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<b>A Haven For Straight Talk: </b>The Myth Of The Firm

By Andy Havens
June 01, 2004

From what I've observed, most firms would be better off if they scrapped their marketing plans, projects, budgets and staffs completely. Save the money and spend it on summer associate swag, the holiday party, better seats at sporting events ' whatever. Why? Because marketing relies on something that many firms seem content to do without ' purpose.

Put down your pitchforks and take a moment to ask yourself if you've ever heard any of these statements spoken around one firm or another:

  • “Clients hire lawyers, not firms.”
  • “We need a well-seasoned lateral to help us grow that practice area.”
  • “We don't need any more lawyers; the office is full as it is.”
  • “What are other firms doing about [fill in the blank]?”
  • “If she leaves, she'll take that practice group with her.”
  • “I'm too busy to do anything but keep my clients satisfied.”

Very different topics, sure, but directionally similar. They all point to an industry-wide issue that will eventually, I believe, define success for those firms that surmount it. The question: what is a law firm?

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