The Business Side Of Law: Chuong Le Of 3i Law On 5 Things You Need To Create Or Lead A Successful Law Firm

An Interview With Eric Pines

Have a Clear Vision: You need to have a clear vision of what you want to achieve with your law practice. This vision will guide you through shifts and changes, allowing you to stay focused even when faced with skepticism or detractors. A clear vision acts as your north star, ensuring that you remain on your path, undeterred by external doubts or internal uncertainties that might arise.

Law school primarily prepares lawyers for the practice of law. But leading or starting a law firm requires so much more than that. It requires the entrepreneurial skills that any CEO would need to run a business; How to manage personnel, how to hire and fire, how to generate leads, how to advertise, how to manage finances, etc. On the business side of law, what does an attorney need to know to create a successful and thriving law practice? To address these questions, we are talking to successful law firm principals who can share stories and insights from their experience about the “5 Things You Need To Create Or Lead A Successful Law Firm”.

As a part of this series, we had the pleasure of interviewing Chuong M. Le, Founder and Managing Partner at 3i Law.

Chuong Le, Founder and Managing Partner at 3i Law specializes in private client services, corporate law, and cross-border transactions, focusing on legacy planning, corporate restructuring, and market entry strategies. He offers personalized, innovative solutions to meet the complex business and legal needs of his clients, from individuals to international companies. Dedicated to understanding client challenges and goals, Chuong works closely with them to execute on their goals, emphasizing attention to detail and comprehensive strategy.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and how you ended up where you are? Specifically we’d love to hear the story of how you began to lead your practice.

Reflecting on my journey, the essence of my career has always been about serving humanity, a vision that initially guided me into law. However, over the first 10 years or so of practicing law, amidst its rigor and demands, that foundational purpose began to blur. It took the global pause during the 2020 COVID lockdowns for me to revisit that fundamental question: “Why am I a lawyer?” The stark realization hit me that the fundamental problem in the legal delivery business model is accessibility. If I didn’t address the gap in legal accessibility, perhaps no one would. This moment of clarity was the beginning of 3i Law, a reflection of my commitment to ensure that navigating legal services isn’t a daunting journey for anyone. It’s a deeply personal mission, rooted in the belief that I possess the capability and knowledge to make a difference. This is not just about practicing law; it’s about embodying the change I wish to see in the world, ensuring that my original goal to help humanity isn’t just a forgotten dream but a living, breathing reality through the work we do every day.

I’m a huge fan of mentorship throughout one’s career. None of us are able to achieve success without some help along the way. Who has been your biggest mentor? What was the most valuable lesson you learned from them?

Throughout my life, mentorship has played an irreplaceable role. From my early days, struggling with English as an immigrant child, to the daunting leap of establishing my own law firm, mentors have been there at the times I least expected, but needed the most. My ESL teacher was the first to truly believe in my potential, taking the time to lay the foundation for all my future endeavors by nurturing my language skills and confidence. Later, as I came into law, an individual I genuinely regard as my “older brother” provided invaluable guidance, instilling in me belief and direction, especially during the early days of building a law firm. These experiences taught me the value of trusting in others to help shape me become the person I aspire to be, reminding me that success is a collective journey, not a solitary pursuit.

From completing your degree to opening a practice and becoming a business owner, your path was most likely challenging. Can you share a story about one of your greatest struggles? Can you share what you did to overcome it?

Reflecting back, one of the greatest struggles that stands out to me involves not just the complexities of law but the additional layer of complexity that language brought into the mix. For someone like me, who wasn’t a native speaker of English, jumping into the legal profession was akin to learning an entirely new language, layered on top of the already daunting task of mastering the law itself. This required an immense amount of effort and perseverance on my part. I had to push myself harder than I ever thought possible to understand, interpret, and eventually master the nuances of legal English, which has played a major role for my success in the field.

But perhaps even more challenging than the linguistic barriers were the financial struggles my family and I faced in the early days of starting my law firm. With limited funds, and my wife still in school, we found ourselves in a situation where even purchasing off-brand cereal seemed like a luxury we couldn’t afford. Seeing my wife unable to make such a basic purchase was heart-wrenching and served as a stark reminder of the dire financial constraints we were under. It was at this point that I realized a drastic change was necessary. I set the goal of simply making $850 a month to cover office rent. Achieving this initial milestone in my eyes was a significant turning point for me. As it not only provided a roof over our heads to operate from but also set the foundation for setting and achieving higher financial goals, gradually improving our ability to support not just ourselves, our family, but also the community around us.

Fast forward to today, and what my law firm was, and what it has transformed into is something I’m immensely proud of. We’re growing, both in terms of our team and our investments in people and technology. This growth is not just a testament to our hard work but also a constant reminder of the importance of pushing oneself to become a better version each day. For me, the center of my journey and my continuous motivation lies in the understanding that in order to effectively help and uplift those around me, I must first ensure that I am in a position of strength and stability myself. You can’t pour into others if your own glass is empty. Keeping this philosophy at the core of my actions has been pivotal in overcoming the challenges of my early career and continues to guide me as I strive to make a positive impact through my work.

Can you please give us your favorite “Life Lesson Quote”? Can you share a story about how that was relevant in your own life?

One of my favorite quotes is, “There is no such thing as a ‘self-made man’. We are made up of thousands of others. Everyone who has ever done a kind deed for us, or spoken one word of encouragement to us, has entered into the makeup of our character and of our thoughts, as well as our success.” We are all connected. This insight struck a chord with me during the emotional and challenging journey to parenthood, teaching me the value of support, resilience, and hope. It was through the kindness and encouragement of others that I found strength, and in becoming a parent, I realized how deeply we are shaped by those around us, and how it would be on my spouse and I to create the path of success for our son and daughter. My children, by offering endless lessons of love and patience over the years, have significantly contributed to my character and success more than they will ever know.

This is not easy work. What is your primary motivation and drive behind the work that you do?

The drive behind the work I do is rooted in the idea of legacy. It’s about understanding that the efforts we put forth today extend far beyond the immediate benefits; they contribute to a legacy that will outlast our own lifetimes (hopefully). And this isn’t all about making world-changing contributions, but rather how if we have a positive impact on even just one person, then the work we do will have been worth it. As the saying goes, “my ceiling will become the floor of those that I and my team help.” It’s about raising the baseline for the next generation, ensuring that the progress we make now serves as a solid foundation for others to build upon and surpass.

What are some of the most interesting or exciting projects you are working on now?

Currently, my main focus is on a project aimed at changing the legal service industry to ensure that everyone has access to legal services. This goal is both a personal and professional mission for me, driven by the belief that access to legal services shouldn’t be just for the privileged but for everyone. My approach is straightforward: make legal services more accessible and understandable for everyone. Again, if I can help just even one person who might not have had the opportunity to get help before, then I will have accomplished what I’ve set out to do.

Fantastic. Let’s now shift to discussing the business of law. Can you tell us a bit about the nature of your practice and what you focus on?

Our law firm is a full service firm, and we focus on everything other than criminal law, personal injury, and family law. I specifically focus on assisting individuals, families, and businesses with trust and estate planning, corporate law, and taxes. My approach to estate planning is all about securing futures, while in corporate law, I guide businesses through legal complexities to ensure they remain competitive. When it comes to taxes, I prioritize understanding both foreign and domestic tax laws to help businesses thrive in the now global economy. My goal is to comprehensively meet my clients’ needs, from protecting their assets and planning for their legacy to strategic business planning and tax optimization.

You are a successful attorney. Which three character traits do you think were most instrumental to your success? What unique qualities do you have that others may not? Can you please share a story or example for each?

I would have to say the three character traits that have had the biggest impact on my success are: compassion, honesty, and authenticity.

Compassion has been at the core of my practice. It’s about more than just providing legal services; it’s about genuinely helping others and fostering a supportive environment within our firm. My commitment to compassion ensures that everyone we work with feels understood and supported, focusing on granting access to the legal outcomes they seek.

