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Forget Your Firm; Market Your Partners!
Recently, at the American Bar Association Annual Meeting in Atlanta, Deval Patrick, the General Counsel (GC) of the Coca-Cola Company, said: “We are not hiring law firms, we're hiring lawyers.”
Many, many GCs say the same thing. Seriously, by now this has become cliche in the legal services market: time and time again, in-house General Counsels say they hire lawyers not law firms. So why in the world do firms spend so much time and money marketing the firms rather than the attorneys and (at most) practice groups that are the actual marketplace products?
OK, practically speaking, we know that what GCs really mean is they hire good lawyers who work for “safe” firms. But what makes a firm safe? Its reputation, which is obtained by the results and successes that individual partners achieve over time.
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Major Differences In UK, U.S. Copyright Laws
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The Article 8 Opt In
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