Sam Pond Offers Crucial Insight in PA Association of Justice Webinar

Earlier this month, Pond Lehocky founding partner Sam Pond participated in a webinar with the PA Association of Justice (PAJ) entitled “Adapt or Die—Running Your Law Firm Like a Business in the Modern Legal Landscape.” 

Other members of the panel included Ken Fulginiti, who leads a law practice dedicated to helping victims of catastrophic injury, John F. Romano, a civil trial advocate and partner at the Romano Law Group, and Aron Solomon, chief strategy officer for Amplify, a legal marketing firm. They discussed one of the most pressing issues facing plaintiff firms today: how to future-proof a law firm in a rapidly changing legal marketplace. 

“Anyone who’s been around more than 10 years knows that the whole landscape in regard to the practice of law, in regard to finding a client, has changed dramatically,” Sam said. “You can’t put your head in the sand and understand that it hasn’t changed.” 

The presenters agreed that marketing is no longer optional. The legal marketplace is louder and more competitive than ever, while client trust has become increasingly scarce. National advertising firms dominate traditional channels, making it nearly impossible for most firms to “outspend” competitors. Instead, the key differentiator today is credibility. Earned media, reputation, authenticity, and consistent messaging now function as the true currency of trust. 

A central theme throughout the discussion was intentionality. Firms need to start by asking themselves exactly what they want. To build a large-scale brand? Maintain a boutique practice? Prioritize work-life balance? Compete nationally? Each path requires different levels of capital, infrastructure, operational sophistication, and long-term commitment. Trying to emulate massive firms without the financial and operational backbone to support that growth can be dangerous. 

The speakers stressed that marketing must align with a firm’s mission and values. Professional responsibility and client-first decision making cannot be sacrificed for visibility. While creative marketing has its place, firms must remember they are always representing not only themselves but the trial bar as a whole. Ethical lapses or distasteful messaging can have ripple effects beyond a single firm. 

Sam also expressed the importance of regarding a firm as a business, and making decisions to support long-term business health. “You have to put on your business cap when you start really talking about marketing,” he said. “If you’re going to make decisions, you need data. What’s the ROI?…[If I’m] getting 100 new cases every six months, that’s great. But how many are you converting?” 

Importantly, the panel discussed that fact that marketing should not be viewed as an expense but as an investment. Plaintiff firms operate on contingency fees, meaning returns are often realized years after a case is acquired. This long-tail revenue cycle requires strategic financial planning, and sometimes, significant patience. Marketing decisions should be data-driven and integrated into a broader business plan that includes projections, budgeting, capitalization strategy, and growth planning. 

The panel also addressed firm longevity. What separates firms that endure from those that fade is not just legal skill, but leadership, mission alignment, culture, accountability, and energy. Sam emphasized the duty of leaders. “The leader has to set the tone. The leader has to set the course. The leader has to take responsibility, hold people accountable, and basically be a servant of the ship.”  

Ultimately, the webinar reinforced that successful firms combine authenticity, strategic investment, disciplined financial planning, and unwavering commitment to client service. Marketing alone does not create longevity—but integrated thoughtfully into a firm’s mission and business strategy, it becomes a powerful engine for sustainable growth.