February 2010 Blog Archive
Toyota, Take Two: Why “Reactive ECA” Doesn’t Work
As we reported last week, Toyota continues to face severe scrutiny amidst multiple recalls, Congressional hearings, grand jury subpoenas and a rising tide of public questions and concerns. Arguably the worst news for the car giant is the fact that the end of the barrage may be nowhere in sight – either on the technical fixes or the PR front. As is often the case in blowups like this, it appears that Toyota has been forced to play catch-up to the events unfolding in front of it (if not over its head) at breathtaking speed.
Wikipedia tells us that the 3 elements to a “Crisis Management” situation are 1) a threat to the organization, 2) the element of surprise, and 3) a short decision time. While we can debate about whether or not Toyota should have been surprised by their current predicament, clearly at this point the company is facing a serious threat, did not expect the situation to have evolved as it has (i.e. it’s safe to say Toyota was surprised), and decision cycles continue to shorten. Put another way, Toyota has been facing and continues to face a crisis; even worse, in the context of elements 2 and 3, this particular crisis appears to have the company very much in reactive mode, responding to events as opposed to shaping them by getting out ahead of things. Simply put, Toyota is not in control of events at this point in time.
This is where Early Case Assessment (ECA) comes in. The whole point of ECA is to 1) give a company instant insight into a situation (notice I did not say “case”), which will allow them to 2) quantify the costs and risk associated with the likeliest outcomes of a situation, and 3) make the best, most informed strategic and tactical decisions from the very outset of a situation. In other words, ECA is meant to allow a party to very quickly become proactive in any situation – making informed decisions that will shape and channel events before they occur. As we have stated again and again, this is impossible to do unless live data is assessed where it sits, before or concurrently with a legal hold or collection. This can logically be called “Proactive ECA” because that is exactly what it is: an early, quick assessment of one’s situation that gives one enough crucial insight to become proactive with any situation before events overtake them.
Unfortunately, most eDiscovery vendors – and, sadly, their customers – simply do not understand this fact or are led in another, less productive direction. Instead, what these vendors sell and their customers buy is “Reactive ECA.” In contrast to Proactive ECA, Reactive ECA is neither early nor proactive; in fact, it typically only applies to document collections as part of relatively structured civil litigation (which does not help with Toyota’s current predicament). Instead of gaining instant insight into a situation by looking at data where it resides – before collection or even preservation – with Reactive ECA, parties must typically send legal hold notices…then preserve huge amounts of data through self-collection or by imaging entire drives…then send the data to an external, third party for expensive and time consuming processing…before bringing the data back in-house or accessing it at yet another third party’s data center where ECA (well, really CA at this point as it’s certainly no longer Early) can, finally, be conducted. Weeks and hundreds of thousands (if not millions?) of dollars later, events – and costs – have overtaken the client, rendering ECA pointless.
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Which brings us back to Toyota. For obvious reasons, we can’t know for sure what Toyota did or did not do as part of any ECA activities they may have undertaken. We also do not know if their current predicament is the result of not having the right information from the outset, from decisions that were made early on, and/or from the sheer speed with which events seem to have escalated and taken on a life of their own. What we do know is that Toyota apparently has access to at least one so-called ECA tool…which appears to have done little to help them in this case. Why might this be? Simply put, tools like this are completely Reactive in nature – and never would have enabled Toyota to search and assess live data early on in this ill-fated process. That, unfortunately, is the real-life embodiment of Reactive ECA in all its glory.
As we have stated before, Toyota is one of the most successful, sophisticated companies in the world, which will emerge from this situation strong and vibrant, although perhaps with a new mandate on safety and transparency. One can only hope that this entire situation will serve as a wakeup call to the entire eDiscovery industry about the shortcomings of Reactive ECA – and why Proactive ECA is so critical to getting out in front of events.
ESI’s Threat to Corporate Brands
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Toyota, #3 on the list of the world’s most admired brands (for 2009, at least) and the world’s largest automaker (again, for now at least), has recently come under fire in the US for massive safety recalls of its leading models for various mechanical issues, including faulty braking systems. Even the car giant’s iconic Prius Hybrid line is being affected, with 437,000 such vehicles worldwide requiring a fix. In total, Toyota has committed to fix more than 8 million vehicles worldwide – a number which exceeds its entire global sales in 2009 (7.8 million vehicles).
