From 1999 to 2001, a firm merger occurred somewhere in the world, on average, every four business days. While a merger is big news for the lawyers involved, it has gone — like the space program — from revolutionary to pass� in a short period of time. So if you do not articulate repeatedly the value to clients over time, you will have failed to take advantage of a crucial positioning opportunity.
The essential point that needs to be articulated — beyond how pleased everyone is about the merger and how many offices the firm will have — involves the benefits the merger will provide to clients and prospects, broken down by industry and practice area.
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