408. Why Credibility Is the Ultimate Way to Advertise

The Game Changing Attorney Podcast with Michael Mogill

What does it take to build a brand so strong it outlasts markets, competitors, and entire eras of legal marketing?

As part of the “Road to the Summit”, a special series ramping up to the 2025 Game Changers Summit this November 12-13, we’re revisiting some of the most powerful conversations ever featured at our events. In this encore episode of the Game Changing Attorney Podcast, we revisit the legendary Power Players Panel live from the 2021 Game Changers Summit.

Michael Mogill sits down with Alexander Shunnarah, Roopal Luhana, Joe Fried, and Harlan Schillinger, four industry icons who have redefined leadership, innovation, and influence in the legal world. From personal transformation and authenticity to the rise of digital dominance and firm ownership shifts, this discussion uncovers how the best continue to rise while others fall behind.

Here’s what you’ll learn:

• Why staying on top requires constant reinvention and relentless commitment to growth
• How to build credibility and client loyalty through honesty and exceptional service
• What it takes to future-proof your firm in an era of non-lawyer ownership and corporate disruption

These are the voices shaping the next generation of law, and this conversation will show you how to stand among them.

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Show Notes:

03:03 – Roopal Luhana shares why aligning with Pittsburgh Steeler Najee Harris reflects her firm’s values and mission of giving back

05:04 – Joe Fried explains how consistency, purpose, and fear management shaped his dominance in trucking law

09:26 – Alexander Shunnarah reveals why staying on top is harder than getting there and how constant reinvention keeps his brand strong

11:42 – Harlan Schillinger discusses why retirement is a myth and how passion and purpose fuel lasting success

15:40 – Joe Fried opens up about his personal evolution toward honesty and vulnerability in and out of the courtroom

28:33 – The panel explores non-lawyer firm ownership, hedge fund influence, and the digital future of law firms

36:54 – Roopal Luhana and Alexander Shunnarah emphasize how client experience and service obsession create long-term loyalty

44:25 – Each panelist shares the worst advice they’ve ever received and what they learned from it

Links & Resources:

• Alexander Shunnarah Trial Attorneys
• Chaffin Luhana LLP
• Fried Goldberg LLC
• Harlan Schillinger Consulting
• Najee Harris Foundation (Da’ Bigger Picture Foundation)
• Joey Coleman, Never Lose a Customer Again
• Trial Lawyers College
• Crisp Game Changers Summit

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Past guests on The Game Changing Attorney Podcast include David Goggins, John Morgan, Alex Hormozi, Randi McGinn, Kim Scott, Chris Voss, Kevin O’Leary, Laura Wasser, John Maxwell, Mark Lanier, Robert Greene, and many more.

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If you enjoyed this episode, you may also like:

• 406. How to Build a Law Firm Culture That Actually Works
• 372. The Surprising ROI of Doing the Right Thing with Chaffin Luhana
• 204. Alexander Shunnarah — The Thin Line Between Success and Failure