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Truthfully, I would say the best lawyers are the ones that aren’t afraid. What I mean by that is they will take on novel things and learn. This is not to say the are reckless, far from it. They have the confidence to take a problem do the research and push the envelope. They don’t copy others they educate and create.
So I think you’re asking two questions. Good attorneys never stop researching and stay committed to the craft. The newsworthy attorneys tend to be great marketers. However, in some cases, there can be overlap.
Yes, I think there’s a degree of attention to detail and caring about a client’s business that differentiates the average “I’m too busy” counsel from the truly great ones. That gets clients talking and eventually leads to headlines.