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Rev the Revenue: The Marketing Focused Retreat

By David H. Freeman

Tear the roof off most any major law firm and what do you see? Massive amounts of unfocused marketing energy. From this 30,000 foot, leaders-eye view, responsible stewards of their firms should ask, “how do we harness this energy, how do we concentrate it to achieve our overall goals (assuming we have any), and how do we converge the activities of our individual lawyers, the practice groups, disparate offices, and departments in order to unleash the potential that we know exists?”

It is the job of leadership to define and channel this whirlwind of human activity. Looking into a leader's managerial toolbox, there is one piece of equipment that is woefully underutilized for providing the necessary navigational support. This instrument is the retreat. A well-designed retreat is the eye of the storm, a short window of calm that allows for reflection, decision-making and planning. Once the swirling winds of practicing law reemerge, the results from a retreat can provide the necessary guidance that most firms lack.

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