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S5 E16: X-treme Makeover


ICP Logo

S5 E16: X-treme Makeover




Twitter’s radical rebrand to “X” has left us wondering about the implications for the social media landscape. Alongside this, the rise of AI in the legal field is creating new opportunities for lawyers to enhance their skills and leverage cutting-edge technologies for their marketing strategies.

In this week’s episode, Grace and Liel delve into the impact of Twitter’s rebranding and what it means for users. They also discuss the growing importance of AI courses for lawyers, highlighting how these courses can equip legal professionals with the knowledge and tools needed to stay ahead in a rapidly evolving industry.

Keeping up with the latest AI news? We explore the potential of AI technologies like gaze redirect, which can be used to create more engaging and personalized marketing content. By understanding and exploring these technologies, lawyers can boost their marketing efforts and connect more effectively with their target audience.

Resources mentioned in our episode:

If you enjoy the show, subscribe and leave us a review! Don’t forget to send us your questions and comments at ask@incamerapodcast.com.


Liel: [00:00:00] In the span of just seven days, Twitter underwent a transformation, becoming an example of one of the swiftest and most abrupt rebranding efforts ever witnessed in media history. The process also marked the end of one of the world’s most renowned brands. I’m L Levy, co-founder of Nanato Media and author of Beyond Se Habla Español How Lawyers Win the Hispanic Market. And this is In Camera Podcast where we are happy to record with better audio quality again. Welcome to In Camera Podcast Private Legal Marketing Conversation. Grace Welcome back. It’s so nice to see you.

Grace: [00:01:02] Nice to see you too, Liel.

Liel: [00:01:04] Yeah. Now, every time we get together for an episode, it’s quite the event. And this time even more so because we’ve kind of like, took an additional week from what we usually leave in between episodes. So this is extra special and a lot has happened ever since we had that last conversation. Before we dive into today’s topic, which is going to be AI related, and I’m dying to hear the things that you have to share. Let’s just very, very quickly talk about Twitter’s rebrand to X, and I know we’re super late in time for this conversation, but this is not about breaking the news that Twitter has actually rebranded to X is more so about what do we think about the move? Grace Because I honestly think that changing from a brand that everybody knows, I mean everyone on you, me, every single person has that logo in our website, has it in our email signatures, has it in our promotional material, and it arguably could be the little blue bird could actually arguably could be one of the best known or most recognizable logos and favicons that exist in the world. Right? And here you have a brand that decides and say, wait a minute, we don’t care. Like we don’t care. We want to actually distance ourselves from there and set up a new tone and went on and rebranded to an X different complete scholars color scheme, really not retaining anything about the brand image that they had before as when they were still cold and branded under Twitter and went with it. And really also. Possibly executed one of the fastest rebrands at scale of a real big company that we’ve ever seen in recent times, because this just didn’t just mean that, you know, the app logos internally changed like their building signage changed and it’s quite significant. So. What are your thoughts on that, Grace?

Grace: [00:03:24] I mean, taking it piece by piece here. You know, when you do a rebrand, generally speaking, according to best practices, they state that every ten years you should do a refresh, potentially a full rebrand, right? So they are about due, I’d say for a refresh, but a complete rebrand seems very. Odd. Yeah, because like you said, they’re so iconic, right? That. That. Yeah, it’s iconic. It’s just.

Liel: [00:03:53] That is. Yeah, that’s the right word.

Grace: [00:03:55] Yes, it’s iconic. So having a complete rebrand, I kind of do understand a little bit because they are trying to technically move away from potentially in my mind, what they’re the reason they did this is to move away from all of the bad blood and press that’s kind of surrounded it since it switched over to Elon Musk. That’s how I’m looking at it. And I think he just, you know, with his space and his whole X and the, you know, that that whole brand that he has, I think he’s trying to marry the two a little bit maybe.

Liel: [00:04:25] Yeah.

Grace: [00:04:26] That’s what I’m looking at.

