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00:00:01,340 --> 00:00:04,655
While RJon was away
Team RJon came to play.

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00:00:05,165 --> 00:00:06,825
Well the cat's out of the bag now, folks.

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00:00:07,015 --> 00:00:10,315
But we're still here bringing you
our favorite, and most importantly,

4
00:00:10,435 --> 00:00:15,035
actionable insights to RJon's newest
book, Profit First for Lawyers.

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00:00:15,684 --> 00:00:18,024
We're going to help you accelerate
your law firm's growth so that

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00:00:18,035 --> 00:00:21,505
you can experience more profit
in every aspect of your life.

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00:00:22,134 --> 00:00:25,445
We're also going to be providing some
behind the scenes footage at what it's

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00:00:25,515 --> 00:00:28,295
really like to work with RJon Robins.

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00:00:28,315 --> 00:00:30,135
So, put your B.S.

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00:00:30,135 --> 00:00:33,315
Aside for the next few minutes
and put yourself, your family,

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00:00:33,364 --> 00:00:35,965
your firm, and your profit first.

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00:00:39,514 --> 00:00:41,549
Well, hey there folks, did you miss us?

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00:00:42,010 --> 00:00:45,190
Well, welcome back to the Profit
First for Lawyers podcast.

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00:00:45,280 --> 00:00:49,390
I'm your host, Karli, and you're
in luck because today I'm here to

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00:00:49,390 --> 00:00:51,600
share two very exciting things.

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00:00:51,910 --> 00:00:53,999
First up, a very special announcement.

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Drum roll, please!

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00:00:57,470 --> 00:01:01,210
Profit First for Lawyers is
coming back with a season two!

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00:01:01,310 --> 00:01:05,690
That's right folks, even more great
content will be coming your way very soon.

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00:01:06,140 --> 00:01:09,059
We're going to continue bringing you
the actionable insights that you've

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00:01:09,059 --> 00:01:12,979
been looking forward to that will
make your law firm more profitable.

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00:01:12,990 --> 00:01:17,729
So hit that button to like and subscribe
and be prepared for new episodes soon.

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00:01:18,185 --> 00:01:22,865
And secondly, we didn't want to leave you
hanging while you wait for new episodes.

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So today, I'm kicking off a special
bonus two part series for you based

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on an interview that RJon gave
when he was invited to be a guest

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on The Managing Partners Podcast.

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This interview was so packed full of
great information, delivered only in

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that special way that RJon can, that it
was split up into two highly profitable,

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actionable, insightful episodes that will
help your law firm be more profitable.

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So here's part one.

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In this episode, you're going to learn
some marketing tips that will help

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00:01:50,975 --> 00:01:53,355
you to identify your ideal avatar.

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You're going to learn why you should stop
thinking of yourself as a lawyer and start

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thinking of yourself as an entrepreneur
who happens to sell legal services.

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00:02:01,110 --> 00:02:04,920
And you're going to hear RJon
get pretty fired up about why you

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have an ethical responsibility
to run a profitable law firm.

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This is a really good one, folks.

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So hang on to your hats
and prepare for a ride.

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00:02:13,090 --> 00:02:13,799
Let's roll the clip.

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00:02:14,670 --> 00:02:15,030
All right.

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00:02:15,030 --> 00:02:16,409
Hello, everyone.

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00:02:17,020 --> 00:02:20,419
Welcome to another episode of
The Managing Partners Podcast.

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00:02:20,419 --> 00:02:24,429
This is Kevin Daisey here, always
trying to bring you the best

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00:02:24,440 --> 00:02:26,260
guests and best information.

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00:02:26,790 --> 00:02:33,550
And today,  I have the all
famous RJon Robins on the show.

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00:02:34,390 --> 00:02:35,480
RJon, welcome.

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00:02:36,030 --> 00:02:36,560
Hey, Kevin.

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00:02:36,560 --> 00:02:37,080
How are you?

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00:02:37,160 --> 00:02:39,070
I've listened to the
show for a while here.

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00:02:39,449 --> 00:02:40,760
I'm glad to finally be on.

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00:02:41,420 --> 00:02:42,219
Thank you for having me.

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00:02:42,679 --> 00:02:45,230
Well, you know, we had to
pull some strings, but,  we

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00:02:45,230 --> 00:02:47,209
were able to   get you a spot.

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00:02:47,269 --> 00:02:49,450
So, I go where my team tells me to go.

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I do what my team tells me to do.

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I appreciate it.

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So, everyone, tune it in.

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00:02:54,890 --> 00:02:55,579
Attorneys.

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00:02:56,285 --> 00:02:58,145
If you don't know RJon, I'd be shocked.

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I like to pretend as if you may not.

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So I want to have RJon give a
little bit of a background on

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00:03:05,235 --> 00:03:10,904
himself,  where he is now and what
he's up to and how he got there.

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So I always like a good story.

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And so, we'll start with that.

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One second before that,  RJon.

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You can go to HowToManage.Com.

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If you're listening on
audio, it's HowToManage.Com.

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You can see RJon's companies.

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00:03:29,484 --> 00:03:33,015
And check him out and we'll
get into more of that in just a

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00:03:33,015 --> 00:03:38,795
moment and dive deep into  how
he helps law firms grow in scale.

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So RJon give us a little
background yourself, sir

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00:03:42,845 --> 00:03:46,254
Uh, well how far back
do you want me to go?

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I'll tell you today, How to MANAGE a
Small Law Firm, we manage almost 700

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of the fastest growing most profitable
law firms that anyone will probably

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ever see, hear of, or imagine.

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The biggest challenge we have in marketing
is people don't actually believe that

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what we do regularly is possible.

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But 10 years ago I was flat broke.

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And,   I think it's important.

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I like to tell both
bookends of that story.

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Because, I like to tell people that,
like, literally,  if I could do this,

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if I could, go from being flat broke
in 2008, 2009 to, you know, Inc.

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$5,000 9 years in a row, $30 plus billion
dollars in revenue, I mean, like anyone

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00:04:43,160 --> 00:04:51,330
can do this,  it's, anyone can build
a million dollar law firm in about 36

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to 48 months, literally from scratch.

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Regardless of practice area,
regardless of what market you're in.

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I mean, there might be some
bizarre, weird, you're living

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in the middle of Alaska  with
nothing around you, but reindeer.

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And, you know, even now with the
internet, you can still do it.

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The point I'm trying to make
is I don't think people really

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care that much about me.

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I think people care about what,
How To MANAGE can do for them.

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And so if you want me to tell you
all about me, I'll be happy to, you

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know, indulge  and tell you all about.

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Myself, but I just think it's probably
more important for the audience to know

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what, How To MANAGE can do for them.

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A lot of what we can do for them and
a lot of what we will do for them.

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We can do for free and
we will do for free.

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We have an app that they
can download for free.

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All kinds of resources because  we
don't need to hide anything.

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You want me to tell you about me?

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I mean, you want to know where I grew up?

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I grew up in Miami.

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Well, I will say this.

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I have a dog.

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His name is  peanut.

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Well,

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I appreciate that.

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And I think, you know, I'd rather
focus  on How To MANAGE,  and what you

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do and how  you can help these folks.

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And  that's what the show is all about.

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And so just to kind of back up and
give my perspective, so I'm in law

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firm marketing, so we're literally
trying to help law firms grow,

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but we're on the outside, right?

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So we're not able to
control operational things.

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We're not able to control
their sales processes.

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We're not able to make them
profitable necessarily.

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So,  but  what I do see, and
so I have, I have a sheet.

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So if a law firm calls me like,
'Hey,  we're interested to talk.'

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I interviewed them and I have about
40 questions that I asked them.

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"What is your revenue?"

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"What's your average client worth?"

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what is- "How many leads are you getting
right now from different sources?"

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"What is your current
agency engagement look like?

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Have you had multiple agencies?"

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I just, we asked a ton of questions
and I don't show them anything.

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I don't share anything.

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I don't walk them through a slide deck.

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It's the interview.

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It's a "Are we a fit for you?"

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"Do we feel like we can help you?"

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And "Are you in the right place with
your business to be able to hire

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us and have a good relationship?"

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And so, What I'm getting at is...

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if those questions that they just
pull them off the top of their heads,

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like they have financial reports that
morning, I know, and I'll say, 'Hey,

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are you part of any organizations
like a mastermind or a group?'

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And they're like, 'How To MANAGE'.

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And so I can pick them out of a
group now very quickly just because

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the way they carry themselves, the
things they're thinking about and

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every How To MANAGE member that's
a client of mine or a prospect.

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knows their numbers.

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They know everything off
the top of their head.

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And most business owners don't have
a clue about any of that stuff and

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how it affects their, their business.

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So the testament to you all that if, if
I see a How To MANAGE member, I already

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know they are a How To MANAGE member
just by having a conversation with them.

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And so whatever y'all have done
and the systems you put in place

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and the help you, you put in place.

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Is very obvious

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when I-

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I'll tell you what we do.

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And, and I'm happy to share
this with your audience and I'm

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happy to share this with anyone.

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And I've been sharing the same thing.

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I've been standing on some soap boxes,
preaching this stuff for 20 years now.

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You know, I started off, I was being
a little facetious earlier about no

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one really cares about me, but let me
give it just a smidge of background.

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Bringing it back!

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Well, just a little bit, just because
I think it gives some context.

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I went to law school.

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Basically because I didn't
know what else to do.

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Cause I was just a total fuck
up 23 year old who majored in

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partying and girls in college.

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I just needed a place to hide out.

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So I went to law school.

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When I graduated from law school,
I,  started my own law firm.

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I worked for a federal bankruptcy
judge for a little while, and

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then I started my own law firm.

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And  it was a disaster.

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I didn't know anything about marketing.

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I didn't know anything about sales.

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I didn't know anything about
production, workflow processes,

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systems, procedures, standardization.

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I didn't know anything about
hiring, training, managing,

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making a profit with people.

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I didn't know anything
about financial controls.

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I didn't know anything
about physical plant.

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And I didn't understand that a
law firm is a business, right?

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Part of the way that I grew my business,
this might shock you as a digital

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marketer, but I originally built my
business, How to MANAGE a Small Law

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Firm after I was broke, I had no money.

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I had no resources.

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So I just went and got
in front of audiences.

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And I got together with local bar
associations all over the country

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and I would stand in front of these
audiences and I would  talk about

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the business, I'm running a law firm.

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I'm getting ahead of myself.

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Let me back up.

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So I have my own law firm.

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It was a disaster.

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It was losing money.

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It was making me miserable.

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I was stressed out.

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I didn't see any hope.

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And then I discovered that the Florida
Bar had a department called the Law

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Office Management Assistance Service.

