The “New” Marketing
Lawyers frequently lament to me that they wish they could focus on the practice of law, rather than being perpetually barraged with new and un-billable marketing and technology demands. There is a palpable longing for the halcyon days when such a pure life was allegedly attainable. The fundamental approach to marketing in the golden age — still deeply rooted in many lawyers’ DNA — was “Do good work.”
Full-stop. Put another way, the prevailing ethos was “by one’s expertise shall ye be known.” Smart lawyers excelled. Smart lawyers who also happened to have a way with people were superstars.
Against . . . [more]


