The legal industry has historically been dominated by a top-down management mentality, which is to say that the most senior personnel are the ones who make the majority of the decisions affecting the firm. This includes decisions related to the firm's marketing strategy.
But in his latest article published on Sept. 10 in the National Law Review, Jaffe's Terry M. Isner, President of Marketing & Business Development, advocates for a new model to replace the old, one that empowers the newer and younger attorneys to help guide the firm into the future. Titled "All Ships Rise with the Tide: How Marketing Can Be the Wave to Success," the article explains how mentoring young attorneys to take control of certain firm functions is actually a win-win for all parties involved.
To read the full article, click here.