408. Why Credibility Is the Ultimate Way to Advertise

The Game Changing Attorney Podcast with Michael Mogill

Michael Mogill

Entrepreneurship, Management, Marketing, Business

5.0 • 539 Ratings

🗓️ 21 October 2025

⏱️ 48 minutes

🔗️ Recording | iTunes | RSS

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Summary

What does it take to build a brand so strong it outlasts markets, competitors, and entire eras of legal marketing? As part of the “Road to the Summit”, a special series ramping up to the 2025 Game Changers Summit this November 12-13, we’re revisiting some of the most powerful conversations ever featured at our events. In this encore episode of the Game Changing Attorney Podcast, we revisit the legendary Power Players Panel live from the 2021 Game Changers Summit. Michael Mogill sits down with Alexander Shunnarah, Roopal Luhana, Joe Fried, and Harlan Schillinger, four industry icons who have redefined leadership, innovation, and influence in the legal world. From personal transformation and authenticity to the rise of digital dominance and firm ownership shifts, this discussion uncovers how the best continue to rise while others fall behind. Here’s what you’ll learn: Why staying on top requires constant reinvention and relentless commitment to growth How to build credibility and client loyalty through honesty and exceptional service What it takes to future-proof your firm in an era of non-lawyer ownership and corporate disruption These are the voices shaping the next generation of law, and this conversation will show you how to stand among them. ---- Show Notes: 03:03 – Roopal Luhana shares why aligning with Pittsburgh Steeler Najee Harris reflects her firm’s values and mission of giving back 05:04 – Joe Fried explains how consistency, purpose, and fear management shaped his dominance in trucking law 09:26 – Alexander Shunnarah reveals why staying on top is harder than getting there and how constant reinvention keeps his brand strong 11:42 – Harlan Schillinger discusses why retirement is a myth and how passion and purpose fuel lasting success 15:40 – Joe Fried opens up about his personal evolution toward honesty and vulnerability in and out of the courtroom 28:33 – The panel explores non-lawyer firm ownership, hedge fund influence, and the digital future of law firms 36:54 – Roopal Luhana and Alexander Shunnarah emphasize how client experience and service obsession create long-term loyalty 44:25 – Each panelist shares the worst advice they’ve ever received and what they learned from it Links & Resources: Alexander Shunnarah Trial Attorneys Chaffin Luhana LLP Fried Goldberg LLC Harlan Schillinger Consulting Najee Harris Foundation (Da’ Bigger Picture Foundation) Joey Coleman, Never Lose a Customer Again Trial Lawyers College Crisp Game Changers Summit ---- Do you love this podcast and want to see more game changing content? Subscribe to our YouTube channel. ---- Past guests on The Game Changing Attorney Podcast include David Goggins, John Morgan, Alex Hormozi, Randi McGinn, Kim Scott, Chris Voss, Kevin O’Leary, Laura Wasser, John Maxwell, Mark Lanier, Robert Greene, and many more. ---- If you enjoyed this episode, you may also like: 406. How to Build a Law Firm Culture That Actually Works 372. The Surprising ROI of Doing the Right Thing with Chaffin Luhana 204. Alexander Shunnarah — The Thin Line Between Success and Failure

Transcript

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0:00.0	I've been in this advertising game since in the legal end since 1977, and you've seen so many
0:08.6	different things that took place. But right now, we're in a very big change, and I like it. It's
0:14.5	exciting. Welcome to a special edition of the Game Changing Attorney podcast. As we count down the
0:19.9	days of the 2025 Game Changers
0:21.6	Summit, we're looking back to the 2021 Game Changes Summit featuring our conversation with America's
0:26.6	preeminent trucking attorney Joe Freed, Trailblazing Mass Tort Litigator Rupa Luhana,
0:31.5	legal marketing powerhouse Alexander Shinar and the godfather of legal advertising, Harlan Schillinger.
0:36.5	The reason I think I don't want to retire, I don't know what that is,
0:40.7	is because I'm excited about what's going on.
0:51.3	I'm Michael Logel, founder and CEO of Crisp,
0:53.9	the nation's number one law from growth company.
0:56.0	I've built my business through practice, not theory.
0:59.0	Crisp started with just $500 to my name and has grown to over eight figures in revenue over the last few years,
1:04.0	earning a spot on the Inc 500 list of the fastest growing private companies in America.
1:08.0	Our approach has been to take everything we've learned about
1:10.9	generating massive growth within our own organization and help the country's most ambitious
1:15.0	and committed law firm owners do the same for theirs. In each episode of this podcast,
1:19.2	I sit down with innovative market leaders from the legal industry and beyond to learn from those
1:23.7	who thrive in the face of adversity, challenge the status quo, and define what it means to be a true game changer.
1:30.5	Every year, the most committed law firm owners in America convene at the crisp gamechanger
1:33.8	summit in Atlanta, Georgia for two full days of world-class speakers, transformational
1:38.0	law firm growth strategies, unparalleled networking, and unforgettable experiences.
	...

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