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And the Law Office Management Assistance
Service was created back in 1980 when

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the president of the Florida Bar at the
time, a guy by the name of Sam Smith,

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he realized that the bar was prosecuting
more lawyers because of law firm

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management problems than any other reason.

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54 percent of bar grievances filed
nationally, by the way, and, not

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00:10:45,439 --> 00:10:50,579
coincidentally, 54 percent of
malpractice actions filed nationally.

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00:10:50,949 --> 00:10:55,569
start off as a avoidable
law firm management problem.

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00:10:56,710 --> 00:11:01,720
The owner of the law firm doesn't really
think of it like a business and so

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00:11:01,720 --> 00:11:03,520
they don't treat it like a business.

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00:11:03,890 --> 00:11:06,909
And so they don't put the processes
and the systems and the procedures in

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00:11:06,909 --> 00:11:09,170
place for it to run like a business.

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00:11:09,780 --> 00:11:14,219
And so it runs over them and, you
know, makes their life miserable

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00:11:14,339 --> 00:11:15,529
and creates all kinds of problems.

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So there I was running  my law practice.

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And it was making me miserable.

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00:11:21,334 --> 00:11:25,055
And I discovered the Florida bar  had the
law office management assistance service,

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00:11:25,395 --> 00:11:30,034
and I called them for help and I told them
the problems that I was having and they

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00:11:30,515 --> 00:11:33,105
were able to very quickly and very easily.

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00:11:33,555 --> 00:11:37,395
I thought I was some special snowflake
with some special problems and no.

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00:11:37,415 --> 00:11:37,945
Well, you are.

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00:11:37,995 --> 00:11:38,405
You are.

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00:11:38,765 --> 00:11:39,975
No,  I'm not.

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00:11:39,995 --> 00:11:48,795
It's, listen, I can't remember the
last time someone brought me a new,

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00:11:48,875 --> 00:11:53,125
interesting, novel, unique law firm
management problem that I hadn't

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00:11:53,145 --> 00:11:55,204
seen at least a hundred times before.

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00:11:55,454 --> 00:11:59,175
And that's good news that no
one wants to be the person

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00:11:59,175 --> 00:12:00,545
they named the disease after.

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00:12:00,925 --> 00:12:01,195
Right?

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00:12:01,335 --> 00:12:04,245
What you want to do is you want to
go to the doctor and you want the

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00:12:04,245 --> 00:12:05,325
doctor to say, 'Oh, don't worry.

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00:12:05,325 --> 00:12:07,865
We've seen this hundreds of times
before.' 'We know exactly what to do.'

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00:12:08,015 --> 00:12:09,455
'You'll be back on your feet in no time.'

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00:12:09,465 --> 00:12:10,975
'Don't worry about it.' Right?

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00:12:11,784 --> 00:12:12,975
That's the rational thing.

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00:12:14,105 --> 00:12:19,715
So  they said, 'look, the problems you're
describing are effects.' They didn't

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00:12:19,715 --> 00:12:23,435
say it in exactly these terms, but 'The
problems you're having are effects.'

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00:12:23,685 --> 00:12:29,994
'These effects are caused by certain
actions or inactions.' 'And if you'll

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00:12:29,994 --> 00:12:35,085
change these actions, the effects will
get better and take care of themselves.'

236
00:12:35,370 --> 00:12:37,650
And so I did what they said to do.

237
00:12:37,910 --> 00:12:38,810
Things got better.

238
00:12:38,940 --> 00:12:42,439
I called them back and I said,
'Here's my next problem.' And they

239
00:12:42,439 --> 00:12:44,089
told me what to do and I did it.

240
00:12:44,120 --> 00:12:44,799
Things got better.

241
00:12:44,799 --> 00:12:47,959
And I called and said, 'Hey, I, now I
have a new problem!' 'Cause the solution

242
00:12:47,959 --> 00:12:52,630
to the old problem created a new and
better problem.' 'What do I do now?'

243
00:12:52,949 --> 00:12:55,240
Anyway, this went on for months.

244
00:12:55,765 --> 00:13:00,165
And my law firm started to turn around
and start to work for me instead of

245
00:13:00,165 --> 00:13:01,735
me having to work for my law firm.

246
00:13:02,224 --> 00:13:04,784
And I said to J.

247
00:13:04,785 --> 00:13:04,954
R.

248
00:13:04,954 --> 00:13:07,584
Phelps, who was the director
of the Florida Bar Law Office

249
00:13:07,584 --> 00:13:11,494
Management Assistance Service at
the time, I said, 'Hey, listen.

250
00:13:12,395 --> 00:13:16,085
I'm having a lot more fun with
the business side of my law firm

251
00:13:16,605 --> 00:13:18,545
than even the practice of law.'

252
00:13:18,805 --> 00:13:23,345
And to make a very, very, very long
story short, he ended up recruiting me

253
00:13:23,485 --> 00:13:27,395
and I became the first and still today,
the only lawyer in the history of the

254
00:13:27,395 --> 00:13:32,604
state of Florida to serve as a full
time Small Law Firm Management Advisor.

255
00:13:33,004 --> 00:13:36,324
And so I was there for almost four years.

256
00:13:36,880 --> 00:13:41,280
And it's a documented fact that
during that time I worked with over

257
00:13:41,280 --> 00:13:47,250
9,000 law firms on every aspect
of starting marketing, managing,

258
00:13:47,260 --> 00:13:49,250
buying, selling, you name it.

259
00:13:49,420 --> 00:13:53,189
If there's a way to screw up the
way a law firm runs, we've seen it,

260
00:13:53,530 --> 00:13:58,275
right?, and it's not like 'I'm so
smart.'  I'm not like coming out, this

261
00:13:58,275 --> 00:14:00,525
is saying 'I'm smart and you're stupid!

262
00:14:00,525 --> 00:14:04,034
And that's why I know how to fix your
problem.' No, it's just, I've seen it over

263
00:14:04,065 --> 00:14:06,454
and over and over and over and over again.

264
00:14:06,675 --> 00:14:07,045
Right?

265
00:14:07,545 --> 00:14:08,414
And what you're saying too,

266
00:14:08,414 --> 00:14:11,124
It's not just like anomaly.

267
00:14:11,125 --> 00:14:15,605
It's like, it's, you know, the problems
that  they're the same for every law firm.

268
00:14:16,115 --> 00:14:22,065
Look, if you go to the store and you buy
one of those boxes to make a cake, right.

269
00:14:22,165 --> 00:14:24,464
And you follow the
instructions on the box.

270
00:14:24,990 --> 00:14:28,349
And you put in the egg and you put in
the milk and you put in the water and

271
00:14:28,349 --> 00:14:30,970
you, you mix it up the way they say to
mix it up and you put it in the right

272
00:14:30,970 --> 00:14:34,349
size pan that they say to put it in and
you stick it in the preheated oven and

273
00:14:34,349 --> 00:14:37,410
the right temperature that they say to
preheat the oven and you leave it in the

274
00:14:37,410 --> 00:14:41,040
oven at the right amount of time that
they say to leave it in the oven for.

275
00:14:41,915 --> 00:14:44,685
Are you surprised when a
cake comes out at the end?

276
00:14:45,115 --> 00:14:45,604
Is it like,

277
00:14:45,604 --> 00:14:48,604
'Oh my God, how did that
happen?' It's engineered.

278
00:14:49,724 --> 00:14:54,254
Look, law firms are very
simple businesses to run.

279
00:14:54,834 --> 00:14:58,894
That breaks the heart of thousands of
lawyers right now listening to this.

280
00:14:59,084 --> 00:15:05,224
Law firms are very simple businesses
to run compared to an HVAC company,

281
00:15:05,425 --> 00:15:08,844
compared to a moving company, compared
to a restaurant, compared to a shoe

282
00:15:08,844 --> 00:15:11,785
store, compared to any of these other
kinds of businesses that, if we're

283
00:15:11,785 --> 00:15:14,944
all being honest with ourselves, we
know most lawyers look down on the

284
00:15:14,954 --> 00:15:16,344
people that own those businesses.

285
00:15:16,645 --> 00:15:17,254
'Oh, look at me.

286
00:15:17,254 --> 00:15:17,814
I'm special.

287
00:15:17,814 --> 00:15:22,275
I own a law firm.' Yeah, their businesses
are more complicated to run than yours is.

288
00:15:22,874 --> 00:15:24,994
Law firms are very easy to run.

289
00:15:25,405 --> 00:15:25,775
I'm sorry?

290
00:15:25,785 --> 00:15:26,005
Yeah.

291
00:15:26,555 --> 00:15:30,314
I said supply chain, equipment,
all kinds of other...

292
00:15:30,525 --> 00:15:31,314
Oh my god.

293
00:15:31,314 --> 00:15:32,975
There's so many more moving parts.

294
00:15:33,314 --> 00:15:39,104
A law firm, let's start off with,  let's
start off with barriers to entry.

295
00:15:39,404 --> 00:15:43,625
There's way more barriers to entry
to start a restaurant or an HVAC

296
00:15:43,635 --> 00:15:48,305
company or a shoe store than there are
barriers to entry to start a law firm.

297
00:15:48,970 --> 00:15:49,310
Right?

298
00:15:50,220 --> 00:15:51,100
Working capital.

299
00:15:51,180 --> 00:15:55,500
You need way more working capital
to start and to continue running

300
00:15:55,530 --> 00:16:01,230
and growing an HVAC company, a
restaurant, a shoe store, a...

301
00:16:01,230 --> 00:16:08,130
You name it, any other kind of a
business practically  than a law firm.

302
00:16:08,290 --> 00:16:10,750
Staffing complexities, right?

303
00:16:11,589 --> 00:16:17,150
The risks you run running a moving
company, the risks you run running a

304
00:16:17,150 --> 00:16:20,960
plumbing company that goes in and fixes
people's plumbing toilets in their house,

305
00:16:21,109 --> 00:16:27,760
the risks you run running a restaurant
are way more dangerous and way more risky

306
00:16:27,989 --> 00:16:30,980
than the risks you run running a law firm.

307
00:16:31,770 --> 00:16:37,140
The profit margins of a law firm
are when it's run  even badly.

308
00:16:37,989 --> 00:16:42,390
When you run a law firm, even badly,
the profit margins are so much higher

309
00:16:42,599 --> 00:16:46,229
than the profit margins of almost any
other kind of a business you can imagine

310
00:16:46,469 --> 00:16:51,400
that you can actually afford to run your
business really badly with a law firm,

311
00:16:51,650 --> 00:16:57,199
and still you get by, which is why more
lawyers think that they're doing okay.

312
00:16:57,579 --> 00:17:01,330
Anyway, the point I'm making is, law
firms are very simple businesses to run.

