work environment, practise active listening and collaboration. And in the larger legal community, keep attending industry events and sharing your knowledge. It will strengthen your reputation as trustworthy, approachable and likeable.”
And in today’s tech-heavy landscape, a personable approach can be your ticket to standing out. Have a positive attitude – be the kind of person people want to connect with. Overall, approachability humanises being a lawyer, making you more relatable, and ultimately more successful in your legal career.
Within firms, fostering positive working relationships with colleagues and staff is essential for a harmonious and productive work environment. This involves active listening, collaboration, and mutual support.
In terms of building your external network and alliances in the larger legal community - this requires a consistent commitment to networking, attending industry events, and engaging in knowledge sharing.
Long-term relationship-building that is grounded in trust and reciprocity, not only enhances one's professional reputation, but leads to opportunities for collaboration and growth in the legal field.
STEP 4: Take control of your career
A harsh reality about your career? Nobody is going to care about it as much as you. So, Shona advises a proactive approach if you want to get ahead.
“You must put yourself in the driver's seat of your career. That means setting professional development goals, asking for opportunities, and expanding your skillset and knowledge.
“Don’t leave your growth up to chance – or up to your firm or manager to drive them for you…. I’ve seen intelligent, hard-working lawyers miss out on opportunities because they didn’t grab them with both hands. Create a career plan and pursue it.”
After all, your work doesn’t always speak for itself. You may need to speak for your work.
“Set yourself career and professional development goals, ask for opportunities, read books, get a mentor or coach, attend courses, listen to podcasts, seek feedback, and keep learning and growing,” Shona encourages.
Making the most of your continuing professional development and really making it count is another easy way to take greater control of your future.
STEP 5: Be proactive – as your default setting
Everybody loves lawyers who are on the front foot. It demonstrates a strong work ethic, internal motivation and commitment to excellence. So, why not be one of them?
Shona explains three quick ways to demonstrate proactivity in your workplace – and beyond.
- Find ways to add value to your environment: Rather than waiting for instructions, seek ways to help, whether in a meeting or at an event. Take the initiative and propose fresh solutions for existing problems and seek out opportunities to contribute.
- Engage in business development: Whether via networking or innovating within your workplace, the more you contribute to growth, the more likely you are to stand out. Nurture existing relationships and look to expand your reach.
- Keep people updated: Colleagues, clients and managers love being in the loop. So, communicate openly and often about progress on projects, any potential issues, roadblocks or wins.
“Adopting a proactive approach is a powerful way for professionals to stand out in their respective fields. By taking initiative, identifying opportunities, and actively seeking solutions to challenges, proactive individuals demonstrate a strong work ethic and a commitment to excellence. They are often viewed as self-starters who don't require constant supervision, making them valuable assets to employers and clients alike.”
Final food for thought
Shona has coached hundreds of high performers, but one thing she sees time and time again?
“People chronically underestimate the importance of building your network, brand and visibility. While technical proficiency is essential for lawyers, you must balance this with strong communication, interpersonal and networking skills along with a well-defined value proposition. This way, you can truly set yourself apart in a competitive legal landscape.”
About Shona Rowan
Shona Rowan is a people and culture consultant, high-performance coach, keynote speaker and best-selling author. She is also the founder of The Psychology of Successful Women Career Acceleration Program and Podcast.
Shona has over 15 years of international experience working with Fortune 500 companies, professional service firms, entrepreneurs, business owners and career-minded individuals to accelerate their careers, overcome imposter syndrome, maximise performance and accelerate their success.
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