Liel: [00:04:27] Yeah. A couple of things here. You’re right right Brent refreshers are good are actually historically been seen as for most of times good for brands right. And actually even though Twitter’s bird it’s been a staple of the brand every ever you know since the very beginning it has changed a lot since it was first launched in 28, 2008. Up until now, it has evolved right to the version that we knew last, which is the blue more minimalistic kind of like shape of the bird. But it has evolved, right? I believe at some point it had little legs and eyes. So it has it has changed. Yet this is more what you’re saying there. Like for whatever reason, whatever the reason is, because we don’t necessarily know what is what drove the actual change. But he wanted it to say, you know, the Twitter as you know, it is is done right. And a new chapter here begins that. It’s not even Twitter. And and a lot of talks been put on the fact that he doesn’t want Twitter to be limited into a text app but he wants also for it to expand into video streaming because he’s also expanded the amount of video content that you can upload as a user at a at any given time. But it’s not just like kind of like the social media aspect for it. It also hints to at some point evolve into a payments platform and such. So obviously he has a much bigger vision than just the social media platform.

Liel: [00:06:04] And I believe this is kind of like a way of saying like it’s not this is not Twitter anymore. It’s a different thing. It still has the Twitter that, you know, inside of it. But it’s it’s it’s now a different thing. But what it’s really, really wild here is to my opinion is like taking an asset because you can certainly say that the Twitter brand, it’s an asset in its own right. I was hearing on a podcast marketing experts as well discussing that if that brand would have been put up on the market, like you can buy the rights to this brand, right, to the website, to the logo, to everything that could have been worth a few billions, just the brand by itself, right? Just the use, just the name, just the recognition. And here is the thing. And they explained it very eloquently. You can actually try mean you can actually you yourself set yourself the task create a brand that has the same recognition as Twitter has over the next ten years. Here is $10 billion and do it. And you may not necessarily succeed. Right? That’s how impactful this is. Like this is not something that happens to every single brand that has the capital or has the intention of positioning themselves in such a way. This actually is a very, very, very, very hard thing for it to happen, for such a brand to be recognized in such a way. And so this got all flushed away and it now X and so it really showcases a way of running a business and making decisions that doesn’t necessarily align very much with with the rationale that most people will.

Liel: [00:07:50] User guide himself. Some argue that it’s genius. Some argue this. Some are. Some say that it’s stupid. Right. And I just wanted it to bring it up more so because of the lesson of execution. Right. I think most of you’ve gone through a brand refresh recently and we’ve done it as well over the past few years a couple of times. And the execution usually takes months, months. And I believe we also recorded an episode talking about this not too long ago, maybe a year or so ago. And we’ve probably also broke this down as a process that it may take months, right? Like you’ll first start because, you know, you also need to be realistic. You have promotional materials that may be carrying your your old branding. Right. So what do you do with those? Right. Well, it depends how aggressive you want to be with your rebrand. You can still kind of like use those, but start phasing them out and slowly but surely start bringing in the new stuff and such. But this is kind of like the best example of how do you do it when resources are not necessarily an objection and you just run with it? And they went on to rebrand worldwide known brand in a matter of a week, ten days. I mean, it’s tremendous, right?

Grace: [00:09:14] It’s insane.

Liel: [00:09:15] So it’s possible. Yeah. So it’s possible. I mean, you know, it’s a great example of not taking no for an answer. I think I think that’s a that’s probably one of the biggest lessons in here. Right. Everything that Elon has done from the layoffs, like cutting down or trimming down Twitters line of employees from whatever they were to a third of that and keep the platform running to then rebranding completely to a new thing. And just doing it on its own. On his own terms. I mean, it’s really it it it defies every notion of the business playbook as we know it. So I think there’s a lot of lessons to be learned there and there’s a lot of challenges to be for for grabbing. Right. I mean, because, of course, you know, you’re you’re not the richest man in the world, but that doesn’t mean that you can learn and you can actually adopt some of his drive techniques there. What do you think? Yeah, I.

Grace: [00:10:20] Mean, obviously with Elon, it’s always seems to be he pushes the envelope on everything he does, which is just a part of his nature and his character. I mean, with Tesla, SpaceX, everything that he touches is almost always different, right? And a different way of looking at something and thinking about things. And that’s what we call the visionaries, right? And sometimes they throw stuff against the wall and it sticks and sometimes it doesn’t. But they have the drive, like you said, to do something different. Yeah, push it. And if it works, great. If it doesn’t, well, then they. They have the potential for losing millions. Yeah. But he’s done it and so it’s lots of lessons to be learned. But anytime you’re a visionary, if you’re not pushing the envelope, you’re stagnant. If you’re not changing things or making the taking what you own and making it yours, that’s what he’s done.

