We are often asked about our tag line – “Zero Degrees of Separation.” It comes from our firmly held belief that recruiting is a very easy job to do poorly and a very difficult one to do well. Most recruiters simply call every law firm they can think of to get a list of job openings. Then they call every lawyer in the book to see if they can generate interest. Eventually, often randomly, a match is made. Today they might place a patent attorney; tomorrow they might place a criminal defense lawyer. We call this the shotgun approach.

Although the shotgun approach can generate some revenue for the recruiter, they never develop specific expertise in a particular field. How can they explain the reputation of different tax departments if all they know is that the litigator they placed three months ago seems to be happy? They can't. How can they explain the culture of a tax department if they have never talked with the people who already work there? They can't.

“Zero Degrees of Separation” means that we believe the only way to provide value to our clients is to concentrate on one area exclusively—tax law—and get to know everyone in that community. Each day, every day, all we do is talk with tax attorneys. We get to know them, their needs, and their personalities. We can explain the reputation of different departments because we are immersed in it every day. We can explain the culture because we know the people involved.