An honest and clearly argued assessment of the difficulties law firms face in achieving differentiation by Charlie Geffen at Gibson Dunn & Crutcher.

Is differentiation possible for law firms? I believe it is and concur with the author: admit what your'e good at and not so good at and focus on those areas where you can mark out some clear space for your firm. The piece goes on to name some firms that have done so skilfully and predicts further segmentation of the market which should allow firms to position themselves appropriately.

I would add the importance of building a strong narrative around those areas where firms excel through effective internal and external communications. The author is right in suggesting that a brand without the skills to then deliver on their promise , isn't a brand worth having on board. Conversely, a law firm that is very good in an area of law but lacks the requisite market reputation will find it much harder to get noticed.