What's the term for in-house work on the side that's meant to benefit the firm?

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Professionally: Business development.

Colloquially: Plus ones. Extracurriculars.

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Practice Development

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If it’s directly trying to sell more work, business development. If it’s building assets to make it easier to sell or deliver work, it’s practice development.

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Firm development?

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This is the one I was thinking of, but I glad I asked with all the other replies. Guess it's not a standard thing

Knowledge development if it is something about expertise (like writing white paper)

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Business development generally, but there might be specific subcategories such as marketing.

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