What separates a successful communications strategy from a forgettable one? Who should law firms have in mind when they craft their messaging? How can struggling partners win and keep clients? On this Legal Speak episode, Deborah Farone, the former chief marketing officer at Cravath, Swaine & Moore, shares lessons from her career in law firm marketing and describes what she learned by interviewing law firm leaders and innovators for a new book, Best Practices in Law Firm Business Development and Marketing. Legal Speak is brought to you by Econ One, offering economic expertise, consulting and dispute resolution, and data analytics.