Ever wonder why some marketers thrive in law firms while others crash and burn?

In this episode of Educated Spaghetti: Marketing Ideas That Stick, Lise Anne Schwartz and Roy Sexton, Chief Marketing Officer at Vedder, dish up ideas on building consensus for professional services marketing projects. They discuss the biggest mistakes of would-be consensus leaders, why Roy loves the word “pilot,” and his surprising take on creating lasting agreement. Plus, Roy shares his favorite resource and secret sauce for getting people to support a new project.
In this episode:

• (00:00) The number one thing holding companies back

• (05:05) Childhood experiences that shaped a consensus builder

• (10:26) Pilot strategy that turns law firm skeptics into advocates

• (17:41) When to proceed without consensus (and how to do it safely)

• (23:54) Why trying to leave a legacy guarantees you won't

• (32:06) Roy's secret sauce: listen more than you talk

About the Host
Lise Anne Schwartz is an experienced brand strategist and writer known for creating authentic, original work that audiences remember. With 20 years in professional services marketing, she brings a unique blend of perspectives as a former lawyer, journalist, copywriter, and pastry chef. Her strong focus on storytelling and user-driven communications, combined with skills in surfacing key insights from stakeholder and audience interviews, makes her exceptional at bringing complex ideas to life. Having conducted over 100 buyer interviews and earned degrees from Northwestern University and Columbia Law School, Lise Anne regularly writes on professional marketing topics.
About Right Hat
Right Hat is a marketing and design partner driven by curiosity, courage, and optimism to help clients take their communications to new heights. Specializing in communicating the value of complex, intangible offerings like professional services, education, and tech solutions, they serve as brand strategists, website designers, creators of sales tools, and extensions of in-house teams. Through deep industry knowledge and determination to push past the ordinary, Right Hat combines design, content, and digital strategies to bring powerful brands to life with fresh ideas that help clients stand out in crowded markets.

Resources
Roy Sexton LinkedIn
Lise Ann Schwartz LinkedIn
Righthat.com