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In a market as competitive as ours, law firms and their ambassadors know to be prepared for the inevitable question: “What makes your firm special or different?” Regardless of firm size, footprint or practice, most responses follow a predictable path: “It’s our people; they’re our biggest asset.” Yet, answering the question and living it are two different things. The statement itself is all-encompassing, but often leans in favor of lawyers, or those that generate revenue, and rarely includes those on the business services side of the firm or support staff.

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