313
00:17:01,729 --> 00:17:04,950
You put the right things in place,
you keep the right things maintained

314
00:17:04,950 --> 00:17:07,109
and going, you get amazing results.

315
00:17:07,585 --> 00:17:11,385
you don't put the right things in
place or you put them in place and

316
00:17:11,385 --> 00:17:16,125
then you neglect them, you're going
to get predictably bad results.

317
00:17:16,579 --> 00:17:20,810
And you know, this is why I say
it's like, I'm not a genius.

318
00:17:20,880 --> 00:17:25,880
My- we've got an amazing team of
professional law firm management

319
00:17:25,910 --> 00:17:33,186
advisors, CEOs who come in and  they
provide CEO services and COO services

320
00:17:33,186 --> 00:17:38,720
and CFO services and CMO services for
hundreds and hundreds and hundreds of

321
00:17:38,720 --> 00:17:40,170
small law firms all over the country.

322
00:17:40,740 --> 00:17:41,800
We're not geniuses.

323
00:17:42,050 --> 00:17:46,410
We just, it's just not that
complicated if you know how to do it.

324
00:17:46,940 --> 00:17:51,220
And if you keep doing it and doing it and
doing it and doing it, doing it day after

325
00:17:51,220 --> 00:17:54,990
day, after day, after day, after day,
after day, after, which is why lawyers

326
00:17:54,990 --> 00:17:56,090
don't do it because it gets boring.

327
00:17:57,350 --> 00:17:58,309
We do the boring stuff.

328
00:18:00,309 --> 00:18:01,410
No, I mean, you're spot on.

329
00:18:01,410 --> 00:18:05,049
And,  you know, it's, I do have
guests on the show here that, you

330
00:18:05,879 --> 00:18:09,010
know, they run as a business, they
fall in love with the business side.

331
00:18:09,010 --> 00:18:13,860
And I've had other, a lot of folks
I've talked to that I've had a guest

332
00:18:13,880 --> 00:18:19,260
or prospects that don't show up
because they're tied to their desk.

333
00:18:19,795 --> 00:18:21,325
They've had the law firm for 30 years.

334
00:18:21,325 --> 00:18:22,325
They have an admin assistant.

335
00:18:23,030 --> 00:18:29,730
And they're in court or running around
like crazy and  they- there's, I don't

336
00:18:29,730 --> 00:18:32,080
know if there's anyone that can help
them at that point, but they're just

337
00:18:32,100 --> 00:18:34,350
completely working six days a week,

338
00:18:34,370 --> 00:18:36,519
tied to their desk, not scaling.

339
00:18:36,800 --> 00:18:40,260
We help hundreds of people
like that every single year.

340
00:18:40,890 --> 00:18:41,100
Yeah.

341
00:18:41,150 --> 00:18:41,640
And I try to

342
00:18:41,640 --> 00:18:42,489
refer them to you, to be

343
00:18:42,490 --> 00:18:42,909
honest with you.

344
00:18:43,910 --> 00:18:46,380
Those aren't like, those aren't
like our favorite kind of people

345
00:18:46,530 --> 00:18:49,060
to work with, but we do help them
hundreds of them every kind of year.

346
00:18:49,060 --> 00:18:50,060
Our favorite kind of person.

347
00:18:50,210 --> 00:18:54,660
Look, people come to us, people come
to How To MANAGE in two states, right?

348
00:18:55,004 --> 00:18:57,655
They come to us in a state of inspiration.

349
00:18:57,915 --> 00:19:00,135
They come to us in a state of desperation.

350
00:19:00,715 --> 00:19:04,004
It's much more fun to work with
someone who's coming to you inspired

351
00:19:04,655 --> 00:19:09,195
because they've had a taste of
success and they know what's possible.

352
00:19:09,365 --> 00:19:12,784
And they're like, 'Help me, help
me, help me squeeze everything I can

353
00:19:12,784 --> 00:19:17,104
out of this thing and use it to give
myself and my family a better life.'

354
00:19:18,120 --> 00:19:21,389
And of course we also work with people
who are desperate and they're like,

355
00:19:21,389 --> 00:19:22,889
'I can't keep doing this anymore.

356
00:19:23,259 --> 00:19:24,519
I don't know what to do.

357
00:19:24,539 --> 00:19:25,870
I don't see light at
the end of the tunnel.

358
00:19:25,879 --> 00:19:27,639
Just help me.' Either way.

359
00:19:28,730 --> 00:19:29,010
Yeah.

360
00:19:29,070 --> 00:19:34,359
The worst people to work with are those
ambivalent people in the middle, which

361
00:19:34,359 --> 00:19:38,419
by the way, there's a piece of marketing
advice for every lawyer listening to

362
00:19:38,490 --> 00:19:40,169
the podcast or watching the podcast.

363
00:19:40,650 --> 00:19:45,610
Your ideal clients are probably
coming to you in a state of

364
00:19:45,700 --> 00:19:48,280
inspiration or a state of desperation.

365
00:19:48,510 --> 00:19:52,020
The ambivalent people in the middle
will suck the profits out of your

366
00:19:52,020 --> 00:19:53,580
law firm and make you miserable.

367
00:19:55,170 --> 00:19:55,689
Yep, 100%.

368
00:19:56,129 --> 00:19:57,570
And that's the same for my kind of client.

369
00:19:57,580 --> 00:20:01,740
Like, it's hard for me to help someone in
desperation, even though you want to, but

370
00:20:01,790 --> 00:20:03,800
this might not be possible for us to do.

371
00:20:04,530 --> 00:20:05,230
You can help them.

372
00:20:05,270 --> 00:20:06,290
Why can't you help them in desperation?

373
00:20:08,030 --> 00:20:10,669
Kevin, you can 100 percent help
someone in a state of desperation.

374
00:20:12,530 --> 00:20:13,690
If they're really desperate.

375
00:20:13,730 --> 00:20:16,170
I think the problem is they
say they're desperate, but

376
00:20:16,170 --> 00:20:17,090
they're not really desperate.

377
00:20:19,420 --> 00:20:22,420
See, a desperate person is
willing to heed the advice.

378
00:20:22,854 --> 00:20:25,254
What we call TayeAstuya.

379
00:20:26,304 --> 00:20:33,154
TayeAstuya means Take All Your
Excuses And Shove Them Up Your Ass.

380
00:20:33,794 --> 00:20:36,225
Just fucking do this.

381
00:20:36,435 --> 00:20:37,975
Let it work for you.

382
00:20:39,275 --> 00:20:41,034
A person who is not desperate enough.

383
00:20:41,430 --> 00:20:43,430
What they're going to do is
they're going to say, 'Well,

384
00:20:43,640 --> 00:20:48,080
explain to me how this works.' You
don't need to know how it works.

385
00:20:48,379 --> 00:20:52,960
I mean,  do you know how the anti
lag brake system on your car works?

386
00:20:53,699 --> 00:20:55,280
No, you do not, right?

387
00:20:55,280 --> 00:20:57,329
You do not know how the
brakes in your car work.

388
00:20:57,350 --> 00:21:00,279
And yet you get in your car every day
with your family and you drive and you

389
00:21:00,280 --> 00:21:02,120
expect them to stop and you rely on them.

390
00:21:02,149 --> 00:21:03,670
Do you know how the
lights work in your house?

391
00:21:03,690 --> 00:21:05,650
No, you flip the switch
and the lights go on.

392
00:21:06,025 --> 00:21:09,315
There's a million things in your
life you depend on for your life.

393
00:21:09,995 --> 00:21:11,625
And you don't have a clue how it works

394
00:21:11,815 --> 00:21:12,505
and you don't need to.

395
00:21:12,875 --> 00:21:13,705
You don't need to!

396
00:21:13,735 --> 00:21:19,105
You need to know that it works
and you need to know that if it

397
00:21:19,245 --> 00:21:23,154
doesn't work, it's not really
going to do you any damage, right?

398
00:21:23,264 --> 00:21:25,025
So you do a small test.

399
00:21:25,380 --> 00:21:30,120
And you get a little result and it
works and then you reinvest a little

400
00:21:30,120 --> 00:21:35,650
bit of time and energy and faith and
hope and trust and belief and some

401
00:21:35,650 --> 00:21:40,119
money and then it works a little bit
better and so you reinvest and it works

402
00:21:40,119 --> 00:21:43,040
a little bit better and you reinvest
and it works a little bit better.

403
00:21:44,260 --> 00:21:45,480
You can help desperate people.

404
00:21:45,480 --> 00:21:50,260
I think that you, I think that when
someone says they're desperate and

405
00:21:50,260 --> 00:21:53,790
they give you all those excuses,
they're not really desperate.

406
00:21:55,909 --> 00:21:59,269
Yeah, they become harder to work
with, I think, in that state, that

407
00:21:59,279 --> 00:22:00,360
state of mind that they're in.

408
00:22:02,310 --> 00:22:05,239
Well, that's the key to all of this
is, you know, really, if you boil

409
00:22:05,239 --> 00:22:12,830
it all down, How to MANAGE a Small
Law Firm is primarily a personal

410
00:22:12,830 --> 00:22:19,029
development business for entrepreneurs
who happen to own law firms.

411
00:22:19,059 --> 00:22:21,369
And that I think is
really what sets us apart.

412
00:22:21,679 --> 00:22:26,860
And I'm pretty sure that, you know,
I guess we'll take bets on how long

413
00:22:26,860 --> 00:22:29,340
it takes before a bunch of people
are out there saying that 'They're

414
00:22:29,340 --> 00:22:33,179
doing,  mindset work or personal
development for entrepreneurs.' Right?

415
00:22:33,179 --> 00:22:35,850
But,  That's what we do.

416
00:22:35,850 --> 00:22:39,014
We've always been a personal
development business for

417
00:22:39,034 --> 00:22:41,635
entrepreneurs who own law firms.

418
00:22:42,314 --> 00:22:48,225
And then we come in and we put in  the
marketing, the marketing systems and the

419
00:22:48,225 --> 00:22:53,695
sales systems and the operational systems
and the staffing systems and the financial

420
00:22:53,695 --> 00:22:55,984
control systems and the dashboard.

421
00:22:55,985 --> 00:22:59,504
So you can track and know what's going
on in your business, you know, so to help

422
00:22:59,504 --> 00:23:03,395
you go away for 30 days with emergency
access only, which is really what we try

423
00:23:03,395 --> 00:23:05,364
to achieve with our, with our members.

424
00:23:05,684 --> 00:23:07,605
But,  really it's all about mindset

425
00:23:07,935 --> 00:23:08,394
because if you know-.

426
00:23:08,394 --> 00:23:13,235
How many lawyers working right now,  would
like to,  disappear for 30 days and

427
00:23:13,515 --> 00:23:14,295
totally doable.

428
00:23:14,675 --> 00:23:16,105
And your law firm still runs

429
00:23:16,155 --> 00:23:18,455
100 percent totally doable.

430
00:23:18,565 --> 00:23:23,065
You can, you can take the worst shit
show imaginable and you can get to

431
00:23:23,065 --> 00:23:26,154
the place where you can be away for
30 days with emergency access only.

432
00:23:26,344 --> 00:23:27,454
And while you're away.

433
00:23:27,700 --> 00:23:29,040
The marketing's still working.

434
00:23:29,520 --> 00:23:32,750
Sales is still converting prospective
clients into paying clients.

435
00:23:33,010 --> 00:23:34,639
The work's still getting produced.

436
00:23:34,830 --> 00:23:36,490
You're still got revenue coming in.

437
00:23:36,649 --> 00:23:38,099
The bills are still getting paid.

438
00:23:38,260 --> 00:23:42,480
The staff is still being,
managed  and controlled.

439
00:23:42,790 --> 00:23:45,080
The firm is still profitable.

440
00:23:45,300 --> 00:23:46,680
Clients are still being served.

441
00:23:46,680 --> 00:23:47,639
Clients are happy.

442
00:23:47,905 --> 00:23:51,004
And you get a dashboard while you're
away to know that everything's

443
00:23:51,004 --> 00:23:52,365
working the way it should be working.

444
00:23:52,585 --> 00:23:56,895
And that's why we say 'Away with emergency
access only.' And if there's an emergency,

445
00:23:57,075 --> 00:23:58,434
you'll know there's an emergency.

446
00:23:58,624 --> 00:24:01,624
You get up off the beach, you go to
the business center, you solve the

447
00:24:01,624 --> 00:24:03,485
emergency, you go back to your family.

448
00:24:04,315 --> 00:24:07,899
Or, you know, a lot of our members,
what they do is they take that 30

449
00:24:07,899 --> 00:24:12,139
days off with emergency access only
and they work on the business for a

450
00:24:12,139 --> 00:24:15,219
month and then, bam, take it to the
next level and that's really fun, too.

451
00:24:15,770 --> 00:24:17,020
Well, a good example.

452
00:24:17,250 --> 00:24:19,419
You were just in Paris for how long?

453
00:24:20,810 --> 00:24:26,310
I was, I was gone for that
whole trip for 45 days.

454
00:24:27,730 --> 00:24:29,389
About a month of it was Paris.

455
00:24:30,000 --> 00:24:30,250
Sure.

456
00:24:30,370 --> 00:24:31,100
Then we went to California.

457
00:24:31,580 --> 00:24:34,459
Yeah, but,  how many emergencies
did you have to respond to or?

458
00:24:35,260 --> 00:24:36,600
I know you were working on the business.

459
00:24:36,650 --> 00:24:37,200
I'm sure.

460
00:24:38,580 --> 00:24:39,290
Yeah.

461
00:24:39,290 --> 00:24:40,280
Emergencies?

462
00:24:40,280 --> 00:24:40,670
None.

463
00:24:41,110 --> 00:24:44,780
And by the way, that trip,
there were no emergencies.

464
00:24:44,780 --> 00:24:46,390
I don't want to pretend
like I don't have to.

465
00:24:47,250 --> 00:24:49,130
Listen, I was in the jungle.

466
00:24:49,650 --> 00:24:52,920
I knew you went on that trip and
I know, you know, there's proof

467
00:24:52,920 --> 00:24:54,570
that, you know, you can go away.

468
00:24:54,570 --> 00:24:55,750
You can get this to happen.

469
00:24:55,850 --> 00:24:56,370
It can work.

470
00:24:56,690 --> 00:25:00,830
Oh, I only work in my
business about 90 days a year.

471
00:25:00,970 --> 00:25:04,579
The rest of the time my
business is running for me.

472
00:25:05,230 --> 00:25:08,380
without me except on an emergency basis.

473
00:25:08,380 --> 00:25:11,010
If there's an emergency, I step back in.

474
00:25:11,900 --> 00:25:12,230
Got it.

475
00:25:14,350 --> 00:25:14,590
Yeah.

476
00:25:14,590 --> 00:25:17,969
So how many folks listening would
like to, to be at that point?

477
00:25:17,969 --> 00:25:18,229
Right.

478
00:25:18,240 --> 00:25:18,690
So,

479
00:25:19,370 --> 00:25:22,240
you know, you know who my
favorite people to work with are?

480
00:25:22,699 --> 00:25:25,860
My favorite, favorite, favorite
people to work with are.

481
00:25:26,899 --> 00:25:28,625
Expectant first time moms.

482
00:25:28,675 --> 00:25:31,115
I love working with
expectant first time moms.

483
00:25:31,115 --> 00:25:34,724
They come to us and they're like,
'I just got pregnant in nine months.

484
00:25:34,724 --> 00:25:38,795
I got to take a real maternity leave.'
They are ready to take all their

485
00:25:38,795 --> 00:25:43,245
excuses, shove them up, shove them
up their ass and just get it done.

486
00:25:43,554 --> 00:25:46,064
And in nine months, bam,
we can make things happen.

487
00:25:46,074 --> 00:25:49,285
Those are my favorite people to work
with because they don't make excuses.

488
00:25:49,315 --> 00:25:53,415
They had a real strong, powerful
motivation to get it done.

489
00:25:53,950 --> 00:25:55,000
They got a timeline, right?

490
00:25:55,020 --> 00:25:56,400
They gotta,  they gotta meet it.

491
00:25:56,580 --> 00:25:56,980
So.

492
00:25:57,150 --> 00:25:57,480
Yeah.

493
00:25:57,830 --> 00:25:58,870
That's a good, that's interesting.

494
00:25:59,510 --> 00:26:00,190
That makes sense to me.

495
00:26:00,190 --> 00:26:02,860
Yeah, a kid, having a kid will
smack you in the face real quick.

496
00:26:03,509 --> 00:26:04,020
So,

497
00:26:04,679 --> 00:26:05,219
absolutely.

498
00:26:06,149 --> 00:26:07,379
So, what,

499
00:26:07,379 --> 00:26:10,379
You know, actually, so with How To
MANAGE, you know, we have a lot of

500
00:26:10,389 --> 00:26:13,610
clients, I was telling RJon, we have
a lot of clients that are members and,

501
00:26:13,620 --> 00:26:16,600
um, and they hold our feet to the fire.

502
00:26:16,600 --> 00:26:18,939
They're, you know, they
got their shit together.

503
00:26:19,570 --> 00:26:22,924
And we've worked with a lot
of your CFOs, CEOs, CMOs.

504
00:26:23,395 --> 00:26:26,235
directly,  on calls with our clients.

505
00:26:26,754 --> 00:26:32,895
And so, you know, How To MANAGE has
got these expert people sitting there

506
00:26:32,895 --> 00:26:37,944
with this, with you as a lawyer, a
law firm,   looking over these things

507
00:26:37,945 --> 00:26:40,415
and walking you through the process
and putting these things in place.

508
00:26:40,425 --> 00:26:45,574
So it's not just,  a DIY
type of situation here.

509
00:26:46,440 --> 00:26:50,760
And we do have DIY solutions
also, but I just want to say,  you

510
00:26:50,760 --> 00:26:52,980
know, because you're nice enough
to have me on your podcast.

511
00:26:52,980 --> 00:26:55,810
So I'll give you a plug, which by the
way, Kevin did not ask me to say this,

512
00:26:55,810 --> 00:27:01,259
but I will,  you know, if the report
that I got back from our CEOs and

513
00:27:01,260 --> 00:27:08,075
our CFOs and our CMOs was that 'Array
sucks!' I would not have accepted

514
00:27:08,075 --> 00:27:09,685
the invitation to be on the podcast.

515
00:27:10,885 --> 00:27:11,825
Well, I appreciate that.

516
00:27:11,945 --> 00:27:12,565
I really do.

517
00:27:13,005 --> 00:27:15,495
Well, cause we get a lot of
invitations and the first thing

518
00:27:15,495 --> 00:27:16,585
I do is I talk to my team.

519
00:27:16,595 --> 00:27:18,075
I'm like, 'What do you know
about this company?' And they're

520
00:27:18,075 --> 00:27:19,904
like, 'Oh no, don't go there.'

521
00:27:20,605 --> 00:27:20,855
Yeah.

522
00:27:20,855 --> 00:27:24,325
Cause it's almost like you're, you're
somewhat promoting for some reason.

523
00:27:24,325 --> 00:27:24,565
Yeah.

524
00:27:24,835 --> 00:27:25,035
Yeah.

525
00:27:25,284 --> 00:27:27,145
And I don't associate with
people who don't do good work.

526
00:27:27,935 --> 00:27:28,895
I appreciate that.

527
00:27:28,895 --> 00:27:31,445
And,  and that means a lot.

528
00:27:31,594 --> 00:27:32,804
I really appreciate that.

529
00:27:33,205 --> 00:27:35,895
And, you know, but again, you know, How
To MANAGE we, when we have a member of

530
00:27:35,895 --> 00:27:40,204
this, How To MANAGE, we know it, I know it
before they even walk in the door and, uh,

531
00:27:40,225 --> 00:27:41,854
they just carry themselves differently.

532
00:27:42,544 --> 00:27:45,225
Again, they know their
numbers, they know everything.

533
00:27:45,965 --> 00:27:49,144
It's like they've been trained, you know,
they're just a totally different person.

534
00:27:49,415 --> 00:27:50,495
They have been trained.

535
00:27:50,895 --> 00:27:53,375
You know, James Grant,  out of Georgia.

536
00:27:54,355 --> 00:27:54,645
Uh huh.

537
00:27:54,645 --> 00:27:55,205
He's a member.

538
00:27:55,205 --> 00:27:55,375
He's,

539
00:27:55,605 --> 00:27:56,735
I know Jimmy Grant.

540
00:27:57,465 --> 00:27:57,595
Yeah.

541
00:27:57,595 --> 00:27:57,815
Yeah.

542
00:27:58,035 --> 00:27:58,205
Yeah.

543
00:27:58,205 --> 00:27:58,405
Jimmy.

544
00:27:58,405 --> 00:27:59,585
He was on,

545
00:27:59,605 --> 00:28:01,495
I don't know all of our
members, but I know Jimmy,

546
00:28:02,725 --> 00:28:04,565
I wouldn't expect you to know all of them.

547
00:28:04,995 --> 00:28:07,104
But Jimmy, what an awesome story he's got.

548
00:28:07,104 --> 00:28:12,795
And,  he's so he's dialed into it
and,  he's got a unique business

549
00:28:13,425 --> 00:28:15,514
model,  doing some really cool things.

550
00:28:15,514 --> 00:28:18,245
And, and he's like, man, he's
like, 'I'm not, I wasn't smart.

