In a crowded legal market, it’s important to differentiate. It’s something I’ve heard midsize firm leaders and consultants talk about all the time. But how easy is it to do that?

This story from Susan DeSantis in the New York Law Journal gives an example. Jason Kurland was—and is—a real estate, zoning and land use lawyer. But in 2011 an existing client referred a Powerball winner to him and suddenly he became the lottery lawyer.

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