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For almost as long as pundits have weighed in on the vagaries of the legal marketplace, their constant theme has been “the crisis of the midsize firm” or even “the death of the midsize firm.” To be sure, those Cassandra-like warnings were always overstated. Many midsize firms have fallen by the wayside. But many others were well-run, with strong practice or industry niches, and blue-chip brands. They’ve done quite nicely enough, thank you.

That said, there are still unique challenges at every level of midsized operations, from managing off-the-reservation rainmakers to convincing clients that sufficient platform doesn’t always necessitate dozens of offices in multiple countries. From a marketing standpoint, the challenges are obviously twofold: to articulate the right message about the specific value the firm offers, size notwithstanding, and to find ways to most effectively disseminate that message.

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