I will admit it up front–I am in awe of Navy SEALs.  My brother-in-law was a career Naval officer and, once upon a time, my sister ran the officer’s club at the Naval Amphibious Base in Coronado, CA, home of the SEAL Command.  Through them, I have met a number of SEALs, each as impressive as the the next.  I have heard SEALs speak to audiences in which I sat, and I have spoken with SEALs while sharing a beer or several.  I will never forget the time one SEAL told me there were 8 ways he could kill me with just his little finger. True or not, I absolutely believed him.  So I fully admit I suffer from hero worship.

Now that my confession is behind me, let me state without equivocation that SEAL teams are the most effective fighting forces on the planet.  I have always wondered why, so I’ve read as many books by and about SEALs as I could find.  I just finished The Navy Seal Art of War, by Rob Roy, a retired Chief Petty Officer and long-time member of SEAL Team Six–the best of the best.  Drawing on lessons learned as a SEAL, Roy applies the lessons to corporate America. The lessons make great sense to me, though I confess to perhaps reading them through the prism of my admiration. But I wanted to share a couple of lessons Roy shared–lessons from both his SEAL experience and also from his corporate training experience.

1.  Practice.  Practice. Practice some more.  And then Practice even more.

“Close Quarters Combat [hand-to-hand] is one of the most difficult things a SEAL does. Something as intense as hand-to-hand fighting requires that an individual be honed to a razor’s edge so that actions aren’t debated or deliberated, but are performed without hesitation.” He explains how this razor’s edge is achieved: “when you are well-trained, everything becomes instinctual….Repetition (training) leads to memorization and memorization leads to instinct. Therefore, one must train and train their skills until they know a procedure cold. And then they must train some more.” If I look at my own performance critically, I see a massive failure in my own levels of preparation measured up to what should be required.  It’s a good exercise for everyone, regardless of job description.

2. Teams matter

“SEALs expect to lead, but they are willing to be led by someone with a better plan….If, in the heat of battle, someone else on the team has a better extraction plan than the team leader, the team leader will defer to the other’s expertise. That kind of ‘team ability’ requires trust, confidence, and respect from every member of the team. It’s also what makes SEAL teams so special and effective. Rank may have its privileges, but it’s usually moot on operations.”

There is so much packed into that small statement.  What strikes me is the lack of ego in decision-making. Again, something to aspire to achieve.

3.  Teams really matter

“I find the notion of team before self resonates with my clients, the executives I work with. The understand and value a culture of teamwork. When you’re in charge of an organization, it’s easier to see the value of an orchestrated, team-focused approach to running  a business. Individuals, however, sometimes are unable to see things as clearly.”

I find small teams more effective than solo cowboys. Teams neutralize the weakness of an individual.  Teams reflect the maxim that 2+2=5.  Why don’t we use them more in our business? Why are we so found of silos?

I am left to wonder how successful a business could be if it embraced the lessons of our most successful fighting force.  But I know that some lessons they have learned are critical for me to learn.


After nearly 14 years of writing this blog, I’ve changed it’s name.  For a long time, client service (In Search of Perfect Client Service) was the right place to focus attention.  But as with other trends, everyone now claims to be great at it.  The notion of customer service has lost any meaning: if everyone claims to excel at providing great customer service, well, it is time to shift focus.

As I thought about it, I realized that client service was about me and us, the service providers.  I’ve been slow applying a lesson to customer service that my partner Nicole Auerbach and I applied to Valorem Law Group’s billing practice since its inception.  Clients judge the value of what we deliver, not us.  It’s about what value clients think we delivered, not our belief. The same is true for service. We can think we’re providing great service, but if the client doesn’t feel the same way, we’re wrong.  And then there’s that word–client, and seems to go with it: “my client,” implying ownership, which is the wrong dynamic, or “the client.” Could we be any more impersonal in describing a relationship that should be very personal? And finally, there’s that word “perfect.”  The search for perfect hinders improvement.  So I decided to focus on great. Great is worthy, its achievable, and it can always be improved upon.

And so, today, I announce the name change for this blog–In Search of Great Customer Experiences. I hope you agree the change fits the times.

I saw something online the other day that attempted to answer the question, “how is innovation related to design thinking?” The response, written by John Coyle, a former Olympic speed skater and CEO at Speaking Design Thinking, caught my eye. He began his response by reversing the question to “how is design thinking related to innovation?” I thought that was insightful, but my appreciation for his answer ended there. Coyle defined design thinking as “a process and a mindset used to solve complex problems in unique and innovative ways.” In other words, unique-ness and innovation are inherent attributes of design thinking. I see design thinking a bit differently.

Continue Reading Design thinking is essential to providing effective solutions

BTI Consulting Group reports that corporate counsel have singled out Valorem Law Group as a “Mover & Shaker”–“firms disrupting the legal industry by make strategic and tactical moves others don’t.”  We are honored to be singled out in this fashion.  From our founding in 2008, we’ve led the move to the New Normal, been named as one of 22 firms “best at AFAs,” and regularly have been recognized by corporate counsel for our brand excellence and extraordinary client service. What sets this recognition apart, however, is its validation of our move earlier this year to create ElevateNext Law and align ourselves with Elevate Services.  I wanted to spend a couple of paragraphs describing what prompted this major move by my Valorem partner, Nicole Auerbach, and me.

Continue Reading Corporate Counsel single out Valorem as a “Mover & Shaker”

Many people have views on how to develop a vision of change, of disruption.  Having just created ElevateNext Law (with the incomparable Nicole Auerbach) and created a vision with Elevate Services and Univar, I wanted to share my “recipe.”  It is a combination of George Bernard Shaw and Captain Jean-Luc Picard.

Says Shaw: Some see things as they are and ask why. I dream things that never were and say why not.

Says Picard: Make it so.

So, to capsulize:  Dream. Execute.

On Monday, my partner Nicole Auerbach and I announced the launch of ElevateNext, which will work alongside Elevate Services, a best-in-class law company.  And with Elevate, we announced our collaboration with Univar, a Fortune 500 chemical and ingredient distribution company, to reduce its legal spend by 50%. Many have followed our time with Valorem.  I am grateful for the sustained interest in our work at Valorem, and so I wanted to share the thinking that went into the creation of ElevateNext.

Continue Reading Announcing ElevateNext. The next big step in serving our clients.

Using its search and social metrics, Feedspot is honoring 40 blogs from among the thousands of Legal Marketing blogs.  Blogs were ranked on the following criteria:

  • Googgle reputation and Google Search ranking
  • Influence and popularity on Facebook, Twitter and other social media
  • Quality and consistency of posts
  • Feedspot’s editorial team and expert review

With that selection process, I am honored and humbled that this blog has been named a Top 40 Legal Marketing Blog.

Continue Reading In Search of Perfect Client Service named a Feedspot Top 40 Legal Marketing Blog

On March 19th, JD Supra announced its 2018 Readers’ Choice Awards, which recognized 240 authors from among 50,000 who published on JD Supra’s platform this past year.  I am deeply honored to have been named a Readers’ Choice winner in the Marketing and Business Development category.

As described by JD Supra, the methodology for selection is:

Continue Reading Patrick Lamb named a 2018 JD Supra Readers’ Choice Award winner