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Try this: Visit the Web sites of your firm’s 10 closest competitors to view how they describe themselves. Chances are “putting clients first” or “delivering quality client service” is the stated top priority of each one.

The vast majority of Am Law 100 firms also list “international experience and offices,” “a unified ‘one-firm’ approach,” “ability to think strategically,” “breadth and depth of offerings,” and “solution or results-oriented” as among their key strengths or differentiators on their Web sites and other marketing materials. This is not a criticism of these firms — Pillsbury Winthrop Shaw Pittman, too, offers these qualifications and capabilities — but it does demonstrate how increasingly difficult it has become for clients, candidates and others in the marketplace to determine why they should select Firm A over Firm B.

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