BE THAT LAWYER

Most lawyers think more hours equal more success—but what if that belief is quietly destroying their performance? In this episode, you’ll learn how to borrow habits from elite athletes to protect your energy, sharpen your focus, and build high-performance routines that actually last. In this episode, Steve Fretzin and Pete Leibman discuss:The myth of “work longer, perform better” in high-pressure careersSleep, exercise, and nutrition as foundations of cognitive performanceAdopting athlete-style pregame routines for legal work and business developmentManaging attention residue, distractions, and constant notificationsBuilding sustainable, one-habit-at-a-time improvements and positive habit “dominoes” Key Takeaways:Working beyond 50–60 hours a week often lowers the quality of your thinking and decision-making, especially when it replaces sleep, exercise, and recovery.Sleep, nutrition, and movement are non-negotiable foundations for anyone whose value comes from judgment, critical thinking, and focus.Elite performance is rarely an accident; it’s driven by intentional pregame routines and preparation that sharpen both body and mind before the “game” begins.Unmanaged task-switching and constant notifications create attention residue that scatters focus, increases errors, and raises stress levels.Sustainable change comes from choosing one specific habit at a time, reinforcing it until it becomes automatic, and then stacking the next positive behavior on top. "In a career like the legal industry where you're paid for your judgment and critical thinking and decision-making, it's really hard to think clearly when you're tired." —  Pete Leibman Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again. Join the Be That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers. Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/ Thank you to our sponsors!LEX Reception: https://www.lexreception.com/partners/bethatlawyerRankings.io: https://rankings.io/Lawyer.com: https://www.lawyer.com/ Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/ About Pete Leibman: Pete Leibman is a speaker and author who helps consultants, lawyers, and advisors build the energy, focus, and resilience to sustain high performance. He delivers keynotes, workshops, and webinars for leading consulting firms, law firms, and financial services firms.Pete has written three books and more than 300 articles on high performance. His latest book is Stronger Advisor: High-Performance Habits for Consultants, Lawyers, and Advisors.Pete previously worked at Heidrick & Struggles (H&S), one of the world’s premier human capital consulting firms. While at H&S, Pete helped professional services firms identify, recruit, and develop exceptional leaders and build high-performing organizations. Connect with Pete Leibman:  Website: https://www.strongertalent.com/  Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: [email protected]: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

Discover why “doing great work and waiting for the phone to ring” is no longer enough for lawyers—and how problem‑focused, education-based marketing can turn unaware prospects into your best clients. In this episode, you’ll learn how to stand out in the attention economy by marketing the problems your clients actually feel, not just the services you offer. In this episode, Steve Fretzin and Jan Roos discuss:From lead generation to demand generation in legalUnaware vs. aware markets and client educationUsing problem-focused messaging that convertsContent, thought leadership, and the attention economyNetworking strategically and leveling up your rooms Key Takeaways:Relying only on referrals and waiting for clients to “eventually call” is a maintenance strategy, not a growth strategy, especially as competition and noise increase.The biggest opportunity in many legal practice areas lies with “unaware” or misinformed prospects who don’t yet realize they have a legal problem—or that a solution even exists.Marketing works best when it starts by clearly naming and amplifying the client’s problem; once people recognize themselves in that problem, the natural next step is to seek a solution.Giving away generous education rarely replaces the need for an expert; instead, it demonstrates complexity, builds trust, and often increases the quality and value of matters that reach the firm.Networking is incredibly powerful when done in the right rooms with higher-level peers and connectors, but can become a time drain when spent with people who have lots of time yet little strategic value. "The thing that will differentiate you more than ChatGPT, let alone any other attorney, is asking people a question that they don't have the answer to, and showing them that the base of knowledge is bigger than they understand." —  Jan Roos Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again. Join the Be That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers. Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/ Thank you to our sponsors!LEX Reception: https://www.lexreception.com/partners/bethatlawyerRankings.io: https://rankings.io/Lawyer.com: https://www.lawyer.com/ Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/ About Jan Roos: Jan Roos is the Founder and CEO of CaseFuel, a legal marketing agency that specializes in helping law firms scale their client acquisition through digital advertising, conversion rate optimization, and automated intake systems. An authority on legal digital marketing, he has designed client generation campaigns for over 500 law firms across diverse practice areas. He is also an author and speaker whose works include The Legal Marketing Fastlane and Beyond Intake, providing actionable strategies to help law firm owners maximize lead conversion and grow their practices efficiently. Connect with Jan Roos:  Website: https://casefuel.com/ Facebook: https://www.facebook.com/casefuel0/ Instagram: https://instagram.com/casefuel0 LinkedIn: https://www.linkedin.com/company/casefuel YouTube: https://www.youtube.com/@casefuel0 TikTok: https://www.tiktok.com/@casefuel  Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: [email protected]: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.

