Transforming the legal industry with LegalBreeze

The key lessons covered in this episode are:

Your go-to-market plan will be wrong: If you operate with this belief, then it’s critical to build a learning engine to find a beach-head and ultimately a G2M strategy that works. Legalbreeze has built a learning engine that allows them to review customer data and insights from experiments they run every 72 hours.   They aspire to get this down to a 24-hour cycle which will allow them to learn three times faster.Changing consumer behavior is really difficult:  Use the learning engine you’re building to measure whether behavior change is occurring with your beach-head customers as well as engage with them personally to understand why or why not.   If the evidence (data + insights) from customers suggests that customers are not changing behavior then pivot to a different customer segment based on the same evidence.Explore broadly:  Utilize curve-ball Experiments to help find alternative customer segments.  A great example of this is Legalbreeze skipping digital marketing temporarily and handing out fliers in person to better understand customers.  These guerilla marketing and face-to-face methods are amazon tools to learn lots from customers really quickly.