Yeah, this has been a problem for us for a long time. Lack of a clear identity makes marketing tough. We do have core areas - commercial litigation, corporate, IP and family law. Those core areas themselves are all over the place. The roster of lawyers we have, which I mostly inherited when I took over as managing partner, has dictated the firm's practice areas. If I could start from scratch, I would be a boutique that just did one thing and I know what that one thing would be. The problem is that I/we have never had enough work in our core practice areas to leave all of the ancillary work behind. Have a business owner client who wants to do a name change for their kid? Sure, I'll do that - I need the billable work. That has led to forays into all kinds of weird shit, which is stressful in an of itself, because you have to get into an area you don't know, with itinerant risks, and you have to reinvent the wheel every time with forms, etc.