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Business marketing success – position yourself at YOUR “crossroads”

Have you found your crossroads or intersection?

Are you familiar with the concept of crossroads/intersection in business success?


If you are interested in keeping up to date about the racial changes in the legal industry (especially how law firms market themselves) I firmly recommend the US website Great Jakes. (link at the end of this post)

Yeah – but what’s this  got to do with crossroads?

Through Great Jakes I found a fantastic examples of lawyers finding and harnessing their CROSSROADS to build business.

This US Law Firm web deign business and blog  led me right back to a great example in Australia – a progressive law that’s harnessing the concept of crossroads/intersection – as well as lots of other modern legal marketing techniques.

great jakes

I am in no way associated with Great Jakes – yet I  am a big fan and very grateful to them.

I carefully and regularly analyze their site and blog and they plugged me into major developments around the world – to see many of the latest best practices (in both meanings of practices)

I love the Great Jakes confident and often contrarian style! Their Thought Leadership is brilliant  and insightful and even entertaining (in my learned opinion). I use that old legal expression a lot – often with tongue firmly planted in cheek – not trying to sound too opinionated!

I’ve mentioned in previous posts that I am a real legal marketing and legal website “nerd”. I love this stuff!!

I love this area because it’s at the crossroads of my experience – as a lawyer turned journalist and  business communications consultant.

stevejobs - cross roads

One of my heroes Steve Jobs spoke about the concept of business success and crossroads – where your areas of professional expertise or your work and your passion intersect.

The Apple success came from being at the crossroads of technology and the liberal arts. Apple products are positioned as more than just  pieces of technology.

Here are his actual words – he used  the above image and the word “intersection”.

“The reason that Apple is able to create products like iPad is because we always try to be at the intersection of technology and liberal arts, to be able to get the best of both.” 

Anyway,  you get the idea. That’s the reason I love the area of modern legal marketing so much and why I’m such a legal marketing nerd who carefully analyses every little detail (bios, profile photos, fonts and colours…and even how firms write disclaimers.

I love this stuff – because it’s at my crossroads/intersection between

  • law and more engaging writing (journalism and advertising copy)
  • lengthy, often dry and dull legal communication and ultra-brief tweets
  • staid, over-detailed and dispassionate lawyers and short videos many lawyers now use to spread their messages.

The big  and radical trend of CROSSROADS transforming the business of  LAW and other professions!

One of the big trends I am noticing in modern legal marketing and professional marketing in general is finding and harnessing  “YOUR” crossroads.

Find out the crossroads between different areas in your life whether it’s different areas of your expertise OR (if you are lucky) the crossroads between your business and a personal passion.


Now I know the idea of crossroads is often associated with  having to make a choice – when you come to a crossroads – do you go this way or that way?

The Steve Jobs approach to crossroads is to position yourself at your crossroads – the intersection between your different skills – or between your professional skills and personal passions. You could also call it – your sweet spot!

Now, back to that Great Jakes site and modern legal marketing.

More  and more lawyers are starting to find  business success by finding (and marketing) their sweet spot, their crossroads.

As well as showcasing their professionalism, progressive lawyers are daring to show their passions and personal interests and talents and dare I say it – some personality.

Yes – shock, horror! – some lawyers DO have personality – it’s just been professional and “good for business” to keep personality compartmentalised away from their legal work.

The more modern trend is to blend professionalism and passions and personality!

Remember: Professionalism + Passions + Personality

In the competitive legal market, lawyers are working harder to:

  • differentiate themselves from their competition
  • improve their long-term relationships with clients (and be more likeable and easy to work with)
  • keep good talented people working for them (staff retention as well as client retention) – in other words being a better place to work

Firms can achieve these objectives by sharing Professionalism + Passions + Personality

Now, I imagine some more mature lawyers may be spitting out their tea or coffee (or fine red wine!) as they read this!

In the US they call this moment a coffee spitter or a cornflake choker! In the UK it’s called a marmalade-dropper!

It’s a radical change from the old days (pre-GFC!) when lawyers could just focus on the law rather than having to worry about all this “other stuff”. This “other stuff” can be easier for younger lawyers and more mature lawyers who “think young”!


If YOU want to stay up to date with many of the radical changes in the legal business world – Great Jakes is a brilliant site.

Also, check out this following site for Marque Lawyers.

It was through Great Jakes that I found that one firm leading the way in radical thinking and website design and differentiating and daring to show personality was actually right here in Australia. – Marque Lawyers in Sydney.

marque people

Just look at how they show their lawyers and support staff  on their website. Very different from the usual lawyer in suits in the office photos!

Caveat: Some clients will prefer the standard suit in the office shots – but for Marques clients and business the fresh new approach is clever (in my learned opinion!)

Marques lawyer bios are “legendary” in modern legal marketing circles!

Mind you, Marque is a smaller, more nimble firm with a managing partner who wanted to be radically different from the huge firms he’d worked for in the past. It sounds like he found his crossroads!

The firms “tagline”/”slogan” is:

law, done differently

and the website certainly projects that brand. It IS (in my learned opinion – a common legal expression!) delightfully different. See what you think.

Now, the style may be a bit too progressive for some lawyers – but I think their approach is strategic in attracting and maintaining clients with or aspiring to have a similar brand.

I think the firm of Marque Lawyers is positioning itself for the future as new business leaders emerge and become the major decision makers at huge organisations.  They look all cool and casual and rebellious – and they are – but there’s long-term strategic positioning behind their choices!


I’ll write a future post about  the Marque Lawyers radical approach. They’ve been getting lots of international attention and the links are here:

Warning – the Marque approach  may be a shock to some lawyers and perhaps cause palpitations especially their cavalier and colourful and very amusing approach to disclaimers.

I told you I was a legal website nerd! – I even read the style of disclaimers and was so keen to see how Marque wrote disclaimers. Very naughty – very cheeky – very human and engaging!

Enjoy…and good luck in finding YOUR crossroads!

Oh – and here the link to Great Jakes and  links to other  great  US legal marketing site site that thinks the Marque example is leading the world.

So who is writing this?

Hi, I’m Tony Biancotti and I’m a lawyer turned journalist and  business communication consultant.

Sure, I can be an over-enthusiastic “nerd” when it comes to business communication – but I get  lots of feedback that people like my enthusiastic knowledge of and passion for the power of words and images and  techniques of engaging people.

word nerd

I will share with you practical and easy-to-apply tips I’ve gathered over many years working as a:

  • TV journalist
  • political speechwriter
  • lawyer
  • blogger
  • musician and performer
  • coach and trainer in persuasionpositive messagespresenting and better e-mail and business writing.

I’m also a very busy dad and husband juggling my work and travel with family life and our two wonderful kids – Orlando and Cleo.

I’m based in Brisbane, Australia – and regularly travel for work throughout Australia and Asia-Pacific.

You can contact me on    or on Linked In or Facebook. Tony is of course short for Anthony .

4 comments on “Business marketing success – position yourself at YOUR “crossroads”

  1. Pingback: You want to see the future of legal website design and marketing? | efangelist

  2. Christie
    June 17, 2013

    I all the time used to read piece of writing in news papers but
    now as I am a user of internet so from now I am using net for posts, thanks to web.

  3. Pingback: How some lawyers use important disclaimers in a “friendly” way for social media | Likeable Lawyer

  4. efangelist
    December 10, 2014

    Reblogged this on efangelist.

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