What You Don't Know, You Don't Know | Harlan Schillinger on Accountability & the Real Growth Secrets

"You can't fix what you won't measure." – Harlan Schillinger

In this episode of That One Lawyer™ Podcast, host Neal Goldstein sits down with Harlan Schillinger, often called the Godfather of Legal Advertising. For nearly five decades, Harlan has shaped the evolution of legal marketing, pioneering attorney television ads, developing Lead Docket, and helping over 130 firms build brands based on trust, accountability, and compassion.

But behind his success is a philosophy every lawyer should hear:
Accountability isn't punishment — it's freedom.

This episode dives into what law firms get wrong about growth, why throwing money at marketing won't fix weak intake systems, and how data and culture—not ad spend—determine long-term success.

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💡 IN THIS EPISODE:

• The origin of "What you don't know, you don't know" and why it defines modern law firm success

• How Harlan revolutionized legal advertising and introduced measurable marketing to the industry

• The moment he realized most lawyers were losing clients before the first phone call ended

• Why "buying your way out of a problem" never works — and what accountability really looks like

• How intake staff shape your brand more than your billboards ever will

• The single question every lawyer should ask daily: "What didn't we sign today?"

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🧭 WHY THIS EPISODE MATTERS

Young lawyers often focus on branding, visibility, and growth — but as Harlan points out, you can't grow what you don't track.

He challenges attorneys to look deeper:

• Are you measuring what matters?

• Are your systems serving your clients?

• Are you building a culture that matches your message?

This is more than a conversation about marketing — it's a blueprint for building an accountable, client-centered practice that lasts.

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🧩 TAKEAWAYS FOR LAWYERS:

• Stop guessing. Measure everything.

• Accountability protects your firm, your clients, and your future.

• Your intake team defines your reputation long before you meet the client.

• The goal isn't more leads — it's better experiences.

• Ask what didn't work, not just what did.

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📣 ABOUT HARLAN SCHILLINGER

Harlan Schillinger is a pioneer in attorney marketing and client acquisition. Known for co-developing Lead Docket and revolutionizing lawyer advertising, Harlan has spent decades shaping law firm strategy around one principle: you can't fix what you don't track.

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