Three Questions for Anuj Desai: Navigating Pressing Issues in Law Firm Management

Anuj Desai (Arnall Golden Gregory, USA)

As the legal work of brand professionals continues to become more intertwined with business transactions and operations, brand professionals must become proficient in the business of their brand to excel in their firms and companies. The 2024 Annual Meeting, which is taking place in Atlanta, Georgia, USA, May 18–22, offers Business Track programming that aims to provide an overview of what business leaders expect from brand professionals and offers registrants an opportunity to sharpen their business acumen.

Anuj Desai is a partner at Arnall Golden Gregory (USA). He is currently serving on the Commercialization of Brands Committee and the 2024 Annual Meeting Project Team. Mr. Desai will moderate a session entitled Candid Conversations—What Keeps Me Up at Night: Navigating Pressing Issues in Law Firm Management, which will delve into some of the key challenges confronting managing partners today, ranging from mental health and remote work to innovation strategies and growth pathways.

In an interview with the INTA Bulletin, Mr. Desai sheds insight on what brand professionals can gain from understanding the business of a brand, and shares what registrants can expect from both his session and, more broadly, from the Business Track.

Why does an intellectual property (IP) professional need to understand the business of a brand?
“Begin with the end in mind” is a mantra that I’ve followed since coming out of business school and before going to law school. Like most lawyers, I have many clients, and each of them brings unique needs and ambitions. General counsel for a brand that caters to health products for senior citizens will have a different approach to risk tolerance than, say, one that supports a brand that sells energy drinks to gamers. A growing start-up with no in-house legal team may not understand the potential to monetize its IP across complementary product lines or how expensive it can become to protect it if doing business in more than one country. You can provide value by learning the brand’s actual business, aligning yourself with the business’s goals and risk tolerance, and adapting to the personalities running the business. Ultimately, this is what will elevate you from simply an IP lawyer to, what all businesses want, their trusted counsel.

You are part of the Project Team for the Business Track of programming at the Annual Meeting. What are some of the topics and issues that registrants will get to explore on this track?
I love it when educational sessions have practical takeaways to offer. The Business Track at the Annual Meeting is just that! I’m, of course, excited about the panel I’m moderating. We’re going to dig into some real-world issues that law firms are grappling with today and ideas about how to address them.

Another great session to look out for is Decoded: The Business of Digital Assets. If you’re curious about digital assets involving blockchains and virtual reality and how they can actually be utilized by businesses large and small, this is a must-attend session. Rather than dwell on the hyper-technical terminology and concepts in this space, the speakers on this panel aim to make the conversation more approachable through a mock product launch. Don’t miss it!

Beyond that, we are planning some great sessions focusing on topics like the business of sports, the business of movies and entertainment, managing DEI efforts in your organization, how AI now plays a role in procurement and pricing for legal work, and more. Keep an eye on the schedule and reserve your spot!

You are moderating a session entitled Candid Conversations—What Keeps Me Up at Night: Navigating Pressing Issues in Law Firm Management. Can you share one of the issues currently keeping you up at night that the panel may address?
As Head of Trademarks at my firm, I’m constantly thinking about how to grow our team and ensure our work life is fulfilling. In the past, to attract talent, it may have been as simple as saying we have great clients, we work on sophisticated projects, and we pay well. Today, however, we need to be cognizant of the needs of a changing profession and a younger generation of lawyers. Things like hybrid or virtual work arrangements, mental wellness and balance, and DEI are at the forefront of discussions around hiring, retention, and advancement. We hope to dig into these issues in our panel and, hopefully, have some useful takeaways for registrants.

The 2024 Annual Meeting takes place in Atlanta, Georgia, USA, May 18–22. Early-Bird Registration closes March 8. Learn more and register.

Although every effort has been made to verify the accuracy of this article, readers are urged to check independently on matters of specific concern or interest.

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