• Legal Industry Disruption

Disruptive Innovation: Love, Hate, and Business Law

by Noel Bagwell
for Executive Legal Professionals, PLLC

July 1, 2015

Understanding Disruption

I used to get in trouble in school for “disrupting” class. I’ve always been disruptive, actually. I have a pathological aversion to conformity. I have grown up a bit, though. These days, I focus more on innovating in my industry—the legal industry—in disruptive ways. My clients love it. My competitors hate it. Disruptive innovation is my secret weapon, and it can be yours, too.

“Disruptive innovation, a term of art coined by Clayton Christensen, describes a process by which a product or service takes root initially in simple applications at the bottom of a market and then relentlessly moves up market, eventually displacing established competitors.”1 In other words, you don’t have to do an entirely new thing to do something differently, in a new way, or in a way that improves the way things have been done for years.

In his excellent book, Zero to One, Peter Thiel “shows how we can find singular ways to create … new things.”2 That’s one kind of innovation—a brilliant, necessary, vibrant kind of innovation. Not everyone is built to create new things, however; some innovators are improvers. Apple, for example, is a company dedicated to the perfection of consumer technology concepts. Apple did not create the first smartphone, smart watch, PC, or tablet. Apple has been relentlessly pursuing perfection of those products. That is Apple’s secret weapon, the key to their success—disruptive innovation.

The question disruptive innovators ask is: “How can I look at something familiar in a new way, and profit by improving the familiar in unexpected, more efficient ways?” When you can answer that question, you’re doing something new, something disruptive. Your customers will love it. Your competitors will be scrambling to keep up.

Disrupting the Business Law World

What problems do businesses have with business lawyers, generally? I think the greatest problem is that entrepreneurs, start-ups, and smaller businesses tend to completely avoid legal services until they find themselves in an expensive mess. If they had access to affordable, competent, business-savvy preventive legal service providers, this would less often be the case.

The solution to this problem—subscription-based legal service plans—is elegant and simple (which, I was recently told, is a redundant way to describe something; the person who told me this noted, if something is elegant, it is simple). Most importantly, the way subscription-based legal services are provided to clients addresses the underlying reason why entrepreneurs, start-ups, and smaller businesses tend to completely avoid legal services until they find themselves in an expensive mess. The underlying reason has a lot to do with cost and complication, and I’ve written about that before.3

Executive Legal Professionals provides customized packages of preventive legal services to businesses for a regular flat fee. Clients can choose annual, quarterly, or monthly payment plans; and they get everything they need on a regular basis, included in their subscription. The best part: our services are both affordable and scalable. That’s what’s disruptive about us. We can serve any small business, provide everything they need, and our clients’ costs are fixed and predictable, putting them in control.

If the enormity of getting legal counsel for your business freaks you out, guess what? You’re human. Let us be part of your team; get the wheels turning. It will be easier than you think. It will be affordable, and you’re going to love us… unless you’re our competition.


1 Christensen, C. (2012, July 10). Disruptive Innovation. Retrieved July 1, 2015, from http://www.claytonchristensen.com/key-concepts/
2 Thiel, P. (2014, September 9). About Zero to One. Retrieved July 1, 2015, from http://zerotoonebook.com/about/
3 Bagwell, Noel. “Preventive Law: Necessary Legal Services for Any Business.” Executive Legal Professionals, PLLC. Executive Legal Professionals, PLLC, 14 Nov. 2014. Web. 2 July 2015. http://executivelp.com/business-tips/preventive-law-necessary-legal-services-business/

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