551
00:28:18,355 --> 00:28:20,965
I didn't do well in school.' He's.

552
00:28:21,360 --> 00:28:23,530
He's like, 'I don't even deserve
to be where I'm at.' He's running

553
00:28:23,530 --> 00:28:24,399
a law firm like a business.

554
00:28:24,399 --> 00:28:25,780
He does deserve to be where he's at!

555
00:28:25,790 --> 00:28:26,500
That's the thing.

556
00:28:26,780 --> 00:28:28,270
You deserve to be where you're at.

557
00:28:28,350 --> 00:28:30,259
Yeah, but you deserve
to be where you're at.

558
00:28:30,340 --> 00:28:31,429
If you do...

559
00:28:37,179 --> 00:28:42,239
Successful law firms are successful
because the owners of successful

560
00:28:42,239 --> 00:28:46,480
law firms do the things that
cause law firms to be successful.

561
00:28:47,199 --> 00:28:52,510
Unsuccessful law firms are unsuccessful
because the owners of unsuccessful law

562
00:28:52,510 --> 00:28:57,475
firms either refuse to do the things
that successful law firm owners do Or

563
00:28:57,575 --> 00:29:02,525
they do a bunch of dumb shit that causes
their law firms to remain unsuccessful.

564
00:29:04,025 --> 00:29:08,464
Having a successful law firm has nothing
to do with where you went to law school.

565
00:29:08,624 --> 00:29:10,604
It has nothing to do
with how hard you work.

566
00:29:10,765 --> 00:29:12,774
It has nothing to do
with how smart you are.

567
00:29:12,984 --> 00:29:18,685
It has nothing to do with, you know,
whether you were,  the right race

568
00:29:18,725 --> 00:29:23,535
or the right- came from the right
place, or you love a certain way, or.

569
00:29:24,134 --> 00:29:26,194
It's got nothing to do
with any of this stuff.

570
00:29:26,375 --> 00:29:29,904
It's very, very, very mechanical.

571
00:29:30,294 --> 00:29:34,855
And this breaks the heart of thousands and
thousands of lawyers when they hear this.

572
00:29:34,935 --> 00:29:35,545
It's very-.

573
00:29:35,545 --> 00:29:35,785
I love it!

574
00:29:35,785 --> 00:29:36,824
That's awesome right there.

575
00:29:36,875 --> 00:29:38,645
That is just the best
thing I've heard all day.

576
00:29:40,215 --> 00:29:41,934
That is a hundred percent like that's it.

577
00:29:42,064 --> 00:29:44,205
And I think a lot of these lawyers are
like, 'well, just do good work, put your

578
00:29:44,205 --> 00:29:46,764
head down and the law firm will prosper.'

579
00:29:46,925 --> 00:29:50,294
That's not what causes law
firms to be successful.

580
00:29:50,294 --> 00:29:52,865
So I told you, I built
my business originally.

581
00:29:52,895 --> 00:29:54,774
So I was with the Florida bar.

582
00:29:55,525 --> 00:29:59,795
I had worked with thousands and thousands
and thousands of law firm owners.

583
00:29:59,815 --> 00:30:02,405
I mean, it's a documented
fact in bar records.

584
00:30:02,835 --> 00:30:07,485
I was something  of a well known
authority in a very small world

585
00:30:07,655 --> 00:30:10,355
of small law firm management.

586
00:30:12,855 --> 00:30:18,175
I, then, then my wife got sick and.

587
00:30:18,845 --> 00:30:24,815
Because I had failed to follow my own
advice about creating processes and

588
00:30:24,815 --> 00:30:28,535
systems and procedures and all the stuff
we teach our members to do now and help

589
00:30:28,535 --> 00:30:33,275
our members to do now, because I'd failed
to follow my own advice when Ale got

590
00:30:33,285 --> 00:30:39,535
sick, my whole practice fell apart like
really fast and we lost our house to

591
00:30:39,535 --> 00:30:42,425
foreclosure and you know, we went broke.

592
00:30:42,865 --> 00:30:45,050
And,  I mean, it was bad.

593
00:30:45,070 --> 00:30:48,600
Like I literally was scraping up
money to buy groceries some weeks,

594
00:30:48,600 --> 00:30:49,830
and that's not an exaggeration.

595
00:30:51,270 --> 00:30:59,550
And it's because I didn't do the things
that owners of successful businesses do.

596
00:31:01,030 --> 00:31:04,960
And I did the things that owners
of unsuccessful businesses do.

597
00:31:05,970 --> 00:31:11,155
And,  then I went out and I got
on the national CLE speaking tour.

598
00:31:11,155 --> 00:31:16,525
So Microsoft, LexisNexis, LawPay,
Ruby Receptionist, they sponsored

599
00:31:16,525 --> 00:31:17,635
this national speaking tour.

600
00:31:17,635 --> 00:31:23,015
I went on the road and basically taught
thousands and thousands and thousands

601
00:31:23,015 --> 00:31:27,845
of lawyers with local bar associations
and law schools about the business

602
00:31:27,845 --> 00:31:29,555
of running a successful law firm.

603
00:31:31,055 --> 00:31:31,445
And...

604
00:31:31,985 --> 00:31:36,195
I forgot where I was going with this.

605
00:31:36,195 --> 00:31:36,785
I had a point.

606
00:31:37,015 --> 00:31:38,175
I totally forgot my point.

607
00:31:38,375 --> 00:31:39,365
You said something.

608
00:31:39,475 --> 00:31:39,705
Well, you

609
00:31:39,705 --> 00:31:45,285
basically,  I think we're,  we were
talking about, well, I was talking about

610
00:31:45,285 --> 00:31:48,735
Jimmy Grant and,  being smart enough or,

611
00:31:49,675 --> 00:31:51,575
What was I talking about?

612
00:31:52,220 --> 00:31:53,270
This is how they know the show's.

613
00:31:53,270 --> 00:31:53,990
Not scripted

614
00:31:54,680 --> 00:31:55,460
. 
This is not scripted!

615
00:31:55,460 --> 00:31:56,060
Because I totally,

616
00:31:56,065 --> 00:31:57,440
I'll bring, I'll bring in An actor.

617
00:31:57,445 --> 00:31:58,820
I was gonna make a really good point too.

618
00:31:59,530 --> 00:31:59,980
It was gonna,

619
00:32:00,070 --> 00:32:02,740
oh, you lost everything.

620
00:32:02,770 --> 00:32:03,370
Now I remember!

621
00:32:03,375 --> 00:32:03,910
Now I remember.

622
00:32:03,910 --> 00:32:06,130
So I was on the, so I was so,
I was, you gotta put that down.

623
00:32:06,130 --> 00:32:07,210
It's distracting the shit outta me.

624
00:32:07,330 --> 00:32:07,660
I'm sorry.

625
00:32:07,870 --> 00:32:10,090
You can go do it outside,
but doing it there.

626
00:32:11,860 --> 00:32:13,605
My tech guy who set up all
the lights and everything.

627
00:32:14,010 --> 00:32:17,080
He's sitting there watching, which is
fine, but he's like checking his phone.

628
00:32:17,080 --> 00:32:18,550
It's like distracting the shit out of it.

629
00:32:18,850 --> 00:32:20,630
This is all

630
00:32:21,060 --> 00:32:21,660
part of the script!

631
00:32:21,900 --> 00:32:22,660
I promise.

632
00:32:23,110 --> 00:32:27,640
I had an assistant years ago and
she would take notes on her phone.

633
00:32:27,660 --> 00:32:30,230
She's a, what I refer to
as a fucking millennial.

634
00:32:30,470 --> 00:32:34,050
And she would take notes on her
phone and it would drive me insane.

635
00:32:34,615 --> 00:32:35,825
Cause I'm old school, right?

636
00:32:35,825 --> 00:32:37,035
I'm 52 years old.

637
00:32:37,075 --> 00:32:40,165
So,  and she'd be like,
'Look I'm taking notes.

638
00:32:40,185 --> 00:32:40,795
I'm taking notes.

639
00:32:40,795 --> 00:32:41,525
This is all business.

640
00:32:41,525 --> 00:32:44,315
I'm not checking my email or text or
whatever.' And I'm like, 'I know, but

641
00:32:44,325 --> 00:32:45,715
you gotta-.' It just drives me crazy.

642
00:32:45,765 --> 00:32:46,085
Anyway,

643
00:32:46,865 --> 00:32:47,155
that's why I

644
00:32:47,155 --> 00:32:49,725
want to do interviews with, uh,
with attorneys that are prospects,

645
00:32:50,925 --> 00:32:54,325
because if, if I'm on my phone on
a video call with you, you'd be

646
00:32:54,365 --> 00:32:55,795
like, 'What the hell are you doing?'

647
00:32:56,355 --> 00:32:56,725
Right.

648
00:32:56,995 --> 00:32:58,575
I'm taking notes for real.

649
00:32:58,725 --> 00:33:00,155
This is a pet peeve of mine.

650
00:33:00,615 --> 00:33:03,275
And, and it's ironic because
one of my biggest pet peeves

651
00:33:03,335 --> 00:33:04,525
are people who have pet peeves.

652
00:33:04,525 --> 00:33:07,295
But anyway, the point I'm
making, I remember, I remember

653
00:33:07,295 --> 00:33:08,085
the point of the story.

654
00:33:08,105 --> 00:33:12,765
The story was, I used to go and I'd
be in front of, you know, lawyers,

655
00:33:13,125 --> 00:33:16,745
like a hundred lawyers at a time
in the National CLE Speaking Tour.

656
00:33:17,325 --> 00:33:18,865
And I asked them a question.

657
00:33:19,485 --> 00:33:23,135
And the question is, "What's
the business of a law firm?"

658
00:33:24,945 --> 00:33:30,475
And I was in front of thousands of
lawyers over the couple of years that I

659
00:33:30,475 --> 00:33:32,145
was doing the National CLE Speaking Tour.

660
00:33:33,450 --> 00:33:39,100
After I only got like 23 correct
answers, thousands of lawyers,

661
00:33:39,380 --> 00:33:41,800
only 23 correct answers.

662
00:33:42,100 --> 00:33:44,510
Nowadays I get correct answers all
the time because people watch my

663
00:33:44,510 --> 00:33:47,720
videos, but there was a time where
like no one ever heard of me and

664
00:33:47,720 --> 00:33:49,380
I only got 23 correct answers.

665
00:33:49,745 --> 00:33:51,865
"What's the business of a law firm?"

666
00:33:52,145 --> 00:33:55,755
And the problem is lawyers
confuse the job of a lawyer

667
00:33:56,425 --> 00:33:58,525
with the business of a law firm.

