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Back Story: Book Review: "Reinventing Professional Services - Build Your Business in the Digital Marketplace," By Ari Kaplan

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The workplace has certainly changed dramatically, even It is somewhat difficult to strictly categorize Kaplan’s book within the last few years or so. Technology has empowered as it covers so many varying topics, but ultimately I see it as customers as never before, providing them with immediate a guide to helping an individual build a personal brand. The access to information about professional service options. As a importance of building a personal brand cannot be understated, consequence, the competitive pressures facing professionals have as Kaplan says, “While it was once an advantage to have a heightened. The rapid changes taking place in the economy have personal brand it is now essential.” forced many professionals to either innovate or die. Kaplan also places enthusiastic emphasis on leveraging Those looking for help with this necessary innovation social media and technology in the interest of business may want to take a look at the book “Reinventing Professional development. He encourages readers to embrace transparency Services: Building Your Business in the and become “visible, enthusiastic experts.” Digital Marketplace,” by Ari Kaplan, To that end, he offers many helpful author ari Kaplan is a a former New York City lawyer-turned websites and suggestions on improving featured CLe presenter business-strategist. one’s use of social media in order to at the upcoming state Kaplan states that his book “… is become a “visible, enthusiastic expert.” Bar of nevada annual designed to provide readers with authentic I have no doubt that readers of modern insights on charting an accessible course Meeting. the meeting business literature will recognize many of for making small changes that have the the contemporary business buzzwords and will take place June potential to achieve identifiable results.” ideas found in the book. But, I also have 28 - 30 at the Hotel Del And, he states, “It offers concrete ideas no doubt that there are so many gems in Coronado on Coronado for engaging more fully with clients and the book that even avid networking and island, California. prospects, raising your profile and that of marketing gurus will discover new ways there is still time to your practice, by contributing to the growth to improve their abilities to create business register. Visit the bar’s of your professional community and creating relationships. additional opportunities to interact with your website at www.nvbar. Overall, the book ties the many threads core audience.” The book consists of sound of current business literature together into a org/annualmeeting and business insights and advice from lawyers, well-written, refreshing and useful package. click on the “register accountants, real-estate professionals, doctors If you are like me, you will appreciate now” link. and Kaplan himself. the author’s enthusiasm and focus on In Kaplan’s view, the situation currently taking action. Whether you are looking facing professionals is that, “… the recession and the impact of for practical, actionable steps to grow your business or simply technology on information-oriented advisory careers are forcing for a new source of inspiration, you will likely enjoy this book. [professionals] to become more entrepreneurial. A well-respected The author exhorts his readers to “seize opportunity whenever education, industry experience and a book of contacts are no possible.” As his reviewer, I would encourage you to seize the longer enough. There is a renewed focus on practical innovation.” opportunity to read his book. You won’t be disappointed. With the situation facing professionals thus outlined, Kaplan posits the outcome: “The trends have, in a word, forced each professional to become a hustler,” he explains. The metaphor of the white-collar hustler figures prominently in the book. The term isn’t a derogatory one; what exactly are the attributes of michael SaunDerS was a Boyd charter Kaplan’s white-collar hustler? “Enthusiasm is the hallmark of class student and is now a senior deputy the modern hustler,” Kaplan says. “The central focus of today’s attorney general with the Nevada Attorney white-collar hustler is a well-crafted plan and a dedication to General’s Bureau of Consumer Protection. a routine set of activities that contribute to the professional’s He represents the public interest in cases success, as well as that of those he or she serves.” involving the rates and services of electric, natural gas, With this book, Kaplan provides the foundation the aspiring telecommunications and water companies before the “hustler” needs to create his or her well-crafted plan and set of Public Utilities Commission of Nevada. activities that will lead to professional success. 50 Nevada Lawyer May 2012

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