Brightleaf and Lumen Legal – So Happy Together

February 3rd, 2012

For those of you we didn’t see at Legal Tech (if not, we’re sorry we missed you – it was a great time!) and who haven’t heard from our Facebook page, we’re really happy about a new strategic partnership we’ve made. We are now working with Lumen Legal, a fantastic company from Michigan that provides “just-in-time contract legal services anywhere in the U.S. and abroad to accommodate local and international business needs.”

Here’s what Ron Lippitt, Lumen’s VP of Global Services says, “The proper selection and deployment of legal technology is a critical element of future competitiveness. We believe the Brightleaf document automation platform is a clear advantage for law firms attempting to drive productivity and collaboration, while de-leveraging the traditional law firm operating model.”

We couldn’t agree more. And if you feel the same way, we invite you to join us for a Webinar on February 9th at 1pm EST. You can hear from Ron, our CEO Dan Gaffney, and Gabor Garai, Chair of the Venture Capital and Private Equity Group at Foley & Lardner. It’s bound to be an interesting discussion, so please join us!

Here are the details:

When: February 9, 1:00 p.m. EST/6:00 p.m. UK
Guest Speaker: Gabor Garai, Partner, Foley Lardner
Moderator: Dan Gaffney, President & CEO, Brightleaf Corporation
Host: Ron Lippitt, VP of Global Client Services, Lumen Legal
Duration: 60 minutes
Cost: Free!
Register Now: https://www2.gotomeeting.com/register/630530546

And you can read more about our partnership with Lumen here.

 

Meet Kent Caseman…at LegalTech!

January 23rd, 2012

By now you’ve heard that we’ll be piling into the car this weekend and heading to NYC for LegalTech. Somewhere in there, probably squished between the giant snowmen, will be the newest member of the BLeaf team, Kent Caseman. Kent has some experience in the document automation space and we think he’s a pretty neat guy. So we thought we’d introduce him to you here.

So Kent, tell us a little bit about your background:

In a single word: varied.  For the first 10 years of my post-college life, I was a teacher, then a high school counselor, and then an elementary school principal.  It was, for the most part, a good experience, and it taught me a great deal about listening effectively and working with people to find both a common goal and common ground.  For the last 30 years, I’ve been helping  small to mid-sized companies  build their business relationships and grow their market presence.  It may be a bit telling, but I was selling personal computers before there were PCs.  Remember the Apple 2C?  Yup, a 64k powerhouse.  It was a fun and exciting time.

Why do you feel document automation is important?

Being as objective as I can be, I’d say document automation technology is not just a convenience, it is truly now a necessity.  The same way the ballpoint pen replaced the quill, and the same way we now talk about terabytes as opposed to 64k, well, the “cut and paste” of the past  is making way for true automation, and that makes this an exciting time.  It’s all about giving the attorney with the drafting expertise the tools to work efficiently and consistently. 

(We told you he was neat!)

So now that you’re with Brightleaf, what do you plan to do?

I plan to find those law firms out there that may or may not be aware that there is a better way to do things.  Brightleaf brings the newest generation of state of the art solutions to the legal marketplace.  My focus is to bring this solution to as many firms as possible and to change the world. Or at least change the ways attorney work…

You’ve been to LegalTech several times. What’s your impression of that show?

Come mid-winter in the legal profession, there’s no place else I want to be.  LegalTech is it.

Last year we made a mad dash to Magnolia Bakery on our way out of town. We were NOT going to miss those cupcakes. Any NYC highlights you’re looking forward to?

For me, it’s Trattoria del’Arte and their seafood risotto.  Then maybe a cupcake or two.

We love a guy with a good appetite. And of course, one who gets that the legal marketplace is changing. If you’d like to meet Kent, come visit us next week. We’re in book #432 and look forward to seeing you there!