Liel: [00:11:17] Yeah, I, I give a lot of credit and I, you know, it’s evident whether I acknowledge it or not that what Elon’s done in engineering, in, you know, space exploration and development in the motor industry, I mean, it’s tremendous. It’s like a whole new era has started through things that he’s developed. What I do believe, though, right, and this is my own opinion and other people do not have to agree with What I say is that the fact that you’ve proven to be a genius in in some things don’t make you a genius automatically on everything else. Right. And I don’t necessarily think that his execution on media, you know, running a social media platform are necessarily genius as well. Right? You can you can just take the shortcut and call it that way because everything else is done in other verticals have proven to be very successful and just assume that what he’s doing there is also successful, even though it goes against. All logic of what we’ve known as good practice and good deployment. And from what we’ve seen up until now, it also doesn’t tell me this is genius, right? It doesn’t tell any and nothing of what Twitter has become is telling me this is a better platform than what it was before.

Liel: [00:12:43] Right. But the bottom line, the objective point in here is that the platform still runs. The user base is there. Advertisers have left running and they’re not coming back. So it’s not a profitable platform. So, you know, that’s where I’m questioning where’s the genius in that? But anyhow, the bottom line for the purpose of what this conversation is, which is, um, rebrand as a strategy and as a move, there is a lesson to be learned in here. It doesn’t have to be so complicated if you want it and you’ve want to do it and you’re willing to commit to the task, you can make it happen. Okay, So Grace. Let’s move on to this next part of the conversation, which is AI for lawyers. I love this. So tell me a little bit, what is it that you have where you got this information and let’s dive into it.

Grace: [00:13:36] So you know how much I love technology and being such a big nerd on technology. Um, we’ve kind of been involved in AI for a long time, particularly, I mean even the advent of ChatGPT and then as each version has gone on and on and on and we’ve talked about Bard and, you know, ChatGPT separately. So there’s a component of a system that I currently use and has been a part of the system I use for a while now, and that’s called Zia. Zia is Zoho CRM, AI Chatbot. It just released something called Smart Prompts, which allows us to leverage ChatGPT s API and key to provide smart prompts based on a contextual basis within our CRM. All that means is basically making it easy for our agents to ask a question and get an answer. How do I write this email? What’s the best way to do this? What’s the best way to do that? So with that being said. Anybody that knows our firm knows Ed as the owner, and Ed as the owner was a marketing is a marketing lawyer. Okay. He’s while he’s an attorney and he’s been in Massachusetts forever. Marketing is kind of his thing. And so technology has become his thing as well. We are a fully remote law firm. And so as part of that, we are always looking at new software programs. And those of you that have listened to our podcast know that I try 3 to 10 new ones every month.

Liel: [00:15:06] I love that. Yeah, that is true. And and I can vouch for that. I mean, no one can speak better for software, even if it’s brand new. Even if it’s BETA. Grace gets her hands on it and starts playing on it. And that’s amazing that I think something that it’s it’s it’s really a skill and it’s a discipline and it’s so wonderful. So I vouch for that. Sorry, I don’t want to cut your flow.

Grace: [00:15:34] No, not at all. And it’s funny you said that because I’m also a beta user on two new conversational AIS that are built on the backbone of Zoho CRM, which leverages ChatGPT in addition to it. So I am now in a beta version for the vendor side of things, but also on the agent side of things. And what does that mean? So this led us to the next, um, potential workshop because a lot of times, you know, while I might go to pretty much every workshop I can find on AI and things that are specific to law firms, it doesn’t happen that often. So there was one that came up very recently in the last two weeks, and that was PILMA, you know.

Liel: [00:16:19] You were telling me.

