This week I had the opportunity to sit down with Chris Keller of Keller Swan Injury Attorneys to unpack 10 Golden Rules to Rise and Transform Your Life and Your Practice. Chris opened up about how he scaled Keller Swan from a two-man shop to an 80-person, multi-state law firm and we realized the lessons weren’t just about business, but about life. We dug into everything from mastering mindset and health, to building emotional and spiritual resilience, to running a firm with EOS, AI, and a CEO mindset. We talked about the messy parts too: the burnout, the bottlenecks, and the hard shift from “I can do it all” to “I need help.” This episode is part roadmap, part honest reflection—and a reminder that real transformation takes both strategy and heart.

Key Topics

01:35 – Chris shares his unexpected journey from prosecutor to entrepreneur and his breakthrough moment of realizing the money was up but health and family were down.

09:41 – Rule 1: Master the Mental — Chaos ruled until Chris faced the truth: he was the bottleneck.

13:27 – Rule 2: Master the Physical — Morning runs turned into marathons, rebuilding discipline and self-belief.

17:40 – Rule 3: Master the Emotional — Focus shifted to what’s controllable, leveling out the emotional rollercoaster.

21:45 – Rule 4: Master the Spiritual — Reconnected with faith, joined a men’s group, and found strength through service.

25:08 – Rule 5: Master the Financial — Adopted Profit First and hired a finance lead, ending the cashflow stress.

29:34 – Rule 6: Embrace AI for PI — Brought in AI tools, including “Grace,” their voice assistant, to streamline intake and follow-ups.

34:51 – Rule 7: Build Marketing Through Community — Focused on giving back with authentic projects like Project Backpack.

36:38 – Rule 8: Run It Like a CEO — Stepped out of the weeds using the Buy Back Your Time model.

38:18 – Rule 9: Implement an Operating System — Rolled out EOS for team accountability, clear goals, and leadership growth.

40:02 – Rule 10: Join Masterminds and Coaching — Found game-changing support, ideas, and accountability through peer groups.

42:34 – We reflect on how success leaves clues — and why learning from others accelerates the journey.

44:04 – Chris shares where to find him, his law firm, and news about his upcoming book Rise and Transform.

Resources Mentioned

Books

• E-Myth by Michael E. Gerber- https://a.co/d/9BhCEc0
• Same As Ever by Morgan Housel - https://a.co/d/9rc48Qy
• Profit First by Mike Michalowicz - https://a.co/d/4D3LA60
• Traction: Get a Grip on Your Business by Gino Wickman - https://a.co/d/6Hpl8EY
• Buy Back Your Time by Dan Martell - https://a.co/d/cqR7T3f
• Fireproof: A Five-Step Model to Take Your Law Firm from Unpredictable to Wildly Profitable by Mike Morse and John Nachazel - https://a.co/d/bM4unJo

Technology/Software

• ChatGPT - https://openai.com/chatgpt
• My90 (EOS) - https://www.ninety.io
• Simple Numbers →

Most people think building a personal brand is about being everywhere—but the real power comes from being consistent in one place.

I had the chance to be interviewed by Charley Mann on his podcast They Don’t Teach This in Law School, and we went deep into building a personal brand that drives real business. We talked about my story and how I went from working in top marketing roles at Coca-Cola, McDonald’s Restaurants and Sprint to launching Ten Golden Rules, and why niching down into law firm marketing helped us triple our revenue. I shared simple ways attorneys can build visibility by just answering one question a week—and how to turn that into blogs, video, SEO, and social media without burning out. If you're trying to stand out as a lawyer or grow your firm, this one is packed with practical strategies you can use today.

Key Topics

03:52 – The one thing they don’t teach in law school: how to build a personal brand.

04:28 – My journey from Coca-Cola to launching Ten Golden Rules.

05:42 – Why niching down into law firm marketing tripled my business.

06:38 – How I balance my personal brand with my company brand.

08:45 – The easiest way lawyers can start building a brand: answer common client questions.

09:48 – The exact content strategy I use for law firms (video > YouTube > blog > social).

10:43 – Why sharing the spotlight with others helps build your brand faster.

11:56 – How consistent content made me visible across the legal industry.

13:16 – My 5-year overnight success strategy—webinar every month, podcast every week.

15:07 – How to turn a client email into content for every platform.

15:53 – My “easy button” content system: one video a week, then delegate.

