Mike Morse, $200M Law Firm & Fireproof Founder from TGR Live! Growth Strategies for Law Firms Conference 2025
What struck me most in this TGR Live! Growth Strategies for Law Firms conference 2025 session was watching Mike Morse pull back the curtain on how he built one of the largest injury firms in America. Hearing him break down his journey in real time made me rethink what a truly systemized, data-driven law firm looks like. Mike shares how he went from doing everything himself to becoming one of TRACTION Author Hino Wikman’s first clients and becoming an EOS Visionary with an EOS Integrator running the business. He shows the power of tracking numbers on a “jumbotron,” measuring intake performance, and forecasting revenue with surprising accuracy. Mike also walks through the bold marketing moves, TV branding, NIL deals, and community projects that keep his firm top of mind. Listening to him made it clear that sustainable growth comes from structure, data, and a brand that people actually enjoy engaging with.
Key Topics
08:02 – Learn how to sort every task into what you love, like, dislike, and hate so you can delegate and live in your sweet spot.
09:55 – See what a visionary integrator structure looks like and why Mike moved to a strict closed door policy to protect his focus.
10:52 – Understand the jumbotron concept and which core metrics every firm owner should know every week before making decisions.
17:09 – Discover how tracking intake conversion by agent exposes weak links, saves high value cases, and drives better training.
21:32 – Study how Mike replaced a lost referral pipeline with bold TV branding instead of copycat lawyer ads after his main referrer walked away.
26:12 – Explore how humorous mom based Super Bowl commercials and a friendly brand tone make an injury firm loved in the community.
29:56 – Learn how low cost NIL deals with college athletes, fun numbers, and local content turn attention into memorable law firm branding.
37:02 – See how Project Backpack and large scale dog adoption events create goodwill, reviews, and endless social content for the firm.
47:17 – Get a new lens on when referral fees still make sense and when you should invest instead in your own marketing and intake systems.
Resources Mentioned
Books
- Fireproof: A Five-Step Model to Take Your Law Firm from Unpredictable to Wildly Profitable – Mike Morse and John Nachazel - https://a.co/d/gqKsIDE
- Traction: Get a Grip on Your Business – Gino Wickman - https://a.co/d/iovEFWb
- Rocket Fuel: The One Essential Combination That Will Get You More of What You Want from Your Business – Gino Wickman and Mark C. Winters - https://a.co/d/4fXPpfd
- Get a Grip: How to Get Everything You Want from Your Entrepreneurial Business – Gino Wickman and Mike Paton - https://a.co/d/0AzufJm
Tech / Software
- Microsoft Power BI – business intelligence and reporting platform - https://powerbi.microsoft.com
- Ninety software for EOS Level 10 meetings and scorecards - https://www.ninety.io
- EOS – Entrepreneurial Operating System - https://www.eosworldwide.com
- RingBoost – vanity and memorable phone numbers for law firms and other businesses - https://www.ringboost.com
About our Guest:
Mike Morse is the Founder of Mike Morse Law Firm, Michigan’s largest and most recognized personal injury practice, where he has led a team of more than 250 legal professionals who have helped over 100,000 clients and recovered more than $2 billion in verdicts and settlements since opening the firm in 1995. A graduate of the University of Arizona and the University of Detroit Mercy School of Law, Mike has built his firm into a national model for operational excellence, combining modern technology, disciplined systems, and client-centered service. He is the co-author of the best-selling book Fireproof: A Five-Step Model to Take Your Law Firm from Unpredictable to Wildly Profitable, and is widely regarded as an industry thought leader, speaking nationally on trial strategy, law firm growth, and leadership. Beyond the courtroom, he is committed to community impact through initiatives like Project Backpack and engages with thousands of listeners on his weekly Open Mike Podcast, where he breaks down legal topics and business insights. Known for his innovation, discipline, and dedication to justice, Mike Morse has built one of the most successful and respected personal injury law firms in the country.
https://www.youtube.com/channel/UCkxEDwLdZ6mHsSTZvcm052A
About Jay Berkowitz:
Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.
Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.
Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.
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