Discover why the biggest challenges for CEOs aren’t business problems, but life problems—and how the right peer group can become their most powerful tool for clarity, accountability, and growth. In this episode, you’ll hear how listening, vulnerability, and shared experience can transform the way leaders run their firms and live their lives. In this episode, Steve Fretzin and Mark McFatridge discuss:Listening to understand vs. listening to replyCareer path from banking to founding CEO peer groupsHow life challenges derail otherwise successful CEOsStructure and accountability of peer advisory circlesBecoming a trusted advisor instead of just a technical expert Key Takeaways:Truly effective business development starts when professionals stop “selling” and focus on building real relationships grounded in listening and trust.Many CEOs don’t fail because they lack technical answers; they struggle when life issues—family, health, aging parents—collide with business responsibilities.Peer advisory groups create a rare, confidential space where leaders can be vulnerable, get honest feedback, and see blind spots they can’t see on their own.Accountability structures—like committing to specific actions and reporting back to peers—dramatically increase the likelihood that leaders actually implement decisions.The shift from technician to trusted advisor happens when you listen deeply, diagnose the real problem, and connect people with the best solution, even if it’s outside your own services. "By being in a group with other CEOs, your experiences get accelerated because you basically get to have their experiences as your own, and that just accelerates everything, whether it's on the personal side or the business side." —  Mark McFatridge Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again. Join the Be That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers. Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/ Thank you to our sponsors!LEX Reception: https://www.lexreception.com/partners/bethatlawyerRankings.io: https://rankings.io/Lawyer.com: https://www.lawyer.com/ Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/ About Mark McFatridge: Mark McFatridge is the Founder and CEO of Quade Executive Peer Group, an organization dedicated to fostering growth, accountability, and strategic peer community for CEOs and business owners. With over 25 years of professional experience, he has served as Chief Executive Officer and board member for both publicly traded and privately held companies across various industries, including extensive experience in community banking. An organizational turnaround specialist, Mark specializes in leading underperforming businesses to scale, notably guiding the exit of a private company for an 800% increase in value within three years of taking over as CEO. Drawing on his background as a former bank president and peer group member, he now leads Quade’s facilitated executive "circles," helping leaders build sustainable, values-driven organizations through strategic clarity, operational strength, and peer vulnerability. Connect with Mark McFatridge:  Website: https://quadecircle.com/ LinkedIn: https://www.linkedin.com/in/mark-mcfatridge/  Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: [email protected]: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

