In this episode, I sit down with Dan Toombs, founder of law firm marketing agency Practice Proof, who took an unorthodox path from his early days at St Mary’s in Toowoomba into law, social justice work and eventually two decades at the forefront of digital strategy for lawyers. Dan understands the legal profession from the inside, which is exactly why his take on marketing feels both practical and grounded.

We talk about what most law firms get wrong about “being different” and why the real goal is being distinctive. Dan unpacks brand salience and the long game of staying top of mind, plus we discuss a standout example from Shine Lawyers and how memorable branding can cut through a crowded market without relying on the usual legal clichés.

We also explore StoryBrand and why positioning the client as the hero matters in professional services, particularly when clients are stressed, time poor and trying to make sense of a complex process. Finally, Dan shares his candid view on how AI is starting to reshape SEO and legal marketing, what is still unclear, and what firms should be paying attention to right now.

Links:

https://www.practiceproof.com/

https://www.linkedin.com/in/marketinglawfirms/

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I recently sat down with Travis Schultz, a name deeply respected in the Queensland legal market and the founder of Travis Schultz and Partners. This episode is about leadership in personal injury law, what it takes to build a firm with a strong culture, and how to stay commercially sound without defaulting to the usual corporatised playbook. Travis and I go back to 1988 when we finished school, and we start by tracing his path from going straight into articles to stepping into partnership and management early, and what that hands on start taught him about both law and the business of law.

We then unpack the origin story of Travis Schultz & Partners, including the market context in Queensland and the events that led Travis to start again after the Slater and Gordon acquisition of Schultz O’Brien. Travis shares what he set out to build, how the firm evolved, and why relationships and reputation still matter more than most people admit.

Finally, we talk culture and leadership. Travis reflects on the choices he has made around how the firm operates, the behaviours he has tried to leave behind, and the practical lessons he has learned about autonomy, accountability, and addressing issues early. If you’re interested in the realities of running a modern law firm, this conversation is a grounded look at what that actually involves.

Links:

https://www.schultzlaw.com.au/

https://www.linkedin.com/company/travis-schultz-law/

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Sitting down with Lara Wentworth, former lawyer turned coach and founder of Coaching Advocates, was a timely reminder that many in the legal profession spend years occupying a chair that doesn’t quite fit. Lara’s journey from legal practice to coaching is a testament to the value of self-discovery and the courage to carve out a new path. Through Coaching Advocates, she has created a space where lawyers can seek clarity, direction and genuine growth, guided by coaches who have walked the same path and understand the unique challenges of the profession.

Our conversation explores the real difference between mentoring and coaching. While mentoring is often about offering advice, coaching is about facilitating self-reflection and unlocking potential. Lara emphasises the importance of accredited coaching, ensuring that lawyers receive support from those who not only understand the law but are also trained to guide meaningful change. We discussed the perfectionism that is so common among lawyers and how coaching can help address the deep-seated beliefs and behaviours that hold people back, fostering resilience and a healthier approach to both career and life.

What resonated most was the growing recognition that well-being and professional success go hand in hand. Lara’s work, including her podcast The Speed Coach, is helping to demystify coaching for lawyers and encourage the profession to embrace new ways of working and thinking. In a legal world where career paths are no longer linear, finding your own chair and having the right support to do so has never been more important. If you are feeling out of place in your current role, perhaps it is time to consider what coaching could unlock for you.

Links:

https://www.larawentworth.com.au/

https://www.linkedin.com/in/lara-wentworth-265864b5/

https://coachingadvocates.com/legal-career-accelerator/

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