BE THAT LAWYER

Going solo takes more than legal skill: it calls for business development, financial planning, and a clear-eyed view of what running a firm involves. This conversation explores how lawyers can prepare for the leap—and avoid losing focus once they make it.

In this episode, Steve Fretzin and Anthonia Berry discuss:

• Limiting beliefs and readiness for entrepreneurship
• Business development, marketing, and client service
• Firm finances and back-office operations
• Staying focused and building an authentic practice
• Delegation, coaching, and financial runway

Key Takeaways:

• Confidence grows when lawyers understand their value and prepare for the business side of practice.
• A successful firm requires both client development and the capacity to serve and retain clients.
• Before launching, understand the financials, back-office needs, and operating costs—including a realistic cash buffer.
• Focus on a clear practice lane before pursuing new opportunities or expanding into unrelated areas.
• Delegate specialized operational work and use experienced coaches or advisors to uncover blind spots.

"One piece of advice that I will give to any attorney that's starting a law firm or anybody who's starting a business is figure out what your lane is and go all the way down that lane, and really get entrenched in it before you think about making a left or a right turn, because if you continue to be distracted, you will not get anything done. You will be always chasing the next thing." — Anthonia Berry

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Anthonia Berry: Anthonia Berry is the Chief Executive Officer of Strategy Academy, bringing two decades of experience working with national and international law firms to drive business development and revenue growth. Holding an MBA, she specializes in crafting tailored, action-oriented strategies that help attorneys build sustainable practices and expand their books of business in a competitive market. Through Strategy Academy, Anthonia provides law firms of all sizes with comprehensive growth frameworks, actionable insights, and customized guidance designed to foster long-term success and strong community impact.

Connect with Anthonia Berry:

Website: https://strategyacademy.us/

LinkedIn: https://www.linkedin.com/in/anthoniasberry/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

What does it take to grow a law firm without losing sight of its people? Eric Gros-Dubois shares lessons on taking entrepreneurial risks, adapting to AI and outsourcing, hiring thoughtfully, and making career paths transparent.

In this episode, Steve Fretzin and Eric Gros-Dubois discuss:

• The “Man in the Arena” and starting a firm
• EPGD Business Law’s growth and partnership
• AI, outsourcing, and changing legal roles
• Recruiting, referrals, and hiring for fit
• Transparent career paths and associate retention

Key Takeaways:

• Trying, learning, and making mistakes can be more valuable than waiting until you feel fully prepared.
• AI and outsourcing are changing entry-level legal work, and the staffing mix firms need.
• Build a recruiting pipeline before a staffing crisis forces rushed decisions.
• Look for candidates whose work history suggests commitment, while asking about the context behind short tenures.
• Put advancement expectations in writing so employees can see what partnership requires.

"[Hiring] with wrong intentions or for the wrong motivations [results in] bad decisions." — Eric Gros-Dubois

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Eric Gros-Dubois: Eric Gros-Dubois is the founder of EPGD Business Law, where he leads the firm’s corporate, estate planning, and tax practices out of the Miami office. Holding both a JD and an MBA with a concentration in finance, he combines commercial acumen with a hands-on, solutions-oriented approach to act as a strategic advisor for business owners. With prior experience spanning commercial litigation, private equity, and tax court representation, Eric focuses on building long-term client relationships and delivering practical solutions to complex personal and business challenges.

Connect with Eric Gros-Dubois:

Website: https://www.epgdlaw.com/team/eric-p-gros-dubois/

LinkedIn: https://www.linkedin.com/in/ericgrosdubois/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

A contact list is only the beginning: the real value comes from using it to build loyalty, share expertise, and make meaningful connections. Rees Morrison and Steve Fretzin discuss practical ways lawyers can turn networks into lasting relationships—without losing focus.

In this episode, Steve Fretzin and Rees Morrison discuss:

• Legal-industry surveys and data analysis
• Client lists, loyalty, and useful outreach
• AMAs and other ways to share expertise
• Professional groups, referrals, and giving value
• CRMs, AI, personal branding, and focus

Key Takeaways:

• Start with a simple, organized contact list—and keep building it.
• Give clients value outside the immediate legal matter to strengthen loyalty.
• Segment contacts so outreach can be relevant rather than one-size-fits-all.
• Professional groups work best when members contribute, connect, and invest in one another.
• Focus on a few priorities instead of letting every promising idea become a new commitment.

"Word of mouth approval is the most potent. So if a client likes you as a person and your work, and just happens to mention that to some competitor, that's the best." — Rees Morrison

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Rees Morrison: Rees Morrison is a legal consultant and partner at Edge International with over 30 years of experience advising corporate legal departments and law firms. Having previously held leadership and consulting roles with PwC, Arthur Andersen, Hildebrandt, Altman Weil, EY, and in-house at Merck, he specializes in legal industry data analysis, benchmarking, and survey design. A prolific author who has published over 320 articles and four books—including Savvy Surveys for the Legal Industry and Data Graphs for Legal Management—Rees holds a BA from Harvard College, a J.D. from Columbia Law School, and an LLM from New York University.

