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Hi everyone,

I hope you're having a fantastic week.


I am back from Northumbria and well into the swing of things!

It is only Wednesday as I write this, and I have already spoken to and met up with dozens of fantastic people... discussing all manner of things! (You know who you are!)

When push comes to shove, businesses are all about people - and it is a privilege to speak to you all.

Those of you that haven't been in touch for a while - let's catch up!

I find that the ad-hoc conversations and meetups that get the brain ticking on really interesting things. So do drop me a line and we can touch base.

In and amongst all these meetings and discussions I had the opportunity to ruminate.

As a firm, we're always looking to continually improve the service we offer our clients.

To do that, it is important to understand where our strengths and weaknesses lie.

In the case of the former, it made me think - what is it exactly about us that separates us from everyone else?



You are not special (not in the way you think you are)


In a previous newsletter, we spoke about hard truths.

There is one such hard truth that many business owners refuse to acknowledge.

9 times out of 10, what you provide is not special.

Clients or customers can get an equivalent product or service elsewhere. This is the "commodity" reality of products and services.

If this uncomfortable truth was not true, you wouldn't have any competitors! As such, you would be a category of one.

(Chance would be a fine thing)!

For most this is quite unrealistic and not a resourceful perspective to maintain.

It is much more useful to accept that: yes, people can get what you offer elsewhere.

But the value is not in the product per sé, but what comes with it.

That unique twist on the ordinary that you offer, which no one else does.



Our secret sauce


As a valued follower of Virtuoso Legal, I am going to reveal our big secret to you.

I've touched upon our "secret sauce" in a past newsletter.

It all starts with asking the right kinds of questions.

We ask our clients things like:
  • What does this particular piece of IP mean to your company?
  • How does the competitor landscape look in the next 5-10 years?
  • Will you soon be looking to sell your goods and services in new markets?
  • What are the business-critical pieces of knowledge, know-how or expertise that your business couldn't do without?
  • What are the priorities of the business in the short, medium and long term?

You would be surprised how often we hear from clients that their other lawyers do not ask these kinds of things.

For us, IP is about helping businesses develop, nurture and leverage intangible assets.

This means engaging each company and deploying specialism to serve their goals. Above all else.

As specialists, we're a bit like the IP SAS. A very effective solution to any IP problem.

But it doesn't matter how specialist you are unless you know the objective.

The understanding we reach with the businesses allows us to achieve impactful results.

The key to this, and an actionable point for you is...

Yes, someone is coming to your business for a product or service - but what is their deeper underlying need?

Taking the time and having the curiosity to really "get" your clients is something that elevates what you do into a meaningful enterprise. Rather than just putting a square peg into a square hole.

Whether you sell shoes, fix people's teeth, or sort out their accounts - this is worth taking some time to think about.

If you go above and beyond to address what your client is really coming to you for? You can't help but make what you do invaluable to them.



Wrapping up


Thanks for the feedback as it relates to this newsletter!

I often receive positive comments and am glad you find them valuable.

Especially as many say it is not what they would typically expect to receive from a senior lawyer of my stature!

What have I ever done if not stand out from the crowd?

As a heads up, we will be organising a cheese and wine evening in celebration of the Queen's Jubilee mid next month.

I will send out more details very soon, but do come along!

It would be great to see some familiar faces - especially as we have not had a chance to see everyone in so long.

All the best,

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