668
00:33:59,115 --> 00:34:02,605
And, and I say, okay, well, and they
say, 'Well, the business of a law firm

669
00:34:02,605 --> 00:34:06,615
is to protect people's rights.' 'The
business of a law firm is to enforce the

670
00:34:06,615 --> 00:34:10,745
law.' 'The business of a law firm is to
help people with their legal problems.'

671
00:34:10,895 --> 00:34:13,795
'The business of a law firm is to make
clients happy.' 'The business of a law

672
00:34:13,795 --> 00:34:16,385
firm is to...' Someone would always
be a smart one, and 'The business of a

673
00:34:16,385 --> 00:34:19,170
law firm is to make money.' No, that's
not the business of a law firm either.

674
00:34:19,710 --> 00:34:21,540
And I say, 'Well, what's the
business of a restaurant?

675
00:34:22,230 --> 00:34:24,540
What's the business of a, of a hotel?'

676
00:34:25,770 --> 00:34:30,020
The business of a hotel is to rent
rooms, the Ritz Carlton and the

677
00:34:30,020 --> 00:34:33,340
motel six, they're in the same
business because they're both in

678
00:34:33,340 --> 00:34:35,410
the business of renting rooms.

679
00:34:35,410 --> 00:34:39,940
Now, the Ritz Carlton uses one
strategy and the motel six uses

680
00:34:39,990 --> 00:34:43,550
a different strategy, but they're
both in the same business, right?

681
00:34:43,640 --> 00:34:45,220
Did we rent more rooms?

682
00:34:46,455 --> 00:34:51,035
At a lower cost of rent of acquisition
and a lower cost of goods sold to

683
00:34:51,035 --> 00:34:55,255
deliver the service, the business
was more profitable, right?

684
00:34:56,045 --> 00:34:57,285
What's the business of a restaurant?

685
00:34:57,285 --> 00:35:00,145
The business of a restaurant
is not to serve food.

686
00:35:00,225 --> 00:35:01,685
I serve food at my house all the time.

687
00:35:01,685 --> 00:35:02,685
That doesn't make me a restaurant.

688
00:35:02,985 --> 00:35:05,485
The business of a
restaurant is to sell food.

689
00:35:05,495 --> 00:35:06,915
That's the business of a restaurant.

690
00:35:07,165 --> 00:35:10,935
Ruth's Chris Steak House, McDonald's,
both in the same business, right?

691
00:35:11,235 --> 00:35:12,945
They're both in the
business of selling food.

692
00:35:13,145 --> 00:35:14,555
They have different strategies.

693
00:35:14,755 --> 00:35:16,395
They serve a different avatar.

694
00:35:16,670 --> 00:35:17,700
Different processes.

695
00:35:17,800 --> 00:35:23,180
Different processes, different product,
but still the same business, right?

696
00:35:23,780 --> 00:35:26,450
If you went to the owner of a Ruth's
Chris Steak House and you said,

697
00:35:26,460 --> 00:35:31,490
'Listen,  if you'll install plastic
tables and chairs and bolt them to

698
00:35:31,490 --> 00:35:33,870
the floor and put a play pan out back.

699
00:35:34,095 --> 00:35:36,575
You'll sell more $100 stakes.

700
00:35:37,305 --> 00:35:40,735
That's something maybe we should
consider, right?' But it's

701
00:35:40,735 --> 00:35:41,935
a different business model.

702
00:35:42,255 --> 00:35:46,935
So the problem is most
lawyers who, by the way.

703
00:35:47,045 --> 00:35:50,755
In to let everyone off the hook.

704
00:35:51,125 --> 00:35:54,265
You know, I went to law school
too, and they didn't teach me

705
00:35:54,265 --> 00:35:56,825
anything in law school about the
business of running a law firm.

706
00:35:57,115 --> 00:36:00,515
They didn't teach me how
to market legal services.

707
00:36:00,515 --> 00:36:02,605
They didn't teach me how
to sell legal services.

708
00:36:02,625 --> 00:36:06,965
They didn't teach me how to sit down
and document processes and systems and

709
00:36:06,965 --> 00:36:11,515
procedures so that my law firm could
efficiently, consistently, predictably,

710
00:36:11,655 --> 00:36:15,365
profitably, and professionally
deliver a high quality work product.

711
00:36:15,385 --> 00:36:16,625
Even when I'm not there.

712
00:36:16,865 --> 00:36:19,095
Because I'm on away for
emergency access only.

713
00:36:19,315 --> 00:36:22,895
They didn't teach me how to hire, train,
manage, and make a profit with staff.

714
00:36:23,165 --> 00:36:27,125
Even if I took, I didn't happen to take,
but even if I took employment law classes,

715
00:36:27,275 --> 00:36:31,095
they don't teach you that in employment
law classes on how to hire, train, and

716
00:36:31,135 --> 00:36:32,955
manage and make a profit with staff.

717
00:36:33,105 --> 00:36:34,615
They didn't teach me financial controls.

718
00:36:34,615 --> 00:36:38,375
They don't teach us in law school
about the business of running a law,

719
00:36:39,185 --> 00:36:40,935
the business of running a law firm.

720
00:36:41,775 --> 00:36:43,315
Law school is a trade school.

721
00:36:43,890 --> 00:36:45,520
Law school teaches you the trade.

722
00:36:45,530 --> 00:36:51,230
They teach you how to do the job of a
lawyer to work for the owner of a law

723
00:36:51,230 --> 00:36:53,880
firm who runs the business of a law firm.

724
00:36:55,180 --> 00:36:56,460
So the business,

725
00:36:56,460 --> 00:36:57,859
right?

726
00:36:57,860 --> 00:36:58,650
It's the trade,

727
00:36:59,250 --> 00:37:00,350
the business of the world,

728
00:37:00,350 --> 00:37:01,360
You learn how to weld, not to run a

729
00:37:01,650 --> 00:37:02,460
welding company.

730
00:37:04,090 --> 00:37:04,330
I'm sorry.

731
00:37:04,330 --> 00:37:04,700
Say again.

732
00:37:05,065 --> 00:37:08,195
I'll say it's just like if you're,
you were taught how to weld, right?

733
00:37:08,195 --> 00:37:09,954
You learn the trade of welding.

734
00:37:09,955 --> 00:37:13,165
It doesn't mean you know how to
run a welding company, right?

735
00:37:13,215 --> 00:37:13,655
So.

736
00:37:13,985 --> 00:37:14,605
Exactly.

737
00:37:15,435 --> 00:37:17,355
Welding was going to be my next example.

738
00:37:19,635 --> 00:37:19,995
That was part of

739
00:37:20,005 --> 00:37:21,055
the script I have right here.

740
00:37:21,165 --> 00:37:21,425
So.

741
00:37:21,455 --> 00:37:21,785
Yeah.

742
00:37:21,865 --> 00:37:22,335
Welding.

743
00:37:22,625 --> 00:37:23,525
Make sure we talk about welding.

744
00:37:25,355 --> 00:37:31,735
So, um, I'm laughing because I
actually do know how to weld.

745
00:37:33,055 --> 00:37:36,915
I actually want to get a welder and
I build stuff all the time and that's

746
00:37:36,915 --> 00:37:38,065
the next thing on my list as well.

747
00:37:38,095 --> 00:37:38,385
So.

748
00:37:38,425 --> 00:37:42,075
After the podcast is over, let's get on a
zoom and I'll take you into my basement.

749
00:37:42,075 --> 00:37:45,075
I have a whole, I used to
sculpt with scrap metal.

750
00:37:45,135 --> 00:37:49,595
And I have, and with, with
a, with a, with a TIG welder.

751
00:37:49,625 --> 00:37:50,675
And then I used to blow up.

752
00:37:51,025 --> 00:37:51,385
Yeah.

753
00:37:51,515 --> 00:37:52,215
And a blowtorch.

754
00:37:52,465 --> 00:37:52,975
Well, you're going to

755
00:37:52,975 --> 00:37:57,855
save that for another episode,
uh, welding with RJon.

756
00:37:57,855 --> 00:38:01,425
In my bookshelf here somewhere, I've
got like all my welding books, but

757
00:38:01,475 --> 00:38:08,315
anyway,  the point I'm getting at here
is the business of a law firm is not

758
00:38:08,315 --> 00:38:11,045
the same thing as the job of a lawyer.

759
00:38:11,555 --> 00:38:16,645
And this is really how we're able
to transform the performance so

760
00:38:16,645 --> 00:38:21,965
quickly is because we change the
mindset of the owner of the law firm.

761
00:38:22,555 --> 00:38:26,010
And, and most of our members, if
you talk to them, If they've been

762
00:38:26,010 --> 00:38:27,070
with us for any length of time.

763
00:38:27,070 --> 00:38:32,620
And I'm sure if you ask Jimmy, you say,
'What do you do?' And they're going

764
00:38:32,620 --> 00:38:37,150
to say, 'I'm an entrepreneur,' right?

765
00:38:37,850 --> 00:38:40,870
I'm an entrepreneur and I own a
business and the business that

766
00:38:40,870 --> 00:38:43,530
I own happens to be a law firm.

767
00:38:45,170 --> 00:38:47,450
The business of a law firm
for everyone who's listening.

768
00:38:47,450 --> 00:38:51,010
So I don't want to leave you
on a cliffhanger and hide this.

769
00:38:51,300 --> 00:38:57,930
The business of a law, the business
of a law firm is to sell, deliver

770
00:38:58,500 --> 00:39:01,400
and get paid for legal services.

771
00:39:01,800 --> 00:39:04,530
The business of a
restaurant is to sell food.

772
00:39:04,790 --> 00:39:08,480
The business of a rest  of
a hotel is to rent rooms.

773
00:39:08,690 --> 00:39:12,760
The business of a law firm is to
sell legal services and deliver.

774
00:39:12,790 --> 00:39:17,140
Obviously that's the business
of the law firm to do that.

775
00:39:17,330 --> 00:39:21,330
The owner of the restaurant
needs to hire a chef.

776
00:39:22,440 --> 00:39:26,360
Or maybe a cook to do that.

777
00:39:26,370 --> 00:39:30,400
The owner of the hotel
needs to hire a desk clerk.

778
00:39:30,460 --> 00:39:33,130
They need to hire a maintenance person.

779
00:39:33,130 --> 00:39:35,900
They need to hire a housekeeping staff.

780
00:39:35,975 --> 00:39:44,885
The owner of the law firm has to hire a
lawyer to work for the law firm to sit in

781
00:39:44,885 --> 00:39:51,245
the kitchen cooking up the services that
get sold by the server in front of house.

782
00:39:51,275 --> 00:39:54,375
I'm obviously mixing up
analogies to make the point here.

783
00:39:54,745 --> 00:39:55,185
I love it.

