Not long ago my organization worked with a phenomenal law firm that was stuck.
And I think you’ll be interested in finding out why.
This wasn’t a struggling practice. This was a high-performing, volume-based powerhouse generating $40 million year after year. Occasionally, they’d break through to $50 million, but that was the ceiling. They never made more.
Now here’s the truth: $40-50 million is a great revenue to settle for, but if you want to double your revenue — go from $40 million to $80 million, or from $1 million to $5 million, never accepting that there’s a stopping point for your growth — you have to be willing to change everything.
This firm wanted to scale, but it was sending out their biggest and most valuable cases. Seven- and eight-figure cases were being referred out to other firms. Yes, they were collecting fees on them, but that’s an expensive cost of acquisition. Every time you send out a case, you’re handing away potential profit.
So what was the answer? Building the internal infrastructure to keep those cases in-house.
The firm made a bold move to invest in a trial team. And not just any trial team — a team capable of taking on and winning high-stakes, high-value cases.
That decision alone changed the trajectory of the entire firm.
In addition to the investment, there was a shift in positioning, branding, client experience, and the type of cases they attracted.
It didn’t happen overnight, but as a result of all this change, the firm that once capped at $40 million generated over $110 million in revenue.
That’s the power of reinvention.
Let me be blunt: Your current firm is built for your current results.
If you’re a $1 million firm, you’re structured to generate $1 million. You’re not going to “get lucky” and suddenly generate more revenue without changing that structure. Your systems, people, and strategy are all calibrated for where you are right now — not where you’re trying to get.
To break through, structure a firm around how much you want to generate, which can and often does mean changing everything.
This doesn’t mean you chase shiny objects or implement random tactics. It means analyzing every part of your business and ruthlessly optimizing performance.
What’s your conversion rate? What happens if you increase it by just 5%? At volume, that could mean millions.
How many of your clients are referring others? Are your referral partners delivering real value, or are you leaving opportunity on the table?
What’s your community outreach strategy? What are the acquisition costs by source?
These aren’t hypothetical questions. These are metrics that determine whether you scale — or stay stagnant.
If you want different results, you need different actions. That means new systems. New hires. New leadership. New positioning.
Every stage of growth demands a new version of your firm.
The firm you were at $1 million looks nothing like the one at $5 million. The $5 million firm is a stranger to a $10 million firm. By the time you reach $40 million or beyond, you’ve gone through a complete transformation — likely more than once.
If you stay the same, your results stay the same.
So if you’re wondering how to double revenue, here’s the unfiltered answer: Change everything.
That’s the price of progress. It’ll cost you everything — but the investment will pay off exponentially.
