It was the best of times. It was the worst of times. If the classics, rock 'n' roll, and Hollywood could meet the great expectations of law firms for their publicity and marketing campaigns, these are likely to be the lines you would hear.
Lawyers are really smart people.
Lawyers in the world's most successful law firms are really smart people. Not only are they winning cases for clients or limiting damages, they are building companies, saving jobs, changing governments, and even forming countries and super city-states. And in their already highly competitive world, they are also running faster and jumping higher than ever before. The re-opening of the Pac Rim, Multidisciplinary practices, the British and American invasions of each other's turf, the loosening of bar restrictions in much of Europe, the influx of Canadian firms to America, and the information revolution have created more competition than ever before. All of this makes lawyers who once felt safe in the protective environment of their excellence wonder if maybe marketing is not such a bad idea after all.