Law firms have weathered plenty of change — but the convergence of economic uncertainty, shifting client demands, disruptive technology, and mounting pressure on DEI and the rule of law is creating one of the most challenging environments in the profession’s history.
When the ground feels unsteady, the instinct can be to double down on what’s familiar. But resilience comes from a different playbook: rethinking long-held assumptions, looking outward at what’s changing in your clients’ world, and working together across silos to meet the moment.
In turbulent times, the firms that succeed aren’t necessarily the ones with the most resources — they’re the ones that adapt with speed, empathy, and focus. That starts with the one constant that has always driven growth: delivering meaningful value to clients. When you center your strategy on solving their most pressing problems, revenue follows.
Three strategic shifts can help law firms realign for both immediate stability and long-term sustainability: adopting “outside-in” thinking, creating a shared growth language, and ensuring win-win outcomes.
Shift #1: See Your Clients’ World Before You Sell Yours
Too often, business development starts with what the firm wants to say — credentials, capabilities, past wins. But in a market defined by disruption, clients are looking for partners who start with their reality.
An “outside-in” approach reframes the conversation by asking:
- What’s happening in our clients’ industries right now?
- How are market forces, from new regulations to AI adoption, reshaping their priorities?
- Which legal risks and opportunities should they be addressing today to stay ahead?
- What would it look like for us to “meet the moment” in their business?
When you lead with their world, you move the conversation from selling services to solving problems. That shift not only builds trust, it makes you indispensable.
Shift #2: Speak the Same Growth Language Firmwide
Growth strategies often get stuck because everyone has a different definition of success. Without shared language, even the best intentions get lost in translation.
A common framework creates alignment. At GrowthPlay, we use the “G3” as a simple shorthand:
- Guard: Keep the clients you already have.
- Grow: Expand existing relationships.
- Get: Win new business.
When every lawyer understands and uses the same terms, growth stops feeling like an abstract concept and starts becoming a daily practice. It’s easier to prioritize, measure progress, and pull in the same direction — which makes momentum more sustainable.
Shift #3: Make Growth a Win for Everyone
People support change when they can see themselves in the outcome. That means connecting the firm’s growth goals to what matters personally for each audience:
- Firm Leaders: Competitive positioning, profitability, and the ability to attract and retain top talent.
- Team Leaders: Collaboration, market presence, and shared purpose that connects the firm’s strategy to individual interests.
- Individual Lawyers: Career advancement, stronger personal brand, and work that aligns with their values.
Wins can take many forms — mastering a new industry, leveraging emerging tech, watching a strategy succeed, or doing work that makes a real impact. The key is making sure that growth isn’t just the firm’s story, it’s their story too.
Why This Matters Now
Uncertainty may be the only constant for the foreseeable future but that doesn’t make growth optional. It makes it essential. And it changes what growth requires.
Firms that will thrive these turbulent times aren’t just focused on weathering the storm — they’re aligning around a shared strategy, making themselves indispensable to clients, and creating conditions where every lawyer can see the personal value in leaning into growth. That means giving people autonomy to build relationships, skills to deepen their expertise, and purpose that comes from making a real difference for clients.
When you stay client-focused, speak the same growth language, and ensure that success benefits everyone involved, you will build a stronger, more resilient firm for whatever comes next.