 

Hangin’ at Booth #432

January 16th, 2012

It’s that time of year again! Time to gather the giant snowmen, brush up on our celebrity endorsements, and make our way to LegalTech. In case you’re not familiar, LegalTech is a great conference done each year in New York City. It gathers many of the prominent brands of legal technology in the Hilton in Midtown and encourages interesting conversations about where legal technology is headed.

We had a great time presenting at LegalTech last year. At that time, many firms were coming to understand how document automation can be an important part of their technology suites. We had plenty of discussions about how Brighlteaf helps firms create efficiencies in document creation.

This year, we’re changing the conversation again. The Brightleaf platform now features Leaflets, which allow attorneys to create customized environments for their current and future clients. This means the clients get better service, and the attorneys get more work.

So we cordially invite you to visit us in Booth #432. And follow us on Twitter to get live-from-the-floor updates (look for hashtag #LTNY2012). We’ll show you how Brightleaf works. And how Brightleaf Leaflets can work for you.

How Not to Market Legal Services

January 10th, 2012

We at Brightleaf spend a lot of time helping law firms market and deliver their legal services to their clients the right way.  Maybe that’s why we get vexed when we encounter legal service providers who market the wrong way.  In legal services marketing, “the wrong way” usually just means bland or indistinct or not timely.   Sometimes though, it instead means sleazy and deceptive and likely illegal.

Here’s a perfect example of a perfectly crappy way to sell what purport to be legal services.

United States Trademark Registration Office scam

How do you deceive your customers? Let us count the ways.

So what’s the problem?  Despite appearances, this is not a notice from a government agency, nor is it an invoice for any service purchased, nor is it even a solicitation for a services that solves the things it warns you about.  It just tries really hard to look like all of the above.

Quick background:  When you file for trademark protection with the U.S. Patent and Trademark Office, your application gets posted online in a searchable database so everyone else has notice that you are using or are intending to use your trademark.  That’s great. Owners of competing marks get notice of possible interference and can object to your use before you go too far down the road with your mark.  Subsequent filers get notice that you got their first with your application, and know to move on. 

And, unfortunately, “companies” like the US Trademark Registration Office get the ability to send you what seem to be bills from the actual USPTO. 

Check out the highlights above.  This certainly looks like an invoice, huh?  Lists an amount ($375) that’s exactly the same as the standard trademark registration fee.  Says “DUE NOW” in all caps.  Contains vaguely threatening references, in bold underlined text, to the United States Patent & Trademark Office and the Office of Homeland Security.  Warns you about all sorts of bad outcomes that might happen to your trademark if you don’t subscribe to their service.  Conveniently omits that the service they want you to subscribe to DOESN’T ACTUALLY PREVENT THESE OUTCOMES (Instead, it just promises to notify you about the scary outcomes again in the future).  Asks you to detach the payment stub and attach it to your check.

Worse…this doesn’t just look like an invoice.  It looks like an invoice from a government agency with whom you had recently filed something.  Because if you had recently applied with the USPTO for a trademark registration, it would be hard imagine a name closer to “United States Patent and Trademark Office” than “United States Trademark Registration Office.”    The fact that they don’t give you a phone number to call or a website to visit…and the fact that their seemingly prestigious address in a downtown LA bank tower is really a rent-a-desk virtual office in a downtown LA bank tower, and the fact that the “company” doesn’t show up on an entity search at the California Secretary of State, all seem pretty damning evidence that these people are way more interested in tricking you into buying a service you don’t want to buy than they are in providing you with a service that’s manifestly valuable enough to buy.

Undeniably sleazy.  But is it illegal?

Probably. But barely.  Buried in the body of the letter you can find the “this is not a bill” disclaimer prescribed 39 U.S.C. 3001(d) (requiring mailed materials that look like invoices, but aren’t, to alert the reader conspicuously that they are in fact not invoices).  Just below that, you can find the “we are not a government agency” disclaimer required in 30 U.S.C. 3001(h).   I’d argue that while both notices appear in ALL CAPS font, they lose the right to claim the statutory requirement of conspicuousness because so much of the text in this document is in ALL CAPS, bold, italic, or underlined text that there’s almost nothing conspicuous about the disclaimer. Fortunately, I don’t have to.

