Darryl Cooke 
To Innovate or Not to Innovate: A blueprint for the law firm of the future 

Innovation should be at the heart of the strategy of every law firm. It drives the competitive advantage that a law firms needs not just to set itself apart from its competition but also to survive. The purpose of strategy is to understand and cope with competition. Innovation and creativity are core to that strategy. Competitive advantage impacts your bottom line. It answers your clients’ key questions of ‘Why should I do business with you?’ ‘What are you offering that no one else does?’ Innovation is key to answering these questions.

This book will show you how to reinvent yourself to create a culture that encourages and spawns innovation at every level, both on the micro and macro levels. It leads you through the creation of the infrastructure that is necessary to encourage creativity and that is unique to law firms as well as setting out the creative process to produce new thinking. It deals with leadership, handling change, communication, culture, teamwork and accountability that will lead to real and necessary innovation.

The author, Darryl Cooke, is co-founder of gunnercooke, one of the UK’s fastest-growing challenger law firms.

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Introduction 7
Chapter 1: If it ain’t broke, don’t fix it 11
Chapter 2: Leadership is everything 21
Chapter 3: Building a competitive advantage 33
Chapter 4: Culture eats strategy for breakfast 41
Chapter 5: Communication 53
Chapter 6: Teamwork 69
Chapter 7: To innovate or not to innovate? 83
Chapter 8: Accountability 151
Chapter 9: Conclusion – a sense of urgency 165
Notes 169
About the author 173
Bibliography 175
Index 179