He has a thesis in his new
book about how kind of
buyers or clients are taking control of the dynamics of the industry and as part of that, I think he and you advocate for lawyers and small law firms, thinking more like businesses and thinking about clients as
buyers and things like that, that we'll get into in the episode, but one of the topics that I think is interesting to talk about then is something we've brought up a few times in the past about kind of identifying your ideal client or
crafting personas of your ideal clients that you can have a story of who you're looking for and how to find them.