Law firm values – a lesson from the American Marketing Association

I would hazard a guess that every single law firm website you looked at globally would make some mention of that firm’s values. And in most cases, they are very noble – questionable as to whether they are mere words on a page, but noble.

With the above in mind, I read with fascination a post on the Closer Group’s blog recently on ‘BUSINESS ETHICS? REALLY?? YES!‘ in which they set out the following from the American Marketing Association Statement of Ethics from 2014:

  1. Honesty: be forthright in dealings with customers and stakeholders.
  2. Responsibility: accept consequences for marketing decisions and strategies.
  3. Fairness: balance justly the needs of the buyer with the interests of the seller.
  4. Respect: acknowledge the basic human dignity of all stakeholders.
  5. Transparency: create a spirit of openness in marketing operations.
  6. Citizenship: fulfill the economic, legal, philanthropic, and societal responsibilities that serve stakeholders.

I had not seen these previously, but now I have I can say with authority that law firms don’t need to spend lots of $$$s trying to come to collective agreement on what their firm values are; just adopt, live and breathe these from the American Marketing Association and you will be streets ahead of your competitors!

As always, opinions are my own – so if you have something to say please do so in the comments section!!


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