Community as the product, not courses

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Here are the top 5 takeaways from this episode:

1. Subscription Models Work Best with Clear Definitions.

When implementing subscription-based legal services, success depends on clearly defining what constitutes a “legal project” and setting appropriate tier levels. This allows for predictable pricing while accommodating varying client needs and business growth.

2. Hey Counsel is a Community-First Platform.

Unlike other legal communities that sell courses or services, HeyCounsel’s community is the product. It brings “big firm power to small firm lawyers” through peer support, knowledge sharing, and resources—without upselling additional products. Members pay one subscription fee for full access.

3. In-House Experience Reveals the Gap in Legal Services.

Brian’s years working in-house at startups exposed a critical market need: companies want affordable, specialized lawyers who could provide continuity and context—not just big firm associates rotating through matters. This insight drove HeyCounsel’s creation and highlights how in-house lawyers are uniquely positioned to understand client pain points and build solutions that bridge the gap between expensive big firms and hard-to-find boutique specialists.

4. Community Value Comes from Giving, Not Just Taking.

The most vibrant communities are built by “givers”— members who actively share knowledge and help others. This creates a symbiotic relationship where contributing expertise often leads to referrals, crystallized knowledge, and unexpected business opportunities.

5. Build Something Meaningful, Community Follows.

Hey Counsel didn’t start as a community—it evolved from a marketplace solving a real problem (finding affordable, specialized small firm lawyers). The lesson: focus on creating genuine value first, and community will form organically around that mission.

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