In our previous posts, [Part One] and [Part Two] we outlined the five essential roles of a successful business as that of the entrepreneur, the visionary, the transformer, the performer, and the leader. We have already clarified that the entrepreneur identifies the value in the marketplace to be delivered and gets it delivered in a way that benefits the world, with his or her direct involvement (Level One entrepreneur) or without (Level Two entrepreneur). The visionary, as a distinction, is someone who thinks about or plans future pursuits with imagination and wisdom and is able to envision how to create the value the entrepreneur identified. The transformer is the one who, with their own skills, knowledge and resources, transforms the idea that is identified and envisioned to benefit the world into a product or service that is deliverable.
The role of the performer continues and completes the process by utilizing their individual talent to excel at delivering to the recipient the intended benefit identified by the entrepreneur, envisioned by the visionary and created by the transformer. Performers are critical to the success of the entrepreneur, visionary, and transformer. Without them, the value that has been identified and created is not delivered to anyone who can benefit from it.
When we think of a performer, we often think of an actor. An individual actor performs and makes the consumer imagine the role that the performer is portraying. The risk to performers, however, is that their role can be relegated to technology or commoditized. An example is when a high-level actor in a theatrical play on Broadway becomes commoditized to an extent by a TV show that recreates the role in a studio, and with technical assistance that increases the volume (number/time of production) and, ultimately, reduces the skills needed (with special effects). You can take this even further when you consider that some of the newer, most popular shows don’t even involve humans, but are cartoons that have largely eliminated the performer.
In a Lawyers with Purpose law firm, the individual performers are the differentiating factor because they create a user experience that cannot otherwise occur. Think of some examples in your practice of peak performers. You may be a peak performer; that is, an exceptional lawyer who uses your technical skills and abilities well. In that role, you are serving as a performer by delivering the value identified (legal options) to the consumer. Another example of a performer is your client service coordinator. They manage the client from the initial call to your office, through the entire process until the work is done. In your experience you can recall employees who are exceptional at this and others who were not – therein lies their level of “performer.” Performers solidify the value created by the transformers and envisioned by the visionary and solve the need identified by the entrepreneur. Businesses need performers at every level, from client services to legal technical to drafting to relationship management with allied professionals.
But be clear – performers are meant to interact with the ultimate beneficiary of the service or product. At Lawyers with Purpose, we are very clear on the role of the performer, and we have even set the standards for performers to thrive.
So there you have it – four of the five essential roles to have a thriving, purposeful practice, which will enable success that will be the envy of many. The distinction of the final role – that of leader, which will be discussed in our next and final post on this topic – will identity the potential exponential impact a leader can have on the first four roles.
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David J. Zumpano, Esq, CPA, Co-founder Lawyers With Purpose, Founder and Senior Partner of Estate Planning Law Center
