The Circle of Trust

Episode 52

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith interviews Anderson Franco, a San Francisco solo personal injury attorney.

Anderson shares his path from UC Berkeley to 7 years in insurance defense, where he learned how insurers evaluate claims and saw communication gaps harming Spanish-speaking plaintiffs.

He explains how he launched his own practice around 2020 to serve local communities, with about 80% of clients being Spanish-only speakers, and how he relies on strong results, word-of-mouth, and being helpful even when inquiries aren’t PI cases. The conversation also covers growth challenges, including intake, hiring support, SEO, and AI search.

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Episode 51

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith speaks with Parker Fox, an associate attorney at Slater & Zurz in Akron, Ohio, about his background and his perspective on law firm marketing.

Parker shares his move from Phoenix, where he worked at Morgan & Morgan, to Ohio, describing Slater & Zurz as a 10-attorney legacy personal injury firm handling cases statewide, including car accidents, dog bites, slip-and-falls, nursing home cases, and wrongful death, and noting the need to file lawsuits to deal with insurers.

He contrasts high-spend, “pay-to-play” marketing with Ohio’s referral-and-relationship model, discusses building a network through local events and medical providers, and emphasizes empathy, shared values, and fighting insurers for clients.

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Episode 50

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith talks with his friend Clarke Speaks about their work together improving law firm marketing and operations.

Clarke explains how insisting on case attribution and better data changed how the firm makes decisions, including reevaluating underperforming streaming efforts. He describes attending numerous legal marketing and management conferences to accelerate learning, emphasizing that marketing is a continuous, evolving process rather than “set it and forget it.”

They discuss revenue growth from roughly $3.5 million to a projected $15 million over about four years, the goal of predictable client acquisition at a reasonable cost, and the operational challenges that follow growth, including systems, culture, and staffing as the firm scales to thousands of cases.

In case you missed part!

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Episode 49

In this episode of the Circle of Trust podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith interviews his longtime friend Clarke Speaks, a personal injury and workers’ compensation lawyer serving North and South Carolina with offices in Wilmington and Charlotte. Clarke describes how, before working with Keith in 2021, his firm had a strong client-centered foundation and success with catastrophic cases but felt plateaued and overly dependent on TV and pay-per-click, with inconsistent agency support and poor Google Business Profile performance. He wanted a predictable, consistent client acquisition process to support major expansion and reduce vendor-driven strategy. Clarke explains why he trusted Keith’s expertise across traditional and digital marketing, including Keith’s training at MIT, and recounts how they “went down to the studs” to clarify the firm’s identity, uncover the firm’s “why,” and create a stronger brand/hero video and cohesive growth strategy across markets.Learn more on: https://lexgro.com/how-we-work/Watch the episode on YouTube

Episode 48

Mike Streich joins Keith Dyer on the Circle of Trust Podcast to discuss his transition from defense attorney to plaintiff's lawyer, launching a new personal injury law firm, building referral relationships, competing in one of the country's toughest legal markets, and navigating the future of private equity in personal injury law.

From startup challenges to branding, LinkedIn marketing, and long-term growth strategies, this episode is packed with practical advice for attorneys building modern law firms.

To learn more, listen to the full episode of the Circle of Trust podcast on YouTube, Spotify, and Apple Podcasts!

Episode 47

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith speaks with Salt Lake City personal injury attorney Kurt London about his path into law and how he’s grown his multi-state practice.

Kurt shares that his father is a judge and explains why he chose personal injury, including a motorcycle accident where he trusted an insurance adjuster, settled without a lawyer, and later needed back surgery.

He walks through his early career with the Innocence Project and large Utah firms before opening his own firm about two and a half years ago, growing primarily through referrals, heavy networking, and frequent relationship-building events rather than big ad budgets. Kurt discusses a life-changing client case and advises lawyers to “always be branding,” especially authentically on platforms like LinkedIn.

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Episode 46

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith interviews Oakland-based attorney Arthur Bryant about his path into public interest law and his 35-year tenure building Public Justice (formerly Trial Lawyers for Public Justice).

He explains how he grew Public Justice from two people into a national organization with 43 staff, 23 lawyers, 2,700 members, and an $8 million budget, pursuing impact cases across civil rights, consumer, worker, environmental, and access-to-justice issues.

Bryant also describes his Title IX athletics litigation, his shift back to private practice in 2020, launching his own firm, and navigating marketing while anticipating increased Title IX disputes tied to House v. NCAA and schools cutting teams.

Episode 45

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith interviews New Mexico personal injury attorney Damon Hudson, who practices statewide from Santa Fe and frequently works in Albuquerque.

Damon shares how he “stumbled” into plaintiff work after disliking defense firms and the billable-hour model, and how representing injured people aligned with his values and led him to start his own firm.

The conversation focuses on defining a lawyer’s “why,” prioritizing trust and client communication, and avoiding “factory” approaches that chase quick settlements. Damon explains his growth from about 20 cases to more than double in roughly 10 months, driven largely by networking, referrals, and LinkedIn video content.

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Episode 44

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith speaks with David Yarr, founder and forensic animator at Top View Animation, about how forensic animations help personal injury and defense lawyers communicate accident and negligence events to juries and in mediations.

David explains that his reconstructions are built from expert collaboration and evidence such as EDR data, police reports, and crash analysis, making the work science-based rather than speculative. He shares his background of immigrating from Iran, developing 3D animation skills, and entering forensic animation in 2013, before starting his own company in October 2023 after working at Momentum Engineering.

David highlights a recent motorcycle case where an animation contributed to a major settlement and discusses marketing and growth ideas, including content, conferences, webinars, and outreach.

Episode 43

In this episode of the Circle of Trust Podcast, hosted by law firm CMO Keith Dyer and powered by LEXGRO, Keith interviews Louisiana injury and accident lawyer Loyd Bourgeois about his path from civil and environmental engineering to law, including early environmental work and post–Hurricane Katrina litigation.

Lloyd explains how helping his cousin with brain cancer fight an insurance company for disability benefits shifted his career and led him to start his own firm around 2010 with a lifestyle-first plan focused on family.

He describes later accelerating growth by implementing EOS with an outside implementer, expanding marketing through blogging, video, LinkedIn, SEO, social media, and community sponsorships, and leveraging tech to serve clients broadly through COVID.