Most trial lawyers did not go to law school to become content creators.
And yet, the personally injury firms who are growing the fastest today are not just winning cases. They are building trust, visibility, and influence long before a potential client ever picks up the phone.
In a recent episode of the Trial Lawyer View by Synergy podcast, I sat down with Helen Pamely of Helen & Holly (The LinkedIn Academy For Lawyers) and The Lawyers’ Coach and Rodd Santomauro of synergy. to talk about something that is quietly reshaping the legal profession: how lawyers and law firms show up in public, how technology is changing the work we do, and why success in law is being redefined in real time.
What emerged was not a conversation about tactics. It was a conversation about mindset.
LinkedIn Is Not a Resume. It Is a Relationship Engine.
For years, LinkedIn felt like the most buttoned-up corner of the internet. Lawyers listed credentials, firms posted announcements, and very little else happened. That version of LinkedIn is gone. What works now is not self-promotion. It is presence.
Rodd shared how committing to LinkedIn as a place for genuine connection changed the way he built relationships, not just for himself, but for Synergy and his community. Helen echoed that experience from a different angle, describing how one honest post about partnership myths in Big Law reached thousands of lawyers who felt seen for the first time.
The lesson for trial lawyers is simple but uncomfortable. People do not connect with practice areas. They connect with people. That does not mean oversharing. It means telling real stories about why you do the work, how you think about leadership, and what you have learned along the way. Over time, those stories compound into trust. And trust is the foundation of every strong referral network, brand, and firm.
Authenticity Is a Skill, Not a Personality Trait.
One of the most important insights from the episode was this: authenticity is not about saying everything. It is about saying the right things consistently, from a place of integrity.
Helen described authenticity as a muscle. You do not start by sharing your hardest story. You start by showing up, telling meaningful stories, and learning how your audience responds. Over time, confidence grows. So does clarity.
For trial lawyers, this matters because the work is deeply human. Clients do not just want competence. They want reassurance. They want to know that the person representing them understands what is at stake. That understanding does not come from a billboard. It comes from repeated, thoughtful visibility.
AI Will Change How Law Is Practiced. It Should Not Change Why.
No conversation about the future of law is complete without talking about AI. We are already seeing tools that can summarize medical records in seconds, analyze documents at scale, and automate tasks that once consumed entire teams. Used correctly, this technology frees lawyers to spend more time on strategy, relationships, and client care.
Used incorrectly, it risks stripping the profession of its humanity. What stood out in this conversation was the shared belief that AI should create more room for heart in the practice of law, not less. In personal injury especially, the work is personal. Technology should support better outcomes and deeper connection, not replace them. The firms that win in this next chapter will be the ones that use technology to reduce friction while doubling down on trust.
Success in Law Is Being Redefined.
Perhaps the most powerful part of the episode was Helen’s story of reaching partnership early, then choosing a different path. For decades, success in law followed a narrow script. Title. Hours. Revenue. That script is changing.
Today, success looks like alignment. It looks like building a practice that supports your life, not one that consumes it. It looks like having the freedom to choose how you show up for clients, colleagues, and yourself. For trial lawyers who are building firms, this shift matters. The next generation of leaders is paying attention not just to outcomes, but to culture, values, and vision.
What This Means for the Peak Practice Community
At Peak Practice, the goal has never been visibility for visibility’s sake. The goal is leadership.
Leadership in how firms grow. Leadership in how technology is used. Leadership in how lawyers define success on their own terms.
The Trial Lawyer View podcast exists to surface these conversations because they are not theoretical. They are happening now, inside firms that are willing to evolve.
If you are a trial lawyer thinking about how to scale, how to build a stronger brand, or how to stay human in a high-tech world, this episode is worth your time.
And if you are not yet thinking about these things, your competitors probably are.
That is the real takeaway.
🎧 Listen to the full podcast conversation on Trial Lawyer View here: https://triallawyerview.com/podcast/helen-pamely/
🔗 Want more insights like this?
If you’re a personal injury lawyer ready to scale, streamline, and step into your role as CEO, let’s talk. Join the Peak Practice Community, and learn how synergy. can help you eliminate settlement bottlenecks, resolve complex liens, and maximize recoveries. Learn more here: https://partnerwithsynergy.com/peak-practice/
If you want to grow and scale your law firm more effectively, consider partnering with Synergy for lien resolution. Learn more at: https://partnerwithsynergy.com/liens/
