Emmer Law with Max Emmer feature 76 of Together Talks

"Together Talks" feature 76: Emmer Law and Founder, Max Emmer, presented by KLS, freight company

Some Background on Emmer Law

For today's edition of "Together Talks" campaign, KLS had the chance to interview Emmer Law and Founder, Max Emmer. Max considers divorce to be a path to a new and more livable family dynamic and aims always to help his clients get there in the most helpful and efficient way possible. Yes, divorce is synonymous with anger, anxiety and aggravation. It is also oftentimes mired with sadness, soul-searching and senselessness. But, it doesn’t always have to be. Max’s job is to help shepherd you throughout a difficult process or situation with less pain and discomfort. Max will listen to you, work with you and empower you with resources and information to make the best decisions for yourself and your family.

For myself

Max started the firm in 2021 and has been a lawyer for a decade. He shared he worked very hard for a long time for others while not achieving meaningful fulfillment, engagement or great financial success. Max did some introspection and recognized that given his personality, skills, and entrepreneurial spirit, he wasn't gaining what he could unless he went all-in and did it himself. As Max explains, "I am as entrepreneurial as one gets as a law firm owner and operator. For the lifestyle, financial circumstances, time, and flexibility, he understood that working for himself and being his own boss was the path he needed to take. Creating a law firm in his own vision was the only option.

Max set out to create a law firm that was not a stiff, boring, old traditional firm. He wanted to bring personality and life to a firm. Creating his own it was able to embody who he is as an individual. He believes the law is a customer-centered business, but not often presented that way. Customer service is paramount, which is not typical of law firms in the U.S. Max is here to offer a refreshing spin.

Businessman offering legal advice

His firm does not follow the cookie cutter approach. Max doesn't believe putting individuals "on an assembly line or the wheel of divorce". Instead, he sets out to curate a process that works for them and their families. Max believes many lawyers put individuals in the system to bill and churn matters and files. But, as Max insists, he wants to bring the customer-centered support behind his firm. Providing his legal experience coupled with his businessman acumen is the approach he is taking.

Max's career allowed him to work in different parts of law, representing Fortune 500 companies all the way to the little guy. Along the way he has taken his experiences learned, he brings to every client engagement. He brings this approach to his clients which he believes allows him to present a much more holistic and comprehensive representation.

We asked Max what the strengths of his firm are and he listed five for us:

1. Communication

2. Attention to detail

3. Reputation

4. Diligence

5. Creativity

He does divorce differently. Every person, family, and every situation are unique. This is why the cookie cutter approach does not resonate with him. Utilizing his experience, skills, tools, and network of resources, he tries to come up with a comprehensive plan of attack to move them through one of if not the hardest part of their life. By doing so he tries to steer the ship until they reach their next healthier chapter. Max believes he provides a lot more empathy, creativity, compassion, and nuance than others do. In order to do so it requires transparency and open communication or as Max calls it, "getting under the hood". His comprehensive analysis involves trying to learn about a client's stressors, fears, and pressure points. Understanding each of these he can do what he can to make the entire process a little less painful and uncomfortable.

Pressure

Max decided to start a law firm during a global pandemic with his wife who was 8 months pregnant. Starting with no book of business was a huge challenge, of course. But, he credits his network as the save. It started with one simple move, he sent out an email explaining what he was doing now and the services he was offering. He said how fortunate he was that it grew to where it is now. But he did mention that being able to navigate during such tumultuous times was straining.

He left during the thick of the Pandemic, but did share it had been a kernel in his mind for a long time. It allowed him to build his firm in the shadows for about five months prior. This period of time was a chance to reflect, introspection, and diligence before fully moving forward. Max commented that it was a great benefit not only strategically, but also mental health as well.

When he had his child, he couldn’t take time off if wanted the money to come in. But he admitted it is much easier to be more driven to hustle when it is for him exclusively. He said his first 2.5 years are far beyond what he ever could have imagine. But being the owner means always staying on that wheel and having to do it again year after year. He continues to evaluate what worked, what can be improved on, and how to prepare for the upcoming year. As he prepares for a new year of work he said there is a mix of energy and stress, but he has found a good balance to turn that into positive process.

