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Bring AI Growth & Governance to Every Corner of the Firm
The AI-fueled 2XL Growth & Governance System helps law firms expand opportunity, reduce risk, and govern innovation across every practice, office, matter, and client relationship. This system gives the entire firm a coordinated way to turn AI from scattered experimentation into a strategic operating advantage. It provides coverage across the full law firm ecosystem—leadership, partners,…
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It’s Like Caging Frankenstein, and It Can Be Done.
The Perfect Storm has arrived. Every lawyer knows what AI can do for them. The conversation needs to include what it can do to them. The benefits are huge, as are the risks. It’s like caging Frankenstein, and it can be done.
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Lawyers: A Legal Industry Market Correction is Coming – Now is the time for AI-driven New Business Strategies
AI, agentic, and synthetic content creation have hit the legal industry with staggering velocity. The pressure to ‘do something with AI’ is everywhere, creating a dilemma that is leading to a very predictable market correction…
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The Real AI Dilemma ABA Formal Opinion 512 Forces Into the Open
Many solo and small-firm lawyers are stuck between two bad options: ABA Formal Opinion 512 doesn’t “approve” or “ban” generative AI, it does something more consequential: it says that AI doesn’t change your duties; AI changes your failure modes. The opinion’s core message is blunt: lawyers using generative AI “must fully consider their applicable ethical…
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Part 10: The AI-Ready Marketing Executive’s Playbook for 2026
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age We’ve spent nine parts looking at AI in marketing and media, where the hype cycles are, where the opportunities lie, and what futureproofing actually looks like. NOW, LET’S BRING…
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Part 9: Beyond Adoption — Building Compounding Value with AI
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age By now, most marketing leaders have “adopted AI” in some form. A chatbot here. A content generator there. Maybe an attribution pilot. But adoption isn’t the finish line. It’s…
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Part 8: The Future-Proof Marketing Org — Designing Teams, Roles, and Workflows for an AI Era
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age Most conversations about AI in marketing focus on tools and tactics. But the harder, more important question is: What does a marketing organization look like when AI is everywhere?…
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Part 7: AI Ethics in Marketing; Where the Line Is (and Why Crossing It Will Cost You)
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age For AI in marketing, that moment is now. Because while AI unlocks speed, personalization, and scale, it also raises fundamental questions of trust. And in a world where consumers…
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Part 6: AI and Adaptive Creative — Designing for an Algorithmic Audience
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age The old creative process looked like this: In an AI-powered world, that sequence is too slow and too rigid. Audiences are now algorithmic, and content lives or dies based…
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Part 5: The New Rules of Measurement: Why Attention Will Beat Impressions in 2025 and Beyond
Marketing measurement has been built on the same pillars for decades: Reach. Impressions. Clicks. But AI is rewriting the rules. We’re moving from how many people saw it to how deeply people engaged with it and what they did next. And in 2025, attention will be the most valuable currency in your marketing stack. Why…
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Part 4: How AI Is Rewiring the Creator Economy. And Redefining Influencer ROI
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age Influencer marketing used to be about reach. Then it was about engagement. Now? It’s about precision, speed, and platform-native performance, all AI-powered. The creator economy is evolving fast. And AI…
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Part 3: AI Won’t Break Your Stack—It’ll Break Your Team (Unless You Act Now)
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age August 8, 2025 So far in this series, we’ve explored how to build flexible, modular AI systems that evolve with your business. But even the smartest stack will fail…
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Part 1: From Shiny Objects to Strategic Assets – Why AI Needs a Different Playbook
By Jan Gerits, Strategic Growth Partner | Ex-OmnicomMediaGroup | Global Media Leader | AI-Focused Marketing Futurist | Scaling Brands, Startups & Agencies in the AI Age Over the past decade, marketers and media executives have weathered a relentless storm of digital innovation. Each wave of new tech DMPs, chatbots, massive martech suites arrived with promises…
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People do not buy products, they buy brands.
A lawyer’s well developed personal brand is key to generating new revenue. It is the brand – not the product – that strikes an emotional chord with the consumer, and it is the brand that convinces consumers to trust the product. It is the brand that provides the rationale in a consumer’s mind to pay…
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Lawyer Branding Demystified
Most articles written about lawyer branding are very conceptual and fail to provide a proper definition of branding and how it can help a lawyer grow their practice. Instead of restating for the umpteenth time the reasons why creating a brand is important, I will dive right into the concept of branding. Branding is based…
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Mobile Marketing Is Not That Hard
Getting started with a Mobile Marketing campaign is really not that hard. First, make sure you have a separate website optimized for mobile devices. When people come to your website on a mobile device they’re in their car, in the lobby of a building, walking down the street…They’re Mobile! They are not able to handle…
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Lawyer Website Trends
More “About You” and Less “About Us” “What can you do for me?” That’s the question your website visitors want answered. Yet, many law firm websites are void of success stories supporting their strengths and never stake claim to the position of: “We are the firm for you!” Change the “About Us” section to something…
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The LinkedIn Lawyer
LinkedIn, known as the “professional network”, is reportedly the most popular business social networking site used by attorneys. It is certainly the most important social network you can use today to promote your practice. The modern day equivalent of both your resume and your rolodex, LinkedIn can showcase your knowledge, skills and accomplishments. More importantly,…
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Quality Content Equals Business Growth
Content is the make-it-or-break-it element of any Online Marketing campaign. If readers like your content, they’ll contact you and tell their friends about you. If not, they’ll hate you for wasting their time. Here are a few strategies to help you create quality content.
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Trade Shows: Make A Statement!
The objectives of participating in a trade show are brand awareness, lead generation, and relationship-building. Don’t make the mistake of focusing only on lead generation if your company hasn’t even established strong brand awareness.
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Making lawyers more relevant, more revenue, and better positioned for growth.