In the professional world, everybody is selling something: services, products, ideas or causes. Lawyers deal in (suitable) relationships, and they must know what they are selling.
All lawyers want to have the right clients, those who, by virtue of their personality and values, make the lawyer's work easier. Attracting the right clients entails one unavoidable preliminary step: becoming the right adviser.
Most law firms are competent. They do well what they do. However, few firms are truly competitive; by that we mean to be a leading firm in the market and provide benefits.