In this episode, fractional AI officer Alejo Pijuan breaks down how lawyers can use AI to close more qualified leads, slash unbillable busywork, and finally see real ROI from their tech investments. In this episode, Steve Fretzin and Alejo Pijuan discuss:Shiny penny syndrome and narrowing business focusAI as support, not replacement, for legal workLead response speed and intake breakdownsTracking data to improve lead quality and conversionsUsing AI tools and voice agents to reduce unbillable time Key Takeaways:AI is most powerful in law firms when it reduces unbillable work and supports business-building activities, rather than trying to replace core legal judgment.The biggest leak in most firms’ marketing funnel is response time—if leads aren’t contacted quickly, they simply move on to the next lawyer.Without solid data tracking from ad creative to phone call, it’s impossible to know which marketing efforts are bringing in qualified matters and which are wasting time.Clear, specific messaging about who you serve and what problems you solve dramatically improves the quality of leads and referrals.Continuously feeding one primary AI workspace with your thoughts, content, and processes allows it to “learn” you over time and produce far more tailored, strategic outputs. "A single, clear message that will resonate with the right people is so, so important." —  Alejo Pijuan Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again. Join the Be That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers. Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/ Thank you to our sponsors!LEX Reception: https://www.lexreception.com/partners/bethatlawyerRankings.io: https://rankings.io/Lawyer.com: https://www.lawyer.com/ Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/ About Alejo Pijuan: Alejo Pijuan is a former Nike data scientist turned tech entrepreneur and Fractional AI Officer at Realization Partners, a profitability consultancy for law firms. With an academic background in mathematics and computer science, Alejo specializes in bridging complex artificial intelligence—such as Voice AI agents and custom automation systems—with practical business operations to eliminate non-billable administrative friction, accelerate client intake responsiveness, and drive revenue growth for legal practices.  Connect with Alejo Pijuan:  Website: https://realizationpartners.ai/ LinkedIn: https://www.linkedin.com/in/alejopijuan/  Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: [email protected]: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

When law firms are waging bidding wars for top partners, and AI is reshaping billable work, how do lawyers actually take control of their careers? In this episode, you’ll hear how lateral moves, books of business, and smart networking can dramatically change your leverage—whether you stay in BigLaw or go out on your own.   In this episode, Steve Fretzin and Stuart TenHoor discuss: Current demand for lateral partners and food and drug law specialists Counteroffers, LPQs, and smarter lateral partner integration Business development, books of business, and compensation gaps AI’s impact on associates, efficiency, and the future firm model Going solo, distributed firms, and strategic career planning with recruiters   Key Takeaways: The lateral market for quality partners is extremely active, and firms that invest in thoughtful integration are winning the best talent. Counteroffers can derail months of work; smart firms and candidates address the possibility upfront rather than reacting at the last minute. A strong book of business dramatically increases leverage, compensation, and options, while pure “service partners” face more limits. AI is changing how junior work is done and how value is delivered, but experienced lawyers who learn to manage it become even more efficient and competitive. Moving to a solo or distributed model can be lucrative and flexible, but it requires a clear plan, a niche, and a strong network—not a reaction to a bad day.   "Helping people by giving value is sales-free selling." —  Stuart TenHoor   Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.   Join the Be That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.   Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/   Thank you to our Sponsor! LEX Reception: https://www.lexreception.com/partners/bethatlawyer Rankings.io: https://rankings.io/ Lawyer.com: https://www.lawyer.com/   Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/   About Stuart TenHoor: Stuart TenHoor is a veteran legal recruiter and founder of Stuart TenHoor Legal Search, specializing in the placement of FDA, life sciences, and regulatory attorneys. After earning his B.A. from Alma College and J.D. from William & Mary Law School, he gained valuable legal and legislative experience—including work on the U.S. Senate Labor and Human Resources Committee and in private practice—before entering executive recruiting in 1988. Recipient of the 2026 "Service to FDLI" Award from the Food and Drug Law Institute, Stuart is a widely published author and speaker on life sciences hiring trends, as well as an active mental health advocate serving on the NAMI Maryland Board of Directors.   Connect with Stuart TenHoor: Website: https://www.stuarttenhoor.com/ LinkedIn: https://www.linkedin.com/in/tenhoor/   Connect with Steve Fretzin: LinkedIn: Steve Fretzin Twitter: @stevefretzin Instagram: @fretzinsteve Facebook: Fretzin, Inc. Website: Fretzin.com Email: [email protected] Book: Legal Business Development Isn't Rocket Science and more! YouTube: Steve Fretzin Call Steve directly at 847-602-6911   Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.