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Discover Your CEO Brand: Secrets to Embracing and Maximizing Your Unique Value as a Leader by Suzanne Bates

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THINKING ABOUT YOUR CORE BRAND—KATHERIN NUKK-FREEMAN

When Katherin Nukk-Freeman and her friend decided to open a law practice, they had already been lawyers in big firms. They knew they wanted to do law differently. Rather than grinding down new associates with 80- to 100-hour workweeks, they started planning two years in advance to create a company where people could thrive.

The tagline they wrote before they even opened the doors to Nukk-Freeman & Cerra, P.C., was “Teaming with Employers to Build a Better Workplace.” What that meant to them wasn’t just keeping their employees happy but also educating their clients about how to stay out of trouble. Says Nukk-Freeman: “We really established the firm with the mindset that we want to give proper ...

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