At this year’s Kaleidoscope conference, the conversations weren’t just about new product features — they were about the future of legal practice itself. From billing models to intake strategies to the ethical use of AI, panelists and practitioners alike wrestled with what it will take for solo, small, and midsize firms to thrive in the decade ahead.
Redefining Growth for Small Firms
One striking theme was how growth in solo and small firms requires new benchmarks and new mindsets. Zach Herbert shared a personal rule of thumb: “50 cases per person at a law firm means it’s time to get someone to try to help me.” That kind of metric is crude but powerful — a reminder that scaling is less about abstract strategy and more about practical thresholds.
Bob Simon highlighted another growth driver: content creation as a client engine. By publishing one to two educational reels daily on social media, he never lets what he calls “the faucet” turn off. The lesson is simple but critical: visibility and consistency create compounding returns. As Simon put it, “You gotta get out of your comfort zone to help people.”
And while starting out can be messy — Kelley Brubaker joked, “Do not watch my first podcast — it sucks!” — repetition builds confidence. Two years later, she can turn on a camera without hesitation.
The Future of Law: AI, Ethics, and Shifting Value
The liveliest discussions at Kaleidoscope weren’t about the billable hour itself, but about what comes next. Artificial intelligence is reshaping not only workflows, but also the value of legal work.
Targeted automation: Joe Patrice cautioned against overgeneralizing AI’s role: “Don’t try to treat AI like a generalist tool. Think about what parts of your workflow you’re comfortable automating with AI and go after that.” Firms that adopt AI piecemeal, in well-scoped areas, will get more value than those that try to force it everywhere.
Rising value of human judgment: As Stephanie Wilkins observed, “The tasks we’re not turning over to AI will become more valuable. Hourly rates may actually go up.” That’s a powerful reminder that the differentiator in the future won’t be efficiency alone — it will be the quality of the expertise lawyers bring to higher-stakes matters.
The ethical imperative: Bob Ambrogi underscored a responsibility that every lawyer now carries: “There is an ethical obligation to understand the technology you’re using. You have to make an effort to understand the benefits, the risks.” AI won’t replace professional responsibility; it raises the bar for it.
Taken together, these insights point to a profession in transition: one where automation will handle the repeatable, oversight will remain central, and the human lawyer’s role will be more strategic, interpretive, and ethically accountable.
Data, Intake, and the Business of Law
Panels on intake and firm growth pointed to another hard truth: business discipline is as essential as legal expertise.
Carolyn Elefant and others emphasized intake as the difference between growth and stagnation. Missed follow-ups or clunky processes mean lost revenue.
Kelley Brubaker put it bluntly: “The numbers don’t lie. Valid numbers.” Whether it’s intake, profitability, or staff efficiency, firms need to embrace data-driven management.
This echoes a recurring theme: firms that treat themselves as businesses — tracking metrics, optimizing processes, investing in marketing — will outpace those that rely on tradition or inertia.
Resilience Lessons from the Keynote
Olympian Gabby Thomas offered a different lens: performance psychology. Her message applied as much to law as to sport:
Success comes from small, daily habits, not one-off heroics.
Visualization, preparation, and trust in your team are what create confidence under pressure.
Most importantly: “I see failure as an opportunity to grow. The only way it’s a true failure is if you stop. If you don’t learn from it.”
For lawyers navigating rapid change, that mindset may be the most important takeaway of all.
Final Thoughts
Kaleidoscope 2025 underscored that the practice of law is at an inflection point:
Growth requires new tactics — from social media visibility to data-driven hiring thresholds.
AI is reshaping value — automating some tasks while elevating the importance (and price) of others.
Ethics and competence are non-negotiable — every lawyer must understand the tools they deploy.
Resilience is the throughline — consistent habits and adaptability will separate firms that thrive from those that falter.
The big picture? Law firms — especially solo, small, and midsize — must evolve beyond reactive business practices. Those that embrace data, experiment with pricing, and integrate AI responsibly will not just survive the coming decade — they’ll lead it.
