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.

In this episode of The Way, Ryan McKeen and Brittany Green reflect on what it truly means to practice unreasonable hospitality—a philosophy that goes far beyond handing out gifts or perks. Inspired by the book Unreasonable Hospitality by Will Guidara and a powerful talk given by Lindsay and Billy from the Unreasonable Hospitality team at our March event, this conversation explores how small, intentional acts of care can create lasting impressions.Ryan and Brittany share personal insights on what it means to genuinely see your clients, show up for them, and build trust through attention to the little things—the things that matter most. This kind of hospitality isn’t just for restaurants or hotels; it’s for anyone running a business who wants to lead with heart.Want to join more conversations like this? Become a part of our Best Era community at bestera.io for access to live events, expert support, and tools that help you build a business where hospitality and humanity lead the way.

In this episode of The Way, Ryan McKeen and Brittany Green dive into the fundamental differences between branding and advertising, emphasizing why both are crucial for a successful law firm. They discuss the importance of building strong relationships with clients, providing value without expecting something in return, and how these efforts contribute to long-term business growth.Ryan and Brittany also share real experiences from members of the Best Era Slack community, highlighting the impact of effective marketing strategies in real firms.Want to be part of the conversation? Join Best Era for just $1 a day at bestera.io, where you’ll get access to expert insights, valuable resources, and a network of like-minded professionals. Plus, when you join, you’ll receive a free copy of The Way—our guide to running a better, more efficient law firm.Tune in to learn how to market your firm the right way and start building a brand that truly stands out!

In this episode of The Way, hosts Ryan McKean and Brittany Green draw inspiration from Rob Coleman, Director of Business Development at Hennessey Digital, to explore the critical role of marketing investments in law firms. They discuss:Rob Coleman's Expertise – With a background in SEO, PPC, and website design, Rob specializes in driving business growth through digital marketing strategies.Allocating Marketing Budgets – How much of your firm's revenue should be dedicated to marketing? Industry benchmarks suggest law firms typically invest between 2% to 10% of their gross revenue, depending on their size and growth objectives.Strategic Planning – The importance of aligning marketing investments with specific business goals, whether maintaining a steady client base or aggressively expanding your firm.Marketing isn’t just an expense—it’s an investment in your firm’s future. Tune in to gain valuable insights on optimizing your firm’s marketing strategies and ensuring your budget is working for you.Looking to continue the conversation? Join our Best Era Slack community to connect with like-minded legal professionals, get exclusive insights, and share ideas to help your firm grow. Sign up now in bestera.io!

In this episode, host Ryan McKeen welcomes special guest Marisa Rua, an expert in paralegal training, to discuss the critical role paralegals play in law firms and why they need more than just on-the-job training from attorneys. They explore how structured education and mentorship can help paralegals work more efficiently and contribute meaningfully to a firm’s success.Ryan and Marisa also discuss David Ball on Damages and Damages 3, influential books by trial consultant David Ball. These books provide strategies for attorneys to effectively present damages in personal injury and wrongful death cases, helping juries understand the full impact of a client’s suffering.To further support paralegals, they introduce Para Era, a specialized Slack subscription service led by Marisa. This platform provides access to a community of experts, continuous learning opportunities, and professional support to help paralegals excel in their careers. Joining Para Era is a great way for law firms to invest in their team’s growth.For more details and to subscribe, visit Para Era.And for those who made it through the entire episode—you're in on the inside joke. If you want to check out what Ryan has been watching lately, take a look at Funny or Die on YouTube. Enjoy!

In this episode, Brittany Green and Ryan McKeen delve into the significance of annual meetings for businesses across all industries. They emphasize the value these gatherings bring in setting goals, aligning teams, and fostering organizational growth. Drawing from their concise guide, The Way, they offer practical advice on initiating and conducting effective annual meetings. Listeners interested in obtaining a free copy of The Way can do so here. The conversation also highlights Unreasonable Hospitality by Will Guidara, a book that has recently inspired them. Guidara, former co-owner of Eleven Madison Park, shares insights on transforming ordinary transactions into extraordinary experiences through exceptional hospitality. Inspired by these principles, Brittany and Ryan introduce their upcoming event, Unreasonable Era, designed to help businesses rethink and enhance their customer interactions. More information about this event can be found here. Tune in to discover how integrating these concepts can provide a fresh perspective on business operations and customer engagement.

In this episode, Ryan McKeen and Brittany Green explore the evolving landscape of marketing in 2025 and how it’s reshaping the legal industry. They discuss a major shift in how people solve problems, moving beyond traditional tools to embrace new technologies and platforms powered by AI. Ryan and Brittany emphasize the benefits of hiring in-house marketing professionals to develop tailored strategies that align with a firm’s values and goals. They also delve into how law firms can adapt to change by focusing on branding—establishing a reputation that ensures their firm is the first choice when clients need legal help. They highlight the importance of adding value through marketing, showcasing not just good work but also who you are as a firm. Additionally, Ryan recommends They Ask, You Answer by Marcus Sheridan, a valuable resource for understanding modern marketing strategies. You can check out the book here: They Ask, You Answer on Amazon. This episode offers actionable insights on creating lasting connections and thriving in a diversified digital world. If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠⁠⁠⁠here⁠⁠⁠⁠.