Connect with Rees Morrison:

Website: https://edge-international.com/people/rees-morrison/

Book: https://leanpub.com/savvysurveysforthelegalindustry

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

What does it take for lawyers to become the person others think of first? This episode explores a practical approach to personal branding built on relationships, useful content, and consistency.

In this episode, Steve Fretzin and Tim Semelroth discuss:

• Talent alignment in marketing and trial work
• The “Three Ls”: Lists, LinkedIn, and the Lectern
• Strategic follow-up with referral partners
• Finding an authentic content style
• Consistent posting and content repurposing

Key Takeaways:

• Put people in roles that match their strengths instead of expecting training alone to create enthusiasm.
• Build a focused contact list and prioritize the relationships that generate the most meaningful referrals.
• Share what you know with people just a few years behind you; you don’t need to wait to be recognized as an expert.
• Make your marketing useful to your audience. Position yourself as a guide, not the hero of their story.
• A sustainable routine of posting, commenting, and reaching out can keep you visible over time.

"[They] don't want a Luke Skywalker; they want a Yoda. People who are paying attention to you online, they're not looking for a hero. They're the heroes of their story. They want you to be a guide who can help them solve whatever's going on in their lives." — Tim Semelroth

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

Episode Reference:

Stanley.ai: https://x.getstanley.ai/r/sv6m9n

About Tim Semelroth: Tim Semelroth is a partner at RSH Legal (Riccolo, Semelroth & Henningsen, P.C.) and a board-certified trial attorney dedicated to representing injured Iowans and their families in complex personal injury, truck accident, and wrongful death cases. He holds board certifications in both Civil Trial Law and Truck Accident Law from the National Board of Trial Advocacy, making him the first lawyer in Iowa to earn board certification in trucking accident law. A past president of the Iowa Association for Justice and former chair of the Iowa State Bar Association’s Litigation Section, Tim also serves as an adjunct professor at the University of Iowa College of Law. He earned his J.D. with high distinction from the University of Iowa College of Law after graduating summa cum laude from Drake University.

Connect with Tim Semelroth:

Website: https://www.fightingforfairness.com/

LinkedIn: https://www.linkedin.com/in/timsemelroth/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Could outside expertise and capital help law firms grow without taking control of legal judgment? This episode explores how MSOs may transform law firm operations—and why choosing the right partner matters.

In this episode, Steve Fretzin and Frederick Shelton discuss:

• Legal MSOs and law firm back-office operations
• Rule 5.4 and protecting lawyers’ independence
• Platform firms, bolt-ons, and deal economics
• Business development and high-value networks
• Homelessness, personal setbacks, and giving back

Key Takeaways:

• A well-structured MSO can support a firm’s business operations while leaving legal judgment and client decisions to lawyers.
• Choosing an MSO requires careful attention to its incentives, governance, and willingness to stay within its role.
• Firms with room to improve operations may be especially attractive partners when those improvements can boost profitability without simply adding staff.
• Strong business development depends on building and maintaining relationships—not just marketing or technology.
• A difficult personal experience can become a lasting source of purpose and service to others.

"MSOs look for what they call levers, and these are things that they can do to improve profitability without adding more manpower." — Frederick Shelton

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Frederick Shelton: Frederick Shelton is the Chief Executive Officer of Shelton & Steele and a leading national authority on law firm mergers, acquisitions, and Legal Management Services Organizations (MSOs). Bringing over 25 years of operational and legal industry experience—including serving as a CMO, patent boutique Executive Director, and Director of Legal—he specializes in advising firms on private equity integration, deal structure, and strategic growth. Widely recognized as a legal industry futurist who accurately predicted the rise of virtual lawyering and legal AI, Frederick is a frequent author and media commentator featured in The American Lawyer, Bloomberg Law, and PitchBook, and is an active philanthropist and USTA-competing tennis player.

Connect with Frederick Shelton:

Website: https://www.sheltonsteele.com/frederick-shelton

LinkedIn: https://www.linkedin.com/in/frederick-shelton/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

AI is changing how lawyers market themselves, manage work, and bill for their services—but using it responsibly takes more than the right tools. Explore practical ways to put AI to work while protecting client confidentiality and making room for human oversight.

In this episode, Steve Fretzin and Frank Ramos discuss:

• AI for personal branding and business development
• AI-assisted presentations and content creation
• Email automation, agents, and workflow efficiency
• Client confidentiality, privilege, and human oversight
• AI’s impact on legal pricing, staffing, and careers

Key Takeaways:

• AI can help lawyers understand their online presence, identify target audiences, and shape more focused marketing.
• Tailoring presentations and content to a specific audience can make business development more relevant and memorable.
• Agents can automate repetitive work, but they require testing—and sometimes a dedicated software tool may be worth the cost.
• Protect sensitive information by vetting platforms and checking AI output against original source material.
• Distinguish between a skill you lack and an opportunity you’re afraid to try; practice can build confidence over time.

