Law Firm Articles

Strategic Segmentation – Your Differences Can Make You Stronger

As it has matured, the legal market has been segmenting.  In fact, whether in legal services, other professional services, or manufacturing, segmentation is a classic result of the maturation of a market.  As a market matures, demand for a product or service diversifies, creating different markets within the original market.  When ice cream is brand new, one flavor is sufficient.  When only one car is being mass-produced, one body type, one level of horsepower, and one color are sufficient.  As markets evolve, demand diversifies – or demands diversify.  Typically, diversification of demand is accompanied (and some would say driven, at least in part) by diversifying capabilities to satisfy these demands.

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