When you get down to brass tacks, most attorneys want the same two things from their law practices.
FREEDOM and SECURITY.
A law firm that provides you with a dependable income — one that is commensurate with the insane amount of debt you had
to take on, and all-nighters you had to put in, to get through law school and pass the Bar.
At the same time, though, you want to practice law on your terms.
Representing people you like. Taking on cases your conscience can get behind. Fighting causes you believe in. Being a force for
good. Working the hours you choose. Being able to take the occasional afternoon off when your boy has a baseball game, or
take your girls out camping for the weekend. Making it home for dinner more often than you do not.
Conventional wisdom holds that freedom and security are mutually exclusive. That one is the price you must inevitably pay in
order to enjoy the other. Our verdict, after more than a decade helping attorneys get both?
Not only is it possible to have both freedom and security as a solo attorney or owner/partner of a small law firm, the two of
them are doors that are both unlocked with the same key. One breakthrough gets you both of them.
What is this key, this breakthrough?
Abundance of choice.
As a professional, there is a strict limit to the number of people you can help at any one time.
When you barely have enough new cases coming in to pay the bills, you're often forced to make uncomfortable compromises.
In many cases, lowering fees and having to carry out some unpaid work. This creates a negative spiral. The gap between what
you ideally need to earn and what you bill widens. The amount of time you have available for networking or outreach shrinks.
You're always worrying where the next case is going to come from.
The force that creates this negative spiral can flip, though.
When it does, the most amazing thing happens. Your docket/pipeline gets oversubscribed.
You're now having to turn away business. Many days, good business. And if you weren't already bursting at the seams, you'd
cry at the thought of having to let this business go. But you no longer need it. You're now more selective over what you take on.
You charge higher fees, and tend to select the cases that most play to your strengths.
Before long, other attorneys notice that you're always in court with the big cases.
People get used to seeing your face. You develop a reputation for winning. Hearts sink when they see your name as the
opposing council. This further attracts the cases you want to you. You become the leading figure. Your name gets tossed
around at country clubs and cocktail parties. People feel cool referring you to their peers, and delight in making it clear to
others that you "are" their attorney. Your name may even open doors.
All this originates from one strategic shift.
One breakthrough that changed the destiny of your law practice.
You started attracting more potential cases than you needed,
consistently. From there, everything else fell into place.
And how did you do that?
You invested in building an online authority platform: