Be a "best conditioned" legal marketer.

• Author: Weber, Jill
• Position: FROM THE PRESIDENT

I can't promise you we'll be the best team at Lake Placid next February. But we'll be the best conditioned. That I can promise you."

Herb Brooks, "Miracle"

Growing up in Minnesota--"the Hockey State"--I learned how to skate not long after I learned to walk. It's no surprise the movie "Miracle," which chronicles the story of the gold-medal-winning 1980 US Olympic hockey team and its legendary coach, Herb Brooks, is one of my favorites. A Minnesota native, Brooks recruited several Minnesota players to his US Olympic team. After studying his Soviet competition, Brooks implemented an intense conditioning regime, often pushing his players to their limits. In one of the movie's most memorable scenes, he instructs his players to skate up and down the ice, again ... and again ... and again. His strategy paid off when his team beat the Soviets and went on to win the gold.

Like Coach Brooks, legal marketing and business development professionals often evaluate law firm competitors, assess what they do well, then adapt and improve upon those best practices to build market share. One of the distinguishing features of our organization is our willingness to share case studies and best practices...