The direct cost of the recall is expected to be $2B, which Toyota believes will fix the actual issues it faces with respect to the safety of its vehicles. Of more concern, however, is the hit Toyota will take to its brand and how such hit will impact future sales. By one account, Toyota sales demand plunged by 28% in the period immediately after the company’s announcement that it would suspend sales of affected models until safety issues were resolved. A 28% plunge in global sales for Toyota would translate into roughly $18.5 billion in lost revenue per quarter ($74B on an annual basis). Interestingly, this plunge only occurred after Toyota was subjected to continued negative press coverage; in other words, what really hurt Toyota’s brand wasn’t necessarily the fact that they were forced to conduct a massive recall, but rather the fact that the story kept mushrooming day after day after day and simply would not die.
Toyota’s pain was significantly exacerbated when US authorities stepped in, which is where Electronically Stored Information (ESI) enters the picture. First came Tuesday’s announcement that the US National Highway Traffic Safety Administration (NHTSA), led by DoT Secretary Ray LaHood (who presided over the Clinton Impeachment hearings, by the way), was demanding documents from Toyota "to determine if the automaker conducted three of its recent recalls in a timely manner” (note to Toyota North America General Counsel: wording like this from a US regulator – any US regulator, but especially one who loves a good public fight – is an enormous red flag). Next up is an “invitation” from the House Oversight and Government Reform Committee to Toyota Chairman Akio Toyoda to testify about what the company knew, when, and the efficacy and thoroughness of their response to safety issues. Because the aforementioned House Committee has subpoena power and can use any documentation produced by Toyota to the NHTSA – as well as any documents the Committee itself may subpoena – the situation has morphed from a PR issue to a major, “bet the business” investigation that will highlight any perceived or real inconsistency between what Toyota has said publicly (e.g. about when they realized a recall was necessary) and what conclusions the ESI they will be producing may support. We are, after all, talking about the safety of US drivers in the context of a recall which has already claimed the lives of 34 Americans.
In America, bad PR can and typically is a fleeting thing that does not need to be fatal, and Toyota’s predicament is no different. The company is far too big, respected and successful for its existence to be seriously threatened – even by a situation as bad as the current one. But what Toyota’s obligation to produce ESI to the US government and testify in front of government officials guarantees is that this story is not going away anytime soon, which, if brand experts are to be believed, will have a tremendous impact on the company’s top and bottom lines. In other words, the question isn’t whether Toyota will suffer losses from this situation, but rather just how many billions they will lose.
The First Legal Shot Across the Web 2.0 Bow?
Under the “it was only a matter of time” heading, a recent case in San Francisco Superior Court (where else?) seems to have landed a Silicon Valley law firm in hot water – hung by their own petard, 21st century-style (Brain Research Labs v. Clarke, 491932). (Full disclosure: I began my legal career at said law firm, Ropers, Majeski, et al; they are a great group of people who know their stuff…which tells you how complicated things have become when even a sophisticated law firm hits turbulence over Web 2.0 issues). Here’s what happened.

In seeking to solicit members for a potential class action suit against the maker of a dietary supplement, Brain Research Labs, a litigation partner at Ropers, Majeski uploaded a video to YouTube. The video was a commentary by partner Thomas Clarke that sought to interest individuals who had used Brain’s dietary supplement in joining forces with Clarke in an anticipated suit against Brain. It included some commentary about the potential defendants in the class action (Brain), including the following:
“…These scam artists do not care if you live or die. They only want you to live long enough to give them your money.”
Brain Research Labs sued Ropers, Majeski for defamation; Ropers, Majeski sought to use California’s anti-SLAPP law as an affirmative defense to the suit. San Francisco Superior Court Judge Harold Kahn denied Ropers, Majeski’s anti-SLAPP defense, thus paving the way for the defamation suit to proceed. Specifically, the court found that 1) the above comments (among others) were potentially defamatory, 2) by choosing ‘new media’ like YouTube “…Clarke chose, in a 21st century way, to ‘litigate in the press’”, 3) Clarke’s selection of a broad medium like YouTube also usurped his ability to invoke an anti-SLAPP defense, as the judge noted “…there are far more narrowly tailored ways” for Clarke to have communicated with potential class members.
This case is interesting for several reasons, but most notably the case is consistent with the warnings we and others have been making for many months about the information risks associated with social media. Using mass-communication vehicles like YouTube, Facebook, Twitter and LinkedIn entails significant risk for the exact reasons they are such powerful platforms, namely their ability to communicate truncated (and often out of context) messages to an incredibly wide audience about which the speaker may know nothing and over which they have no control…instantly. With YouTube Clarke had no way of knowing that only – or even largely – potential class members would view his video, just as he would not have had such knowledge with Facebook, LinkedIn or Twitter (think retweets with that last forum).
