Lawyers excel at helping others, yet too often deflect when offered help. Be ready to accept help, and go one farther: advise helpers on what you actually need.

Lawyers and marketers will do well to heed three lessons from a seasoned legal marketer who became a legal buyer.

Marketers demonstrate leadership when they make recommendations, deliver what lawyers want--not necessarily what they ask for--and communicate reliably. Lean into three shifts for excellent results.