The article discusses the disconnect between lawyers' focus on professional accolades and their actual relevance to clients. Although prestigious awards and certifications can feel rewarding, they don’t effectively attract clients. The author emphasizes that most laypersons are oblivious to the inner workings and prestige of law firms. He highlights that regular people typically only recognize law firms based on marketing, notably personal injury firms, and suggests that larger law firms are not swayed by the average firm's accolades when seeking representation. The piece suggests that lawyers should reconsider how they invest their time and resources into building credentials.
Nobody cares whether or not you are a highly credentialed lawyer. All those awards and accolades are reasonable pursuits but don't attract clients to your firm.
As we live and breathe this stuff, the rest of the world goes on in blissful ignorance of the internal jostlings of attorney prestige.
Regular people are not paying attention to the reputations of law firms; they often only recognize local personal injury firms through advertising.
Big firms already have big corporate clients, and when they search for new representation, they rarely look at the average law firm's accolades.
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