Innovation should be at the heart of the strategy of every law firm. It drives the competitive advantage that a law firms needs not just to set itself apart from its competition but also to survive. The purpose of strategy is to understand and cope with competition. Innovation and creativity are core to that strategy. Competitive advantage impacts your bottom line. It answers your clients' key questions of ‘Why should I do business with you?’ ‘What are you offering that no one else does?' ...

In these highly competitive times, there is little room for firms that are content to remain as they've always been. Global competition, commoditisation, legal outsourcing and pressure from clients to cut costs have created a sense of urgency within law firms to better understand their own businesses. This has implications for the way law firms view and use their resources, expertise and human capital. A commitment to innovation opens doors for law firms to better align themselves with cli...