That’s because they omitted one last requirement for mailings like this.  Besides the two “conspicuous” notices above, a bit further down chapter 3001 we find the subection (i)(2) requirement that for any mailing that could reasonably be construed as coming from a government agency (and I think we can all agree that this one satisifes that threshold)…

“…the envelope or outside cover or wrapper in which such matter is mailed bears on its face in capital letters and in conspicuous and legible type, in accordance with regulations which the Postal Service shall prescribe, the following notice: “THIS IS NOT A GOVERNMENT DOCUMENT.”, or a notice to the same effect in words which the Postal Service may prescribe; and…”

There is no such notice on this envelope.  So, not just sleazy.  Likely illegal.

New Year. New Approach.

January 3rd, 2012

Anywhere you look these days, you see that it’s resolution time. We’ve just finished reviewing the “Best of 2011” lists, with everything from movies to sports highlights getting a celebratory retelling. And now it’s time to plan for the year that will be – asking the questions: what do we want to accomplish, why do we want those things, and how do we get there?  

For law firms, this conversation has been going on for some time. The economic downturn (read: collapse) of 2008 caused some serious soul-searching in the industry, and law firms have tried myriad ways to adapt (see e.g. layoffs, mergers and staff moves to interesting locales). So we thought we’d lend a helping hand and suggest some ways law firms can slim down, shape up and get more sleep in 2012. Here goes:

1. Buy some toys. As evidenced by Google’s $12.5B takeover with Motorola Mobility, the mobile market isn’t just heating up, it’s hot. Lawyers need to spend some quality time doing things other than pounding out emails on their BlackBerry’s. Take a look at all the things mobile technologies can do now. See how companies are interacting with their customers on mobile sites. Figure out what this “cloud” stuff is all about. Your clients care about this stuff. And so should you.

2. Learn to love something new. In-house lawyers frequently talk about their desire to have their outside counsel understand their business issues. This is a tall order for lawyers who have no business experience. Most law firms assume that because someone has two degrees from elite universities, they’ll be an excellent lawyer. But here’s a thought – what if those two degrees came with a few years in a business setting, an MBA or an understanding of profit and loss?

3. Start talking. We commend those law firms who have taken to sites like Facebook and Twitter. But are there any firms out there who have used these sites as anything other than virtual ad space? As one expert put it, social media is a conversation, not a broadcast. So firms need to learn how to engage with their clients – both old and new – in a social setting. And in case you haven’t heard, we here at Brightleaf have a cool new way  firms can do that.

Got some ideas for turning 2012 into the year of the law firm? Tell us about them!

Syndicated marketing and publication apps for lawyers

December 21st, 2011

[Flipboard logo]

Interesting post this week by Kevin O’Keefe at Real Lawyers Have Blogs.  Kevin posits that Flipboard, the fast-spreading social magazine publishing platform, should probably be the way that legal content creators syndicate their stuff out to their audiences.  His well-reasoned logic goes like this:

1. Flipboard has a clean, beautiful interface that its readers love.

2. Flipboard is already on 4.5 million iPads and just released an iPhone version

3. If a legal content provider wants to create its own publishing app, it will compete against Flipboard on points  #1 and #2.  And when it comes to an iPad user’s apportioning of screen space for icons, Flipboard is probably going to win.  Because that’s the reality of mobile apps (even mobile legal apps): you aren’t just competing for market share against your competitors; you’re competing for screen share against the hundreds of thousand of other apps that could be occupying your icon’s space.

As Brightleaf CEO Dan Gaffney has written in these pages, lawyers themselves increasingly need to use new technologies to connect with prospective and existing clients.  As they do, they’ll face a similar dilemna…should they try to distribute that content to clients and prospects using their homegrown websites and e-mail marketing systems?  Or should they try to leverage mobile apps that flexibly syndicate that content?

