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Professional Development: Marketing from a Young Partner's Perspective

By Kendyl Hanks and Craig Unterberg

Kudos! As a new partner, you have survived the law firm gauntlet and have been elevated to the partner ranks. By building a reputation within your firm as a reliable and talented attorney, you have succeeded in the first critical step in marketing: developing a valuable product (yourself). When your firm named you as a partner, it expressed confidence in your ability to promote your firm's business and contribute to the bottom line.

In summary, you have already proven that you are highly capable of being a significant business developer through your success in building your internal business. But, now it is time to focus your energies on external business development. Adopting a deliberate strategy for marketing yourself and your firm to potential and existing clients is one of the best ways to realize this objective. From a new partner's perspective, the strategies discussed here may not make you a top rainmaker overnight, but they will set the foundation for successful business development over the length of your legal career.

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