Do You "Burn The Ships" When Approaching Challenges At Your Law Firm?

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There is a terrific urban legend about the Spanish conquistador Hernando Cortes.  In 1519, Cortes landed on the shores of the Yucatan looking to conquer the Aztecs and seize their riches.

As the legend goes, Cortes convinced 500 men and 11 ships to join him on his conquest.  Cortes knew that he had some distinct disadvantages.  He was far outnumbered and in a foreign land, “home court” for his enemy.  The Aztecs had survived and flourished for nearly six centuries before his arrival.  This was a monumental task for Cortes and his men.

As his soldiers rested, preparing for battle the next day, Cortes sent a few men to burn all 11 ships they had traveled in.  When the men awoke with their ships on fire, Cortes explained to his men “If we are going home, we are going home in their ships.”

With their backs against the wall, no means of escape, and no fall back position, Cortes and his men conquered the Aztecs.  The choices were simple, succeed or die.

The idea of “burning the ships” applies to many aspects of running a firm or business.  It’s easy to keep a safety valve instead of taking the risk to push through.

That’s not to say that it isn’t important to have a plan and a vision.  However, often what winds up happening is that we refuse to take much of a risk.  We stick with what we know and what is comfortable.  If we know that our ships are still out there waiting for us, when things get tough we instinctively head for them so we can escape. It’s just human nature.

I speak with lawyers every day that want to find new ways of marketing and advertising their firm, but without the risk or commitment.  Like any other aspect of running a law firm, we must take smart chances, try things out, and give them the focus, attention, and motivation they need to succeed.  Only then can we judge the merits of the directions we choose.

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