We have strong thoughts in this areaDrop us a note if you have any questions or want to chat further.

Just-in-time marketing for lawyers

December 6th, 2011

One of the big challenges that face lawyers today is their ability to market themselves. There are an unlimited number of market channels in which a lawyer can present their services. Lawyers can sponsor and attend networking events. They can blog, tweet or have a presence on Facebook. But with the required time and effort, how much actually pays off for the individual lawyer?

Law firm marketing organizations do a solid job of marketing their firms and developing a good firm reputation in the market. But if you really look at what generates revenue for the firm it has to do with individual relationships that the lawyers have with an industry or a particular client. Law firms need to find marketing channels that allow the individual partners to build their name and brand recognition.

A new concept that law firm marketing organizations need to consider in this age of always on information is the concept of “Just-in-Time Targeted Marketing”. Several other industries use this concept with great success, yet it has not caught on in the legal market.

Imagine for a minute you are a new start-up company and you are looking to raise seed funding for your company. The first thing you are going to do is digest everything on the web as it relates to raising seed capital. You may find yourself reading articles on SeedFunding101, or maybe read about the TechStars incubator program. What if in those articles there was a link, or better yet there was a small marketing advertisement that describes your startup lawyer and how he guides startups through the funding process. By clicking on the link the entrepreneur is taken to a page that describes the process of raising seed financing and how important it is to work with an expert lawyer who can introduce you to seed investors and help guide you through the process. What if the site also let the entrepreneur provide a bit of information to the lawyer so that you could start a conversation? All of a sudden there is a name and a face with the process. The entrepreneur is now comfortable either picking up the phone and calling the lawyer, or sending in information about his company so that a lawyer can make a quick decision about how to handle this entrepreneur. The one thing for sure is that an entrepreneur is not going to cold call into a law firm just because they sponsored an event.

This is just-in-time marketing for lawyers, putting the knowledge, expertise and face of the individual in front of the entrepreneur when he is most apt to pick up the phone or make contact. This approach will have a dramatic impact on the overall book of business for the lawyer and continue to shed a positive light on the firm.

To EC/VC lawyers, startups are lottery tickets

November 21st, 2011

Venture Capital & Emerging Companies lawyers have to work hard to be successful. They work in an exciting environment, with energetic companies who lead our economy to wherever it’s going. But,  unfortunately, the size of their deals, the failure rate of new ventures, and the likelihood that successful ventures will “leave the nest” for lawyers with later-stage practices, means that these lawyers constantly must hunt for new business.

A startup lawyer may be outside counsel for a company.  But that company tends not to have much legal work.  It will only do the legal work that it absolutely needs to.  It might not survive to create more legal work.  And its financial constraints mean it needs to pay as little money as possible for the scant legal services it does commission.

On the other side, the lawyer might be doing work for the venture capital or angel investor. The work is more regular, but the investor will almost always cap the costs its lawyer may assess. Plus, most investors have a roster of firms they can send work to if one objects to that cap.

Brightleaf does a lot of deep financial modeling at our client firms.  Much of that analysis shows that from a profitability perspective, lawyers doing VC deals actually lose money on those deals. This comes as no surprise to those lawyers, who routinely write off dozens of hours because they’ve blown past their cap.

So if it’s hard to profit from individual EC/VC matters and if EC clients evaporate quickly, and if you need to juggle a lot of these clients to keep revenues rolling in, why are so many quality lawyers in this space?

The reason is that they all want to win the “Lottery”.  Several startup lawyers we work with refer to startup clients as lottery tickets. They each hope that the startup becomes the next Zynga, or Facebook. They hope that one of their lottery tickets will need to go public someday, generating millions of dollars of billable work for their firm…if not for themselves.

So, if startups really are lottery tickets, it seems a good strategy for VC & EC lawyer would be to get as many “lottery tickets” as they can, thereby increasing their odds that one or more of their companies will make the big dance.