"With AI, we all have this tool now that can help direct our careers and our professions, and beyond the obvious ways." — Frank Ramos

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Frank Ramos: Frank Ramos is a nationally recognized litigator, strategic advisor, and thought leader with over 26 years of experience defending commercial, product liability, premises liability, trucking, and insurance disputes. Named Miami’s Product Liability Lawyer of the Year twice by The Best Lawyers in America and holding an AV Preeminent rating from Martindale-Hubbell, he counsels clients ranging from global manufacturers to hospitality brands, while also advising businesses on AI adoption and legal risk. Known as the "Miami Mentor," Frank has written 20 books and over 500 articles on trial practice, attorney development, and litigation management published by the ABA, DRI, and FDCC.

Connect with Frank Ramos:

Website: https://www.goldbergsegalla.com/our-team/frank-ramos/

LinkedIn: https://www.linkedin.com/in/miamimentor/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

How can a law firm grow while protecting its people and its reputation? Scott Rahn shares how relationship-building, values-based hiring, and honest conversations can help firms serve clients well without burning out their teams.

In this episode, Steve Fretzin and Scott Rahn discuss:

• Long-term friendships and professional relationships
• Scott’s path into private wealth disputes
• Generational differences in law firms
• Values-based hiring and firm culture
• Sustainable growth and work-life balance

Key Takeaways:

• Strong relationships and mutual support are more lasting measures of success than professional accolades.
• Hire for shared values, not just credentials; one poor fit can disrupt an entire team.
• Turning down work can be wiser than overcommitting and damaging client service or team morale.
• Open conversations help firms understand what employees need as their priorities change.
• Retaining a strong performer at reduced capacity can be better for a business than losing them altogether.

"How disruptive it can be to let the wrong person into the organization… So it has to start at hiring, and you have to be very clear about who your people are, who you're looking to hire, and be very consistent." — Scott Rahn

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Scott Rahn: Scott Rahn is the Founding Partner of RMO Lawyers, where he leads a premier trust, estate, and probate litigation practice dedicated to resolving high-stakes inheritance disputes, breach of fiduciary duty claims, and financial elder abuse cases. Drawing on extensive trial, arbitration, and mediation experience, he represents heirs, beneficiaries, trustees, and executors across California and internationally, focusing on swift, cost-effective resolutions that navigate complex family dynamics. Recognized as "Trusts and Estates Litigator of the Year" by the Century City Bar Association and listed in Chambers High Net Worth Guide and Lawdragon 500, Scott is President Emeritus of the Beverly Hills Estate Planning Council and a frequent media commentator on wealth transfer and estate disputes.

Connect with Scott Rahn:

Website: https://rmolawyers.com/team/scott-rahn/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Lawyers can’t do everything themselves—and trying to may cost them time, focus, and growth. This episode explores how to delegate effectively, build trust with remote assistants, and focus on the work that matters most.

In this episode, Steve Fretzin and Jaime Nacach discuss:

• Delegation and prioritization for lawyers
• Choosing tasks and roles for virtual assistants
• Training remote team members through shadowing
• Accountability, communication, and clear expectations
• Automation, global talent, and business growth

Key Takeaways:

• Start by identifying the recurring work that consumes time but doesn’t need the lawyer’s expertise.
• Delegation works best when the responsibilities are clearly divided, rather than expecting one person to do everything.
• Invest time in training at the beginning; shadowing helps a remote assistant understand how you work.
• Measure progress by completed work and clear expectations—not only by hours logged.
• Don’t wait for everything to be perfect before launching; learn from feedback and improve as you go.

"Expectations are very important, especially in a remote setting because people are not next to each other." — Jaime Nacach

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Jaime Nacach: Jaime Nacach is a Mexican-born entrepreneur, marketing strategist, and technology enthusiast best known as the Founder and CEO of Virtual Latinos. Driven by a mission to bridge global talent gaps while driving positive social impact, he created Virtual Latinos in 2018 to connect North American businesses with pre-vetted, bilingual virtual assistants and remote professionals from across Latin America. Drawing on a background in digital marketing, business development, and software solutions, Jaime focuses on helping entrepreneurs scale efficiently through nearshore staffing, operational systems, and strategic delegation.

Connect with Jaime Nacach:

Website: https://www.virtuallatinos.com/

LinkedIn: https://www.linkedin.com/in/jaimenacach/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

What can a handful of great books teach lawyers about listening, delegation, client service, and building a thriving firm? Brian Klein and Steve Fretzin share the ideas that changed how they work—and how they care for clients.

