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Change As a Management and Marketing Tool

By Bruce W. Marcus

In this economic environment, the word “change” looms large in professional services dialogue. The nature of the professions, rooted as they are in history and tradition, can be fairly rigid, and resistant to innovation. But the times seem to have accelerated the need for new ideas and structures to cope with new economic and social problems and opportunities.

The professions, even as we know them today, are now so bound by generations-old rules and regulations and laws that any suggestion of serious structural change is seen as a virtual assault. The historic codification of laws and legal professional practice is well entrenched, and is resistant to innovation. This rigidity is designed to maintain integrity and probity, as well as efficiency in firm governance. If the nature of products allows for constant and rapid change to match changing consumer tastes and fashions, the nature of professional services requires a measure of uniformity, consistency, and predictability. But now, there are cracks appearing in the wall.

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