When I entered the legal marketing profession in the early ’90s, I was struck by the enormous opportunity offered by this emerging field. While an in-house position at a major law firm promised challenge and a potentially lucrative salary, my attention was drawn to the larger picture of distribution: the delivery of legal talent to the business community at the macro level.

In any crowded industry, with myriad suppliers selling ostensibly fungible services, the opportunity exists for distributors to emerge, to mediate between buyers and sellers, and to help buyers find the best service providers for their needs. It did not take long to realize that the multibillion-dollar legal profession, comprising tens of thousands of “suppliers,” fits that profile.

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