In this episode, Steve Fretzin and Brian Klein discuss:

• Listening, empathy, and authentic networking
• Reading and continuous professional growth
• Time management, delegation, and buyback rates
• Value-based offers and client hospitality
• Health, stress, and entrepreneurial risk

Key Takeaways:

• Listen to understand first; genuine curiosity builds stronger relationships.
• Create systems for your time instead of relying on memory and willpower.
• Delegate work when someone else can do it well, even if you could do it yourself.
• Make the value of your service clear, and create client experiences that feel personal.
• Taking care of your health and acting before conditions are perfect can improve your odds of succeeding.

"If you can have someone that can do the job, at least 80% as good as you. You got to give it to them." — Brian Klein

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Brian Klein: Brian is an unconventional labor and employment attorney recognized for blending engaging personality with effective legal counsel. Named a New York Super Lawyer (2022–2024) and a former "Rising Star" (2017–2021), he founded his practice on the belief that legal counsel should be informative, approachable, and engaging. Beyond representing clients—including former legal adversaries—Brian has taught as an Adjunct Professor at Hofstra Law School, written for publications such as Eater and the International Business Times, and serves on the NYC Bar Association’s Committee on Labor and Employment Law.

Connect with Brian Klein:

Website: https://www.weinsteinklein.com/teammembers/brian-g-klein/

LinkedIn: https://www.linkedin.com/in/brian-klein-552200a/

Email: bklein@weinsteinklein.com

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

You look after your body, your mind, and your money, but when did you last check your legal health? A veteran class action lawyer explains why an ounce of legal prevention beats a courtroom disaster, and how writing and speaking turned his career into something no firm could take away.

In this episode, Steve Fretzin and Danny Karon discuss:

• Legal wellness as the "fourth pillar" of wellness
• Helping people with "tweener" cases that are too small for most lawyers
• Documentation and demand letters (the $1,600 airline win)
• Speaking and writing as brand builders
• Rainmaking, autonomy, and starting a new chapter at 60

Key Takeaways:

• Legal problems rarely stay legal. When they go wrong, they hit your health, your peace of mind, and your wallet.
• Documentation wins. Screenshots, boarding passes, and a certified letter got $1,600 back from an airline without filing suit.
• Being a great lawyer doesn't protect you. Even after a billion-dollar trial win, a lawyer with no book of business can be let go.
• Speaking makes people remember you. Writing lasts and can be looked up. Do both.
• You never know who will read your work. One law review article led to a lead role in a huge class action case.

"It's all about being proactive and taking care of yourself. We take care of ourselves physically, emotionally, financially, but nobody pays mind to their legal wellness. It's the fourth pillar of that wellness table that keeps it stable, and when you go sideways legally, it affects your health." — Danny Karon

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Danny Karon: Danny Karon, known as "Your Lovable Lawyer," is a class-action trial attorney, law professor, author, and legal wellness advocate dedicated to making complex legal concepts accessible to everyday consumers. The founder and managing member of Cleveland-based Karon LLC, he has spent decades representing plaintiffs in high-stakes antitrust, consumer fraud, and wage-and-hour litigation. In addition to his trial practice, Danny serves as a lecturer in law—having taught at institutions such as the University of Michigan, Columbia Law School, and Ohio State University—and chairs the American Bar Association’s National Institute on Class Actions. Through his platform, media appearances, and book Your Lovable Lawyer’s Guide to Legal Wellness, he breaks down legal rights and consumer protections into practical, easy-to-understand advice to empower the public.

Connect with Danny Karon:

Website: https://yourlovablelawyer.com/

Facebook: https://www.facebook.com/Your-Lovable-Lawyer-104479311225240

YouTube: https://www.youtube.com/c/YourLovableLawyer

X: https://twitter.com/lovable_lawyer

Instagram: https://www.instagram.com/YourLovableLawyer/

TikTok: https://www.tiktok.com/@yourlovablelawyer

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Law school taught you how to practice law, but nobody taught you how to bring in clients or lead people. In her first podcast appearance ever, Susan B. Silverman explains why copying your firm's top rainmaker won't work, and how building on your own strengths, earning trust, and learning leadership as a skill can change your career.

In this episode, Steve Fretzin and Susan Silverman discuss:

• Why mid-level associates switch firms
• Mentorship, sponsorship, and structured associate development
• Business development based on your strengths, not sales pitches
• Building rapport and trust through vulnerability
• Moving from excellent attorney to effective leader

Key Takeaways:

• Business development isn't one-size-fits-all. Copying the biggest rainmaker in your firm probably won't suit your strengths, so start with what you already do well.
• Selling is really listening. Find out what problem the other person is dealing with, ask follow-up questions, and help them reach their goal.
• Relationships that bring in business take years, and timing matters. If you walk into every conversation needing a new client, that pressure can get in the way of the relationship.
• Making partner gives you a title, not leadership skills. Leadership means developing others, delegating, giving feedback, and influencing people without formal authority, and all of it can be taught.
• Don't face a career crossroads alone. Talking to someone who can show you options beyond "stay or quit" can keep you from making a decision you regret.

