A client asked us today if we could help them develop a scorecard for marketing.  I replied that we could develop a checklist that might prove helpful, but that after 30 years owning my own consultancy (and other businesses) the scorecard that matters most comes not from your law firm marketing consultant but from your accountant, your W-2.

That is not to say that ethics don’t matter, that pro bono work is not essential, that creating a deliberate culture and diversity aren’t requisite, only that they must rest upon profitability. Score and success are different—the first is a stepping off point for what really matters to human beings and what good firms must address even in their marketing– aspirations, families and a sense of self worth.