Joined a well-regarded ID/MedMal Defense firm (50+ attorneys) to start its commercial litigation group 10 years ago. Have had success in growing practice/group and bringing in good clients, but perception is reality, and being at an ID firm is a huge obstacle for getting commercial work. Anyone crack this code, turn an ID firm into “full service”? My best idea is to target 3-4 laterals with decent/modest books, make them great deals to come over, and market it as a rebrand.

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