[patentatt]

Law firms are already limited by sales and marketing, and I believe the concept of ‘legal wizardry’ is misplaced. There’s almost nothing one law firm can do that another couldn’t do just as well. The only thing clients want are the ‘you don’t get fired for buying IBM’ factor and asking ‘how high’ when they say jump. The first is all based on cultivating an image and that’s just marketing and sales, and the second is just pure workaholic-fueled hustle.

[freefaler]

The wizardry is not in knowing the law or the case law, especially in commercial law it's mostly selling their experience because the have seen it all before and if they're good they'll show you the ways you can get abused by the other party. History of negotiations and deals is the leverage they provide.