"Making partner is a title. It doesn't make you an effective leader. Leadership is a skill; it can be practiced, and it can be taught." — Susan Silverman

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Susan Silverman: Former commercial litigator and business development expert Susan B. Silverman helps law firms retain top mid-level associates, strengthen their leadership pipeline, and build systems that drive long-term growth. Having experienced firsthand how firms invest heavily in early training but leave mid-level associate development inconsistent, she acts as a trusted advisor to firm leadership to bridge structural gaps on the path to partnership.

Connect with Susan Silverman:

Website: https://susanbsilvermanconsulting.com/

LinkedIn: https://www.linkedin.com/company/susan-b-silverman-consulting-llc/home/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

A high school dropout who became a law firm founder explains why every success story has someone else's fingerprints on it — and why the relationships lawyers neglect are the ones already sitting in their contact list. It's a conversation about building a book of business by treating connection as a way of life, not a marketing tactic.

In this episode, Steve Fretzin and Neal Goldstein discuss:

• The myth of the self-made professional
• Dropping out and the mentor who changed the trajectory
• Raising kids who've faced adversity
• The "law school industrial complex" and the comfort of the billable hour
• Mining past clients and referral partners as low-hanging fruit
• Which relationships earn your time as you get older
• AI and digital convenience vs. genuine human connection
• Choosing your lane instead of the title you thought you wanted

Key Takeaways:

• Nobody's career is self-built — every ascent has someone in it who bent down and helped pick up the boots.
• Comfort is the quiet risk. Lawyers who've been fed work for a decade are the ones with nothing to fall back on when the market turns.
• The cheapest business development in existence is a cup of coffee with someone who already likes you. You can have a four-star conversation in a one-star restaurant.
• Most firms are sitting on hundreds of happy former clients they've never called again — that's revenue, not nostalgia.
• Technology hasn't made real relationships less important; by making convenience so easy, it has made genuine connection rarer and therefore worth more.
• Your lane won't be obvious on day one. You'll recognize it by where your results come from, not by which title looks best on the door.

"I don't think technology makes genuine relationships less important. I just think it makes them more valuable." — Neal Goldstein

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Neal Goldstein: Neal A. Goldstein is a partner at Goldstein and Bashner, author, speaker, and host of That One Lawyer Podcast. With nearly four decades of personal injury trial experience, he specializes in high-stakes injury advocacy while teaching attorneys and business leaders how to build authentic, relationship-driven growth.

Connect with Neal Goldstein:

Website: https://www.eglaw.com/

LinkedIn: https://www.linkedin.com/in/nealagoldsteinlaw/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Most lawyers who start a podcast quit before it ever pays off — because they're playing the wrong role in their own show. Dennis Meador explains how flipping the host-guest dynamic collapses a three-year payoff into six to eight months, and why one episode should never be just one piece of content.

In this episode, Steve Fretzin and Dennis Meador discuss:

• Pricing without context and the median-low trap
• The "perpetual guest" podcasting model for attorneys
• Who should — and shouldn't — start a podcast
• One episode into 30 pieces of content
• Cumulative effort, burnout, and the long road

Key Takeaways:

• Quote a price before you understand the need, and you've priced yourself at the market's median low.
• If a prospect won't let you contextualize your value, that's information about the prospect, not your pricing.
• Podcasting is the wrong tool for anyone expecting the instant lead flow of paid search — it demands time and a piece of yourself.
• Positioning matters more than production: the person answering the questions is the expert, and the host's job is to make them look good.
• Bursts of intensity burn out. Consistent, ethical, reviewed-and-improved effort compounds, and compounding can't be outmatched.

"I'm not worried about them getting 10,000 downloads. I want them to get 25 downloads of people in their market with a very specific problem." — Dennis Meador

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Dennis Meador: Dennis Meador is the CEO and Founder of The Legal Podcast Network, providing turnkey podcasting and content solutions for legal professionals across the United States. An entrepreneur since age 14, he brings over 20 years of experience in law firm marketing, having scaled three marketing companies from under $1 million to over $3–5 million in revenue within one to three years each. Combining a background in business, digital marketing, and podcast production, Dennis helps attorneys establish market authority, differentiate their practice, and engage prospective clients through authentic, conversation-driven audio and video content.

Connect with Dennis Meador:

Website: https://www.thelegalpodcastnetwork.com/

LinkedIn: https://www.linkedin.com/company/the-legal-podcast-network/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Most lawyers think more hours equal more success—but what if that belief is quietly destroying their performance? In this episode, you’ll learn how to borrow habits from elite athletes to protect your energy, sharpen your focus, and build high-performance routines that actually last.

