What separates thriving law practices from struggling ones isn't always what you'd expect. Drawing from our firm's recent EOS quarterly meeting, I'm peeling back the curtain on the three critical obsessions that drove our personal injury practice to grow by over 400% in just five years.

The first revelation might surprise you: most law firms think they have a marketing problem when what they really have is a sales problem. We've become relentlessly focused on our sales process, ensuring our team genuinely believes we offer the best solution and communicates that conviction to potential clients. This obsession extends to regular call reviews, script refinements, and streamlining the signing process—all of which dramatically improve conversion rates without spending an extra dollar on marketing.

The second game-changer has been our fanatical approach to client experience. We recognized the dangerous gap that forms when firms are hyper-responsive during acquisition but seemingly disappear afterward. Our solution includes welcome boxes arriving within 48 hours of signing, automated yet personalized status updates, and a carefully orchestrated communication schedule. The result? Clients never wonder what's happening with their case because we've already told them. This approach generates authentic five-star reviews without gimmicks or manipulation.

Our third obsession might be the most pragmatic: making it ridiculously easy for insurance companies to pay us. By understanding adjuster workloads and organizing our demand packages with crystal clarity, our files naturally rise to the top of their stacks. This collaborative rather than obstructionist approach accelerates settlements and maximizes outcomes. Interestingly, this contrasts with our long-term disability practice, where a more confrontational style sometimes proves necessary—highlighting that there's no one-size-fits-all approach to law firm success.

What would you say you obsessed over if looking back on your perfect law firm years from now? Take some time this weekend to reflect on the obsessions that could transform your practice into exactly what you want it to be.

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Brian Glass is a nationally recognized personal injury lawyer in Fairfax, Virginia. He is passionate about living a life of his own design and looking for answers to solutions outside of the legal field. This podcast is his effort to share that passion with others.

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