Grace: [00:16:20] Yeah, yeah. And PILMA, for those of you that don’t know, it’s run by Ken Hardison. And, you know, I constantly promote Ken because, you know, I’ve been around for a while now for about ten years. He’s been around way longer than me. And, you know, I call him the billionaire maker. So it’s the personal injury, Legal Marketing and Management Association. They had an AI workshop. It was a two day in person. I asked if I could get the recording because I wanted to attend but didn’t have time to. So I sent my developer, which of course we did a debrief before and after. What are we going to learn? What do we want to learn? What are we going to talk about? How are we going to apply what we learn at the show after the fact for our use? Because as most of you know, most of it’s for pi, right? For personal injury, motor vehicle accidents, writing demands. We don’t do that. We are mass torts.

Liel: [00:17:11] Yeah. Can I just stop you there for a moment before you go on? Because what you said there, it’s it’s it’s a lesson in itself there. And I really want our listeners to think about that because what you said there is that you had meetings with the team who attended your conference or your web developer who attended the conference prior and after. Okay. And that’s super, super important because I think 111 practice that’s become more normal when attending conferences now because it’s more talked about is like you go to the conference, you kind of like get a little bit overwhelmed with the amount of knowledge that you gather. So now people are starting to do debriefs, right? They they gather with their organization or with the attendees or those who attended and those who did not attend and kind of like start creating an action plan or try to create, um, a plan of what they learn, what they’re going to implement, a priority list, something, right structure. What are the outcomes of having attended the conference? But what you’re saying here is a meeting ahead of the actual conference to set up a plan, a goal of what are the objectives of what you are attending. So already having an idea of what is the knowledge that you want to get out of and focus on that. And I think that’s so, so important because oftentimes people just go to a conference and it’s kind of like, I’ll just go with the flow and I’ll just show up to whichever sessions actually happen to be around when I’m around.

Liel: [00:18:47] And that’s such a missed opportunity because at the end of the day, right, you’re not going to be in control of what you’re learning and whether it’s actually of use for what you are going to implement. And these conferences can be very inspirational and can be very, very beneficial as long as they’re actually aligned to your priorities and your objectives. And so if you don’t do if you don’t put up the work upfront of organizing, what are your priorities and what are the talks and what are the networking that is worth investing on? Because the networking is an important part of it that’s not going to come to you. You show up to the conference room itself. Yes, you’re going to hear the talk, but if you do not have a particular agenda of what you are after in pursuing, you may lose the opportunity of actually connecting with individuals who are mastering certain tasks there. Right. I’m so sorry that I’ve created these kind of like parentheses in there. But but I really think that it really showcases a best practice in how do you actually execute on conference strategy? Because just attending the conference is not a strategy, a strategy on its own. Okay, Moving on. Sorry. Go ahead.

Grace: [00:20:05] I’m glad you said that, honestly, because we are talking about marketing and best practices and we always talk about that. But I missed the mark on that one because you’re right, it’s something I do because it’s intrinsic to my nature, particularly with software. We’re developers because they need to know the why. Most people need the why. But developers and technical people need to not just know the why. They need to know the ecosystem and the why behind it and all of it. Otherwise, they’re going into it with, like you said, going with the flow. That is not how a developer works. They do not go with the flow. They follow a timeline, a sprint. And actually my developer is Google Project certified. So, you know, I specifically put them through that certification process because of this, right? I want him to think about things in this format and I want my developers and my tech people really I want all my people to think this way. And this is how we handle pre-event marketing, you know? But this was a seminar workshop, so it needed even more massaging in terms of how do I apply something that is for personal injury law firms to a mass tort practice? Yeah. So it was required that I had this with my developer because he needed to truly understand, okay, how are we going to use this if they’re showing me how to use it for demand for motor vehicle accidents? We don’t do that. What do we do that is similar to that to be able to use it, right? Well, we do plaintiff fact sheets, we do pafs. We do certain documents that would be useful for us to know how do they use AI to fill out those documents so we can in turn model that, use similar software or find something better.

Liel: [00:21:50] So the conference was primarily shaped for it to be useful for personal injury lawyers, because one thing that’s also, you know, even know now Pilma as an acronym is no longer it used to be personal injury mastermind something right? It’s no longer that. Now it’s a different thing because they’ve actually expanded not just to be relevant to personal injury lawyers, but I think historically it’s been very personal injury centered, and so was the AI workshop or seminar. For the practice of law in general, or was it more centered on the use of it for for personal injury processes?

