The Way with Best Era

Most law firm owners are scratching their heads about which AI tools are actually making an impact right now, and which ones are just hype. Discover the real shifts happening in legal tech as Brittany Green and Ryan McKeen delve into the AI tools lawyers are using today, from Gemini and Claude to legal-specific versus general AI. This is not about the distant future; it's about how leading firms are leveraging AI in their everyday workflows, with surprising choices that bypass traditional legal tech ecosystems for faster, more flexible solutions.You’ll uncover:The top AI tools law firms are buying directly from OpenAI, Google, and others—often outside the strict legal sector.How boutique startups and pioneering firms are using ChatGPT, Gemini, and Claude to supercharge legal research, client communication, and document automation.Why the “middle market” of legal tech is being squeezed—and what that means for small firms, startups, and ambitious law firm owners.The strategic advantage of small firms embracing full AI integration, building lean and scalable operations that challenge traditional players.The importance of establishing a single source of truth, like HubSpot, to harness AI effectively and unlock latent market opportunities.With AI rapidly blurring the lines between enterprise and solo practice, the stakes couldn't be higher. Firms that understand how to integrate these tools now will win out in efficiency, client access, and growth potential while those slow to adapt risk being left behind. This episode is perfect for law firm owners ready to think differently about technology and growth in an era of unprecedented opportunity.Learn more at bestera.com

The identity of being a lawyer is closely tied to the work of writing briefs and reviewing extensive legal documents. This identity is challenged by the use of AI in legal work, which can automate certain tasks but not entirely replace the role of a lawyer. We'll be exploring this and so much more at AI Era 2.o this November in Charleston, SC. Grab your tickets: https://bestera.zohobackstage.com/AIEra2o

Ryan and Brittany discuss the challenges and successes of their consulting work, the importance of in-person consulting, and the impact of values on business success. The conversation covers the challenges of navigating legal cases, the importance of authenticity in law firm marketing, the impact of capitalism on authenticity, the value of in-person connections, and marketing lessons from the music industry. It emphasizes the significance of personal interactions, the resurgence of vinyl and in-person experiences, and the impact of post-2020 AI pressure on gathering and community.TakeawaysIn-person consulting is crucial for building relationships and delivering impactful results.Values and branding play a significant role in business success and client relationships. Navigating legal cases requires managing client expectations and adding value to clients.Authenticity in law firm marketing is crucial for building trust and connection with clients.The impact of capitalism on authenticity highlights the pressure to maintain a certain image and the importance of being genuine in business.Chapters00:00 The Life of a Traveling Consultant05:59 In-Person Consulting and Impactful Results17:00 Marketing Challenges and Strategies25:46 Values and Branding in Business33:03 Navigating Legal Cases37:56 The Impact of Capitalism on Authenticity51:01 Marketing Lessons from Music Industry

In this episode, Darren Wurz discusses the unique financial challenges faced by lawyers and law firm owners, emphasizing the importance of holistic financial planning and team-based financial advice. He shares insights on foundational financial strategies, implementing Profit First, financial ratios, and percentage allocations for law firms. Additionally, he addresses common misconceptions, the role of financial advisors, and the significance of certifications in the financial industry.Contact Darren Wurz: https://www.lawyermillionaire.com/Chapters00:00 Introduction and Background of Darren Wurz17:31 Implementing Profit First and Managing Business Finances28:31 Common Misconceptions and Financial Team Building

The conversation covers topics such as challenges in legal training, adapting to technological changes, human connection in legal practice, employee retention, and promoting a positive work culture. Marisa and Maggie discuss the importance of leadership, empathy, and continuous learning in the legal field. They emphasize the need for supportive work environments and the value of investing in employee development.TakeawaysImportance of empathy and human connection in legal practicePromoting a positive work culture and investing in employee developmentChapters00:00 Introduction and Community Engagement06:24 Lessons from Healthcare Consulting11:49 Importance of Personal Interaction17:27 Employee Retention and Firm Culture22:36 Networking and Seeking Advice28:24 Investing in New Practitioners33:40 Promoting a Positive Work Culture