17:52 – What I learned about branding from Coca-Cola.

19:23 – How John Morgan’s national brand proves recognition drives results.

20:07 – Four key elements I focus on for consistent branding.

21:48 – Why done is better than perfect when it comes to brand messaging.

22:53 – The 80/20 rule that helped me choose my niche and scale faster.

24:05 – How picking a niche made things easier for me and my team.

25:46 – Why Google now rewards hyper-focused websites—and what I did to adapt.

28:15 – The three signs (I call them "God winks") that told me to niche down.

Resources Mentioned

Books:

• Outlive by Peter Attia – https://a.co/d/0a3r544
• The Nvidia Way: Jensen Huang and the Making of a Tech Giant – https://a.co/d/gW3709w
• They Don’t Teach This In Law School by Charley Mann - https://a.co/d/4QMGrJO
• 
  

Technology/Software:

• YouTube (for SEO and video marketing) – https://youtube.com
• ChatGPT (for repurposing content) – https://openai.com/chatgpt
• Upwork – https://www.upwork.com
• Fiverr – https://www.fiverr.com
• 
  

Podcasts:

• All-In Podcast –

You might think a good reputation speaks for itself until one bad news headline or “X” tweet takes over the first page of Google for your name.

I sat down with Evan Nierman, founder of Red Banyan and a true crisis whisperer, and together we developed the 10 Golden Rules of Reputation Management and Crisis Communications. You’ll learn exactly what to do before, during, and after a reputation crisis—from owning your name online to using advanced tactics like Google suggest and Everipedia. Evan and I dropped some real gems, and behind-the-scenes examples to help you manage your reputation proactively.

Key Topics

02:20 — Evan Nierman is introduced as the "crisis whisperer" who shows up when reputations are on fire

03:19 — Evan explains how he founded Red Banyan after years in high-stakes Washington, DC communications

06:15 — Touring Europe with MC Hammer and what he ordered instead of beer

07:42 — Golden Rule 1: Protect Yourself in Advance

09:11 — The 2 simple filters: Share with care, post with purpose

10:15 — Why every company needs a content strategy—even oil and gas firms

11:19 — Golden Rule 2: Take Action When the SH*T Hits the Fan

12:37 — "No comment" is a comment—and it's often worse than saying something

13:51 — Lawyers must consider both court and public opinion

14:55 — Golden Rule 3: Press the Truth—telling the truth isn’t enough, you need to fight for it

16:38 — Golden Rule 4: Start with Low-hanging Fruit

17:15 — Case study: How a CEO’s reputation was saved from a Girls Gone Wild controversy

18:21 — Techniques: Buying domains, creating websites, and naming photos for SEO

20:15 — Why staying invisible online actually leaves you more vulnerable

21:15 — Golden Rule 5: Own the Important Real Estate—lock down all versions of your name and brand

23:15 — How often should you redesign your website?

23:56 — Golden Rule 6: Monitor and Measure—set up Google Alerts and sentiment tools

25:13 — Why data matters in reputation strategy

27:10 — Golden Rule 7: Manage Google and Social Media Reviews—don’t fear the bar, respond with class

28:50 — How to reply to bad reviews without breaking confidentiality

30:55 — Golden Rule 8: Advanced Strategies

33:05 — Watch out for mugshot extortion sites

35:15 — Yes, you can manipulate Google Search Suggest

36:15 — Don’t qualify for Wikipedia? Use Everipedia to get visibility

37:15 — Golden Rule 9: Proactive Strategies—stay ahead with consistent media and content

38:30 — The benefits of podcasting for SEO and reputation

40:00 — Use S.O.S. by Peter Shankman to get quoted in media

41:00 — Golden Rule 10: Get Back to Brand Building—launch something new or support your community

42:45 — Awards help Google (and clients) trust you more—just apply

44:05 — Recap of all 10 Golden Rules

46:56 — Evan’s recommended tech, books and how to reach him.

Resources Mentioned

Books

• Crisis Averted by Evan Nierman - https://a.co/d/eVZbHom
• The Cancel Culture Curse by Evan Nierman - https://a.co/d/7gwDb0a
• The Big Leap by Gay Hendricks -https://a.co/d/7gwDb0a
• Any books by Jim Collins

Apps & Tools

• Oak Journal: https://oakjournal.com/
• Google Alerts - https://www.google.com/alerts
• Everipedia -