The Human Side of Strategy Presented by: Sally Gonzalez Tom Baldwin DirectorChief Knowledge Officer Navigant Consulting, Inc. Sheppard Mullin Richter & Hampton Felicity Badcock Online Services Manager Mallesons Stephen Jaques

The Challenge You have a great idea… You have the perfect technology… Now how do you get the lawyers to use it?

Barriers to change in a law firm Lawyer personality Competition for attention / lawyer mindshare Billable hour Resistance to training Resistance to change

Roadmap for leading change 1. Create urgency 8. Anchor new approaches in culture 7. Consolidate gains; produce more change 6. Generate short term wins 5. Empower broad based action 3. Form vision and strategy 4. Communicate the vision 2. Broad-based coalition Low Number of Leaders Needed Organizational Reach High Low High Source: Leading Change; John Kotter

Tips for success Understanding what motivates professionals Pulling rather than pushing Playing to generational differences Structuring a communication campaign Lawyers training lawyers

Case Study – Extranets at Sheppard Mullins Sheppard Mullins extranet Went live in matters, 233 clients, 3,105 users Used by almost every PG and all offices Challenges Initially NO buy-in from management Changing work habits Mindshare

Case Study – Extranets at Sheppard Mullins Methods for Success Find your Al Gore Become good at ghost writing Promote anytime, anywhere Firm retreats, PG retreats, monthly office meetings, road shows Newsletters Make your users the star Present a business case

Case Study - Decisiv at Mallesons About Mallesons Background - Mallesons full service law firm focus on Australia and Asia > 2,100 people 9 offices across Australia, Asia and the UK

Case Study - Decisiv at Mallesons The project Aim improve client service through behavioral change deliver productivity improvements New filing solution / shared electronic file Decisiv New policies New work practices

Case Study - Decisiv at Mallesons The project Roll out Oct 04 pilot of 20 users Apr 05 expanded pilot of 200 users – FS and M&A teams Nov 05 went live with gradual roll out – initially 40 users a week Mar users Mar 06 pilots in DR, Property and Tax teams and London office Aug 07 1,500+ users Now 22,200 projects/matters 271,600 folders 8.5 million unique items ( s, documents etc) 5 million unique s 293,000 addresses 27,600 domains

Case Study - Decisiv at Mallesons Challenges Not a technology project policy change the electronic file = the official record for electronically generated items work practice change from paper files to electronic files – mandatory electronic filing of s cultural shift sharing s and documents with colleagues Usage and compliance not optional High user impact – every user, every day risk of a backlash if implementation not well managed

Case Study - Decisiv at Mallesons What worked for us? What we did form an implementation team of experts from all areas express a vision and need for change use the influence of leaders solve a problem communicate train and support What we didnt do burden the user with extra work and effort stick to the plan no matter what

Case Study - Decisiv at Mallesons Vision Articulate a clear vision enabler for service delivery (not a technology project) exceptional client service clear market leadership new tools and processes to enable behavioural change What?Why?How? What if we do nothing? lose leadership position in the market create a sense of urgency

Case Study - Decisiv at Mallesons Leadership – getting buy-in Leadership key to overcoming resistance to change Leadership at all levels Leadership at all stages of the project analysis business case Before implementation test technology test new work practices pilot practice group champions During engage, guide and support teams partners, attorneys, secretaries influenced decisions performed leadership roles throughout project sponsor (CEP) active and public support throughout Board approval at each stage of the project whats not working and why? ongoing training user group After implementation monitor uptake and change issues resolve issues support users

Case Study - Decisiv at Mallesons Solve a problem – whats in it for me? management a burden 200,000 s sent and received daily Attorneys compliance with filing policies near impossible wheres that ? Secretaries 15% of time spent filing low value, low return activity each filed on average 12 times on hard copy file mostly filed in the wrong place

Case Study - Decisiv at Mallesons Make life easier not harder – the time-poor attorney New tools must work and be easy to use test the acceptance threshold – higher for attorneys take the time to get it right staged development and deployment New processes must be straight forward to put in place manage and support do not burden attorneys with additional work

Case Study - Decisiv at Mallesons Be flexible and honest Only 16% of software projects finish on time and on budget Change projects are unpredictable Be prepared to make adjustments Manage expectations A compromised timetable is better than a failed project

Case Study - Decisiv at Mallesons Communication Have a plan Different messages for different audiences Different communication tools road show (office by office), , print, video, information sessions, 1:1 discussions Keep communications short and simple Communicate early successes Use champions and pilot groups to communicate key messages testimonials video

Case Study - Decisiv at Mallesons Training New policies and work practices communications video as part of compulsory training practice team meetings – hand holding New technology how to training courses < 1 hr tip sheets – take away intranet FAQs quick guides (1 page topic based guides)

Case Study - Decisiv at Mallesons Ongoing support Small project team maintained Ongoing training sessions short topic-based half hour sessions - optional Feedback surveys - incentive to participate (iPod give away) monitor user acceptance User group representatives from all practice groups and offices partners, attorneys and secretaries feedback on work practices and technology enhancements continuous improvement

Case Study - Decisiv at Mallesons How did we fare? User uptake and acceptance close to 100% uptake – as good as and BlackBerry partners the most active filers (7 of top 10 filers are partners) over 90% of users agree that Decisiv is easy to use and helps them to do their job Productivity improvements secretarial workload reduced by 14% improved organization and retrieval of s improved communication and information sharing amongst teams Client service improvements - faster client response times Policy compliance - improved compliance with filing policy higher capture rate Training program 96% of users came away from the course with a clear understanding of the technology and work practices 96% of users rated the course as meeting expectations or better > 10% rated the course as exceptional

Reading List Leading Change; John P. Kotter; 1996 The Heart of Change: Real-Life Stories of How People Change Their Organizations; John P. Kotter and Dan S. Cohen; Harvard Business School Publishing; 2002 The Tipping Point: How Little Things Can Make a Big Difference; Malcolm Gladwell; Little, Brown & Company; March 2006