Easier said than done…for several reasons.  There’s fierce competition for these clients.  They don’t always seek out legal help when they should.  Their founders tend to be very smart, but very unsophisticated about selecting outside counsel. But the biggest problem for EC/VC lawyers is simply that it takes tremendous time and effort not only to hunt for startup business clients but also to provide (likely unprofitable) services to those clients.

It might sound overly simplified, but as competition increases, EC/VC lawyers who plan on thriving, or even surviving,  in this practice area for years to come are going to have to do two things.  First, they have to find ways to more easily gather these lottery tickets.  Second, they have to find ways to lower the time and cost of servicing these clients while providing even higher service levels to them.  The pressure to do so is likely to mount.  As margins continue to be squeezed at law firms, their CFOs will increasingly measure individual matter types from a profitability perspective…the way every other industry on the planet measures profitability by product line.  As CFOs visualize profitability by matter type, they start to squeeze or remove unprofitable practices. This puts the EC/VC practices right in the fiscal crosshairs.

How will EC/VC practices solve this dilemma?  How do they grow in this market over the long haul? How do they lower servicing times and costs while increasing service levels so they can win more business?  How do they out-compete new model firms and Rocket Lawyer style providers that crowd the sidelines of their fields?  How do they justify themselves in a climate that focuses more and more on profit?

Here’s what we see…They focus on using technology to make their practice much more efficient, significantly improving their margins and making unprofitable work profitable. They are employing technology to better market their services to new startups, connecting with those startups on their own turf. They leverage mobile devices to shorten the acquisition cycle of these new clients.

As the world of law firms continue to specialize, those practices that best leverage technology to differentiate themselves and connect with new clients and efficiently receive and complete work from all clients will ultimately have the biggest pile of lottery tickets. And having the biggest pile of tickets will always place them in the front of the line to collect their winnings.

Passing the bucks

November 20th, 2011

Twenty-seven days ago, the New York Times OP-Ed page ran a piece by a senior Brookings Institute fellow named Clifford Winston.  The piece was entitled, “Are Law Schools and Bar Exams Really Necessary?’  It concluded—flatly—that law schools and bar exams were not necessary.

Exactly five months earlier, that paper’s recurring Business Day feature ran this article.  Here’s the quick summary: top tier law firms, concerned about labor costs, have begun splitting their incoming attorneys into two tracks: a highly paid partner tracks and a lowly paid, non-partner track.  The article  blamed this trend on several factors–the economy, competition from non-traditional sources, growing client dissatisfaction with legal costs on repetitive or process-intensive work, a teeming oversupply of law school grads.  Then it made the dismal prediciton that the legal industry will continue to lose “many of the lucrative partner-track positions for which law students suffer so much debt.”

Four months prior to that sad nugget, the Times’ regular Business Page queried “Is Law School a Losing Game?” in a feature that bluntly deconstructed the sconomics of attending law school. Those economics works like this: (a) most students rack up something like $150,000 in loan debt to get their JDs; (b) they do so because of the promise of high-paying BigLaw associateships; (c) very few of them ever secure such associateships; (d) the majority face increasingly bleak employment prospects; (e) those prospects seem unlikely to improve.  So…why do students bet so much on odds that seem so long?  Quoting Indiana Law School professor William Henderson,  the Times placed much of the blame on the schools and the “Enron-style accounting” they use to keep students and student loan dollars  rolling in.  For a genteel broadsheet that still refers to athletes as “Mr. Jeter” and “Ms. Sharapova,”   this was especially strident stuff.  Besides reverberating througout legal and academic circles, the article touched off one of 2011’s few moments of true bipartisanship, as Senators Barbara Boxer (D-CA) and Charles Grassley (R-IA) both went upside the ABA’s head with stern rebukes.

That’s not all   In the months leading up to that noisome tiff, such varied sections of the paper as Legal/Regulatory, Education, Economics, and Fashion & Style, each weighed in on the hollowing out of the law school value proposition.

