Strategic Transformation for a Young Director

In mid-2023, UNLOK began working with a young director at a medium-sized law firm in Cape Town, who was in the process of carving out a niche in the insurance industry. While successful in his role, the director initially focused almost exclusively on billable time, undervaluing the importance of non-billable activities essential to long-term success. Recognising the need for a strategic approach, he sought guidance to optimise his practice development strategy and invest in his young team.

Challenges:

• Overemphasis on billable time with limited attention to non-billable activities.

• Lack of a clear, long-term strategy for practice development and personal growth.

• A generalist approach to legal practice, without a defined niche.

Solutions:

1. Reframing Non-Billable Time: 

UNLOK guided the director to recognise the critical value of non-billable time. Through a structured framework, he began to view activities like skill development, relationship building, and strategic planning as integral components of his practice. This shift allowed him to allocate time more effectively, balancing immediate client work with long-term strategic goals.

2. CliftonStrengths® Assessment: The director undertook the CliftonStrengths® assessment, which provided insights into his unique strengths. He discovered that one of his key strengths was being a “Relator,” a trait he had previously undervalued. By embracing this strength, he began a “listening tour” with clients, deepening relationships and securing new instructions. This newfound focus on relationship-building has since become a cornerstone of his approach.

3. Strategic Niche Development: With UNLOK’s support, the director shifted from a generalist to a specialist mindset. He developed a clear plan to become a leading expert in insurance law, identifying the skills he needed to acquire, the companies he should engage with, and the steps required to establish himself as an industry leader. This long-term vision is now guiding his daily actions and decisions.

Results

Since engaging with UNLOK, the director has experienced a significant transformation in his practice. He now has a sustainable, long-term strategy that balances billable and non-billable time, leverages his strengths, and positions him as a niche expert in the insurance industry. His proactive approach to relationship-building has not only strengthened client ties but has also opened new opportunities, ensuring continued growth and success for both himself and his team.