In the latest episode of Trial Lawyer View by Synergy podcast, I sat down with Charley Mann, founder of Law Firm Alchemy, to dive deep into law firm growth—and came away with a masterclass in metaphors, mindset, and metrics.
Charley doesn’t just coach lawyers—he redefines what it means to lead a law firm. Whether you’re stuck in growth purgatory or just trying to keep your head above water, Charley’s insights will resonate.
Here are some of the top takeaways from our conversation:
The BUSINESS of Running a Law Firm
Why Law Firm Growth Is About Endurance
Charley shared that training for a marathon—even while battling “cuboid syndrome”—has shaped how he thinks about business. The key lesson?
“You have to pace yourself. So many law firm owners go hard at first, then burn out—just like runners who go out too fast and get passed by the steady pack.”
The metaphor? Law firm growth requires consistent, measured effort—not flashy, unsustainable bursts.
Mindset Shift
One of Charley’s five core challenges law firm owners face: Shedding the belief that doing great work alone brings in clients.
“You have to accept that marketing is primary. And referrals? Those are outbound too.”
Charley’s checklist for escaping growth plateaus:
- Get serious about outbound and digital marketing
- Track key metrics (new cases, closed matters, production)
- Start buying back your time and delegate
- Replace yourself strategically
- Redefine your identity from lawyer to entrepreneur
Entrepreneurship as Daily Practice
For lawyers who don’t have a business background, Charley suggests building your entrepreneurial chops like a muscle:
- Send a marketing email.
- Post a video.
- Read a business book.
“Do one entrepreneurial thing every day.” (And if you’re a soccer parent like Charley, he calls these your “hundreds”—small daily reps that lead to big growth.)
What Chess Can Teach Law Firm Owners
Surprisingly, chess offers a powerful metaphor: success isn’t about flashy tactics. It’s about mastering the fundamentals, just like knowing your marketing metrics and managing your team.
“Most people want clever tactics, but they never studied the openings. That’s why they keep getting crushed.”
Importance of Metrics in Running a Law Firm
Metrics Matter More Than You Think
If you’re not measuring, you’re guessing. And if you’re guessing, you’re likely losing.
Charley advises firms to forecast revenue on a quarterly basis, even if they’re wrong at first. “You can’t get better at predicting until you start trying to predict.”
And that “money bolus” in your head? Don’t let it stop you from resolving cases quickly. Velocity + clarity beats bloat every time.
Predictive Metrics: Operate with Eyes on the Road Ahead
Charley emphasized using predictive data—not just historical reports. Revenue projections, file velocity, and operational dashboards aren’t just for tech startups. They’re essential to scaling law firms.
“You can’t be right unless you start measuring.”
Leading & Managing People
Leadership Insight
Charley dropped a line that stuck:
“If you’re not growing, your team can’t grow. You are the lid on what’s possible.”
Leadership isn’t about being everyone’s friend—it’s about setting a direction and curating a crew who want to go there with you. That means moving away from the “we’re a family” mindset and toward being the captain of the ship. Letting go of poor performers isn’t cruelty—it’s integrity to your mission and your high-performing crew. The best people will thank you for it.
Culture, Integrity, and Showing Up
Integrity isn’t built on grand gestures—it’s built on patterns.
“Tell your client you’ll call at 3 PM? Move heaven and earth to do it.”
Patterns of showing up and communicating consistently create trust—internally with your team and externally with clients.
Getting Ahead with Marketing
3 Marketing Strategies You Should Be Using Right Now
- Referral Marketing: Build and nurture a list. Weekly emails. Two calls per week. Mail something real.
- Local Service Ads: Love them or hate them—test them every 6 months. They can be a game-changer.
- Broadcast + OTT Advertising (For larger firms): Scale omnipresence with TV, radio, and streaming ads.
Referral Marketing 2.0: Build a List, Nurture It Like Gold
His 3-part framework:
- 2 live interactions/week (coffee, calls, Zoom)
- 1 weekly email (not monthly—weekly!)
- Print newsletter or personal touches by mail
Your referral network isn’t built on chance—it’s built on rhythm and relationships.
Conclusion
Charley’s Final Thought
“Know yourself. Own your identity. And don’t be afraid to grow into the person your business needs you to be.”
Whether you’re a lawyer trying to grow a small practice, or a $15M+ firm trying to break through the next ceiling, Charley’s message is clear: growth starts with you—and your willingness to do the boring, beautiful work of becoming a better leader.
Learn more about Charley and Law Firm Alchemy: www.lawfirmalchemy.com
Listen to the full episode of the Trial Lawyer View by Synergy podcast for even more growth insights: https://triallawyerview.com/podcast/charley-mann/
If you want to grow and scale your law firm more effectively, consider partnering with synergy. to eliminate bottlenecks at settlement due to liens. Learn more at: https://partnerwithsynergy.com/liens/
https://www.linkedin.com/pulse/pi-practice-growth-secrets-from-charley-mann-how-run-jason-d–axyte
