Over the past six years, I’ve had the opportunity to work with hundreds of professional services organizations spanning from consulting companies, law firms, accounting firms, medical practices, and everything in between. Despite the diversity of these clients, what strikes me, however, is how often these businesses think of themselves as unique and the basic business principles aren’t applicable to their particular brands. Law firms are particularly guilty with respect to this type of mindset, and it’s costing them valuable opportunities to attract and retain clients and increase revenues.