You’re not a generalist. But you’re being seen like one.
You’ve built credibility through lived experience, whether it’s founding your own boutique, pivoting from big-law to independence, or going deeper in a niche like arbitration, IP, or fintech regulation. But the clients you’re meant for can’t see the difference between you and the lawyer-next-door.
Across 40+ founder-led practices we’ve worked with, the same disconnect shows up:
You’re seen as “versatile,” not distinct.
We work at the layer before visibility – positioning. For founder-led practices, we offer:
Even your own team isn’t clear on how to describe what you do.
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