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The Power of Purpose: Why Every Lawyer’s 'Why' Matters


In the legal profession, understanding your Why isn't merely an exercise in

introspection—it's a strategic imperative that shapes the trajectory of your career. But what exactly is this elusive Why, and why does it matter?


It is an ephemeral concept and people really struggle to get a hold of it for themselves, so don’t be surprised if you feel like you don’t have or can't yet define your Why. The majority of people I work with tell me they don’t have a Why, until they figure out what it is - and likely what it's always been. Then, everything changes.


So let me assure you—from the perspective of someone who has worked with some number of 1000’s of lawyers at this point—you absolutely do have a Why. Everyone has one. And people who go into a helping and problem solving profession like law usually have a big one. 


If you haven’t been able to identify it yourself, we can help you—and we would dearly love to. Because we see how people transform, become empowered and find greater meaning and joy in their practice, in the work they do and in the clients they serve. And that is when we achieve our purpose.


But until we get that opportunity, let me try and capture the idea in this post so at least the seed is planted with you. My hope is that, with time, it will germinate—or maybe you will talk about it with us or other people and that will make it sprout. Trust me, you’ll be doing yourself a service if you put some time and energy into connecting with your Why. It really is transformative when we identify our purpose and find ways to marry it with our professional enterprises.


Read on to get started on finding your Why.


Image is of a seed germinating and rising out of the ground.


With that long wind up behind me, let’s talk more about your Why—and why it matters! 


Your Why is an expression of your purpose, values, and motivations. It answers questions like:

1) Why do you do the things you do?

2) Why does what you do matter? and

3) To whom does it matter? 


It is the guiding principle you instinctively follow and express in everything you do. If you search for it, you’ll find instances of it in the way you’ve behaved in your life—in the present and the past. Your Why transcends the technical aspects of your practice and influences your philosophy and approach to client relationships and service. It is a significant contributor to the likelihood that you will achieve the sense of success and fulfillment that you are looking for, and that is available to you, in the practice of law.


Here are five compelling reasons why every lawyer's Why matters:


1. Authenticity Establishes Trust and Meaningful Connections: 

Your Why is the essence of why you do what you do every day. When you bring intention and discipline to identifying your Why and then express it authentically in your words and deeds, you’ll be living in accordance with it. This humanizes yourself in the context of the work you do. If you infuse your work with that sense of humanity, it makes it easier to foster the kind of genuine and authentic client relationships and contacts that bring more financial success and personal fulfillment to your practice. In fact, it makes it almost impossible not to attract them.


2. It’s a Beacon and a Filter, Drawing Ideal Clients to You and Filtering Others Out: Beyond legal expertise, clients are in search of a partner who understands their needs and shares their vision. Your Why serves as a beacon, attracting clients whose values align with yours. This fosters relationships rooted in trust, mutual commitment and a shared investment in success.


3. Your Why Offers Differentiation in a Competitive Landscape: In a crowded legal market, your Why can distinguish you from competitors, because it highlights what truly drives you. Whether it's a passion for social justice, innovation, supporting the growth of small businesses, facilitating more ease and success in personal or professional decoupling—whatever it is, your Why becomes part of your unique value proposition and it will attract clients who resonate with your purpose.


4. Alignment With Your Why Guides Strategic Growth: Your Why isn't just a philosophical concept—it's a strategic compass that informs every decision you make. By aligning opportunities with your purpose, you ensure that each step you take moves you closer to your professional goals. This will foster both financial success and personal fulfillment.


5. Understanding Your Why Supports Resilience in the Face of Challenges: Being a lawyer entails navigating complex cases and demanding clients amid constant shifts in the legal landscape. In times of adversity, reconnecting with your Why can function as an anchor, reigniting your passion and determination to overcome challenges and make a meaningful impact.


To sum it all up, your Why isn't just important—it's indispensable. Embrace it, leverage it, and let it guide you in your journey as a lawyer. By understanding and articulating your purpose, you'll not only enhance your business development efforts but also cultivate a fulfilling and impactful legal career.

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