An excellent article on the Law Crossing website, but unsure who it's authored by. Talks about a number of myths & confusions that law firm have around their marketing positioning, their competitive landscape and how they add value in their client relationships. Worth a read
Most law firms are pretty good organizations, but very few of them are truly great organizations. Many firms are held back from achieving real greatness by a set of myths about their current position. The resultant misconceptions and self-delusions drive fuzzy or non-existent strategies.