Remember back when I wrote about how Accounts Payable is a customer touchpoint?

Well, here’s a great story from Andy Sernovitz about how your legal department is also a touchpoint.

Lawyers, as much as we make fun of them, play an important role in the company. They minimize risk.

But they MUST serve the larger business objectives as well.

In Rohit Bhargava’s great book, Personality Not Included, he shares a story from Apple that shows you how legal can be a touchpoint for remarkability.

In the fine print for the iPod shuffle, there is the standard legalese, but there is also a line that says “Do not eat iPod.”

Added personality, as Rohit would say, or remarkability as we might say.

I like to quote Guy Kawasaki on these matters… “The way to deal with lawyers is to say, ‘this is what we are going to do. Now keep us out of jail as we do it!”

Everything can affect the customer purchase decision. Do your best to pull them in, not push them away.