
The first industrial revolution, which began in the 1750s, lasted for between 80 to 100 years. The pace of technological change today encourages us to believe that the second industrial revolution (IR2) will be completed at much greater speed. So if we take the mid-1980s as a starting point, with the emergence of optical disk technologies into consumer markets, you would expect us to be well on the way to completion, 30 years into IR2.

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For law firms, word of mouth continues to be the principle generator of work. Firms historically tried to leverage its power using “thought leadership” marketing, through “offline content” such as newsletters, white papers and articles. Today, however, this is no longer enough.

