As a third-year law student at a networking lunch, I listened to an attorney half-ex plain/half-lament about how he never pictured his name and image on the side of a bus. He explained that, while his personal sensibilities did not necessarily agree with that form of legal advertising, as a business manager, he had to do whatever ethically worked. He explained coming to that rationalization through observing the success that another local firm experienced, partially as the result of a catchy jingle in a television commercial. The legal profession is a business, and in business, as in life, if one does not evolve, one dies.
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