Competition. Whether it's in law school for the mock trial win or whether it's on the tennis court for the game--competition is everywhere. And with competition comes the opportunity to be your best. To be your best, your message--whether to a jury or to a prospect--needs to be direct, confident and tight. So why all the words on all the law firm web sites and practice descriptions? There are some great resources to help you tighten the message and win the game. Here are a few: www.contentpilot.net, Deborah McMurray's site that provides great resources for making the message succint; or Vistance Group--masters of the message spin; or Andy Havens, who has a talent for the tongue. Whatever the resource, use it and start to live, breathe, write and talk the brand for your firm!