Grace: [00:22:34] The practice of law and really how to use it for marketing the practice of law. So they showed you it was a structured two day event and they started off with content generation and then they drilled down into how to create video content, how to create this type of content, that kind of content. And each section had its own, you know, how to use the AI for that. Yeah. So the first day was mainly I’d say the first half of the day was mainly about creating content because that seems to be the, the most difficult thing, right? New, innovative, not duplicative content on a regular basis about your firm, about what you can provide services. That’s what they focused on.

Liel: [00:23:14] Yeah, it makes sense, right? Because it’s so available, right? Just ChatGPT. Right. You just go there, write me a page of, you know, car accidents what to do after a car accident. But, but, but it’s right. I mean, you need to understand how to actually use the tools to create something that it’s going to be of good quality or enough quality for you to post on your websites, your results and not get into trouble. Right? I mean, those are very important parameters that if you’re just not paying attention, you’re you’re going to likely fall into one of those or all three of them.

Grace: [00:23:54] Yes, very much so. So they did mean really even just should have started with the way it started, because they did give you understanding the strengths and weaknesses of AI and think that a lot of people misunderstand that AI is a tool and not a replacement for people. Right. So you need it. But I mean, it can be used and it and it’s not that you need it, but it’s going to supplement what you’re already doing and again, not replace it. And I think that’s an important component that people forget. And further to that, we are law firms, right? So people forget about the privacy problems potentially. Remember, it’s not GDPR compliant yet. Chatgpt is not. They’re still working on compliance issues with AI in general. So unless you have it within your own closed ecosystem, you do have to be aware of the potential issues if you’re trying to feed it. Any sensitive data do not do.

Liel: [00:24:52] We talked about that. We we talked about that in one of our most recent conversations on the topic is that you need to be very careful into what you’re copy pasting into chat because we do not know where that data is going and for what is being used. Grace One of the things also I don’t want to deviate, but there has been notices circulating about, okay, do you use G suite right as the platform for where you create or use Google documents or whatever for creating documentations and such? And it’s been argued as to whether it’s it’s safe from the standpoint that some people are saying, well, it looks like Google is denying it, but some people are saying that Google is training their own AI models, using data that exists inside their cloud and that could also potentially get into Google documents and such. I’ve researched that. And their statement is it is not right. It’s not getting crawled. But, you know, there are certain times that you can just take risks and you need to understand very well what what the data can live in, in in certain ecosystems and which ones you can just not afford. Take that, take the take a risk. So so that element of compliance is huge.

Grace: [00:26:14] It is. And you know how I feel about compliance, right? Atp, Can-Spam Act. I mean, when it comes to compliance, I am neurotic for good reason. Obviously, we’re a law firm, so we’re hold we’re held to a higher ethical standard. And I don’t think a lot of people understand that besides especially us as marketers within legal, the marketing Handbook for Personal Injury Lawyers is one of the most stringent, and New York has some of very stringent laws within it as well in how to communicate and what information you’re allowed to use, what you know. And this opens a whole potential can of worms into the world if you’re feeding it information that is sensitive to begin with. I mean, you should never feed information to any type of database that isn’t HIPAA compliant or compliant in some manner that secures your client’s data. Yeah. And unfortunately, while they might be saying that that’s not going to happen, it’s not being fed this, it’s not being fed that we all know that it’s easy, not easy, easy, but easy enough for those who know how to do this to get sensitive data and pull it from anywhere. If it lives in the cloud, it’s accessible by somebody, and if it’s accessible by somebody, that means that they can get it. So I would just suggest that always go into this knowing that it’s going to be helping you to create things, but do not ever feed it. Sensitive data. Do not ever feed it, you know, socials or anything like that that could potentially get out there or be left in the cloud somewhere that you don’t have control over the data that you have of your clients.

Liel: [00:27:50] Yeah. So what did they say about about content creation? Like what?

Grace: [00:27:53] So, yeah, they went over a couple things actually. They started with, you know, use a prompt to unlock solid content because, you know, you have to use prompts and specific way of asking ChatGPT to give you information. Yeah. Um, so they focus kind of on like how to create content verbally, but they really mainly focused on imagery. So they focused on how to use AI for images to create unique images. Yeah, that’s brilliant. Very, very smart. Yes. Yeah. How to create a podcast and promotional voiceovers using AI, which, you know, there’s there’s definitely stuff that’s good for that. Um, and then, yeah.

