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Door-Opener

Clients: “Law firm brand” is an oxymoron

There's no such thing as a law firm brand. Among clients that spend millions of dollars with these firms and interact with them daily, not one could identify their main firm’s ‘unique’ brand differences. 

“Sell to the top dog!”

Make sure you're selling to those with the greatest stake in the business problem you solve. That's usually not the CEO.