A firm in a “rust belt” city had been unsuccessful in identifying a merger partner. As an alternative, they wanted to position themselves as “the” go-to law firm in their city. Edge International performed a sophisticated study of the marketplace that involved interviewing a large number of businesses. We determined the areas where growth was most likely to occur in the city, and the firm positioned itself to build both expertise and reputation in those areas. The firm has risen to the point where they are the most profitable firm in the city.