50 Nevada Lawyer May 2012

BooK rEVIEW: “rEInVEnTInG ProFESSIonAl SErVICES –

BUIlD YoUr BUSInESS In ThE DIGITAl MArKETPlACE,” BY ArI KAPlAn

BY MICHAEL SAUNDERS, ESQ.

The workplace has certainly changed dramatically, even within the last few years or so. Technology has empowered customers as never before, providing them with immediate access to information about professional service options. As a consequence, the competitive pressures facing professionals have heightened. The rapid changes taking place in the economy have forced many professionals to either innovate or die.

Those looking for help with this necessary innovation may want to take a look at the book “Reinventing Professional Services: Building Your Business in the Digital Marketplace,” by Ari Kaplan, a former New York City lawyer-turned business-strategist.

Kaplan states that his book “… is designed to provide readers with authentic insights on charting an accessible course for making small changes that have the potential to achieve identifiable results.” And, he states, “It offers concrete ideas for engaging more fully with clients and prospects, raising your profile and that of your practice, by contributing to the growth of your professional community and creating additional opportunities to interact with your core audience.” The book consists of sound business insights and advice from lawyers, accountants, real-estate professionals, doctors and Kaplan himself.

In Kaplan’s view, the situation currently facing professionals is that, “… the recession and the impact of technology on information-oriented advisory careers are forcing [professionals] to become more entrepreneurial. A well-respected education, industry experience and a book of contacts are no longer enough. There is a renewed focus on practical innovation.”

With the situation facing professionals thus outlined, Kaplan posits the outcome: “The trends have, in a word, forced each professional to become a hustler,” he explains. The metaphor of the white-collar hustler figures prominently in the book. The term isn’t a derogatory one; what exactly are the attributes of Kaplan’s white-collar hustler? “Enthusiasm is the hallmark of the modern hustler,” Kaplan says. “The central focus of today’s white-collar hustler is a well-crafted plan and a dedication to a routine set of activities that contribute to the professional’s success, as well as that of those he or she serves.”

With this book, Kaplan provides the foundation the aspiring “hustler” needs to create his or her well-crafted plan and set of activities that will lead to professional success.

It is somewhat difficult to strictly categorize Kaplan’s book as it covers so many varying topics, but ultimately I see it as a guide to helping an individual build a personal brand. The importance of building a personal brand cannot be understated, as Kaplan says, “While it was once an advantage to have a personal brand it is now essential.”

Kaplan also places enthusiastic emphasis on leveraging social media and technology in the interest of business development. He encourages readers to embrace transparency

and become “visible, enthusiastic experts.” To that end, he offers many helpful websites and suggestions on improving one’s use of social media in order to become a “visible, enthusiastic expert.”

I have no doubt that readers of modern business literature will recognize many of the contemporary business buzzwords and ideas found in the book. But, I also have no doubt that there are so many gems in the book that even avid networking and marketing gurus will discover new ways to improve their abilities to create business relationships.

Overall, the book ties the many threads of current business literature together into a well-written, refreshing and useful package. If you are like me, you will appreciate the author’s enthusiasm and focus on taking action. Whether you are looking

for practical, actionable steps to grow your business or simply for a new source of inspiration, you will likely enjoy this book. The author exhorts his readers to “seize opportunity whenever possible.” As his reviewer, I would encourage you to seize the opportunity to read his book. You won’t be disappointed.

michael SaunDerS was a Boyd charter class student and is now a senior deputy attorney general with the Nevada Attorney General’s Bureau of Consumer Protection. He represents the public interest in cases

involving the rates and services of electric, natural gas, telecommunications and water companies before the Public Utilities Commission of Nevada.

There’s abetter way�to build or expand y�our client base.Join the Lawyer Referral and Information Service (LRIS). A public service of the State Bar of Nevada, the LRIS provides free referrals to those who can affordan attorney but don’t know whoto call. When you enroll in the program, you gain access to the 25,000 referrals LRIS makes each year.

Benefits include:

We advertise so you don’t have to.We advertise so you don’t have to.

To fill out an application, visit www.nvbar.org today!For more information call 702.382.2200 or toll free 1.800.254.2797

author ari Kaplan is a featured CLe presenter at the upcoming state Bar of nevada annual Meeting. the meeting will take place June 28 - 30 at the Hotel Del Coronado on Coronado island, California. there is still time to register. Visit the bar’s website at www.nvbar.org/annualmeeting and click on the “register now” link.