The conversation covers Rory's journey to law and personal injury practice, the transition to Best Era and practice transformation, and the impact of Best Era on practice and marketing success. Key takeaways include the importance of preparation for success, building authentic connections, and recognizing the human value in the age of AI.TakeawaysPreparation for successAuthentic connectionsHuman value in the age of AIChapters00:00 Impact of Best Era on Practice and Marketing Success

In this special Para Era episode of The Way, hosts Ryan McKeen and Marisa Rua explore the future of paralegal training and the rapidly changing legal landscape. The conversation dives into how technology and AI are reshaping legal work, why most firms struggle with training, and what it takes to build teams that can adapt, grow, and stay competitive.Ryan and Marisa discuss the experience gap in today’s paralegal workforce, the hidden cost of bad hires, and the myth that great performers automatically make great trainers. They introduce Para Era as a solution built by paralegals for paralegals, combining structured courses, live training, community support, and AI-forward education designed to prepare firms for what’s next. The episode also highlights the importance of creating a supportive professional community that replaces the isolation and negativity many paralegals experience in traditional spaces.This is a must-listen for law firm owners, attorneys, marketers, and paralegals who want to understand where the industry is heading and how better training can drive stronger teams, better client service, and more profitable firms.Join the Para Era Slack community here: https://bestera.com/coaching/paralegal-training/

The conversation revolves around the upcoming AI Era 2.0 event, the value of AI in legal operations, feedback and improvements for the event, resistance to AI, challenges and returns on AI implementation, a value-driven approach to the event, nostalgia and human connection in the AI era, technical tools and human connection, and community engagement and value.TakeawaysAI Era 2.0 tickets on sale: https://bestera.zohobackstage.com/AIEra2oValue of AI in legal operationsChapters00:00 Introduction to AI Era 2.006:05 Adapting to Change and Virtual Component12:10 Resistance to AI and Ethical Concerns18:00 Value-Driven Approach to AI Era 2.024:01 Technical Tools and Human Connection

In this episode of The Way, Brittany and Ryan take a deep dive into one of the most controversial and fast-moving topics in legal marketing today.As generative video technology rapidly evolves, the barrier to entry for high-quality content is disappearing—but that raises big questions. Should law firms use AI avatars as the face of their brand? Can AI-generated videos build trust the same way humans do? And where do ethics, authenticity, and creativity fit in as technology accelerates?Brittany and Ryan unpack the real opportunities AI presents for small and mid-sized firms—especially those without massive marketing budgets—while also wrestling with the moral, environmental, and artistic concerns surrounding AI. From branding strategy and social media algorithms to trust, judgment, and access to justice, this episode explores what law firm marketing might look like in the next 1–5 years.If you’re thinking about growth, branding, or how AI could (or should) fit into your firm’s future, this conversation is a must-listen.Join the Best Era community at bestera.com to connect with legal and business experts, stay ahead of industry trends, and continue conversations like this with professionals navigating the same challenges and opportunities.

In this episode of The Way, Brittany and Ryan break down how the smallest marketing moves can create big impact for your business. From stickers that get your brand seen in everyday places, to playful twists on your logo and colors during events or seasonal moments, the little details matter more than you think.They remind listeners that marketing isn’t just about competing with other law firms — you’re competing with whatever is trending today. That means your audience’s attention is divided between you, their favorite brands, their TikTok feeds, and yes, even the latest Taylor Swift buzz. To stay relevant, your business has to show personality, flexibility, and creativity.Brittany and Ryan share tips on how to keep your branding fresh and fun, while still staying true to your identity. Because marketing isn’t only about being visible — it’s about being memorable.✨ Want more resources, insights, and inspiration like this? Join our community of experts at bestera.io, where we share tools and conversations to help firms of every size grow smarter.

