So lawyers have to cater to that perception and find a way to gain a reputation for that precise expertise.

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They will gain a reputation as the kind of person who can handle risk, and they will believe their own publicity.

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Twenty-five years ago, that company was Southwest Airlines Co. ( LUV), which went on to gain a reputation as one of the best run companies in the country.

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This was partly due to patients wanting to maximise their chances of a quick pregnancy to keep costs down, and partly due to competition between doctors, keen to gain a reputation for good results.

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Different social media sites gain a reputation for being the gathering place for certain groups Tumblr has fashion, Posterous has actors, Pinterest has food and crafts, Facebook and Twitter have, you know, most things.

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But before then, Clarke has a chance to gain some valuable experience, and build a reputation as a man who can fill in whenever, and wherever, he is needed.

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The education company stands to gain more than an improved reputation as it seeks a foothold in the massive corporate training industry.

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Smaller analyst firms usually make the highest market forecasts, since they have less to risk (reputation-wise) and more to gain (in attention) from a boldly bullish call.

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