There were indications at the recent Winning is Everything Conference, presented by The Advisory Board of a growing trend. It is a change in the business model being employed by a number of firms.

Troy Waugh, president of The Rainmaker Academy, refers to it as the one firm organization. The firm is run more like a corporation, where the managing partner is operating as a CEO, making many decisions previously reserved for a partner committee. These firms generally employ a shortened name that acts as a brand, rather than using a litany of partner's names then indicates a confederation of individuals. The idea is clients are the firm's clients, rather than the individual partner's.

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