Ask a law firm leader how they standout in the elite market, you might be met with a choreography of dazzling words.

"We're differentiating." "We're a disruptor"; "We're nimble."

So often are these lines uttered they've become industry platitudes. Perhaps firm leaders have magnified the small adjustments they've made to traditional ways of working such that the sense of being pioneering, 'a disruptor', is real.