784
00:39:55,545 --> 00:39:58,805
And the sooner that everyone
listening to this podcast can

785
00:39:58,815 --> 00:40:00,245
stop thinking of yourself.

786
00:40:00,495 --> 00:40:06,035
As a lawyer and start thinking of yourself
as being the owner of a business that

787
00:40:06,045 --> 00:40:09,145
sells legal services, shift your mindset.

788
00:40:09,635 --> 00:40:13,965
The sooner your law firm, I promise you,
will start to be more profitable and

789
00:40:13,965 --> 00:40:18,805
start to work for you instead of you
having to keep working for your law firm.

790
00:40:20,205 --> 00:40:21,415
Yeah, a hundred percent.

791
00:40:21,415 --> 00:40:27,935
And here's one of the biggest things
that I see,  with issues or, or mindset

792
00:40:27,935 --> 00:40:34,925
shift  when I'm talking to lawyers, I've
spoken to many lawyers that are In the,

793
00:40:35,045 --> 00:40:41,855
in the understanding that it's unethical
to scale or grow or market, it's referral

794
00:40:41,855 --> 00:40:48,825
only,  that's, you know, I'm all about
the law and I'm, I'm by the book, and so

795
00:40:49,245 --> 00:40:49,615
Wait, what are you

796
00:40:49,615 --> 00:40:50,984
saying?

797
00:40:50,985 --> 00:40:53,235
Kevin, what are you, Kevin, what
are you, what are you saying?

798
00:40:53,235 --> 00:40:57,605
I feel like  I feel like I lost
track of this conversation.

799
00:40:57,615 --> 00:40:58,215
What are you saying?

800
00:40:59,035 --> 00:41:04,775
So sometimes I'm talking to attorneys
that are in the mindset that there's,

801
00:41:04,815 --> 00:41:06,535
they have integrity as a lawyer.

802
00:41:06,535 --> 00:41:07,425
They don't want to market.

803
00:41:07,435 --> 00:41:11,765
They don't want to grow because that's not
the way they should be running a business.

804
00:41:12,215 --> 00:41:15,595
Can I speak, can I speak,
like, in RJon language?

805
00:41:15,925 --> 00:41:16,785
You can, yes.

806
00:41:16,785 --> 00:41:19,005
That's the dumbest fucking
thing in the world.

807
00:41:19,415 --> 00:41:20,385
I agree with you.

808
00:41:20,385 --> 00:41:23,755
And so idiotically hypocritical
and self defeating and so

809
00:41:23,755 --> 00:41:26,065
completely fucking unprofessional.

810
00:41:26,335 --> 00:41:32,635
It's so unprofessional, lawyers have an
ethical obligation to market our services.

811
00:41:34,265 --> 00:41:39,465
If we give a shit about our profession,
then we have an ethical obligation

812
00:41:39,625 --> 00:41:43,915
to market our services and you
have a professional responsibility.

813
00:41:44,310 --> 00:41:46,330
To run your law firm profitably.

814
00:41:46,680 --> 00:41:52,240
It is unethical to run your law firm
unprofitably, and it is our, and it is

815
00:41:52,240 --> 00:41:56,180
our ethical responsibility to market
our services, because you know what?

816
00:41:56,910 --> 00:42:00,820
There's millions and millions of
people out there, and I can prove this.

817
00:42:01,000 --> 00:42:02,120
I can prove this.

818
00:42:02,410 --> 00:42:06,360
There are millions and millions of
people out there who are unserved.

819
00:42:07,580 --> 00:42:10,700
By the legal community because
they don't know a lawyer.

820
00:42:11,170 --> 00:42:12,940
They don't know anyone who knows a lawyer.

821
00:42:13,080 --> 00:42:14,540
They don't know how to find a lawyer.

822
00:42:14,630 --> 00:42:17,860
And so they're just getting screwed over
and screwed over and screwed over and

823
00:42:17,860 --> 00:42:24,680
screwed over in life because no one is
putting legal services in front of them.

824
00:42:25,190 --> 00:42:26,600
That's what marketing is.

825
00:42:26,990 --> 00:42:30,470
Marketing is when you educate
prospective new clients to help them

826
00:42:30,500 --> 00:42:33,750
understand that they have a problem
they don't even know they've got.

827
00:42:33,890 --> 00:42:36,920
You're not causing the problem by
shining a light on the problem.

828
00:42:37,190 --> 00:42:41,480
And then show them how they can begin
taking steps to make their life better.

829
00:42:41,580 --> 00:42:43,160
That's what marketing is.

830
00:42:43,410 --> 00:42:47,460
And there's millions of people out
there whose lives could be improved

831
00:42:47,550 --> 00:42:50,070
if only a lawyer cared enough.

832
00:42:50,535 --> 00:42:55,305
To do some marketing, to educate them, to
show them how they can have a better life.

833
00:42:56,545 --> 00:42:57,715
Amen to you, brother.

834
00:42:58,155 --> 00:42:58,695
So.

835
00:42:58,725 --> 00:43:03,045
Don't even get me started the whole
different podcast on these lawyers who

836
00:43:03,045 --> 00:43:11,155
run unprofitable law firms and commit
running an unprofitable law firm is fraud.

837
00:43:11,535 --> 00:43:17,095
It's fraud in the inducement when you
have an unprofitable law firm with

838
00:43:17,105 --> 00:43:24,245
no business plan and you fraudulently
induce a person to do business with

839
00:43:24,245 --> 00:43:29,485
your law firm when you have no plan for
how the law firm will stay in business

840
00:43:29,485 --> 00:43:33,105
long enough to finish delivering the
service that you've sold them on.

841
00:43:35,485 --> 00:43:36,435
You can't keep up with this.

842
00:43:36,445 --> 00:43:36,705
And then

843
00:43:37,635 --> 00:43:41,485
to take it to your staff and your family
and everyone else that's affected by it.

844
00:43:41,965 --> 00:43:43,045
If it's going

845
00:43:43,045 --> 00:43:43,925
to the ground, right?

846
00:43:43,935 --> 00:43:46,345
Listen, who gives a shit about
your family and your staff?

847
00:43:46,355 --> 00:43:48,275
I'm talking about, I'm
being facetious, right?

848
00:43:48,385 --> 00:43:51,095
I'm talking about the lawyers who
want to like throw themselves on the

849
00:43:51,095 --> 00:43:52,525
sword and be like, 'Oh, look at me.

850
00:43:52,525 --> 00:43:57,105
I'm ethical and professional and I'm
above marketing and I'm above pecuniary

851
00:43:57,125 --> 00:44:04,225
gain.' And they're totally oblivious
to, to, to the effect on their clients.

852
00:44:04,915 --> 00:44:10,645
When they run an unprofitable
law firm, no client wants to

853
00:44:10,645 --> 00:44:12,875
hire an unprofitable law firm.

854
00:44:13,095 --> 00:44:16,255
If the client were to
be told the truth,  if.

855
00:44:17,165 --> 00:44:20,265
This is part of the reason that I don't
get invited back to a lot of podcasts

856
00:44:20,265 --> 00:44:23,835
and why don't I didn't get invited
back to a lot of speaking engagements

857
00:44:23,865 --> 00:44:28,025
because I would stand there in bar
associations all over the country   and

858
00:44:28,515 --> 00:44:34,915
I would, I would walk lawyers through
this logical process of thought.

859
00:44:35,485 --> 00:44:38,355
And they would reach the inevitable
conclusion that they were

860
00:44:38,355 --> 00:44:40,185
running a fucking ponzi scheme.

861
00:44:40,405 --> 00:44:43,995
And they should actually be disciplined
by the bar because of how they run

862
00:44:43,995 --> 00:44:48,405
their law firm and how they fraudulently
induce their prospective new clients

863
00:44:48,565 --> 00:44:49,925
to do business with their law firm.

864
00:44:50,415 --> 00:44:51,305
It's fraud!

865
00:44:52,635 --> 00:44:55,755
Well, you said 54 percent at
the Florida bar was due to

866
00:44:55,775 --> 00:44:57,115
mismanagement of the law firm.

867
00:44:57,585 --> 00:45:05,465
Listen, what's it called  when
you, what's it called when you,

868
00:45:05,695 --> 00:45:07,055
and your audience should know this.

869
00:45:07,505 --> 00:45:21,385
What's it called when you misrepresent
or leave out material factors to induce

870
00:45:21,390 --> 00:45:23,215
a person to do business with you?

871
00:45:25,745 --> 00:45:26,105
Malpractice?

872
00:45:26,915 --> 00:45:27,366
No, no, no.

873
00:45:27,395 --> 00:45:28,175
That's not malpractice.

874
00:45:28,180 --> 00:45:29,795
That's called fraud in the inducement!

875
00:45:29,800 --> 00:45:30,780
Fraud inducement.

876
00:45:30,780 --> 00:45:31,110
Fraud in the

877
00:45:31,110 --> 00:45:31,475
I'm not a lawyer.

878
00:45:31,490 --> 00:45:32,050
Inducement!

879
00:45:32,255 --> 00:45:38,670
You induce a person to do business with
you by either Actively misrepresent facts.

880
00:45:39,365 --> 00:45:46,085
Or you don't disclose facts that you
know are material to their decision.

881
00:45:46,955 --> 00:45:47,375
Yeah?

882
00:45:49,715 --> 00:45:50,855
That's fraud in the inducement.

883
00:45:51,015 --> 00:45:52,645
You're gonna go buy a car, Kevin.

884
00:45:53,035 --> 00:45:58,760
The owner of the car knows something
about the car which, If you knew

885
00:45:58,760 --> 00:46:03,090
this about the car, they know
you wouldn't buy the car, right?

886
00:46:04,260 --> 00:46:09,400
So they don't tell you about this problem
that the car's got, and you buy the car.

887
00:46:11,320 --> 00:46:12,270
That's fraud!

888
00:46:13,260 --> 00:46:14,780
That's called fraud in the inducement.

889
00:46:14,790 --> 00:46:18,820
There's a cause of action that
lawyers sue people for all the time

890
00:46:18,980 --> 00:46:20,740
because of this exact fact pattern.

891
00:46:21,070 --> 00:46:21,560
You get it?

892
00:46:22,070 --> 00:46:23,140
Yeah, most law firms

893
00:46:23,200 --> 00:46:24,010
do themselves.

894
00:46:25,060 --> 00:46:28,310
Well, imagine you've got a
prospective new client, right?

895
00:46:28,370 --> 00:46:33,090
You've hired Array Marketing, and Array
Marketing has gotten you all these

896
00:46:33,090 --> 00:46:39,200
leads, and you've listened to advice on
how to convert the leads,   with a good

897
00:46:39,220 --> 00:46:43,630
intake system, and the prospective new
client has scheduled the appointment.

