What happened in Vegas shouldn't stay in Vegas.

• Author: Gravit, Aleisha
• Position: PRESIDENT'S MESSAGE - Column

The conference already seems a world away, and by the time you read this, it will have been almost two months since we said our goodbyes. So, I ask you, "What have you done with the information gained and connections made at the LMA Annual Conference?" Did you leave them in Vegas, or did you bring some home to your firm and your colleagues? We heard from so many wonderful speakers and learned so much in just two days.

This issue of Strategies is about change, and one of the things we heard over and over again in Las Vegas was that there is much change afoot in legal marketing and in the legal profession in general. Keynote speaker Professor David B. Wilkins from Harvard Law School, talked with us about some of the fundamental shifts affecting our world. The need to do more for less, globalization, the rise of technology, the blurring of the line between knowledge and the organization--these all have an impact on the future of our lives and our profession. Professor Wilkins suggested that legal marketers can help their firms meet these challenges by providing market information to help drive strategy, helping to create a clear value proposition for your firm, and remembering that the demographics are shifting so starting to win the hearts and minds of young lawyers now is one of the best ways you can build a strong foundation for collaboration in the future.

Change was also evident in the sold-out exhibit hall with 19 new sponsors and lots of fresh ideas from...