In this episode, Ryan McKeen and Brittany Green reflect on a remarkable guest lecture in Ryan’s UConn class, featuring Ryan Anderson, the founder and CEO of Filevine, a leading case management software for law firms. Anderson shared his journey of building Filevine from the ground up, offering students invaluable insights into the entrepreneurial process. His openness about the challenges, including the anxiety and pressure of starting a business, created a powerful and relatable moment for the class. The discussion also explores the significance of vulnerability in entrepreneurship and leadership. Ryan and Brittany emphasize the importance of seeking support—whether from mentors, coaches, or mental health professionals—reminding listeners that no one has to face these challenges alone. Tune in for a heartfelt conversation on embracing authenticity, overcoming obstacles, and finding the resources to succeed in both business and life. If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠⁠⁠here⁠⁠⁠. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe ⁠⁠⁠here⁠⁠⁠.

In this episode, Ryan and Brittany share some of the latest tools they've developed to support law firm growth and efficiency. They introduce a versatile new series of card decks tailored for different aspects of firm management, including marketing, training, team management, and operational insights. They also discuss exclusive perks from their services—like a trip to Cabo San Lucas—and share how these resources can help firms build momentum and achieve lasting success. Grab your own deck here and discover new ways to empower your team and grow your firm! If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠⁠here⁠⁠. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe ⁠⁠here⁠⁠.

In this episode, Brittany Green and Ryan McKeen dive into the release of The Way, a practical guide designed for law firms looking to streamline their operations and improve growth. The book is short, affordable, and perfect for busy professionals. They discuss the simplicity and convenience it offers, making it accessible to firms of any size. Additionally, Ryan shares insights from his work as an adjunct professor at UConn, where he integrates real-world experience into his teaching by inviting industry speakers and providing practical resources to his students. This episode is a blend of actionable advice for law firms and a glimpse into shaping the future of legal education. If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠here⁠. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe ⁠here⁠.

In this episode of The Way with Best Era, Ryan McKeen sits down with Marisa Rua, the newest member of Best Era, who will be leading training and guidance for paralegals. Together, they discuss the often-overlooked importance of structured training within law firms and how this essential step can accelerate a firm’s success. Ryan and Marisa share their insights on why investing in paralegal education creates a more efficient and empowered workforce, and how firms that prioritize this training are better positioned to grow and thrive. Whether you're a law firm owner or a legal professional, this episode is packed with valuable tips on building a strong, capable team from the ground up. Learn all about our upcoming offerings at Best Era from our planners and card decks to our consulting subscriptions! If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠⁠⁠⁠here⁠⁠⁠⁠. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe ⁠⁠⁠⁠here⁠⁠⁠⁠.

In this episode of The Way with Best Era, Ryan McKeen and Brittany Green share their insights on hiring the right team for your growing business. Learn why delegating tasks is crucial to staying focused on the bigger picture and how prioritizing character over experience can help you find the perfect candidates. Ryan and Brittany also dive into their experience working with Get Staffed Up, a company that helps law firms hire highly skilled virtual paralegals and assistants from outside the U.S. If you're looking to build a cost-effective, reliable team, Get Staffed Up could be the solution you need. Check out more about their services here and start delegating your way to freedom! Learn all about our upcoming offerings at Best Era from our planners and card decks to our consulting subscriptions! If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting here. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe here.

Join Ryan McKeen and Brittany Green of Best Era, LLC as they wrap up this two-part series discussing the biggest challenges law firm owners face. In this episode, they dive into how growing your firm requires stepping out of your comfort zone, from hiring the right people to investing in your business to make your workload lighter. They also share insights into how these steps will ultimately lead to greater success and profitability. Learn all about our upcoming offerings at Best Era from our planners and card decks to our consulting subscriptions! If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠⁠⁠⁠here⁠⁠⁠⁠. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe ⁠⁠⁠⁠here⁠⁠⁠⁠.

Ryan McKeen and Brittany Green of Best Era, LLC are bringing you a two-parter about the two main problems they see lawyers and law firm owners encounter when it comes to operating their law firms successfully. This week we're digging into why law firm owners are often their own worst enemies when marketing their firm. Learn all about our upcoming offerings at Best Era from our planners and card decks to our consulting subscriptions! If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting ⁠⁠⁠⁠here⁠⁠⁠⁠. Want your own Bluebird Cafe listening experience? Check out Brittany's Spotify playlist from her night at The Bluebird Cafe ⁠⁠⁠⁠here⁠⁠⁠⁠.

This week we've decided to release the audio from our call with the Futurists at Filevine for all to hear. Because what they had to say is too good to keep it locked up. If you want access to more exclusive content like this you can join our Slack Community for $3 a day. You can sign up at bestera.io. The Futurists Team discussed some of the cool things they are working on right now for Filevine users, and teased what they have planned for the future. We talked about real-life applications that lawyers are dealing with in their firms right now, and the implications of using AI vs. not using AI in your practice. The Futurists help us understand how AI works and explain it in a way that gives us more context into the meaningful ways we should be incorporating it into our businesses while emphasizing why the importance of human contact is never going to go away. --------------- Hosted by Ryan McKeen of Best Era, LLC Learn more at bestera.io

We're Ryan McKeen and Brittany Green of Best Era, LLC and we're here to bring you a podcast about everything that's happening on the business and marketing side of legal today. But we couldn't start there without deciding on a name for our podcast first. So, join us as we brainstorm and decide on a name. (Spoiler alert: it's not hard to figure out what we went with.) Then we dive into who and what Best Era is, and how you can join us on this journey. Our first offering has been a thriving Slack Community that also happens to have a big Wordle following. And learn what else Best Era has in store. If you're interested in joining our Slack Community it's cheaper than a cup of coffee a day! You can join for $3 a day by visiting https://mailchi.mp/bestera/welcome-to-your-best-era. --------------------- Links to mentions in our episode: Marketing Superpowers by Jon Davids