Think like a PI founder.
The media diet and playbooks for getting inside a personal-injury firm owner’s head. Work the 30-day standard below, then pull from the registers.
27 resources · 30-day standard · updated Q3Work the fixed four-week standard first, then pull from the registers. It is a program, not a suggestion.
Four weeks to think like the buyer.
A fixed program, not a suggestion. Each week narrows from the business of PI, to the market they fight in, to the person across the table. Work top to bottom; log completion in the rep sheet.
Personal Injury MastermindStart here
Our own show. Elite PI founders and operators on marketing, intake, ops, and scale. Hundreds of avatar conversations back to back. Non-negotiable.
LawHerOurs
Our second in-house show. The boldest women in law on ownership, leadership, and power. A growing slice of our avatar is female founders; this is how they build firms on their own terms.
The Game Changing Attorney
The biggest share of voice in the space outside of ours. Know what Crisp is telling the market, what promises are being made, and what our avatar walks in believing because of it.
The Earley Show
A practicing PI firm owner interviewing other owners about the real grind of building a firm. The solo-to-small founder mindset, unfiltered.
It’s Fireproof
One of the largest PI firms in Michigan opening their playbook: culture, hiring, financial discipline, delegation past 100 people.
Grow Your Law Firm
The godfather of PI law firm marketing masterminds. The questions guests get asked are the problems firm owners are paying to solve.
The Championing Justice Podcast
A trial-lawyer-first perspective on building a respected plaintiff practice. Helps you understand the lawyer’s ego and values, not just their P&L.
Trial Lawyer Nation
Deep conversations on trial skills, case value, and firm building. Learn what “a great case” means to our avatar and why case selection drives everything downstream, including marketing spend.
Maximum Lawyer
Where the earlier-stage avatar lives before they can afford us. Understand the journey, not just the destination. This is the pipeline talking to itself.
Lunch Hour Legal Marketing
The sharpest independent voices in legal marketing. This is what our avatar hears about SEO, LSAs, AI search, and agencies — including the skepticism they carry into every sales conversation with us.
John Morgan — follow him everywhere
The founder of America’s largest injury firm and the ceiling of the category. Study how he talks about brand ubiquity, risk, and spending to dominate. Every PI founder measures themselves against him.
The Best Attorney Never WinsRead 1st
The thesis of our industry: the best operator wins, not the best attorney. Written from inside $200M+ of legal ad spend. Read this to understand the game our clients are actually playing.
You Can’t Teach HungryRead 2nd
Morgan’s original manifesto on ambition, advertising, and building For The People. The closest thing to hearing the avatar’s inner monologue at maximum ambition.
Seven Disciplines for Successful FirmsRead 3rd
The operations bible. Intake, case selection, reporting, hiring, training. What “running a great firm” looks like to a sophisticated founder, and the standard our best clients hold themselves to.
You Can’t Teach Vision
The sequel to Hungry. Brand ubiquity, spotting where the market is going, and betting big before competitors see it. Completes the Morgan playbook on owning a category.
Life is Luck
Morgan’s newest. Dismantles the self-made myth and lays out his framework for getting a return on luck: positioning, relationships, readiness. The founder psychology behind big swings.
Fireproof
Data-driven firm management: dashboards, org structure, running a law firm like a real business. What the ambitious ones are trying to become.
Law Firm Growth Accelerator
The growth playbook being pitched to thousands of firm owners right now. Know the promises being made in the market so you can speak with more depth and more proof.
Sales Call Library: Best Discovery Calls
Real founders describing real problems in their own words. Thirty minutes of a live avatar conversation teaches more than ten podcast episodes.
Sales Call Library: Hardest Objection Calls
Where deals get won and lost. Study the skepticism, the agency scar tissue, and the exact language founders use when they push back.
PIMCon Keynote Library
450 avatars in a room saying what they care about. That’s a library, not just an event. All 33 main-stage sessions from PIMCon 2024 and 2025, watchable in the browser, plus speaker clip folders and decks.
Conference Curriculum & Agendas
Agendas from PIMCon, PILMMA Summit, Game Changers Summit, National Trial Lawyers Summit, MTMP. A live map of what the market is selling to our avatar — track topics to spot trends before they peak.
Industry Benchmark Briefs
Free, credible numbers behind the avatar’s economics, distilled to two pages each quarter by RevOps: utilization, AI adoption, intake, growth. Data instead of vibes. Clio Legal Trends first; MyCase / ABA TechReport next.
The PI Founder 20: Instagram
Where founders show brand, culture, and personality.
The PI Founder 20: TikTok
Where the next generation of PI brand-building is happening in public.
The PI Founder 20: LinkedIn
A daily drip of avatar voice in your feed. Watch what they post, what they celebrate, and what they complain about.
Partner / Vendor Directory
The Partner Stack: vetted vendors for client recommendations — coaching, intake, case management, legal AI, media buying, staffing, banking — each with a one-pager and a warm intro available through Tyler.