If I’ve heard it once, I’ve heard it a thousand times, most often from a Big Law partner: “All law firms are alike.” At first blush, this is understandable in several respects.

First, the fundamentals of the practice of law, such as billing time, acquiring and working with clients and being held accountable for your performance, are deeply ingrained in virtually every firm. Second, how firms present themselves, via verbiage on their websites and marketing materials, and even in the language they use to describe their firms, is also remarkably similar. For instance, can you name more than a few firms that don’t extol their great client service and “no jerk” policy in hiring?

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