In this episode, Steve Fretzin and Pete Leibman discuss:

• The myth of “work longer, perform better” in high-pressure careers
• Sleep, exercise, and nutrition as foundations of cognitive performance
• Adopting athlete-style pregame routines for legal work and business development
• Managing attention residue, distractions, and constant notifications
• Building sustainable, one-habit-at-a-time improvements and positive habit “dominoes”

Key Takeaways:

• Working beyond 50–60 hours a week often lowers the quality of your thinking and decision-making, especially when it replaces sleep, exercise, and recovery.
• Sleep, nutrition, and movement are non-negotiable foundations for anyone whose value comes from judgment, critical thinking, and focus.
• Elite performance is rarely an accident; it’s driven by intentional pregame routines and preparation that sharpen both body and mind before the “game” begins.
• Unmanaged task-switching and constant notifications create attention residue that scatters focus, increases errors, and raises stress levels.
• Sustainable change comes from choosing one specific habit at a time, reinforcing it until it becomes automatic, and then stacking the next positive behavior on top.

"In a career like the legal industry where you're paid for your judgment and critical thinking and decision-making, it's really hard to think clearly when you're tired." — Pete Leibman

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Pete Leibman: Pete Leibman is a speaker and author who helps consultants, lawyers, and advisors build the energy, focus, and resilience to sustain high performance. He delivers keynotes, workshops, and webinars for leading consulting firms, law firms, and financial services firms.

Pete has written three books and more than 300 articles on high performance. His latest book is Stronger Advisor: High-Performance Habits for Consultants, Lawyers, and Advisors.

Pete previously worked at Heidrick & Struggles (H&S), one of the world’s premier human capital consulting firms. While at H&S, Pete helped professional services firms identify, recruit, and develop exceptional leaders and build high-performing organizations.

Connect with Pete Leibman:

Website: https://www.strongertalent.com/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Discover why “doing great work and waiting for the phone to ring” is no longer enough for lawyers—and how problem‑focused, education-based marketing can turn unaware prospects into your best clients. In this episode, you’ll learn how to stand out in the attention economy by marketing the problems your clients actually feel, not just the services you offer.

In this episode, Steve Fretzin and Jan Roos discuss:

• From lead generation to demand generation in legal
• Unaware vs. aware markets and client education
• Using problem-focused messaging that converts
• Content, thought leadership, and the attention economy
• Networking strategically and leveling up your rooms

Key Takeaways:

• Relying only on referrals and waiting for clients to “eventually call” is a maintenance strategy, not a growth strategy, especially as competition and noise increase.
• The biggest opportunity in many legal practice areas lies with “unaware” or misinformed prospects who don’t yet realize they have a legal problem—or that a solution even exists.
• Marketing works best when it starts by clearly naming and amplifying the client’s problem; once people recognize themselves in that problem, the natural next step is to seek a solution.
• Giving away generous education rarely replaces the need for an expert; instead, it demonstrates complexity, builds trust, and often increases the quality and value of matters that reach the firm.
• Networking is incredibly powerful when done in the right rooms with higher-level peers and connectors, but can become a time drain when spent with people who have lots of time yet little strategic value.

"The thing that will differentiate you more than ChatGPT, let alone any other attorney, is asking people a question that they don't have the answer to, and showing them that the base of knowledge is bigger than they understand." — Jan Roos

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Jan Roos: Jan Roos is the Founder and CEO of CaseFuel, a legal marketing agency that specializes in helping law firms scale their client acquisition through digital advertising, conversion rate optimization, and automated intake systems. An authority on legal digital marketing, he has designed client generation campaigns for over 500 law firms across diverse practice areas. He is also an author and speaker whose works include The Legal Marketing Fastlane and Beyond Intake, providing actionable strategies to help law firm owners maximize lead conversion and grow their practices efficiently.

Connect with Jan Roos:

Website: https://casefuel.com/

Facebook: https://www.facebook.com/casefuel0/

Instagram: https://instagram.com/casefuel0

LinkedIn: https://www.linkedin.com/company/casefuel

YouTube: https://www.youtube.com/@casefuel0

TikTok: https://www.tiktok.com/@casefuel

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Discover why the biggest challenges for CEOs aren’t business problems, but life problems—and how the right peer group can become their most powerful tool for clarity, accountability, and growth. In this episode, you’ll hear how listening, vulnerability, and shared experience can transform the way leaders run their firms and live their lives.

In this episode, Steve Fretzin and Mark McFatridge discuss:

• Listening to understand vs. listening to reply
• Career path from banking to founding CEO peer groups
• How life challenges derail otherwise successful CEOs
• Structure and accountability of peer advisory circles
• Becoming a trusted advisor instead of just a technical expert

Key Takeaways:

• Truly effective business development starts when professionals stop “selling” and focus on building real relationships grounded in listening and trust.
• Many CEOs don’t fail because they lack technical answers; they struggle when life issues—family, health, aging parents—collide with business responsibilities.
• Peer advisory groups create a rare, confidential space where leaders can be vulnerable, get honest feedback, and see blind spots they can’t see on their own.
• Accountability structures—like committing to specific actions and reporting back to peers—dramatically increase the likelihood that leaders actually implement decisions.
• The shift from technician to trusted advisor happens when you listen deeply, diagnose the real problem, and connect people with the best solution, even if it’s outside your own services.

