Conrad Saam’s, Own the Map: Marketing Your Law Firm’s Address

Reviewed by Jerry Lawson

Conrad Saam’s Own the Map: Marketing Your Law Firm’s Address (ABA 2020)  is an intriguing new book that will cause many lawyers to think about marketing in new—and better—ways. Many, especially lawyer marketing service vendors, will find Saam’s ideas controversial.


Sometimes you have to know where you’ve been to understand where you are.

The American Bar Association’s now-defunct  e-Lawyering task force is dead, but not forgotten. Several factors, including the success of Jack Newton’s book The Client-Centered Law Firm, are drawing new attention to the idea of using the Internet to create and service new pools of clients for lawyers. A May 2020 Twitter thread discussed the Task Force’s results (or lack of results):

Note to Cat Moon: I was a rebel and I was allowed to be on the committee. It didn’t work out all that well.