There aren't any boardroom showdowns, and there's little risk of wrangling with contestants the likes of Omarosa Manigault-Stallworth. But in "Apprentice"-like fashion, Greenberg Traurig's "Business Challenge" tasks its summer associates with projects designed to sharpen their business acumen.
This is the second year the firm has held the six-week event, a highlight of its "Fast Track" summer associate program, which grew out of the firm's entrepreneurial culture, according to Gary R. Greenberg, co-managing partner of the firm's Boston office.
"We have grown in markets not only by trying to attract top-notch lawyers, but people who have demonstrated business and leadership skills," he states.
The five summer associates in the Boston office joined 60 other participants from 18 of the firm's offices who were then divided into eight teams, each responsible for a different project. A partner, associate and marketing advisor is assigned to each team, but it is the summer associates who come up with a consensus recommendation they then present to the firm.
"The assignments are geared to giving them hands-on experience in running an international law firm, not just by listening, but allowing them to make practical decisions after sharing their thoughts," explains Greenberg.
One of the teams was asked to identify a business development project to be presented to an existing loyal client, he offers by way of example; another group was assigned to work with the managing partner of one of the firm's offices that was successfully built up from two to 100 lawyers.
The projects are intended to enhance business savvy, but have the added bonus of fostering collaboration and building bonds between the summer associates, observes Greenberg, who also notes much of the firm's business is now conducted inter-office.
The summer associates also come together on July 21 in New York City to present their findings and receive advice from Kendra Todd, this year's winner of NBC's "The Apprentice." George H. Ross, vice president and senior counsel for the Trump Organization, will deliver the keynote address.
Greenberg dismisses the suggestion that the reality television element detracts from the event.
"I think people find it exciting to get some feedback when they make that presentation," he remarks. "It allows them to take ownership over the idea they have collectively come up with."
Prizes or fear of firings are beside the point in this contest, Greenberg adds. The fulfillment comes from the undertaking itself.
"We hope they go back to law school with a better understanding of who Greenberg Traurig is, as well as having had a good, solid learning experience about the profession," he says.
July 18 2005
