Two years ago I started my research on the Law Firm of the Future. Based on how things were going in the legal practice, I knew that a change was needed and that it was coming. One thing I didn't know was how long it would take for that to happen and what drove that change?
During my research I came across Bob Murray's work, the co-author of the "The Human Science of Law Firm Strategy and Leadership", and I found the following statement quiet intriguing "innovations at law firms need to reflect the human element of legal businesses." What did that mean in an age where everybody seemed to almost eliminate the human element out the equation and thought that technology was going to replace everything and everyone? Could they be wrong?
Interestingly enough, technology is what disrupts and changes professional service firms and helps the human element reflect more. We did agree and see how technology transformed law first of all by making it much more accessible and cheaper. We don't know if we liked that, but it did happen. Many companies did try to beat the disruption cause by technology by racing to outdo each other in their technological proficiency and their expansion into non-traditional legal areas. However, very few seemed to have survived the battle. And because they were so focused on finding ways technology could help them get ahead, they totally forgot about the "human science", Bob Murray says in his book. Is the "human science" the only disrupter that may actually offer a away out of the miasma that technology has created? Human science as defined by Bob Murray, is the convergence of a number of sciences such as neurogenetics, psychology, anthropology, biological psychiatry and neuroscience. He also shows us that companies can run any business-in line with human design specs. Is this the new future after the so called future we are still looking forward to? Is Bob Murray describing a future that will follow the technology revolution and why aren't law firms accessing the new knowledge now? The author thinks that that happens because it requires giving up so many assumptions and beliefs about how we work, life - balance motivation, remuneration styles, you name it. Are we ready for such a significant change and if we aren't why is that? Bob Murray has an answer to this dilemma as well. He thinks that the new science will make disappear a couple of widely held and cherished myths.
"1. A law firm is in the business of selling law. Human science is telling us that no firm is in the business of selling law. Humans are not genetically programmed to buy legal service. What we are selling is RELATIONAL SUPPORT.
2. Human beings are persuaded by well-marshaled facts and reasoning and by the findings of "big data". The science is telling us that no human being is being persuaded by facts, reasoning, data or information. That's not how the decisions process works. We are persuaded (subconsciously) by quite different things and quite different areas of the human system that traditionally thought-including emotion, habitual responses, genetics, and out own assumptions.
3. We follow leaders because they're strong, correct in their decisions, or have a particular "style" of leadership. We now know we follow them for quite different reasons. Reasons like:
genetic drive for support and safety... unless we sense crisis, humans don't want leaders at all.
4. We are motivated by money or material reward.
Research show that in the long run we are not motivated by money or material rewards, because their influence is short lived. We are motivated by the desire for relationship-centered rewards.
5. Clients choose a lawyer on the basis of her experience or expertise. Research show that it is not so. Clients chose a lawyer on the basis of many non-rational factors including perception that they share a lot in common with him or her.
HUMAN SCIENCE tells us that:
· there is another way to organize your business,
· a better way to relate to your clients,
· a better way to sell and market your services,
· a better way to get the whole-hearted engagement of your legal and non-legal staff."
So, can technology evolve without human and can law firms rely solely on it? Will artificial intelligence replace human intelligence? These are all relevant questions, but the most important question regarding the future of the law firm is "What business are we in and what is our social purpose?". Technology does offer tools and enables businesses, including law firms, to conduct business in a more efficient way, but law firms specifically remain a relationship-centered and not a goal-centered business. Clients are first of all attracted to firms "whose people enjoy being together", says Bob Murray, and I personally love things to stay that way.