[Aside:  The Fashion article is notably odd.  It begins ostensibly as a commentary on a new ABC law drama called "The Deep End."  After just a few paragraphs th0ugh, the author veers sharply away from the over-considered grooming and bottomless self-involvement of the show's young AmLaw associate characters and sails squarely into a dissertation on the economic problems faced by their real-life counterparts.  In the end, the reader is left with the impression that “The Deep End” is some ratio of law school debt to anticipated legal profession earnings.  Which is a shame, because I really wanted to know more about  the show.  I'm sure it had to be transcendant broadcasting fare.  I don't know how it could only have lasted five episodes before ABC pulled its plug. People, I guess, just don't appreciate Billy Zane as much as they should.]

So the Times’ “series” on student-school-firm-client economic model has lasted much longer than “The Deep End.”   But with almost every section of the paper except  maybe Sports weighing in over the past eighteen months, it’s almost feeling  more like a gang-harangue than a series. 

Which is why I was wholly unsurprised while waiting in line at Starbucks today to glance down at the Times front page and see “What They Don’t Teach Law Students: Lawyering” staring back at me. 

The article’s thesis—law schools architect their curricula to teach law students three years and $150,000 of stuff other than how to practice law—is hardly a novel one.    But if you view that thesis along the line of cases the Times has been making against the student-school-firm-client model, it all feels particularly damning. 

(Aside #2: Yes, I did learn the phrase “line of cases” while I was at law school.  So that’s one thing at least…Also, I learned that it was important not to snicker every time a professor referred to a case as being ”seminal.”  And I think there might have been more than one of those Oliver Wendell Holmes guys. )

Connecting the dots, here’s our little drawing of the  Times thesis:

(1) The core mission of a law school is no more to educate students than the core mission of an insurance company is to pay out claims.  Insurance companies live to collect premiums; law schools live to collect premium tuitions.  Everything else is just a means to those ends.

(2) To collect these tuitions, schools intentionally create in their students unrealistic expectations about the likelihood of landing a high-paying job in the legal profession.

(3) Spurred on by these expectations, students become increasingly willing take on more student loan debt than is economically rational.

(4) By guaranteeing higher and higher amounts of this debt, (before ultimately taking over all of it), the federal government keeps creating larger and larger piles of money for schools to chase.  And schools, unsurprisingly, chase that pile.  Which might explain why we’re building more and more law schools as the legal industry is hemorrhaging more and more jobs.

 (4) Law schools–and the professors they employ–simply do not consider it their responsibility to teach their students the skills they will need in order to do the jobs that will pay off these massive loans.  As today’s article points out, a recent survey revealed that as many as half of law school professors have never practiced and the median practice experience level among all professors is somewhere around one year.  This doesn’t make those professors bad people.  It does mean that the things they do (produce scholarly and sometimes esoteric law review articles) and the things their students’ employers do (practice law) are fundamentally different things.  It also means that someone has to assume the cost of training those students how to practice once they begin practicing.

(5) For a long time, firms have been hiring these untrained graduates and billing their time out to clients at hundreds of dollars an hour while those graduates train on the job.  This effectively transfers the cost of that training from the schools (who don’t feel they need to provide it) and the firms (who need it) to the clients.

 This feels an awful lot like a bubble, right?  People paying sums they can’t afford for things that likely will not be worth those sums…paying those sums because the sums’ recipients are shading value propositions of what they sell…cost and risk are being offloaded onto unrelated third parties.  In fact, it feels especially like one particular bubble.  Try this…swap in these phrases: homebuyer for law student, mortgage for student loan,  mortgage industry for law school,  Fannie Mae (federal mortgage guarantor) for Sallie Mae (federal student loan guarantor), collateralized debt obligation for student loan guarantee,  taxpayer for client, and taxpayer for taxpayer…and the logic holds.  This is because both housing bubble finances and law school finances depend on the same three things:  (a) payees (schools/mortgage industr)y being blind to or disingenuous about the risks of signing up for what they’re selling; (b) students/purchasers committing irrational faith to the proposition that their purchase will appreciate in value  (“My degree/house will be worth so  much money to me that it almost doesn’t matter what it costs…besides….EVERYONE I know is doing this!”); (c) a market-wide practice of passing the bucks by transferring costs and risk away from sellers and onto third-parties (guarantors, taxpayers, clients).