This case is but one data point in what is sure to quickly become a rich body of caselaw wading into the use – and potential abuse – of Web 2.0 tools in the 21st century. If a seasoned law firm steeped in litigation and IP-related issues can get in trouble, anything is possible.
Andrew Cuomo, B of A and eDiscovery in the “Tens”

Yet another financial industry bombshell was dropped yesterday when New York’s Attorney General Andrew Cuomo hit Bank of America’s former CEO Ken Lewis and former CFO Joe Price with civil fraud charges. The charges allege that B of A essentially hid massive losses at Merrill Lynch from B of A shareholders – and even B of A lawyers – as part of the bank’s shotgun wedding with Merrill Lynch at the peak of 2008’s financial crisis. Ironically, the suit was filed on the same day the SEC announced that it had come to a tentative agreement with B of A in settling its suits against the company, which includes a $150 million penalty to be paid by B of A; stay tuned, however, as the settlement must still be approved by a sure-to-be-skeptical judge who has already scuttled one proposed settlement with some harsh words for the SEC.
This whole situation has more layers than an onion, from Cuomo’s ‘unrelated’ candidacy for Governor of NY to much of the political elite’s desire to vilify those involved in the financial system bailout to the ever-present public outrage over banker bonuses in the face of a massive recession which was arguably caused by…the same bankers now receiving such bonuses. More close to home, however, is the eDiscovery data point this case represents as we settle into the decade of the “tens”, namely that proceedings are more complex, have far more potential downside for parties, involve far more ESI than what was considered “average” even two years ago and require much quicker response times in order to get ahead of events…lest one be run over in the court of public opinion. We see this “new normal” forcing several important changes to how eDiscovery is done.
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Big is the new normal. The size of any given proceeding is dictated by several factors, including amount at issue, size and sophistication of the parties, complexity of the case and strategies chosen by the parties. But there are several macro trends under way that have and will continue to expand the size of the average case, namely 1) the continued growth in data of myriad types (think email + IM + blogs/wikis + web content + Twitter + texts) and 2) the semi-toxic environment in which every case finds itself as regulators have no incentive to settle before extracting their pound of flesh. Think Andrew Cuomo’s nascent gubernatorial candidacy will be furthered by settling the B of A case quickly? Probably not.
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ECA is all about getting to the facts QUICKLY. Early Case Assessment (ECA) can be done a number of different ways and by many different practitioners, some in-house, some with outside counsel and some with third party providers. But no matter how ECA is conducted, it absolutely requires near-instantaneous analysis of the key facts of the case. Put another way, there is simply no way B of A’s outside counsel can wait for ESI to be identified, preserved and collected by the company, then sent to a third party to be processed, then sent back in-house or to yet another third party to be loaded up into a culling box or linear review platform of some sort before they can even begin the keyword search-based process of finding key documents and building a response…all of which typically takes many weeks if not months. Waiting months to address bet-the-business proceedings is not an option anymore; key documents need to be found within hours, not months, and can’t involve multiple steps and parties in the process.
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Preservation, collection and ECA are inextricably linked. Because 1) ECA is all about getting to the facts quickly, and 2) due to the high potential for eDiscovery sanctions in litigation in the tens (i.e. the analysis of what ESI was preserved/collected and what ESI was not preserved/collected, but perhaps should have been), ECA and legal holds are inextricably – and irrevocably – joined at the hip. For outside counsel, part of assessing the strength/weakness of one’s case (aka ECA) is assessing the response made by one’s client; as the legal hold and collection processes are typically the most critical aspects of any response, ECA simply cannot be conducted outside of the legal hold and collection process.
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Continued ESI growth paving the way for Predictive Coding. We have no idea how much data will be examined in the B of A case, but odds are good it will not be a trivial amount given the aforementioned political environment and growth in data types and sources (think terabytes if not tens of terabytes). But the one thing which simply cannot continue to grow in lock step is the corporate legal budget in a linear document review world. This is why Predictive Coding™ has been getting so much attention lately: it not only reduces eDiscovery costs and timelines, but actually results in a superior review.
An old proverb (which sounds a lot more like a curse) states “May you live in interesting times”; whether we like it or not, we are clearly living in very interesting times indeed. Recognizing how the eDiscovery world is changing and how we must all adapt to meet these changes is more important than ever.
About this Blog
INFOcus looks at information-generated challenges facing today’s large enterprises, and seeks to promulgate best practices amongst enterprise IT, KM, records management, compliance and legal practitioners.
Blog Archive
- March 2010 (2)
- February 2010 (4)
- January 2010 (3)
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