LIMELIGHT’s co-founders, Erin Harrison and Kenny Gary, were recently featured in JD Supra’s Perspectives commenting on what law firms should be focusing on for success in 2025. Here’s a brief snippet:
Focus on innovation and differentiation
Kenny Gary and Erin Harrison of LIMELIGHT challenge firms to rethink their approach to showcasing expertise, noting that the traditional playbook no longer makes firms unique:
“In 2025, law firm leaders should be thinking about breaking away from the industry’s default marketing playbook of ‘eminence,’ where every Am Law firm highlights its exceptional attorneys—ultimately making them all look the same.
The real challenge is differentiation: positioning the firm as a forward-looking, innovative partner that serves clients in new and creative ways, both now and in the future.
Instead of just showcasing expertise, firms should emphasize how they are evolving—through technology, client-centric solutions, and reimagined service delivery models. Clients aren’t just looking for top-tier legal minds; they want a firm that is actively transforming to meet their needs in smarter, more efficient ways. By focusing on these differentiators, firms can craft a distinct brand identity that truly stands out in a sea of sameness.”
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