In this episode, Brittany and Marisa explore the often-overlooked art of training the right trainers. They discuss why it’s essential to carefully choose who leads your team’s development, and how investing in those trainers creates a ripple effect of efficiency, growth, and quality throughout your firm.They also highlight the importance of gratitude and appreciation — because every role, every effort, and every person is a key piece of the puzzle. When leaders train with intention and recognize the value of their people, firms don’t just function better — they thrive.Want more insights like this? 🎯 Join our community of experts, Best Era, for exclusive resources, conversations, and support to help you grow your firm. Become a member today at bestera.io

In this episode, Brittany and Ryan dive into the growing trend of law firms relying on AI for marketing — and why that can be a problem. They explain how using AI to generate every post, caption, or bio might save time, but it can cost you something even more valuable: your authenticity.Your clients want to hire you, not a generic robot version of you. Brittany and Ryan share why it's critical to show your real voice, personality, and values online — especially if you're trying to build a brand that lasts. AI can be a helpful tool for ideas or polishing copy, but it shouldn't replace your true self.Because at the end of the day, people choose to work with people they feel connected to. And if your marketing doesn’t reflect the real you, it might be doing more harm than good.

In this episode of The Way, hosts Marisa Rua and Allison McKeen dive into the future of paralegal work—and why embracing AI is essential. They talk about how paralegals can stay ahead by learning how to use AI as a tool, not something to fear. Instead of being replaced, paralegals who adapt and innovate can become even more valuable to their teams.They also discuss Para Era, Best Era’s dedicated Slack-based community for paralegals, and how it’s helping legal professionals grow through coaching, collaboration, and expert-led learning. Marisa shares how her coaching program through Para Era is helping paralegals build confidence, increase efficiency, and stay competitive in a rapidly evolving industry.🔗 Join Para Era today at slack.bestera.io/para-era📬 To connect with Marisa Rua directly, email her at [email protected] or find her on LinkedIn as Marisa Rua.

In this episode of The Way, Ryan McKeen is joined by Best Era’s paralegal expert Marisa Rua to talk about one of the most powerful tools in a law firm: a strong attorney–paralegal relationship. Together, they explore how to effectively divide tasks, what attorneys should stop doing themselves, and how to set your team up for success through intentional training and smart delegation.They also dive into what happens when firms push their paralegals too hard and the importance of preventing burnout. If you want your paralegals to stay, grow, and thrive—you need to invest in systems that support them.Marisa also shares more about Para Era, a Slack-based subscription community for paralegals at all levels. From expert guidance to helpful resources and support, it’s a space built to elevate paralegal work.🔗 Join Para Era today at ⁠slack.bestera.io/para-era⁠

In this episode of The Way, Ryan McKeen and Brittany Green dive into the mindset of continuous hiring—why you should always be looking for great people, even when you’re not actively hiring. They share practical tips on building relationships with future candidates, including connecting with students in college and law school, and how that effort can lead to strong referrals and future hires.They also touch on the current decline in law school enrollment, but share reasons to be optimistic about the direction things are headed.Whether you're growing your firm or just want to stay ready, this episode is packed with smart, forward-thinking advice for keeping your talent pipeline strong.Join the conversation in our Best Era community at bestera.io and connect with others who are building law firms that last.

In this episode of The Way, Ryan and Brittany dive into the often confusing world of marketing spend and SEO investments for law firms. They talk through how to approach these decisions wisely, what kind of spending actually moves the needle, and how to avoid wasting your budget on strategies that don’t serve your firm’s goals.Whether you're just starting out or reassessing your current marketing strategy, this conversation offers grounded advice on how to make intentional, impactful investments—especially when it comes to SEO and long-term brand visibility.🎧 Join the conversation and explore more helpful resources by becoming a part of the Best Era community at bestera.io.