The Way with Best Era

The conversation revolves around the upcoming AI Era 2.0 event, the value of AI in legal operations, feedback and improvements for the event, resistance to AI, challenges and returns on AI implementation, a value-driven approach to the event, nostalgia and human connection in the AI era, technical tools and human connection, and community engagement and value.

Takeaways

• AI Era 2.0 tickets on sale: https://bestera.zohobackstage.com/AIEra2o
• Value of AI in legal operations

Chapters

• 00:00 Introduction to AI Era 2.0
• 06:05 Adapting to Change and Virtual Component
• 12:10 Resistance to AI and Ethical Concerns
• 18:00 Value-Driven Approach to AI Era 2.0
• 24:01 Technical Tools and Human Connection

In this episode of The Way, Brittany and Ryan take a deep dive into one of the most controversial and fast-moving topics in legal marketing today.

As generative video technology rapidly evolves, the barrier to entry for high-quality content is disappearing—but that raises big questions. Should law firms use AI avatars as the face of their brand? Can AI-generated videos build trust the same way humans do? And where do ethics, authenticity, and creativity fit in as technology accelerates?

Brittany and Ryan unpack the real opportunities AI presents for small and mid-sized firms—especially those without massive marketing budgets—while also wrestling with the moral, environmental, and artistic concerns surrounding AI. From branding strategy and social media algorithms to trust, judgment, and access to justice, this episode explores what law firm marketing might look like in the next 1–5 years.

If you’re thinking about growth, branding, or how AI could (or should) fit into your firm’s future, this conversation is a must-listen.

Join the Best Era community at bestera.com to connect with legal and business experts, stay ahead of industry trends, and continue conversations like this with professionals navigating the same challenges and opportunities.

In this episode of The Way, Brittany and Ryan break down how the smallest marketing moves can create big impact for your business. From stickers that get your brand seen in everyday places, to playful twists on your logo and colors during events or seasonal moments, the little details matter more than you think.

They remind listeners that marketing isn’t just about competing with other law firms — you’re competing with whatever is trending today. That means your audience’s attention is divided between you, their favorite brands, their TikTok feeds, and yes, even the latest Taylor Swift buzz. To stay relevant, your business has to show personality, flexibility, and creativity.

Brittany and Ryan share tips on how to keep your branding fresh and fun, while still staying true to your identity. Because marketing isn’t only about being visible — it’s about being memorable.

✨ Want more resources, insights, and inspiration like this? Join our community of experts at bestera.io, where we share tools and conversations to help firms of every size grow smarter.

In this episode, Brittany and Marisa explore the often-overlooked art of training the right trainers. They discuss why it’s essential to carefully choose who leads your team’s development, and how investing in those trainers creates a ripple effect of efficiency, growth, and quality throughout your firm.

They also highlight the importance of gratitude and appreciation — because every role, every effort, and every person is a key piece of the puzzle. When leaders train with intention and recognize the value of their people, firms don’t just function better — they thrive.

Want more insights like this? 🎯 Join our community of experts, Best Era, for exclusive resources, conversations, and support to help you grow your firm. Become a member today at bestera.io

In this episode, Brittany and Ryan dive into the growing trend of law firms relying on AI for marketing — and why that can be a problem. They explain how using AI to generate every post, caption, or bio might save time, but it can cost you something even more valuable: your authenticity.

Your clients want to hire you, not a generic robot version of you. Brittany and Ryan share why it's critical to show your real voice, personality, and values online — especially if you're trying to build a brand that lasts. AI can be a helpful tool for ideas or polishing copy, but it shouldn't replace your true self.

Because at the end of the day, people choose to work with people they feel connected to. And if your marketing doesn’t reflect the real you, it might be doing more harm than good.

In this episode of The Way, hosts Marisa Rua and Allison McKeen dive into the future of paralegal work—and why embracing AI is essential. They talk about how paralegals can stay ahead by learning how to use AI as a tool, not something to fear. Instead of being replaced, paralegals who adapt and innovate can become even more valuable to their teams.

They also discuss Para Era, Best Era’s dedicated Slack-based community for paralegals, and how it’s helping legal professionals grow through coaching, collaboration, and expert-led learning. Marisa shares how her coaching program through Para Era is helping paralegals build confidence, increase efficiency, and stay competitive in a rapidly evolving industry.

🔗 Join Para Era today at slack.bestera.io/para-era

📬 To connect with Marisa Rua directly, email her at [email protected] or find her on LinkedIn as Marisa Rua.

In this episode of The Way, Ryan McKeen is joined by Best Era’s paralegal expert Marisa Rua to talk about one of the most powerful tools in a law firm: a strong attorney–paralegal relationship. Together, they explore how to effectively divide tasks, what attorneys should stop doing themselves, and how to set your team up for success through intentional training and smart delegation.They also dive into what happens when firms push their paralegals too hard and the importance of preventing burnout. If you want your paralegals to stay, grow, and thrive—you need to invest in systems that support them.

Marisa also shares more about Para Era, a Slack-based subscription community for paralegals at all levels. From expert guidance to helpful resources and support, it’s a space built to elevate paralegal work.🔗 Join Para Era today at ⁠slack.bestera.io/para-era⁠

In this episode of The Way, Ryan McKeen and Brittany Green dive into the mindset of continuous hiring—why you should always be looking for great people, even when you’re not actively hiring. They share practical tips on building relationships with future candidates, including connecting with students in college and law school, and how that effort can lead to strong referrals and future hires.

They also touch on the current decline in law school enrollment, but share reasons to be optimistic about the direction things are headed.

Whether you're growing your firm or just want to stay ready, this episode is packed with smart, forward-thinking advice for keeping your talent pipeline strong.

Join the conversation in our Best Era community at bestera.io and connect with others who are building law firms that last.

In this episode of The Way, Ryan and Brittany dive into the often confusing world of marketing spend and SEO investments for law firms. They talk through how to approach these decisions wisely, what kind of spending actually moves the needle, and how to avoid wasting your budget on strategies that don’t serve your firm’s goals.

Whether you're just starting out or reassessing your current marketing strategy, this conversation offers grounded advice on how to make intentional, impactful investments—especially when it comes to SEO and long-term brand visibility.

🎧 Join the conversation and explore more helpful resources by becoming a part of the Best Era community at bestera.io.

In this episode of The Way, Ryan McKeen and Brittany Green reflect on what it truly means to practice unreasonable hospitality—a philosophy that goes far beyond handing out gifts or perks. Inspired by the book Unreasonable Hospitality by Will Guidara and a powerful talk given by Lindsay and Billy from the Unreasonable Hospitality team at our March event, this conversation explores how small, intentional acts of care can create lasting impressions.

Ryan and Brittany share personal insights on what it means to genuinely see your clients, show up for them, and build trust through attention to the little things—the things that matter most. This kind of hospitality isn’t just for restaurants or hotels; it’s for anyone running a business who wants to lead with heart.

Want to join more conversations like this? Become a part of our Best Era community at bestera.io for access to live events, expert support, and tools that help you build a business where hospitality and humanity lead the way.