Working theses, hard-earned observations, and the occasional unpopular opinion on AI, demand generation, and operations for law firms — written by Bob and Jim.
Oregon's intake-AI opinion, California's proposed Rule 1.1 amendments, and a recent discipline case. Three events in 90 days that change the regulatory calculus for every firm using AI.
Three deals in five months — Dudley DeBosier, Hughes & Coleman, Rafi Law's $125M MSO — signal a real roll-up cycle. What PE actually values and the work to do now.
ChatGPT lost 25 share points of AI referral traffic in twelve months. Gemini hit #2. Claude jumped 10×. The single-platform optimization playbook is officially broken.
What we audit, what we typically find, and what shows up in the deliverable. The diagnostic, demystified — by both founders.
Local Services Ads, Performance Max, and broad-match Google Ads have all shifted under law firms. The bidding playbook that worked in 2023 actively underperforms in 2026.
Most growing law firms need a COO before they can afford one. Fractional fixes that. The real math on when it makes sense.
Gartner says 40% of agentic AI initiatives will fail by 2027. In law firms, the failure mode is even more specific — and predictable. Four causes, every time.
A third of qualified legal leads vanish within a day of inquiring. Not because they didn't need a lawyer — because your lawyer didn't get back fast enough. Here's what fixes it.
The page-one playbook that built every legal marketing agency for 25 years just stopped working. Three things every firm needs to do in the next 90 days.
Every growing firm hits a moment where the managing partner stops being the leader and starts being the system. Here's the architecture out — before the partner walks.
Most law firms can't tell you which dollar of marketing produced which signed case. The reason is fixable, and it matters more than ever now that investors are looking at the books.
Privilege, conflicts, citations, ethics rules — none of it gets a pass because the workflow involves AI. The framework law firms need to put in place this year.
We publish when we have something worth saying — short, specific, and grounded in firms we've actually worked with. No drip sequences, no AI-generated filler, no "10 tips for law firm marketing."