I’ve not so patiently waited a year for Wicked: For Good to come out, so I was in line opening weekend in my green outfit with my witchy earrings on. As I followed the yellow brick road (and maybe teared up a bit), it hit me that many of the struggles in the movie aren’t so different from the struggles law firms and law firm leaders face every day.
Consider how core ideas like principle over popularity, controlling your own narrative, substance winning over surface, collaboration, and identifying real power translate to the daily work of all businesses.
So, let’s spend “one short day” (or a few minutes really) exploring how the lessons learned from Wicked can apply to your firms.
Elphaba is branded “wicked” by a targeted campaign, and it works. Despite her good intentions, selfless actions, and deeply rooted convictions to help others, she becomes a hated enemy of Oz. Sound familiar? The best personal injury firms I know stand against injustice, work hard for what is right, and still fight a tough reputation. Standing up for what is right sometimes means isolation and misunderstanding. In worst-case scenarios, it can mean danger. But no significant action in history happens without that bravery.
Too, perception matters! Clients typically do not judge your firm by the excellent legal work you do. Most don’t even know what goes into case work. They judge you by your client service, communication, reviews, responsiveness, and branding…not by the hours you spend fighting for justice on their behalf.
It’s also worth mentioning that not everything you read or hear is truth. Do your research, especially now when our own Emerald City is so blatantly spreading untruths. Firms that brag about “having it all together” rarely do.
Takeaway: Control your narrative before someone else does. Invest in client communication strategies, a seamless client journey, and consistent branding. Don’t let competitors or insurance companies cast you as the villain in your own story.
Glinda and Elphaba succeed when they work together, despite their differences. Plaintiff firms often compete fiercely and can hold information, best practices, and resources close to the vest as a perceived competitive advantage. However, the most successful firms we know share freely, knowing that it takes work and conviction to build a scalable and successful practice. Showing a firm your incredible dashboard doesn't reveal the years you put into building a data repository and platform that allows you to access real time information at your fingertips. It's the flashy output, and many don't realize that the input is what matters and where the magic truly happens. To speak candidly from my decades of experience in this industry, I know most firms and owners won’t put in that work! The simple truth is this: Collaboration through referrals and shared resources often leads to better outcomes for clients and firms alike.
Takeaway: Build strategic alliances. Whether it’s joining a mastermind or leveraging service provider relationships, collaboration can be the magic spell that grows your practice.
One of my absolute favorite parts of the Wicked franchise is Elphaba realizing that the wizard has no real power and therefore needs her to succeed and carry out his plans, spells, and evil campaigns. The moment she realizes he has no real power is…POWERFUL. As law firm leaders, you do have power, sure. But you do NOT do it alone. You have an incredible team carrying cases forward, forging deep relationships and trust with your clients, and developing business on your behalf. Without that team behind you, your power dwindles until its nothing more than an empty little green bottle. And without realizing what key team members bring to your firm, you risk their burnout, dissatisfaction, and worse case, their departure.
Takeaway: Celebrate, thank, and empower your team. When large verdicts come in, don’t just thank the attorney. Shout out the ENTIRE team that made it possible, including the intake specialist who signed that case, the case manager or paralegal who partnered with that client through treatment and educated them, and the records clerk who worked hard to get all necessary resources in the door. Consider all the team members that made the success possible.
Added bonus: Consider sending your leaders to the Spark Brilliance Leadership Program as the ultimate thank you for them and level-up for your firm. As Glinda and Elphaba taught us, good intentions alone don’t make magic. The real power comes from bold investment!
Elphaba's defining moment is when she decides to break free from the constraints and limitations others have placed on her. She's through accepting limits just because someone told her so! (Cue the slow claps from those of us in this industry who are absolutely done with the status quo.) For PI firms, this powerful sentiment can translate in so many meaningful ways. Boldly question what is and refuse to be held back by self-imposed or industry-accepted boundaries.
Ask yourself and your team:
It’s time to defy your own gravity. Ditch outdated, paper-heavy processes, strategically embrace technology that serves your goals, and partner with experts who can push you further than you thought possible. Tools like automation, data analytics, and streamlined client intake workflows are the lifelines that will allow your firm to scale and thrive. Partner with folks who have the outside perspective to help you see all the incredible possibilities within your own firm.
Takeaway: Audit your workflows. Where can automation free up time for client care? Consider a Vista Firm Assessment to audit every aspect of your firm and give you a roadmap for where you could go! Firms that innovate soar above those stuck in old-school habits.
Good news! Stagnation is dead! The absolute worst thing your firm can do…I mean, the wickedest thing there ever was…is doing nothing. As you prepare to step into a new year, if you want someone to listen to all the excuses about why your firm can’t grow or can’t improve? Well, “I’m not that girl.” I’ve seen firms transform with the right attitude and the right plan.
Your firm has faced, is facing, and will face misconceptions and uphill battles. However, facing them with integrity, collaboration, innovation, and gratitution (ha), you can rewrite that story.
What will you do as you plan for 2026 to defy gravity?
