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The Game Changing Attorney Podcast with Michael Mogill

438. AMMA — Lessons Learned From 5,000 Days of Crisp

·57 min·5 clips
Michael Mogill reveals the 5,000-day journey of Crisp, from $500 to an eight-figure law firm growth company.
The episode is a special edition AMMA (Ask Michael Mogill Anything) format, hosted by Michael Mogill with Jessica, head of coaching strategy at Crisp, to mark Crisp's 5,000th day in business. It begins with personal reflections on Mogill's surprise 40th birthday party, featuring catered food from Atlas and comedian Joey Diaz, before transitioning into the business retrospective. The discussion is organized into five thousand-day segments, each representing a phase in Crisp's evolution. The first segment (days 1-1000, 2012-2015) is described as the 'dark ages,' where Mogill worked 80-100 hours a week with no systems, operating out of a dental office and Starbucks. The second segment (days 1001-2000, 2015-2017) saw the hiring of Jessica, hitting $1 million in revenue, and initiatives like health insurance and a Tesla Model S giveaway that initially failed. The third segment (days 2001-3000, 2017-2020) involved scaling through hosting the first Game Changers Summit, writing 'The Game-Changing Attorney' book, launching the podcast and coaching program, and buying a 50,000-square-foot building during the pandemic. The fourth segment (days 3001-4000, 2020-2023) focused on brand-building with a conference at Mercedes-Benz Stadium featuring Arnold Schwarzenegger and David Goggins, which Mogill calls a 'moon landing' for Crisp. The fifth segment (days 4001-5000, 2023-present) covers the shift from CEO to owner, professionalizing the business, reducing dependency on Mogill, and focusing on innovation and leadership development. Throughout, themes include the transition from individual hustle to team leverage, the role of brand in differentiation, and adapting to uncertainty, such as during the pandemic. The episode concludes with a look toward the next 5,000 days and promotional calls to action.

As heard by us

A costly conference failure becomes a candid lesson in marketing, persistence, and business growth.

A 5,000-day business milestone turns into a clear-eyed look at how growth lessons often arrive through costly misses. The episode is at its best when it lingers on the $5,000 conference that brought in no new clients, only a small breakfast crowd and a presentation monitor held…

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Why you'd press play

You want the business lesson hiding inside a $5,000 conference that brought in zero clients? Press play.

Read the full recommendation in PlayNext →
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