Liel: [00:28:35] Totally.

Grace: [00:28:36] Super cool stuff on the video stuff really. They’re using pick three and creating instant videos, um, like for the short form videos, but also they taught you in a secondary section how to do long form videos using AI. So it was really, really cool on all of the marketing side of things and creating images, on creating videos on, you know, that whole first day was focused on that and they did talk about SEO and AI and again, prompt and creating content using the prompt system. So it kind of did an all in one, but really harnessed in on how to use this for imagery, right? Because everybody likes images and people really respond to video. So I like that they focus on that because I mean, my developer came back like super excited and like, look at this. Oh, we could create this, we could create that, we could create this. And then that was the first day. The second day, they started focusing more on the actual like, pie or firm specific things that you can use the AI for. First thing they talked about was creating your own avatar. I don’t know if you know. Um, yeah. So the Avatars people really love them. They kind of. They look like you, you know what I mean? And think, Yeah, they’re fun.

Liel: [00:29:52] Yeah.

Grace: [00:29:53] And so think Ed wants one for him, right? That and think anybody that knows Ed think that would be a lot of fun to see that. So we’re in the middle of developing an avatar for him. He’s going to be the first one we develop for, you know, our firm, and then we’re going to kind of go down and do the partners and the attorneys and maybe even eventually all the employees. But we’ll start with Ed, So that was kind of cool to like take away from that. Um, and then they really went into using AI for staff intake, case investigation, indexing documents, articles, feeding them to the team and client custom bots for your docs. Case Scribe This in and of itself was probably one of my favorite parts and this kind of does lead into what I was telling you though, about worrying about feeding things that are potentially sensitive medical chronology and demands. Okay. Kind of using it as a case scribe. You can feed it basic information. Again, it cannot be any sensitive info about the person, but you could develop a medical chronology based on someone’s medical records as long as you’re not feeding it potentially sensitive information. But again, it’s to use AI for your benefit. It’s to use AI for the firm’s benefit and to really leverage AI as a tool, not a replacement. Because while you could feed it tons of medical chronologies, you can feed it a bunch of different formats of information. Remember, it is a machine and it has to learn.

Liel: [00:31:28] Yeah. So yeah.

Grace: [00:31:30] I think that’s kind of a big component for people to also remember that if you start dabbling in, I pick 1 or 2 things and run with that first, see how it works and then continue on. But this is always going to be a continual improvement process, guys. It’s not a one and done right because as it learns and as you learn and as you learn and it learns better, things should come out of it better information and it should be less and less triple review. But you’re still going to always have to review what the AI spits out at you.

Liel: [00:32:03] Yeah, it is exactly what you say. Grace It’s a tool and it’s it’s a matter of really understanding that you trying to make your team and yourself more resourceful, more productive by actually leveraging these things. Right? And most importantly, expand into things that you thought or were not accessible to you before. Now, all from the Southern, you do have access to them and you can start exploring, as you said, right? Maybe the idea of creating a custom imagery, right for your website and not necessarily having to use the same Shutterstock stock images that everybody uses on their website was not something that was feasible prospect for you before. Now it is right. Um, or you know, creating um, audio promotional segments for your firm, whether it’s for a podcast or as a, as a radio spot you can now and a bunch of other great things that you can do in video right now, you know, from simple things like being able to do a selfie video and read out of a script and then have I literally there is an app and I’ll link to it in the episode notes. Redirect your eyeballs to the camera instead of like so there is a lot of very cool things that you can do and you can also train AI to basically know how to replicate your voice so you can actually have AI create a promo of you in your voice without necessarily having you have to record it. Um, again, you know, like Grace already mentioned a million times in this conversation, everything needs to be done with caution.

