114: Mastering Law Firm Strategy with Fractional COO Craig Paxson

Ten Golden Rules Internet Marketing for Law Firms Podcast

Today I’m excited to sit down with Craig Paxson, a seasoned fractional COO specializing in small law firms of up to 20 employees. In this episode, we dive deep into the key strategies that drive success in both law and business, focusing on the importance of a clear value proposition and long-term vision. Craig shares his experience using tools like EOS, "Ninety.io," and "Motion" to streamline operations and boost productivity. We also explore business development strategies that build trust with clients and set the foundation for sustainable growth. From the significance of understanding core business principles to Craig's commitment to mentoring and leadership, this conversation is packed with insights that apply to any industry.

Craig breaks down how essential it is to have the right pricing strategy and trust-building promises. His hands-on approach to operations goes beyond traditional coaching, offering a fresh take on business success. Craig shares some of his favorite resources, like "The Goal" by Eliyahu Goldratt, and lessons learned from his journey from CEO to small business coach. Whether you're in the legal industry or simply looking to refine your strategic approach, this episode is full of actionable advice to elevate your marketing and business game.

Key Topics

• 02:50 The shift to working with small law firms, initially through referrals and enjoying the experience of bringing an outside perspective to the legal realm.
• 03:25 Elaborating on his role as a fractional COO or fractional Chief of Staff for small law firms.
• 04:25 His responsibilities, including strategy work, employee relations, technology solutions, and facilitating weekly staff meetings and monthly deep dives.
• 05:02 All engagements are in-person or remote, and Craig confirms they are all remote, with no local clients in Nashville.
• 06:15 Discussing operating systems, with Craig emphasizing the importance of understanding the principles behind different systems like EOS, Scaling Up, and the Great Game of Business.
• 06:32 The approach of melding different systems into his own, focusing on strategy formulation and execution.
• 08:18 Experience with EOS and the importance of understanding the why behind business practices.
• 09:03 The importance of having the right kind of meetings, differentiating between strategic and tactical meetings, and the rhythm of meetings as described in Scaling Up.
• 09:53 The importance of metrics, preferring to call them KSMS (Key Success Measures) to focus on measuring success rather than just performance.
• 10:03 Quality assurance and the importance of understanding statistical processes when using scorecards.
• 11:26 The 3-13-7 framework: three-year vision, 13-week quarters, and seven-day execution, to ensure focus and accountability.
• 13:21 The importance of executing a strategy that includes both winning in the market and achieving organizational results.
• 14:18 Approach to vision statements, focusing on what the world should look like rather than just aspirational goals.
• 15:13 The importance of a clear value proposition and how it influences all aspects of business, from marketing to service delivery.
• 15:45 Personal mantra: build cool stuff and mentor people, highlighting the joy of creating and helping others grow.
• 16:40 Key pivots in his life and the lessons learned, leading Craig to share his experience with Toastmasters and the importance of stepping out of comfort zones.
• 17:37 The value of forcing oneself to do uncomfortable activities to grow and develop new skills and relationships.
• 18:06 The importance of personal development and how it can lead to significant changes in one's professional life.
• 19:45 The six questions for defining a value proposition: who are we serving, what product or service do we have, how is it priced, why do they need it, why should they choose us, and why should they trust us.
• 20:06 The importance of understanding the pricing model and how it impacts the value proposition.
• 20:35 The concept of the three whys: why do they need it, why should they choose us, and why should they trust us.
• 25:44 The difference between a fractional COO and a business coach, with Craig explaining that a fractional COO is more hands-on and embedded in the business.
• 26:23 The importance of having someone to manage operational tasks and processes, allowing attorneys to focus on billable hours and business development.
• 26:50 The benefits of having a fractional COO for law firms with multiple staff members.
• 27:15 The need for operational support as firms grow, beyond the initial setup and coaching phases.
• 27:52 The use of Ninety for project management and time blocking.
• 28:38 The importance of time blocking and how it can help manage tasks and projects effectively.

Resources Mentioned

Books:

1. "Death by Meeting" by Patrick Lencioni
2. "Measures of Success" by Mark Graben
3. "The Goal" by Eli Goldratt

Apps:

1. Ninety.io
2. Motion

About Craig Paxson:

Craig Paxson is a Board Certified Executive Coach, Certified Exit Planning Advisor, and Strategic Planning Professional, specializing in helping business owners maximize business value, reduce their involvement, and achieve scalable results. With over 30 years of management and consulting experience, Craig has a proven track record of guiding businesses toward success. As a former CEO of an $8 million business, he brings practical, hands-on leadership experience to his coaching practice. Craig also serves as a mentor at the Nashville Entrepreneur Center, Jumpstart Refinery, and SCORE, where he helps emerging entrepreneurs grow their ventures. His expertise lies in turning vision into predictable, scalable outcomes for business owners.

About Jay Berkowitz:

Jay Berkowitz is a digital marketing strategist with decades of experience in the industry. As the CEO of Ten Golden Rules, he has helped countless law firms and businesses harness the power of the internet to achieve remarkable growth and visibility. Jay is also a renowned keynote speaker and author, sharing his expertise at various industry events and publications worldwide.

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