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Client Speak: Trading Places

By ALM Staff | Law Journal Newsletters |
February 26, 2008

Marketing abounds with buzzwords and bromides ' and dangerous ones at that. When, for example, we sling catch-phrases like 'partnering,' or pontificate about how important it is to 'understand the client's business,' it becomes way too easy to talk a lot of sanctified talk without ever really walking the proverbial walk.

In prior MLF columns, we've attempted to put some meat on these rhetorical bones by offering practical examples of what lawyers actually do when they partner with their clients as well as what it specifically means to understand the client's business. In practice, the two concepts are interrelated. In order to partner with clients and develop new business, you must understand the marketplace trends that drive their strategies. You must understand the liabilities both in and out of court that keep corporate executives awake at night. And so forth '

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