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Shared values, not strategy, differentiate law firms in competitive markets

By Vicky Brackett, Managing Partner, Thomas Eggar

8 October 2014

"Why are you different from other law firms?" is a question that is frequently asked by potential clients and referrers when we pitch for work. Our answer certainly doesn't consist of our IT systems, our office layout, our geographic location or the strength of our legal offering. All of those factors are broadly the same across all firms in a similar market position to us.

I also contend that a strategy isn't really a true differentiator. It might rule you out of particular markets or place you firmly in the centre of others, but the chances of our strategy being wildly different to that of similar firms are slim.

The changes in the legal market in the past five to six years have meant that law firms have thought hard about their plans, their market position and their future direction. It is now expected that a firm will have a clearly-defined strategy and that the strategy will be communicated across the business. Most law firms will be...

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