After the Class: Practice and a Seat at the Table
AI training gets a person to competent. What follows determines whether that competence becomes...
Guy Alvarez
The Agency That Hired Itself
"Write, scribes, so that posterity may learn." Inscribed over a medieval scriptorium at Notre-Dame...
Your AI Doesn't Know Which of Your Files Expired
Last week I was building a training deck for a law firm. Claude had access to my whole archive:...
Before You Buy Another AI Tool, Build the Context Layer
"Agent" was the word of the season this summer. The tech press filled up with it: ad platforms...
The New Still
A fable about the marketing business. Everyone in it is real. None of them make whiskey.
Who Owns AI?
I keep running into the same question with most of the clients we work with: who owns AI?
Faster Makes You Cheaper
What AI changes when the work itself is the thing you sell.
Notes From LMA New Orleans: What Legal Marketing Has 12 to 18 Months to Figure Out
A forward-looking conversation about what I saw at LMA last week, the temporary wall protecting law...
Stop Counting Tokens. Start Counting Decisions
Why your firm's AI mandate is about to flood the market with slop. And the four-part fix every law...
The Law Firm Marketing Department of the Future
Most predictions about AI and law firm marketing miss what is happening on the ground inside the...