From inside a law firm, it's easy to look at LinkedIn and see risk. The rewards, however, far outweigh the perceived risk.

The lunch-and-learn format can create awareness, but it doesn't lead to behavior change. For that, look to cohort-based trainings.

Click to download Axis marketing and BD activity wheels. Here's an easy way to know the difference between marketing and business development: Marketing = 1:Many BD = 1:1 The distinction matters: Watch frustration mount when lawyers conduct marketing activities and expect business development results. Want nuance? When marketing, we know about our audience and make educated guesses as to what they care about. When developing business, we know our audience directly. We l