By Jack Buchanan
What does it mean when 170 law firms from across the globe promise that they will adhere to the highest standards of the profession as set forth in the Primerus Code of Excellence called the “Six Pillars”: 1. Absolute integrity in all matters, 2. Excellent work product, 3. Reasonable fees, 4. High proficiency in all areas of specialty, 5. Honor, dignity and civility in all dealings, and 6. True commitment to community service and helping the under privileged of the world?
What does it mean when Primerus promises that it will not seek out or accept into its membership any lawyer or law firm that does not meet the Primerus “Six Pillars” Code of Excellence and it will not retain in membership any lawyer or law firm that falls below these high standards?
It means that Primerus’ Code of Excellence, The Six Pillars, has been part of the fabric of Primerus ever since it was founded 28 years ago. Every Primerus law firm from the beginning had to meet this high standard before it was admitted into membership. In the beginning, when word got out about Primerus’ unique concept, it attracted the attention of the Wall Street Journal. They wrote an article about Primerus in 1993 and called it a sort of “Good Housekeeping Seal of Approval for Law Firms.”
Now, the time has come to take Primerus to the next level: to transform the essence of Primerus from a network of small and medium size independent law firms into a virtual law firm functioning under as single brand name and identity made up of independent law firms operating under their own management in accordance with an established level of high standards similar in concept to the franchise business model.
That brand we are calling “The Primerus Promise.” It means that Primerus, and all of its member law firms, promise clients that all Primerus attorneys are Top Quality, that their Work Product is Excellent, that Primerus is Global with Primerus law firms in all regions of the world, and that all Primerus firms are committed to delivering a higher level of care to all clients which it calls the “Personal Concierge Service.” The concept is like the special service that top-quality hotels and resorts offer their guests and now the medical profession has adopted in providing special concierge service to their Primary Care patients for a flat annual fee. Though it is not the intention that Primerus firms charge extra for this higher level of client care, it is this extra touch that distinguishes the brand from the competition.
These concepts under consideration arose out of the Primerus Long-Range Planning Initiative launched in 2019. More about this in future issues of The Primerus Weekly.