Okay, the etymology of the term "trick out" comes from the car tuning scene, and refers to modifying a vehicle with as many types of after market parts as supported by a certain vehicle, and really more than anybody can much stand. But, is this not true for most law firms or lawyers starting out as well?
I am not sure what it is among us as people. We just go overboard in everything we do sometimes. Not long ago I saw a House Hunters on HGTV in which a law student was so into Mickey Mouse that literally everything in her apartment in New Orleans had Mickey ears - down to the crown molding that made up the entire place. It was just downright scary to view.
Yet, most of us want to establish a law firm the is the visual equivalent of the monster tuck. Or, the low rider driving down the road bouncing from its hydraulics, with the top opening and closing, the spinners on the wheels, the speakers blasting base, with furry dice on the rear view mirror and the bobble head dog in the back window.
Sure it is funny to think about. It can be amusing. But, most of us would not buy or operate a car like that for the time involved in maintaining it, the resulting money spent on upkeep, and the image it projects. Yet, metaphorically speaking, that is how many of us starting out design out law firms - like real art cars.
How?
First, there are all of the after market (or after law school) parts that can fit on the practice. There is an office, a desk, staff, partners, phone systems, computer systems, law libraries, conference rooms, file rooms, rec rooms, signage and the like.
To this we add the whole marketing spectrum. There are the yellow pages, the newspapers, maybe TV and radio and billboards if you can do it on credit. Add to this the paid-for website, blog, and social media. There is targeted direct mail, magazines, and then all of the strange things like police association stickers, charity gimmicks, and things you get talked into like sponsorships that have absolutely nothing to do with your message.
Most of what a law office is tricked out with are practice areas. Some like to call it "dead presidents law". I like to call it a recipe for a future disbarment. But, do the image of dollar bills floating down and images of dead presidents everywhere not have the same funky image as the art car or the Mickey Mouse law student apartment? I think so.
I literally saw a law firm yellow page ad the other day that covered everything from family law to bankruptcy to tax prep to real estate to patent law to taking a company public. The law firm was call So-In-So & Associates, but there was only one lawyer associated with the law firm in delving further, and there appeared to not even be any staff beyond the executive suite.
I saw a truck the other day that was so high, the man had to climb up in the cab first, then he had to lean out and down to grab the baby from his wife, and then he had to grab his wife by both hands and help haul her into cab. And, she was pregnant! Got to love us rednecks in Texas. The truck had a chrome tool box in the back, and I was thinking how in the hell would they even be able to get to it. It had a gun rack in the back window, and the back gate had been removed and replaced with a net, I guess to cut down on drag. it had a diamond plate bed liner and chrome wheels. You could tell this truck had never gone muddin' or off road in any way. Hunting? The paint job would leave that out of the question, not to mention the neon lights under the vehicle. This truck was just crazy funny, not so much because it existed, but because a family was actually trying to impress people with it and use it as their family vehicle.
Yet, this is exactly what we try to do in a sense in the practice of law.
When you think about it, people do not want to be amused by lawyers and law practices like they might tolerate these tricked out vehicles and the Mickey Mouse apartment. They want competence and a feeling that the lawyers knows what he or she is doing, and that he and she time to concentrate on their needs. To them, the tricked out law practice is not going to much work.
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