For more than a decade now technology and innovation jargon has been pushing its way inelegantly into the legal sphere. But with what result? Certainly, it has led to industrial levels of hype as cloying Silicon Valley-speak took hold in even the most inhospitable arenas. But more to the point for the development of the industry is the endemic confusion it has sown. Without re-treading this month’s cover feature on the substance of law firms’ New Law divisions, it is clear that the industry struggles enormously to articulate these services, both at conventional law firms and pure-play providers.
This explains the widespread confusion in the minds of general counsel about what is on offer and how it differs from Old Law. ‘Platforms’, ‘solutions’, ‘suites’ and an avalanche of weird brand names are present, but as to explaining the products on offer, it is just not cutting through.