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The Place to Network: Woe Is Me: Why Must I Network?

By Olivera Medenica
March 28, 2008

Editor's Note: At the suggestion of our regular columnist, Christy Burke, this month we are privileged to have a guest columnist, Olivera Medenica, a partner at Wahab & Medenica LLC. Christy's column will return in June.

Although much literature has been written about networking, it remains an elusive mystery to many. The term 'networking' can frequently elicit snickers, disdain, and outright fear. Networking implies 'rainmaking,' yet the term is often confused with the flash of a car salesman's smile and aggressive tactics. In the field of law, the resistance to networking might appear more prevalent than in other fields. When asked by colleagues and acquaintances, attorneys often explain that their practice is 'busy' and entirely based on referrals from existing clients. Although such statements might appear self-congratulatory, they are telling of the legal profession's reluctance to exhibit any kind of need for advertising. Part of this resistance results from ethical constraints, but there is much to be said of networking's reputation as the unsophisticated tactic of the needy.

The fact of the matter is that everyone networks to some extent or another, whether they admit to it or not. Contrary to mainstream opinion, there is no one-size-fits-all method of networking and any successful networker has spent a good deal of time figuring out what works and what does not. For smaller law firms and solo practitioners, it is not just a useful skill to develop, it is an essential survival skill that separates a thriving practice from a fledgling one.

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