The trouble with bubbles, of course, is that a system dependent on transferring risk to third parties (economists call this “negative externality”) is that eventually that third party is going to refuse to accept, or become incapable of accepting, more of that risk.  And then, in Yeats’ words, “things fall apart, the center cannot hold, a blood-dimmed tide is loosed upon the earth.” In the case of the housing crisis, this market risk rejection began on a sharply involuntary note with gigantic buyers of mortgage debt collapsing overnight.

For the law school bubble, the market risk rejection is a lot simpler…and hopefully a lot less blood-dimmed:  clients just started saying “no.”  Today’s article cites two stats familiar to legal industry mavens:  about half of law firms have had clients push back on paying for work done by 1st year and 2nd year associates; and a greater number have been pressured about flat or alternative fees.  Again, the concept is hardly novel.  Echoing a recent ACC survey, the ABA reported last month that over 20% of all legal departments now refuse to pay for work done by 1st year (and in some cases, 2nd year) associates.

So, the third-party client rejecting the cost and risk ain’t new.  But the rate of that rejecton and the feelings underlying it are on the rise.  That feeling is expressed most plainly in today’s Times by Jeffrey Carr, general counsel of FMC Technologies and  a leading advocate for reform of longstanding legal economics:

”The fundamental issue is that law schools are producing people who are not capable of being counselors,” says Jeffrey W. Carr… “They are lawyers in the sense that they have law degrees, but they aren’t ready to be a provider of services.”

The larger question is when will law schools be ready to be providers of providers of legal services.

Gettin’ Thingamajiggy with It (subtitle: the definition at the end of this blog)

November 6th, 2011

If your offices are like ours, then two things are happening all around you throughout the day: (1) Your Product Design Director is drinking coffee so strong that it crosses the line from “liquid” to “dark matter;” and (2) your attorneys are meandering about untethered, doing more and more of their work on mobile Interwebs thingamajiggies. (For us, this latter trend has sparked the label “free-range lawyers“).

You may also be hearing your own free-range lawyers bark the word “app” more and more as the look up from their thingamajiggies. If so, you’ve likely noticed that their usage of “app” feels a bit uneven for a profession that’s so consistently persnickety about its definitions. (And I’m not just saying that because I have a document on my desk whose first 28 pages are reserved for defining the terms it uses in its remaining 76 pages).

We’re awash each day in emails that tout “Five Must-Have Lawyer Apps.” We’re pelted by blog posts with (slightly hacky) titles like “App to the Future: How to Make Your Small Firm More Efficient.” After reading just a few of these, it becomes pretty obvious that there’s very little consensus about what an app actually is and even less understanding about why apps excite people or inspire devotion in users.

So, with our characteristic lexicographical lawyerliness, let’s see if we can help find the common ground. At our first stop, Merriam-Webster, we find “app” defined this way:

Source: Merriam-Webster Online
App: noun \ˈap\

Definition: An application.

Okay…THAT cleared thing up considerably. Thank you, Merriam. Thank you, Webster. I don’t know which one of you came up with that etymological nugget of uselessness. I just hope you didn’t strain yourselves too much in the process. Moving on…

The Oxford Dictionary. We know, we know…hardly a bastion of cutting-edge techspeak. But, THE authority on precise, detailed meaning. Let’s see what they’ve got for us

Source: The Oxford Dictionary (online)
app (app); noun
Pronunciation:/ap/
a self-contained program or piece of software designed to fulfill a particular purpose; an application, especially as downloaded by a user to a mobile device.

