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This mini-series examines an issue which has confounded the profession for decades — how to bridge the disconnect in the legal market. The previous lesson (4-25) looked at a fictitious story (based on several true ones) about Diamond LLP and how they had devised a marketing plan called “Operation Sparkle.” We saw how they had tried to polish up their marketing collateral by loudly trumpeting their awesomeness.

This lesson looks at the same story from the client’s standpoint. Our fictional GC, Midge, had heard of Diamond LLP. Nothing bad, nothing great and nothing unusual. But then came Operation Sparkle, and Midge could hardly fail to notice the glossy brochure, the emails and the big media push.

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