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At this year’s PDI conference, Joi Y. Bourgeois moderated a panel of three enormously successful partners: Mary Ellen Callahan, a top privacy lawyer at Jenner & Block; Grace E. Speights, a top Employment lawyer at Morgan, Lewis & Bockius; and, Charlotte L. Wager, a former litigation partner who is the Chief Talent Officer at Jenner & Block. They shared their insights into and experiences with successful partner branding, as women, in today’s fiercely competitive legal market. They shared with the PDI community the following tips for branding success.

1. Become a thought leader
2. Take ownership of issues and address them holistically
3. Develop niche expertise for at least a portion of substantive practice profile
4. Develop judgment on risk factors and skills around risk assessment
5. Develop deep relationships with clients beyond merely being a lawyer or litigator; become a       trusted adviser
6. Understand the client’s business goals; become more strategic in understanding the ultimate       goal for a certain matter
7. Actively mentor and train those attorneys who are coming up through the ranks
8. Always engender a culture of having fun – it will attract clients and colleagues
9. Don’t be afraid to take risks sometimes
10. Be open to opportunities – diversions are sometimes good
11. Watch and learn from sponsors/mentors but be authentic
12. Be gritty

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