Potential

Max explained that when he started the firm he had never made 6-figures as a lawyer in his career. His goal in his first year was to generate that from scratch. He succeeded in conquering his goal. Being able to do that surprised him, but he told us he was gratified. He once again credited his network and how appreciative he was of those who helped and supported him. He said it is a testament to "what you can do if you put your mind to it."

Max sees the upcoming years as an opportunity to increase his work with clients as a mediator in the collaborative divorce space. In addition to that, he hopes to increase his geographic reach as well. Continuing to grow and cultivate a network to help people and families who find themselves in a bind is his ultimate goal. As he describes, "Those who need a life jacket and support system, look to me to help guide them."

Divorce and breakup of a family is the hardest life event after death. The trend in family law Max explained is prenuptial agreements becoming more and more common. Working with more parties and couples in the lead up to marriage can be a helpful step should they arrive at divorce down the road. Prior planning is something Max plans to educate as many couples as he can in the upcoming years while running his firm.

As he described, not being able to fit a square peg into a round hole, which was a big reason he decided to bet on himself. He shared he wasn't making money, wasn't fulfilled, and didn't see potential growth. This led him to having to make a decision about his career as he was at a crossroads. Leaving and starting his own firm was scary for sure he commented, but unless you try and put yourself out there you won't know for sure your full potential. Despite how daunting the circumstances were, it was the next logical step for him. Crediting his 20 plus years cultivating an unapparelled network locally and nationally, he believed those would speak for him and do so truthfully and honestly of him. He believed that would be a value add.

There was one moment that Max has allowed himself to reflect back on and appreciate. He launched the firm in the summer of 2021, which was 2/3 of the way through the year. Max shared that he did more revenue in that third of the year then he had ever made in a full year in his entire career. "There were times I felt the business was slow or not as busy as I wanted, but to achieve that in such a short amount of time was quite remarkable. Where I was sitting 4 years ago to then that accomplishment was very fulfilling.", Max shared.

Self-belief and development

Max comes from a family of entrepreneurs. His father didn't go to college and hasn't had a boss in over 50 years, Max shared. Growing up, he was surrounded by that spirit. He also explained there is a falsehood that working for someone else there is job security. He argues that unless you're the rainmaker or so specialized, you aren't that secure. As someone who was working hard and not making a ton, he felt he didn't have a ton to lose. Owning his own business he has learned he has more than 1 job duty now. But he relishes that opportunity, the demanding work of owning and running your own business brings him pride and inspiration.

The freedom to do what he wants when he wants and on terms he sets is the most enjoyable aspect. Max has been able to create a service business in an industry that rarely operates that way. Owning his own firm enables him to do what he believes is right at all times, but on his own schedule and time frame. Max shared his tale of caution, "If you aren't prepared to be a people person and out there meeting people while owning a business, I'd strongly discourage you from owning a business." Luckily, he loves to meet people and it energizes him.

Piece of Advice

Our conversation with Max ended with him sharing his piece of advice:

I was one of those kids who liked meeting new people. As a 14/15 year old, I would get coffee with my parent's friends. I had someone tell me at college at a Starbucks in Boston, prominent marketing individual, “Try to meet someone new every week. Make a new contact every week. If you meet someone new every week, most weeks you’re going to create for yourself not just a robust network, but become an interpersonal lethal champion.” I don't view networking as transactional. I am fortunate to meet people from all walks of life. The more I talk to people and learn from makes me a better person and lawyer. The more you can obtain, it will make you more well-rounded.

I think it is bad advice that everyone needs to be their own boss or start their own company. Instead, you need to know yourself. For someone to succeed in business, you have to know yourself fully. Only then can you be in a position to make professional and career decisions best for you.

My Authenticity: If I can’t help you, I’ll get you to someone who can help you. People remember that, it comes back, full circle.

In Closing

KLS wants to thank Max Emmer, Founder, of Emmer Law for today's "Together Talks" feature. Keep up to date with Emmer Law by following their blog on their website, check it out here. Follow along for the Emmer Law journey with their social handles below!

Facebook / Max's Instagram / Max's LinkedIn

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