"Comparison is the thief of joy." It’s a phrase often credited to Theodore Roosevelt, and it’s one I nod along to in theory often, but in the legal world, especially in plaintiff law firms, it can feel nearly impossible to live by.

Plaintiff law firms, especially personal injury firms, operate in one of the most competitive and visible corners of the industry. You cannot get in your car, go out to eat, or even scroll your socials without seeing marketing in your face. It's almost impossible NOT to see what your competitors are doing and think about how much they are spending or what kinds of settlements they're winning.   

The problem? When your focus is constantly outward, on someone else’s metrics, advertisements, or wins, you risk losing sight of the very things that make your firm unique. That’s when comparison stops being a motivator and starts being a joy thief.

Common Forms of Comparison

Unlike many other practice areas, personal injury legal work is inherently public-facing. High-profile verdicts, multi-million-dollar settlements, and client testimonials are often shared widely. This transparency can inspire healthy competition, but it can create a dangerous obsession with keeping up. We’re in a tight-knit industry, and it’s hard not to travel to a conference and think everyone else has it together.  

Some of the most common forms of comparison in PI law firms that we see at Vista include:

• Marketing visibility: That competing firm’s new billboard campaign or TV commercial runs every five minutes, and you start wondering if you and your firm are doing (or spending) enough to stand out.
• Settlement size and volume: Seeing a rival post about a record-breaking case can spark a cycle of “Why not us?” thinking.
• Team size and office space: A bigger team, flashier offices, and expanded locations can make your operation feel small, even if you’re lean and highly efficient.
• Personal expenses: Watching another attorney flaunt courtside seats, private jets, and extravagant vacations on social media can make you question your own success, even when it has no bearing on their skill (or true financial picture.)

These comparisons might feel motivating, maybe even inspirational, but over time, they can chip away at the morale, confidence, and strategic focus of both the firm's owner and its team members. 

How Comparison Steals Joy and Stunts Results

In PI law, the stakes are high. You’re advocating for clients during some of the most difficult times of their lives, often against well-resourced adversaries. That requires focus, resilience, and creative problem-solving. Constantly measuring yourself against competitors can derail all three.

Here’s how:

• It erodes team morale: Your team works hard and often under intense deadlines. But if leadership constantly highlights competitors’ wins without celebrating internal victories, the team starts feeling “less than.” Over time, that can lead to disengagement and turnover. ProTip: Be intentional about celebrating your team! Check out this blog that tells you how to get celebration right. 
• It shifts focus away from clients: When your primary goal becomes outshining another firm’s ad campaigns or case volume, you can unintentionally spend more energy on image than on client experience. At Vista, we truly believe that client experience is one of the most important processes that you must get right within your firm. It’s also one that can lead to more cases!
• It fuels imposter syndrome for attorneys: Even seasoned lawyers can start doubting their abilities when they see peers landing massive verdicts. For younger attorneys, this can be especially damaging, creating self-doubt before they’ve had time to grow into their practice. Be sure you are checking in with your less well-tenured attorneys regularly and asking how you can support them better. Consider a mentor program within your firm to help raise those baby attorneys up to top performers. Vista can help you establish a powerful culture of leadership and mentorship within your firm. 
• It drives unsustainable growth decisions: Taking on more cases than your infrastructure can handle or stretching resources thin to compete can harm both clients and your bottom line. At Vista, we like to say beware of leakage within your firm. That means if you turn on a new marketing campaign, but don’t have your intake process running efficiently, then you are likely allowing some cases to fall through the cracks. 

Chasing comparisons has real, measurable costs. Some of the most damaging effects are cultural and operational. The irony? Many of the firms being envied are fighting their own internal battles. Big verdicts don’t always mean big profits. Flashy marketing doesn’t always reflect satisfied clients. The grass may look greener, but if you look closer, you may realize it’s astroturf, after all.

Not All Comparisons are Bad

The goal isn’t to ignore your competition entirely. Competitor analysis can be useful for market awareness and refining strategies. The key is to keep your main focus inward, measuring your success against your own progress rather than someone else’s highlight reel.

Here are healthier, more productive approaches:

• Shift to internal reflection: Instead of asking, “Are we beating Firm X?” ask:

Are our settlements and average case fees improving year over year?

Are our clients rating us higher in satisfaction surveys?

Is our team retention improving?

Tracking these internal metrics builds a sense of progress that’s grounded in reality, not someone else’s marketing. Pro Tip: If you aren't tracking these kinds of data points, Vista can help. 

• Focus on what makes your firm unique: You don’t need to be the biggest to be the best. Maybe your edge is:

Exceptional client communication

Deep expertise in a specific niche (ex. trucking accidents, catastrophic injury cases)

Strong community involvement 

When you’re clear on what makes your firm different, you stop trying to outdo competitors on metrics that don’t even matter to your firm and your clients.

• Celebrate internal wins regularly: Make it a habit to recognize victories of all sizes. Share client thank-you notes in team meetings. Post about attorney wins on your internal communication channels (and be sure to thank the whole team, starting with intake!) Spotlight behind-the-scenes team members' contributions that keep cases moving. Little celebrations make huge differences in team engagement. 
• Build a referral network, not rivalry: PI law is a high-demand space, and referrals happen more than people think. By building genuine relationships with other attorneys, yes, even competitors, you create networks that benefit both your clients and your practice.

So, is the Grass Really Greener? 

The answer is… probably not. We know it’s tempting to measure success by the size of the check, the number of cases, or the visibility of your brand. And while those metrics matter, they aren’t the whole story.

When you stop chasing someone else’s scoreboard and start focusing on your own values, your own clients, and your own version of excellence, something shifts. Joy returns, not just for you, but for your entire team. In the end, the real win isn’t beating another firm’s numbers. It’s building a practice you’re proud of, one client and one case at a time.