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All is said in these comments in the article by Mr Ross, a veiled admission of his own incompetence?

"But when people realised the advertising was not working everybody got a bit nervous. We are on a journey with our firms and standing beside them not in front of them. It is not about telling them but working with them.

‘What I have been doing is move the membership to a service-based model working with firms making clear there is no silver bullet. It is not about turning you into super-rich lawyers. It is about offering a better service than your competitors next door.’