Mishcon de Reya is one of the most unique and fascinating law firms in the world. Today’s guest, Elliot Moss, is the mind behind Mishcon’s brand. Elliot is chief brand officer and a partner at Mishcon, a 600 fee-earner firm headquartered in London. This unique combination of roles is made possible by the Legal Services Act 2007 in the UK. Elliot has overall responsibility for brand, marketing, communications, client development, new business, and social impact for the firm. He comes from the world of advertising, having worked for Leo Burnett and Leagas Delaney. It was here that he first met Mishcon’s managing partner—now executive chairperson—Kevin Gold. After a two-year contract with the firm, Elliot stayed on, attracted by what he calls the great “volume of intellectual capital” in the law. Since then, he has become the first nonlawyer to be named as one of the Financial Times' 10 Most Innovative Individuals. He also happens to have a long-running podcast called Jazz Shapers, where he interviews founders and entrepreneurs on their own professional journeys. It was a fascinating and wide-ranging conversation. We discussed the cultural attributes that make Mishcon such an innovative and unique firm. We also veered into a number of other intriguing topics. For example, the firm recently sponsored a film from The Economist on the culture wars, which is not typical for a law firm, and we talked about how their atypical branding moves are “utterly rational.” We also talked about why he made the leap from consumer-oriented branding to the law, how he made the case for Mishcon to make him a partner, and what's next for their IPO—and how he sold it to his partners.