438. AMMA — Lessons Learned From 5,000 Days of Crisp

The Game Changing Attorney Podcast with Michael Mogill

Michael Mogill

Marketing, Entrepreneurship, Business, Management

5.0 • 539 Ratings

🗓️ 19 February 2026

⏱️ 57 minutes

🔗️ Recording | iTunes | RSS

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Summary

"If I failed, I wanted it to be 100% my fault." In this special episode of The Game Changing Attorney Podcast, Michael and Jessica Mogill reflect on 5000 days of building Crisp. They walk through the dark ages of working out of a dental office with $500 and no idea what they were doing, the years of building real infrastructure and systems, the $8 million Game Changers Summit at Mercedes-Benz Stadium that became their moon landing, and the final evolution where Michael removed himself as the bottleneck entirely. This is an unfiltered look at what building a nine-figure company actually requires at each stage: pure grit when you know nothing, relentless focus on brand when everyone's watching, and the discipline to build systems that work without you. Here's what you'll learn: Why working 100 hours a week got them to seven figures but would have capped them there forever How the brand became the only competitive advantage that matters and why people who hated them still respected what they built What it means to go from hustler to manager to leader to CEO to owner, and why each evolution requires letting go of what got you there 5000 days. Zero debt. 100% ownership. Built by people who believed before there was anything to believe in. ---- 01:53 – Why 5000 days of Crisp is worth celebrating and the surprise party that almost didn't happen. 09:57 – Why "I can outwork anyone" is a badge of honor early on and a liability later. 14:19 – What Jessica found when she walked into Crisp and why she bulldozed everything she saw. 18:13 – What it actually feels like to cross a million dollars in revenue when you've been grinding for years. 20:01 – The milestone that finally made Crisp feel legitimate and what it meant to be able to offer it. 31:41 – Why the Game Changers Summit was designed to feel like a rock concert, not a legal conference. 43:03 – What it took to pull off a legal conference at Mercedes-Benz Stadium and whether Michael would do it again. 48:49 – What the transition from CEO to owner actually looks like in practice and why it takes so long to get there. 53:25 – Why the value of your business is inversely proportional to its dependency on you. ---- Links & Resources: Game Changers Summit Joey Diaz Armageddon ---- Learn what sustainable growth can look like for your firm at crispcoach.com. ---- 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 382. What It Takes to Build a $100M Legal Business 265. Jessica Mogill — Streamlined Operations: Relentless Execution 210. AMMA — Failure Isn’t Final: Lessons Learned From Setbacks and Struggles

Transcript

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0:00.0	We are celebrating today, today, the day that this episode airs, 5,000 days of Crisp.
0:09.0	I'm Michael Logel, founder and CEO of Crisp, the nation's number one law from growth company.
0:20.0	I've built my business through practice, not theory.
0:23.4	Crisp started with just $500 to my name and has grown to over eight figures in revenue
0:27.3	over the last few years, earning a spot on the Inc. 500 list of the fastest growing private
0:31.9	companies in America.
0:33.2	Our approach has been to take everything we've learned about generating massive growth
0:36.6	within our own organization and help the country's most ambitious and committed law firm owners do the same for theirs.
0:42.1	In each episode of this podcast, I sit down with innovative market leaders from the legal industry and beyond to learn from those who thrive in the face of adversity, challenge the status quo, and define what it means to be a true game changer.
0:54.3	This is Jessica, head of coaching strategy at Crisp, and today marks a massive milestone.
0:59.6	The 5,000th day, Crisp has been in business, and we're celebrating with a special edition,
1:04.5	A.MMA. We're going back to day one and pulling back the curtain on every era of the business
1:09.5	and sharing all the lessons learned from all the wins and challenges in between. This is a deep dive into 5,000 days of Chris. This is coming from the guy who used to sell the videos, shoot the videos, edit the videos, project manage the videos, run the payroll, every single role in this business I've done. And if that's your goal, you're listening, you're saying, oh, I want to do that forever. Well, maybe you can scale your ambition beyond that.
1:28.5	That's coming up on the Game Changing Attorney Podcast.
1:40.7	All right, what's up, guys?
1:42.1	What's up?
1:43.1	Welcome to a very, very special episode of the game
1:48.3	changing attorney podcast this was this was your idea jessica i'm so excited and we are celebrating
1:54.9	today today the day that this episode airs 5,000 days of. We've had this, this count up in our, you know,
2:05.0	in our office for the past few years where it's, you know, every day, every moment matters,
2:10.5	counting up the days. And today we've crossed 5,000 days, which is over 13 years since day one of Crisp.
2:20.2	So I know you wanted to talk about that, maybe some of the things that, you know, we've learned over that period of time.
	...

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