Lean lawyers tend to be progressive lawyers — those who are constantly looking for ways to improve their methods, be more efficient, and looking for trends in the legal industry and the resultant opportunities. These opportunities are where the often overlooked mid-market law firms can disrupt Big Law.

Mid-market firms are more agile than Big Law firms and so better equipped to succeed in a volatile legal market where they can adapt quicker than large firms.

Published metrics suggest that mid-market firms stalled somewhat prior to the pandemic, but then showed an uptick in 2022. But why?

The conventional view is that in times of change clients retreat to the larger firms. But change and volatility aren't the same thing. What we see now in early 2023 is volatility. Inflation is rising, demand is contracting and clients fear a recession. It may not happen, but the fear is enough. All of this can play into the hands of mid-market firms if, but only if, they position themselves correctly.

Sure clients would like the perceived assurance of using the biggest firms, but not at any cost in this economic climate. Existential assignments apart, clients will also consider mid-market firms who can credibly present themselves as more efficient but equally effective problem solvers.

Structured properly, with the right identity and offering, mid-market firms can ride the volatility better than their larger competitors. It's true that they can adapt faster, be more flexible on rates and offer a more attractive platform for talent.

The more progressive mid-size firms can aim to be more than just a threat, they can be disrupters. Consider the effect of some of the other disruptive forces, like ALSPs, tech companies and the Big 4. Each of those disrupters offer teachable takeaways for mid-market firms.

Here's a tip-sheet for mid-market firms in a volatile market:

  1. Have a clear identity and a good story — clients care about these things.
  2. Offer flexibility and value without compromising quality.
  3. Get the attorneys to buy-in — because if they don't the clients won't.
  4. Find and adopt the right tech and harness it carefully to lawyer talent.
  5. Make diversity and innovation key parts of solving clients' problems.
  6. Most of all. don't just say these things on your website, operationalize them.