Among a law firm’s eternal questions is how to best market to in-house counsel. Because in-house counsel are clients of our clients, we are always seeking venues to hear firsthand perspectives on how to do this. What breaks through the barrage of material they receive and differentiates an attorney or law firm? What has motivated them to take the leap of faith required to give a lawyer his or her first chance doing work for the company? What then makes them willing to expand that share of the available work?
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