Leveraging Legal Frameworks in Marketing: What ‘Casey’s Law KY’ Can Teach Revenue Engineers
“Casey’s Law Kentucky” creates a legal framework, enacted by state-wide policy objective, for the continuous intervention of a structurally sound approach to marketing attorney services. There are many examples of this sort of framework, from legal frameworks, to standardized forms, to sales processes utilized by large organizations. The idea behind “Casey’s Law,” (based off of Casey McKinney, who was subject to the process described within the Kentucky Statute), is that certain personal limitations require the intervention of an authority, and the creation of a system to evaluate one’s capabilities. For Casey’s Law, the authority is the courts, and the system consists of a structured procedure opening the door to deeper, evidence-based examination of one’s aptitude. A broad theory exists that, by creating such a structure, the lawyer that may be the direct beneficiary of this law will be more successful in their representation. In short, if self-limiting verbs cause the very best work product to come from the most highly trained attorney, then special provisions must be made to ensure that the highest possible level of work product is consistently created. The purpose, from instinctive to intended, is to help those who have shown themselves unfit to exercise the privilege of autonomy benefit from structured intervention.
In the legal sense, the way “Casey’s Law” works is that a court will appoint an agent to make decisions on behalf of an individual with personal limitations as discussed above, if the agent is not able to motivate the individual to change, then the intended purpose is to create a transition of the individual to a higher functioning capacity. The application of this structure to the field of marketing is no different; with the development of structured marketing interventions and the creation of a framework for achieving accountability, the marketer can achieve a higher level of results. The caveat? The marketer must be willing to create the framework. The point here, however, is not how to create a framework for others to follow; the point is how to create a framework for yourself.
The application of this to the world of marketing is simple; the marketer must accept an external influence to create the necessary accountability to achieve the intended results. In marketing, it is reasonable to expect the development of a plan, execution of that plan, and the ability to pivot to address what works and what doesn’t. Factors that influence this process include: In order to achieve the intended result, the marketer must create a situation where the following is true: 1.) the marketer knows the steps necessary to achieve the intended result, 2.) the steps necessary to achieve the intended result are written down and shared with all involved parties, 3.) an external source is available to monitor the execution of the strategy. It is not enough to assume that everything will work out with the most basic level of planning. This is where the structured intervention comes into play; once the marketer understands the situation, they have to document the approach toward the intended outcome, and establish the structure for executing. Without this, Casey’s law remains in effect.
The point is, marketing strategy itself, like the law, is a series of processes and procedures designed to create a predictable outcome. Therefore, the implementation of law in any area that produces a quantifiable result can be treated like a workable marketing intervention. As we’ve discussed, making sure that all parties are kept informed of the necessary steps to achieve the intended result is necessary to achieve efficiency; the framework of Casey’s Law is there to ensure that there is accountability and an intervention is in place if the marketer chooses not to accomplish the necessary steps to achieve the intended result. This is a parallel of the legal framework, where the person has to agree to allow the court, through the legal process, to impose the necessary steps according to the law so that the intended result can be achieved. The difference, in the legal sense, is that he or she is given the court’s developmental role whether or not they agree. The intention of the process is not to be intrusive; the intention is to ensure that the necessary steps are achieved.
There are many different ways that marketing can be measured, from static metrics, to dynamic intermediaries such as data aggregation sites, such as Avvo, through to authoritative forums, such as Quora and Facebook groups, peer review platforms such as Justia and Lawyers.com, to reviews on Google and Yelp. The point from the description above is that should you establish a rigorous framework that allows you to agree to instant, actionable feedback loops, you will gain a better understanding of the impact of your marketing strategy. As with applying the legal framework to the field of marketing, the marketer must be willing to allow the process to unfold with the imposed rules and regulations to achieve the intended result.
For more information on legal frameworks and interventions, you can visit Wikipedia.
