You're winning work. Do you know why?
94% of law firms admit the same thing: they're doing well, but they can't explain what's actually driving wins versus losses.
That's not confidence. That's competing blind.
Takes 3 minutes. See how your positioning decisions compare to 250 similar firms.
Decision intelligence for law firms — competing with evidence, not assumptions
When you lose a competitive pitch, the feedback is always the same: "Essentially similar to other firms we considered." But when you win, nobody can tell you exactly why.
Most firms make positioning decisions based on partner assumptions and relationship-specific client feedback. That's not intelligence — it's assumptions plus anecdotal evidence.
ASI reveals what actually drives decisions when buyers evaluate firms like yours. Not what partners think matters. Not what clients politely say. What's really happening when you're being compared — including the parts clients can't or won't tell you.
The intelligence your competitors don't have because they're still guessing.
Methodology developed by an Oxford law graduate with three decades inside professional services.
The positioning decisions that actually matter
You're already making decisions that determine competitive outcomes: which practice to grow, what services to launch, how to position for panel renewals, what to say in pitches, whether to compete on price.
Most firms make these decisions based on assumptions. "We think clients value our sector expertise." "Partners believe relationships are our differentiator." "The market seems to respond to our heritage."
What if those assumptions are wrong?
One law firm discovered their 1960s heritage — which partners assumed signalled stability — was actually being read as "old-fashioned" by the market segment they were targeting. Another learned that "relationship-driven service" meant nothing to buyers because every competitor claimed the same thing. A third found that the capability they were leading with ranked fifth in what drove clients' decisions.
Assumptions make you confident while you're losing. Intelligence changes which decisions you make.
When you know what drives decisions, everything gets simpler
When you know what drives clients' decisions, you can stop wondering whether your pitch deck is compelling enough — because you know what belongs in it. You can stop debating which capabilities to lead with — because you know what differentiates you in the eyes of your clients. And you can stop rebranding in the hopes of finally capuring the right positioning — because when you know, you know.
Asymmetric Strategic Intelligence (ASI)
What drives buyer decisions when similar firms compete? What's really happening when you're being evaluated, compared, and chosen (or not).
strategic consulting
Intelligence without action creates no competitive distance. We turn decision intelligence into positioning that proves differentiation before price becomes the deciding factor.
ASI ADVISOR
Your strategic intelligence shouldn't leave when the engagement ends. An AI advisor trained on your category intelligence and positioning frameworks, ensuring consistency across every pitch, every proposal, every client conversation.
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