Hm. Marginally better, I suppose. At least Oxford had the manners to define what an “application” before telling us that an app was one. But, what’s with the indecisive “especially” hedge they toss in at the end of the sentence?  Are they telling us that an app is just an application? Or…a mobile downloaded one?  Or  is it an applicatio…that’s also kind of sort of maybe a little bit particularly especially the kind of application that get downloaded mobile-y. Is that one definition or two?  Or one-and-a-half?

Feels like about one-and-a-half. I guess that to Oxford, a good example of an app would be the Microsoft Project installation on my PC at work.  But an especially good example of one would the “Grover and the Monster at the End of This Book” story-widget that causes my two-year-old son to keep swiping my iPhone. 

Shocking Spoiler Alert: Turns out Grover IS the titular monster at the end of the book.  And his panic attacks,  mounting as each page turn brings him closer to book’s end, are for naught.  There’s probably some sort of deeper lesson there about how we are each in the end our own anxieties. If so, it was lost on me.  I’d just like to get my phone back.  And I’d like to get a clearer definition of  what these app things are.

Right. Well. If Oxford couldn’t help, let’s head southwest to Cambridge and see what the rivals have for us…

Source: Cambridge Dictionary Online
app /æp/ noun [C]
Definition: (Information Technology). Abbreviation for application or application program: a computer program that is designed for a particular purpose. See also killer app…

Okay. Other than the revelation that these things–whatever they are–can apparently kill (do NOT tell Grover…he just can’t handle this sort of news), Cambridge seem to be going with the staid, vanilla…”an app is just an application…” approach. While that’s not particularly illunimating, at least they’re not caught in the dissembling it’s-sort-of-one-or-two-things middle.  Oh…wait…there’s more…

Definition: (Communications). Abbreviation for application or application program: a small computer program that you can download onto a mobile phone.

Now I’m really confused. Merriam-Webster says an app is just an application. Oxford says it’s just an application, but maybe a skootch more a mobile device downloaded one. Cambridge says it’s an application if you’re talking about IT and a mobile download if you’re talking about communications. But none of them even begin to explain with any kind of precision why apps excite people.

Any one else want to weigh in?…?…?

Source: PC Magazine
Definition of: app
(APPlication) The term has been used as shorthand for “application” in the IT community for decades. However, it became newly popular for mobile applications in smartphones and tablets.

Not particularly precise, I suppose. But explaining that the definition of “app” has transitioned (or is transitioning) from one user group to another.  Maybe it just needs a little time to unpack its bags.  Maybe it’s too soon for a hard-edged dictionary definition of “app.” Maybe, with the passage of time and a little more syncretic term-settling, we’ll have a better and more universally acknowledged handle on what these things are.

No.  That’s not it.  You can tell, just by the way our lawyers and their free-range ilk say the word, that their experience of it is different.  It isn’t just an application.  And, with apologies to an aforementioned and overwrought Muppet, it isn’t just a mobile widget.

Maybe, instead of trying to define the “what,” it would be more helpful to focus on the “how.”  And that’s what Bill French of iPadCTO.com did a year ago today.  In his November 8, 2010 blog, French took the approach of describing how we interact with apps instead of defining what apps technically are. The result was much more useful.   As you will see from his definition, it’s the right-sizing of the app, the fit it makes between form and context, the seamlessness of its user interaction, that really defines it:

Apps have become a meaningful abbreviation to technology that just works. Apps provide a common and easily understood idea that has been widely accepted as a solution – indeed a means to get stuff done quickly and effectively. Humans across the globe see apps as the pathway to achieving objectives, whether simple tasks or complex processes, and they’ve begun to vote on this model [literally] with gestures of resounding approval… Apps are quickly becoming the life-link between users and businesses – they represent the brand equity of that relationship and users can assess the benefits of an app at relatively low costs…”

The App-centric Enterprise and Why The Web May Soon Be Obsolete
Bill French, iPadCTO.com
November 8, 2010