Feels like even lawyers have to be influencers now... LinkedIn posts, networking breakfasts, thought leadership, panel selfies. I just want to do good work, not be a walking press release. But it’s hard to ignore how much visibility impacts promotions and client leads. Maybe competence isn’t enough anymore. Do you think personal branding is the new billable skill?

likesmartfunny
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Law is a business and a big part of business development is being socially desirable. It’s not just about doing good legal work - you need to attract clients as well as build strong relationships with peers and leadership. This isn’t a new thing at all, there are just more ways to do it effectively now.

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I hear you, OP.

Nobody cares if you’re smart or do good work, they only care if you talk as much as possible

Doing good work and providing good communication is still a viable path, but it takes longer to build that base of referrals. You also still need some salesmanship to close the deal when you do get a referral. If you can work with older partners who are closer to retiring with clients, that can be a good transition path for this type of development. You can inherit and develop clients at the same time.

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