As HBC heads to its annual retreat this week, we’re reminded of something we’ve said before. No, it’s not that firms should market their individual partners. You’ve heard us say that often, and we’ll keep saying it as long as GCs “hire the lawyer, not the firm.” Today, we’re talking about a caveat to our admonition above. Which is: While firms should market individual partners to their prospective clientele, that doesn’t mean there is no place for the marketing of the firm as an institution. Indeed, firms should market themselves enthusiastically—to their own partners. Our retreat reminds of this instruction, because firm retreats are an excellent venue for firms to market themselves, as an institution, to their partnerships. We offer a few practical ways firms can do that.