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Business development in the legal community is a science, but it requires the creativity of an artist. That artistry can be demonstrated most powerfully through the written word, a tool of great lawyers for centuries. Encapsulating an interesting case or complex transaction into 500 or 1000 words for the benefit of colleagues and the business community at large is the single best way to demonstrate expertise on a macro scale. It is at the very core of client generation.
A published article is like currency for building a network, developing a reputation for excellence, and gaining exposure to unanticipated opportunities. It sets the foundation for success in the law, professionally and personally, by reminding you of the most satisfying aspects of the work and conveying that satisfaction in a compelling narrative.
Despite late night feelings to the contrary, lawyers focus on fascinating issues. Those that can distance themselves from an individual matter and select a fine point that is particularly engaging can easily create the premise of a well-received article. For those that cannot, great ideas are only a mouse click away. Technolo-gy lawyers, for example, can find them on Gigalaw.com, consumer protection attorneys can visit FTC.gov and there are many others. With no shortage of resources, the only hindrance to great commentary is one's imagination.
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