Liel: [00:33:53] And one thing that kind of like in this topic, I it gives me hope. And I, I’m, I hope this is just a trend that we that we see and that gets implemented correctly throughout the different channels and spaces. Is disclaimer or labeling AI created content, let’s say created content, right? Especially when it becomes audio video. It’s very, very, very important to distinguish it as machine generated as otherwise it can actually start creating a lot of manipulated misinformation, things that could be just, you know, confusing at best to to to the market or way more harmful, um, if, if used in other ways. So yeah, no, that’s, that’s great. I’m really, really happy to hear that you, your team had the opportunity of participating in it. It’s great. I think it’s definitely not going to be the last AI centered conference that we’ve seen. We’ve actually know that there’s been a lot of interest and there’s actually a lot of a lot of already great examples of of firms using AI for many different purposes in very efficient ways. And one thing I really like going back to the opening of the conversation before we move into takeaways, Grace is is what you said, right? Like this application assistance inside your CRM, eventually inside your case management software or that are widgets that can also read and work inside of their applications are like your case management software. I think these ones are going to be really the the game changers, right? I think the convenience of being able to put a small prompt and then create a full report, put a small prompt and get your emails out or responded, put a small prompt and get a to send detailed information to be so that.

Liel: [00:35:57] Our report can be filed. I mean, all of those things are just real accelerators of efficiency that will just allow firms to be faster. Right. I mean, one of the things that is talked a lot about is how much how much time does it take you to process and manage cases. Right. How long does it take you from signing up a client to taking cash in? And I think, you know, that gap that exists between these two phases, this can help a lot. And firms who get good at it will win, and vendors who get good at it will win. So, yep, everyone on their end, they should 100% be leveraging AI and not pushing it away. Right. And just kind of like gets get married to that idea no traditional way and we do this here these things and that and you know certain things. Sure Right. You know stick to your standards, stick to your beliefs. That’s also has a lot of value. Just don’t get left behind. All right. Grace, I love this and I’d love to hear what are your main takeaways? And mind you, those takeaways can also be new stuff that maybe we may have not necessarily talked specifically about, or one particular idea of how to use AI to get something. Yep.

Grace: [00:37:26] So my first takeaway is reset your brain regarding I think of it less like a new piece of software, which I think stops. A lot of people think of it more like an Excel macro that provides suggestions for repeated tasks that a human does not need to do. That’s how you need to look at it. I is truly a tool to help you with repetitive tasks that you are getting paid way too much money to not have to do anymore. So let I do that for you. Let it, like you said, use it to create emails and auto respond using prompts. Use it for these just like your excel macros that are built in and code that you have to automatically do formulas. That’s what AI is for. So that is my first thing is reset your brain to think of it as a tool and use it for the things that you have to do over and over and over again.

Liel: [00:38:26] Yeah, 100%. And, you know, I would just say, you know, for some particular tasks that you do frequently, but a template won’t quite do. Right. Like an email template, for instance, won’t quite do every single time, then create a template form that sorry, prompt form that you can then feed to say you ChatGPT and then you’re going to get something more personalized. So whether this is a welcome letter to the firm where you can actually in the prompt for the sake of getting an example, write a personalized letter welcoming to our law firm which is called this, that and that. Um, this new client whose name is this and is hiring us to handle this type of accident. And you fill in the blank, right? And they’ve called us on this day, and I was really touched by what they say about. And you fill in the blank, right? And then you put that through ChatGPT and you don’t get a letter that reads exactly the same as it would, um, if you were to be using this out of a generic template that gets sent out to every single person and you just, you know, kind of like sign at the bottom, but it doesn’t really feel very personal, even though it has the name of the person at the very opening. Um, this actually is about this person, their case, what you’ve talked during that first initial consultation and such, that can be very powerful and you don’t have to do it right.

Liel: [00:40:04] You don’t have to write it. It’s just done for you and you’re leveraging kind of like here for it. Sure. You’ll have to, um, read it, confirm that it’s correct. Maybe do some line edits, right? Maybe. Hey, you know, you’re not getting it quite right. Right? You’re making it too formal. So that’s why you want to create prompts that you can repurpose and use because it’s going to have those tweaks also in it. It didn’t do it right. So maybe I need to make a note, make it, um, empathetic but not too formal. Right? And so once you give all those instructions, then you’re eventually going to hit the right spot and you’re going to get something that consistently is going to be coming in a way that you feel comfortable using it. So, you know, sure, we’ll creating that prompt and that formula may take you more than it will take you to write that one card at one time. Probably, yes. But from then on, you’re going to be saving a lot of time using and leveraging this. What do you think, Grace? Take away number two. That was.

