In this episode, Steve Fretzin and Matthew Fornaro discuss:

Making solo practice more accessible than ever
Using AI as a force multiplier for small firms
Practicing ethical and intentional AI adoption
Rethinking legal business models and skill sets

Key Takeaways:

Starting a firm no longer requires a large office, full staff, or major upfront investment. A focused LinkedIn presence paired with a simple, low-cost website can be sufficient early on.
Matthew relies on AI for email triage, document review, and marketing support across his practice. These tools increasingly replace costly vendors while delivering speed, consistency, and scale.
Responsible lawyers review and verify AI outputs instead of submitting them unchecked. Those who ignore AI entirely or misuse it are falling behind or facing real professional consequences.
AI-driven efficiency puts pressure on traditional billable-hour structures in Big Law and beyond. Matthew emphasizes that business education is as critical as legal skills for long-term success.

"In dealing with some of the attorneys I deal with who don't use AI or whatever, they're getting consistently outworked and beat by people who do use AI, particularly people who use AI correctly and responsibly." — Matthew Fornaro

Check out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.

Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/

Thank you to our Sponsor!

Rankings.io: https://rankings.io/

Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/

About Matthew Fornaro: Matthew Fornaro is a business law attorney serving South Florida since 2003. He began his career at two AmLaw 200 firms, focusing on civil litigation, before founding his own practice.

His work includes complex commercial litigation, contract disputes, construction law, intellectual property, and business formation and documentation. A member of the Florida and District of Columbia Bars, Matthew also mentors new attorneys and entrepreneurs through the Kaufman Foundation’s FastTrac NewVenture Program and Florida State University’s Jim Moran Institute.