How can law firms define a genuine sense of distinctiveness when they need to bring together so many different practices under one roof? Isn’t it impossible to articulate one core message about who they are when they do so many different things for so many different people?.

This month’s Quick Thinking from Thirteen explores what firms can learn from Virgin and how, with the necessary rigour and discipline, they can balance the needs of the individual, the practice and the firm in a way that’s both consistent and flexible.

To read it go to the ideas section on