898
00:46:43,950 --> 00:46:48,530
And then you've got a good system
in place to do what we call a glide

899
00:46:48,540 --> 00:46:51,620
path to get them ready for the
appointment so that when they arrive

900
00:46:51,620 --> 00:46:54,450
to the appointment, they're already
preconditioned, pre educated and

901
00:46:54,450 --> 00:46:56,230
predisposed to want to hire your firm.

902
00:46:56,660 --> 00:47:00,270
And you have the sales meeting with
them and they say, 'Great, I want

903
00:47:00,270 --> 00:47:03,849
to hire your firm.' And you put the
engagement agreement in front of them

904
00:47:03,850 --> 00:47:05,160
and they pull out the pen to sign it.

905
00:47:05,160 --> 00:47:08,560
And you say, 'Hold on a second, I
need to disclose some things to you.

906
00:47:08,710 --> 00:47:09,800
So you have all the facts.

907
00:47:10,075 --> 00:47:13,605
Before you make this decision to hire my
firm.' And they say, 'Oh, what's that?'

908
00:47:13,645 --> 00:47:17,285
And you say, 'Well, number one, I
have no business plan and I don't

909
00:47:17,295 --> 00:47:21,385
really have any idea how this thing's
going to stay in business a year from

910
00:47:21,385 --> 00:47:23,645
now, other than hoping for the best.

911
00:47:23,805 --> 00:47:28,215
And I'm willing to work hard.' 'Number
two, I have no financial controls and

912
00:47:28,215 --> 00:47:31,455
I don't really know where the money
is coming from or where the money is

913
00:47:31,455 --> 00:47:34,985
going or how this thing is, whether
this thing is really profitable or not.'

914
00:47:35,265 --> 00:47:35,965
'Number three.

915
00:47:36,185 --> 00:47:39,935
I have no documented processes, systems
or procedures so that if something were

916
00:47:39,935 --> 00:47:44,185
to happen to me, I don't know how any
of these services would get delivered

917
00:47:44,185 --> 00:47:48,565
to you.' 'So, you know, pretty much we
just have to hope, hope that I don't get

918
00:47:48,565 --> 00:47:56,354
hit by a bus.' Uh, 'Number four, uh, I
am stressed out beyond fucking belief.

919
00:47:56,605 --> 00:48:02,475
Because of the cashflow rollercoaster
that I live on.' And  I'm, I'm spending

920
00:48:02,475 --> 00:48:07,295
the weekends scrubbing my own toilet
and mowing my own lawn and arguing with

921
00:48:07,295 --> 00:48:12,885
my family over cashflow and financial
problems.' And, 'Uh, I'm walking around.

922
00:48:13,240 --> 00:48:18,350
Uh, broken hearted because I can't
send my kid to the great college that

923
00:48:18,450 --> 00:48:23,390
my kid got into because my law firm
runs so unprofitably and I'm literally

924
00:48:23,390 --> 00:48:27,320
like driven to distraction sometimes
because of all these problems.'

925
00:48:27,560 --> 00:48:32,280
'And I've got no standards that I
can hold my staff to and I've got no

926
00:48:32,280 --> 00:48:37,300
recruiting system in place and I've...'
Who's going to hire that law firm?

927
00:48:38,000 --> 00:48:38,830
No one.

928
00:48:40,790 --> 00:48:41,820
Keep your mouth shut.

929
00:48:42,030 --> 00:48:43,560
Have them sign the engagement agreement.

930
00:48:44,005 --> 00:48:47,135
Knowing that if they knew the
truth, you're going on your

931
00:48:47,455 --> 00:48:49,575
business, they wouldn't hire
you from that's called fraud.

932
00:48:49,575 --> 00:48:50,195
The inducement.

933
00:48:50,685 --> 00:48:54,615
Anyway, this is what gets me not
invited back to podcasts and not

934
00:48:54,615 --> 00:48:59,025
invited back to bar associations to do
CLE talks because I speak this truth.

935
00:48:59,620 --> 00:49:00,520
It's true.

936
00:49:00,950 --> 00:49:03,700
And this is when lawyers go around
saying, you know, 'Oh, you know,

937
00:49:03,700 --> 00:49:05,860
it's, it's unethical to market.

938
00:49:05,860 --> 00:49:08,650
It's unethical to run your
law firm like a business.'

939
00:49:08,860 --> 00:49:11,750
It's unethical not to run
your law firm like a business.

940
00:49:11,810 --> 00:49:14,960
Unless of course you are making
disclosures to your clients,

941
00:49:14,970 --> 00:49:16,040
which I know you're not.

942
00:49:16,330 --> 00:49:19,320
Because if you made the disclosures to
your clients, no one would hire you!

943
00:49:21,850 --> 00:49:23,430
Spot on, and you're welcome back anytime.

944
00:49:23,430 --> 00:49:25,110
Now you've just lost
half of your audience.

945
00:49:25,210 --> 00:49:25,810
I'm sorry.

946
00:49:25,840 --> 00:49:28,480
They all tuned out and
unfollowed your podcast.

947
00:49:30,170 --> 00:49:30,800
That's fine.

948
00:49:30,800 --> 00:49:31,080
You're speaking the

949
00:49:31,080 --> 00:49:32,080
truth, and I appreciate it.

950
00:49:32,830 --> 00:49:33,190
Sorry?

951
00:49:33,300 --> 00:49:33,530
No.

952
00:49:33,590 --> 00:49:37,185
Well, the right audience that
engages with us because we believe

953
00:49:37,185 --> 00:49:41,895
in everything that you believe in
will take a lot from this and they

954
00:49:41,895 --> 00:49:44,925
I listen to your podcast I I know
that I can say these things to your

955
00:49:44,925 --> 00:49:48,985
audience because your audience is
better than most Podcast audiences

956
00:49:49,105 --> 00:49:50,565
who don't want to hear the truth.

957
00:49:51,725 --> 00:49:54,015
Yeah, hopefully they're not, you
know, they're tuning into this podcast

958
00:49:54,025 --> 00:49:59,465
They they should have a freaking
good idea So you're totally fine.

959
00:49:59,535 --> 00:49:59,835
Welcome

960
00:49:59,835 --> 00:50:00,345
back anytime.

961
00:50:01,315 --> 00:50:01,495
Thank you.

962
00:50:01,735 --> 00:50:04,775
I appreciate you speaking the truth I
really do and it's something I see all

963
00:50:04,775 --> 00:50:08,735
the time and you know, I can't Beat
up my prospects necessarily sometimes

964
00:50:08,735 --> 00:50:11,895
on it, but it's, I see that a lot.

965
00:50:11,905 --> 00:50:13,995
And actually I was talking to this
one young- it was an older lady

966
00:50:14,235 --> 00:50:17,575
and she wanted to work with us, but
just, she's really in a tight spot

967
00:50:17,605 --> 00:50:21,195
making like 150 maybe, uh, as a

968
00:50:22,745 --> 00:50:24,915
gross revenue of $150,000 a year.

969
00:50:25,145 --> 00:50:28,995
And she's probably taking,
maybe she's taking a hundred

970
00:50:28,995 --> 00:50:30,515
thousand a year out of the firm.

971
00:50:31,435 --> 00:50:33,015
Maybe if she's lucky, right?

972
00:50:33,535 --> 00:50:37,305
And she's probably working 60 or
70 hours a week is the problem.

973
00:50:37,525 --> 00:50:39,135
And if she would work less.

974
00:50:39,805 --> 00:50:43,055
She'd actually make more
and here's the double irony.

975
00:50:43,395 --> 00:50:45,495
She'd actually help a lot more people.

976
00:50:46,125 --> 00:50:47,415
That was what I got through to her.

977
00:50:47,415 --> 00:50:51,525
So she was telling me, 'Well, I
don't want to do much because, you

978
00:50:51,525 --> 00:50:52,945
know,  I really am passionate.'

979
00:50:52,945 --> 00:50:55,505
She was bringing all this
passion and how she was helping.

980
00:50:56,355 --> 00:50:59,435
It was like,  civil rights.

981
00:51:00,180 --> 00:51:01,760
In our community, helping people.

982
00:51:02,190 --> 00:51:04,320
And she was so passionate about helping.

983
00:51:04,470 --> 00:51:07,670
She's like, 'I got to go, I got a client
I got to meet with.'  'And I want to

984
00:51:07,670 --> 00:51:11,690
market maybe, but I'm not sure.' And I
started talking to her and about a week

985
00:51:11,690 --> 00:51:16,990
or so later, she called me back and said,
'Hey,',  I was like, 'listen, you, right

986
00:51:16,990 --> 00:51:20,090
now, you can help just a couple of people
and you're telling me it's a big impact.'

987
00:51:20,120 --> 00:51:24,710
'What if you were to help hundreds
of those people, thousands of those

988
00:51:24,710 --> 00:51:28,360
people, and you can lead the charge
and grow in and building that.' And

989
00:51:28,410 --> 00:51:29,780
she, you can see that she was like.

990
00:51:31,195 --> 00:51:31,585
'Wow.

991
00:51:31,665 --> 00:51:35,945
That makes so much more sense.' It's
like, you're not helping enough people.

992
00:51:36,845 --> 00:51:39,125
You know, you're getting one
client a month right now.

993
00:51:39,445 --> 00:51:39,825
It's not enough.

994
00:51:39,825 --> 00:51:39,885
If

995
00:51:39,935 --> 00:51:43,945
you really want to have a positive
impact on the world, have a big

996
00:51:43,945 --> 00:51:47,695
impact on the world, and the only way
to have a big impact on the world.

997
00:51:48,085 --> 00:51:51,005
is to scale up your law firm.

998
00:51:52,715 --> 00:51:54,225
Oh, how about that ending, huh?

999
00:51:55,145 --> 00:51:55,865
So good.

1000
00:51:56,425 --> 00:51:59,915
If you enjoyed this today, stay
tuned next time for part two.

1001
00:52:00,325 --> 00:52:03,345
And if you haven't grabbed your
copy of this book yet, head on

1002
00:52:03,345 --> 00:52:07,215
over to ProfitFirstForLawyers.com
and order your copies today.

1003
00:52:07,545 --> 00:52:11,145
See you next time.Thank you for
joining us on another episode

1004
00:52:11,195 --> 00:52:12,685
of Profit First for Lawyers.

1005
00:52:13,035 --> 00:52:15,075
If you're enjoying what
you're hearing, tell a friend.

1006
00:52:15,850 --> 00:52:20,100
And buy your copy of the book
at ProfitFirstForLawyers.

1007
00:52:20,100 --> 00:52:20,470
com.

1008
00:52:20,980 --> 00:52:22,650
Your future self will thank you for it.

1009
00:52:22,960 --> 00:52:24,810
And we will see you next time.