Grace: [00:41:06] It. That’s what we do. We actually currently use that sales. The smart prompt. Oh, great. For sales emails to other law firms. Yeah. So it’s exactly what you’re saying because we created the general format of the body and then they have to personalize it with anything that they know about the individual or the firm or whatever. And it actually takes it a step further and looks up information about that firm and can add additional personalization from their website and other resources that we pull this data from using the smart prompt. So yes.

Liel: [00:41:40] 100%.

Grace: [00:41:40] Very, very well put.

Liel: [00:41:42] 100%. And you for instance, you say, Oh, but Grace, you’re using some very special software for that or such, even if you’re not, and you just have access to ChatGPT, right? You can also have a line where it says also acknowledge any important milestones that this organization fill in the blank. Has had in their history. Right. And then, you know, it’s not for John Smith. Right? Just a regular person. Your may not going to get anything in particular or it may not get the right information for you. But if you’re dealing here with well-established law firms that have been around for at least 15 years. Right. Probably there will be some data that it’s going to be able to to pull up from not every single time, but sometimes it will. But 100% right is a beautiful example. Great. Excellent. So what do we are going to do as takeaway number three?

Grace: [00:42:43] I think we can go back to our branding conversation since that was the first thing we talked about. You know, since I think I you know, there’s there’s a lot to be had on that. And I think the two that we gave should be good. So branding. Um, I think we’re left to see if this is truly a brilliant move or a bust move.

Liel: [00:43:02] Right.

Grace: [00:43:03] Right. So take lessons from rebranding that you’ve seen. I mean, we’ve seen Coca Cola rebrand. We’ve seen, well, their attempt at rebranding or a brand refresh when they did the new Coke thing, that was terrible. So you got terrible. You’ve got great you’ve got we don’t know what’s going to happen. So brand refreshes are great. Best practices state that yes, every ten years it makes sense to do so. But a brand restructuring and complete change is not something that we normally suggest. We’re going to be left to see what’s going to happen with it with him. Um, but I don’t think any of us are really big enough. Potentially, maybe a couple here or there that everybody knows and will not name those firms, but those firms can rebrand, cannot rebrand without potentially causing a serious issue like a complete rebrand like Twitter did, without potentially causing a serious issue with our clients. Right. Because then they won’t remember who you are. Potentially 100% have a disconnect. So I wouldn’t suggest this for anybody else.

Liel: [00:44:09] The platform, the platform that Twitter itself got when they decided to rebrand was news on its own. Right. And so obviously there was a lot of noise made about it and that that in itself helped a lot the the the rebrand process to land in a way that it was probably not very harmful for the user experience of like, where am I. Wait a second. Right. Of course. Somewhere. But probably not a majority thing here. Really. What what what really raised a lot of eyebrows is like, why would you kill a brand that is so, so, so well positioned and so recognized? Like, why would you do that for something that no one’s ever heard and that doesn’t necessarily carry any inherent value in it. But, you know, just to add another element to your takeaway here is kind of like the determination, right? I think that’s really what, what is, uh, impressive about this whole move is like we’ve decided to rebrand. We made it happen in a matter of ten days and we just didn’t got intimidated by the magnitude of the task. Sure. Right. Was there a few? Were there three days where the app icon did not match the logo at the header on the inside the app? Yes, it happened. Right. But eventually it got fixed and it it’s all now streamlined and it’s done right. So, you know, don’t don’t seek necessarily for perfection immediately. Just get on it. Start doing it and then don’t stop until you you hit that end line that you have set yourself as like completed. But very, very impressive, the timeline in which they did it. Grace, thanks so much for another great, great conversation. And we’ll be back again here in a couple of weeks with another episode.

Grace: [00:46:08] We’ll be back soon. Thank you, Liel.

Liel: [00:46:16] If you like our show, make sure you subscribe. Tell your co-workers. Leave us a review and.

Liel: [00:46:21] Send us your questions at: ask@incamerapodcast.com. We’ll see you next week.

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