"By being in a group with other CEOs, your experiences get accelerated because you basically get to have their experiences as your own, and that just accelerates everything, whether it's on the personal side or the business side." — Mark McFatridge

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Mark McFatridge: Mark McFatridge is the Founder and CEO of Quade Executive Peer Group, an organization dedicated to fostering growth, accountability, and strategic peer community for CEOs and business owners. With over 25 years of professional experience, he has served as Chief Executive Officer and board member for both publicly traded and privately held companies across various industries, including extensive experience in community banking. An organizational turnaround specialist, Mark specializes in leading underperforming businesses to scale, notably guiding the exit of a private company for an 800% increase in value within three years of taking over as CEO. Drawing on his background as a former bank president and peer group member, he now leads Quade’s facilitated executive "circles," helping leaders build sustainable, values-driven organizations through strategic clarity, operational strength, and peer vulnerability.

Connect with Mark McFatridge:

Website: https://quadecircle.com/

LinkedIn: https://www.linkedin.com/in/mark-mcfatridge/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

In this episode, fractional AI officer Alejo Pijuan breaks down how lawyers can use AI to close more qualified leads, slash unbillable busywork, and finally see real ROI from their tech investments.

In this episode, Steve Fretzin and Alejo Pijuan discuss:

• Shiny penny syndrome and narrowing business focus
• AI as support, not replacement, for legal work
• Lead response speed and intake breakdowns
• Tracking data to improve lead quality and conversions
• Using AI tools and voice agents to reduce unbillable time

Key Takeaways:

• AI is most powerful in law firms when it reduces unbillable work and supports business-building activities, rather than trying to replace core legal judgment.
• The biggest leak in most firms’ marketing funnel is response time—if leads aren’t contacted quickly, they simply move on to the next lawyer.
• Without solid data tracking from ad creative to phone call, it’s impossible to know which marketing efforts are bringing in qualified matters and which are wasting time.
• Clear, specific messaging about who you serve and what problems you solve dramatically improves the quality of leads and referrals.
• Continuously feeding one primary AI workspace with your thoughts, content, and processes allows it to “learn” you over time and produce far more tailored, strategic outputs.

"A single, clear message that will resonate with the right people is so, so important." — Alejo Pijuan

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our sponsors!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Alejo Pijuan: Alejo Pijuan is a former Nike data scientist turned tech entrepreneur and Fractional AI Officer at Realization Partners, a profitability consultancy for law firms. With an academic background in mathematics and computer science, Alejo specializes in bridging complex artificial intelligence—such as Voice AI agents and custom automation systems—with practical business operations to eliminate non-billable administrative friction, accelerate client intake responsiveness, and drive revenue growth for legal practices.

Connect with Alejo Pijuan:

Website: https://realizationpartners.ai/

LinkedIn: https://www.linkedin.com/in/alejopijuan/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

When law firms are waging bidding wars for top partners, and AI is reshaping billable work, how do lawyers actually take control of their careers? In this episode, you’ll hear how lateral moves, books of business, and smart networking can dramatically change your leverage—whether you stay in BigLaw or go out on your own.

In this episode, Steve Fretzin and Stuart TenHoor discuss:

• Current demand for lateral partners and food and drug law specialists
• Counteroffers, LPQs, and smarter lateral partner integration
• Business development, books of business, and compensation gaps
• AI’s impact on associates, efficiency, and the future firm model
• Going solo, distributed firms, and strategic career planning with recruiters

Key Takeaways:

• The lateral market for quality partners is extremely active, and firms that invest in thoughtful integration are winning the best talent.
• Counteroffers can derail months of work; smart firms and candidates address the possibility upfront rather than reacting at the last minute.
• A strong book of business dramatically increases leverage, compensation, and options, while pure “service partners” face more limits.
• AI is changing how junior work is done and how value is delivered, but experienced lawyers who learn to manage it become even more efficient and competitive.
• Moving to a solo or distributed model can be lucrative and flexible, but it requires a clear plan, a niche, and a strong network—not a reaction to a bad day.

"Helping people by giving value is sales-free selling." — Stuart TenHoor

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Stuart TenHoor: Stuart TenHoor is a veteran legal recruiter and founder of Stuart TenHoor Legal Search, specializing in the placement of FDA, life sciences, and regulatory attorneys. After earning his B.A. from Alma College and J.D. from William & Mary Law School, he gained valuable legal and legislative experience—including work on the U.S. Senate Labor and Human Resources Committee and in private practice—before entering executive recruiting in 1988. Recipient of the 2026 "Service to FDLI" Award from the Food and Drug Law Institute, Stuart is a widely published author and speaker on life sciences hiring trends, as well as an active mental health advocate serving on the NAMI Maryland Board of Directors.

