ID-624-Mike Wasylik

Q: You talked about putting products on the calendar, like the five estate plans, you can predict when that’ll come in based on the marketing you do in the front end. In the litigation practice I can predict how marketing might bring in new cases and how those might play out, but as they go into the back end I’m not in control as to how those cases play out. I’m at the court’s mercy. In trying to figure out how those services get delivered and so I’m trying to figure out how to calendar that, because that’s the biggest challenge I’m facing, calendaring the things that I have to do to make sure the services get delivered in the back end.
A: I agree with you that you don’t have as much control as, for example, an estate planner, but you have a lot more control than you think you do. You just don’t take it. If you were to execute a marketing project every forty-five days and each of the marketing projects is geared towards the same demographic it’s going to tend to bring the same type of litigation, problems, and objectives. What you’re going to see is that they all sort of fit into a bell curve, an average. In the beginning don’t worry about calendaring the production of the work, just calendar the production of the marketing and see where the work lands. That is not a hundred percent better, but it’s fifty percent better. Don’t wait until you figure out how to make this shit perfect before you do it, just do it.