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Latest from Fretzin, Inc.

By Steve Fretzin and Frank Stephens
I have a lot of conversations with lawyers about growth, marketing, and building a book of business. What does not get nearly enough attention is the one thing that can wipe all of that out overnight.
Technology risk.
In my conversation with Frank Stephens, President of CTS, we dug

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By Steve Fretzin and Susan Guthrie
There are moments in business when two professionals connect and immediately recognize they are operating from the same playbook. That was my experience with Susan Guthrie. Our conversation quickly moved past surface-level tactics and into what really drives success for lawyers today, strategy, trust, and consistency.
Susan has spent

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In this episode, Steve Fretzin and Sarah Tetlow discuss:
  • Designing a legal career around fulfillment, not just ambition
  • Managing time, attention, and workload with intentional systems
  • Reframing legal work through project management thinking
  • Reducing overwhelm by structuring email, tasks, and daily routines

Key Takeaways:

  • Success without alignment leads to quiet dissatisfaction. Steve shares how chasing

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By Steve Fretzin & Reid Zeising
Most lawyers believe scaling a practice means doing more. More cases. More staff. More marketing. More hours.
That approach works for a while. Then it breaks.
In my conversation with Reid Zeising, CEO of Gain Servicing, we explored a different path. One built on efficiency, delegation, and a willingness

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In this episode, Steve Fretzin and Reid Zeising discuss:
  • Letting experts elevate your business
  • Streamlining operations to unlock scale
  • Embracing AI as a force multiplier
  • Releasing control and focusing on what matters most

Key Takeaways:

  • You don’t need to master every discipline to build something great. Real growth comes from casting vision, staying close to

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By Steve Fretzin & Danny Decker
Most lawyers approach marketing the same way they approach their work. They focus on the details, the process, and the technical expertise that makes them good at what they do.
The problem is that clients do not care about any of that.
In my conversation with Danny Decker, cofounder

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In this episode, Steve Fretzin and Danny Decker discuss:
  • Putting the client at the center
  • Building your brand around real client needs
  • Turning client questions into content
  • Taking action and refining along the way

Key Takeaways:

  • Strong legal marketing shifts the spotlight away from the lawyer and toward the client’s problems, emotions, and desired outcomes.

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In this episode, Steve Fretzin and Brian LaCien discuss:
  • Building systems that create consistency
  • Growing your practice through relationships
  • Learning through mentorship and mistakes
  • Knowing when to push and when to stop

Key Takeaways:

  • Every case is different, but your process should not be. Strong systems like checklists and workflows help you stay organized and

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By Steve Fretzin & Megan Hargroder
Most lawyers believe the challenge is getting found online.
It is not.
The real challenge is what happens after someone finds you. Do they trust you enough to take the next step, reach out, and ultimately hire you? That is where most opportunities are either won or lost.
In

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In this episode, Steve Fretzin and Megan Hargroder discuss:
  • Building trust over chasing tactics
  • Positioning with clarity and specificity
  • Showing authenticity to attract the right clients
  • Using story and proof to strengthen credibility

Key Takeaways:

  • Modern marketing is shifting away from quick SEO tricks toward real human engagement. When people genuinely connect with your content

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