Connect with Stuart TenHoor:

Website: https://www.stuarttenhoor.com/

LinkedIn: https://www.linkedin.com/in/tenhoor/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

AI isn’t coming for your job—but it is coming for your workflows. In this episode, you’ll learn how to cut through AI hype, protect client confidentiality, and use practical tools to automate the repetitive work that’s clogging your day.

In this episode, Steve Fretzin and Colin Levy discuss:

• Uneven adoption of AI and legal tech across the profession
• Evolution of legal technology from e‑discovery to modern AI
• Practical, low‑risk AI use cases for everyday legal work
• Data privacy, confidentiality, and paid vs. free AI tools
• Building real technology competence through experimentation and better prompts

Key Takeaways:

• Technology will not slow down to let professionals catch up, so it’s essential to actively close your own AI knowledge and usage gap.
• The most valuable AI applications today often center on document-related tasks—summarizing, comparing, and drafting from existing materials.
• Using free, open AI tools with client data can violate confidentiality obligations; controlled, paid environments are critical for sensitive work.
• Before buying any new platform, clearly define the problem you’re trying to solve so the tool doesn’t become expensive shelfware.
• True tech competence is built by experimenting, refining prompts, and learning from how different inputs change AI’s outputs—not by passively consuming AI headlines.

"The power of AI right now is in using existing knowledge and taking that to create something new or build something new." — Colin Levy

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Colin Levy: Colin S. Levy is a leading authority on legal technology, AI in law, and contract lifecycle management (CLM), currently serving as General Counsel at Malbek and an Adjunct Professor at Albany Law School. Widely recognized as one of the most influential figures in legal tech, he guides legal professionals through digital transformation, modern AI integration, and workflow innovation. Colin is the author of The Legal Tech Ecosystem—a definitive guide to legal technology and AI—and frequently speaks and writes on how technological advances continue to redefine the future of legal practice worldwide.

Connect with Colin Levy:

Website: https://www.colinslevy.com/

LinkedIn: https://www.linkedin.com/in/colinslevy/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.

Feeling like you’re “doing all the right networking” but not seeing any real business come in? In this episode, Laurin breaks down how lawyers can move beyond just showing up, get specific about referral sources, and turn the pressure of business development into a true competitive advantage.

In this episode, Steve Fretzin and Laurin Johnson discuss:

• Reframing pressure as a privilege in a legal career
• Laurin’s path from tax/estate attorney to operations consultant
• Why most lawyers struggle with networking and referrals
• How to choose the right networking groups and evaluate them
• Being a true “giver” beyond just making referrals

Key Takeaways:

• Pressure at work often signals that you care deeply and are in a position of impact, and can be reframed as a privilege rather than a burden.
• Law is a business, and building a book of business requires sales and networking skills that are rarely taught in law school or in traditional mentoring.
• Vague statements like “anyone” or “any attorney” are a good referral source make it harder for others to help you; specificity is what triggers real introductions.
• Simply attending networking meetings is not enough—relationship-building happens in one-on-ones, through follow-up, and by consistently adding value to others.
• Being a giver isn’t limited to sending referrals; connecting others, supporting their kids, amplifying them on social media, and showing up for their events can be even more powerful.

"Not all referral sources are created equal." — Laurin Johnson

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Join theBe That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org//

Thank you to our Sponsor!

LEX Reception: https://www.lexreception.com/partners/bethatlawyer

Rankings.io: https://rankings.io/

Lawyer.com: https://www.lawyer.com/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Laurin Johnson: Laurin is an analytical and creative strategist who draws on her background as a trusts and estates attorney and former Membership Experience Director at USA 500 Clubs to help law firm leaders streamline operations, navigate transitions, and build sustainable growth initiatives. Holding an LL.M. in Taxation and DISC behavioral assessment certification, she combines deep insight into complex firm financials with a nuanced understanding of leadership and communication dynamics. Renowned for her agility, diplomacy, and attention to detail, Laurin partners directly with firm executives on change management, leadership development, and operational efficiency—bringing the same focus and perseverance that has earned her multiple national and world titles showing Morgan horses.

Connect with Laurin Johnson:

Website: https://mblawconsulting.com/

LinkedIn: https://www.linkedin.com/in/laurindjohnson/

Connect with Steve Fretzin:

LinkedIn:Steve Fretzin

Twitter:@stevefretzin

Instagram: @fretzinsteve

Facebook:Fretzin, Inc.

Website:https://fretzin.com/

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science andmore!

YouTube:Steve Fretzin

Call Steve directly at 847-602-6911

Audio production byTurnkey Podcast Productions. You're the expert. Your podcast will prove it.