I met Barbara Luther at a networking event last year. Remember how I keep urging you to get out of the office and talk to people? Here is yet another example of why that is such good advice. Luther is an intellectual property attorney with a wide and deep knowledge of the pharmaceutical and medical industries. She’s also a wife and mother and has worked her entire adult life. OK, you say, what’s so unique about Luther? She has a unique way of looking at things. She and her husband relocated to Scottsdale, Ariz., about four years ago from California. Most attorneys would have looked for a new local connection and simply gone about their practice. Not Luther. She’s also a woman with a strong bias for helping women. Luther redesigned her business, and there are lessons here for all of us in these challenging times.
Rather than set up a traditional brick-and-mortar business with all the attendant upfront costs, Luther opened a small office and got involved in several organizations in the Scottsdale/Phoenix area that include businesswomen and/or entrepreneurs. In so doing, she had added many clients to her existing global client base. Her practice has expanded from its original areas of expertise to include many other industries and services she can offer. Then Luther started networking for other female attorneys who would like to practice part-time and from their home. It’s very important to her that the growth of the practice reflects increased opportunities for other women.
Because of the unique structure of Luther Law Firm, Luther offers its services to other firms that need a strong IP department but don’t want to make the financial commitment to build one. Luther’s clients include manufacturers, entrepreneurs, corporations, as well as law firms and associations. Brilliant.
Here are the lessons we can learn from Luther (who is one of us!):
- You’re never to old to redesign your existing business.
- You can include your core values in your business.
- Creatively look for different kinds of customers, e.g., law firms and corporations
- Carefully managing overhead allows you to leverage your desirability to potential clients–costing less than in-house departments.
- Make the most of technology to bring new people into your business.
Each lesson is a critical part of keeping your focus in this market.
This entry was posted on Friday, December 5th, 2008 at 12:04 pm and is filed under General Business, Marketing, Productivity. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.2 Responses to “A Different View”
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December 9th, 2008 at 9:24 pm
I am certainly not young anymore, and building a business at my age sounded very scary at first. Motivation is a great thing to have but it wasn’t until after reading The Expert’s Edge by Ken Lizotte, is when I found my focus and plan. I am going for it and I feel great!
December 14th, 2008 at 10:10 pm
Melissa,
Thanks for sharing a resource that has proved so helpful for you! Congratulations on your decision — and the very best of luck!