Honesty, too, has been indispensable. I recognize that our profession doesn’t have the best image among the public, which is why I go out of my way to maintain transparency and integrity with clients, colleagues, and the community we serve. Honesty is the foundation of reliability and respect.

Lastly, authenticity has been a guiding principle in my career. Staying true to myself and encouraging the same authenticity among my team and clients simplifies interactions and decisions. Life and law become less complicated when you’re genuine about who you are and what you stand for. This authenticity has allowed me to navigate my career with a clear conscience and build meaningful connections.

These qualities, while perhaps not unique in themselves, combine in a way that shapes my approach to law and leadership. Compassion, honesty, and authenticity are not just traits but commitments to how I practice law and engage with the world around me, especially while in a profession often criticized for lacking these very characteristics.

To paint this picture further, let me share a story that explains how this all comes together. Imagine you’re looking for water in the desert; while others might simply hand you a shovel and wish you luck, at our firm, we do things differently. We bring our own shovels and dig alongside you. Because it’s my belief that to truly assist you, I need to understand your unique situation firsthand, meeting you exactly where you are. It’s not just about providing a service; it’s about sharing the journey, understanding your challenges, and working together towards a solution.

Do you think where you went to school has any bearing on your success? How important is it for a lawyer to go to a top-tier school?

From my view point, the impact of where I went to school on my success is more about the opportunities it presented rather than being a direct measure of my capabilities or future achievements. Essentially, life is what you make of it; both the school and its environment merely lay out the opportunities. It’s up to the individual to recognize and seize these opportunities.

The notion that attending a top-tier law school is critical for a lawyer’s success is a matter of perspective. While prestigious institutions can provide valuable networks and a certain prestige, they do not inherently define one’s success nor determine one’s intelligence. Success in the legal profession, much like in any other field, is largely determined by how one applies themselves, the quality of their work, their ability to connect with and understand their clients, and their dedication to continuous learning and improvement.

Managing being a law practitioner and a business owner is a constant balancing act. How do you manage both roles?

The key strategy I’ve adopted is setting clear intentions from the outset. It’s important, especially if you’re finding yourself struggling, to ensure that the goals you set are not only clear but also attainable through incremental steps. These small steps, though they may seem modest at first, accumulate over time, covering a significant distance in your professional journey.

Another vital component of my approach is the support of my partners and amazing staff. Their dedication and mutual care for one another play a big role in the smooth running of both the legal practice and business operations. This team allows me to concentrate on areas that require my direct attention, and I can be confident in knowing that other aspects are in capable hands at the firm.

Having a clear vision and goal is not just important for personal focus but is also essential for team alignment. By sharing this vision with my team, I can ensure that everyone is working towards the same objectives, which simplifies decision-making processes and prioritization of tasks.

Successfully managing both roles doesn’t have to be an overly complex task. With clear goals, incremental progress, and a supportive team, the balance between practicing law and running a business becomes not only obtainable but also rewarding.

Can you help articulate the entrepreneurial skills a lawyer needs to run and lead a successful law firm?

First and foremost, and this might come off as unconventional, but leave yourself open to whatever the opportunities might be that you come up against. This means being adaptable and recognizing that there are multiple paths to achieving your objectives — essentially, understanding that there’s more than one way to skin a rabbit. Embracing flexibility in your approach to business growth, client acquisition, and service delivery will help you more than any one skill.

As a business owner you spend most of your time working IN your practice, seeing clients. When and how do you shift to working ON your practice? (Marketing, upgrading systems, growing your practice, etc.) How much time do you spend on the business elements?

In the early stages of running my practice, I found myself attempting to manage every aspect simultaneously, from client consultations to marketing and system upgrades. This approach led me to become “a jack of all trades, a master of none,” spreading myself too thin across various tasks. Eventually it was the insights from the book “The ONE Thing: The Surprisingly Simple Truth About Extraordinary Results” that initiated a shift in my approach.

Realizing the inefficiency of my initial strategy, I began to focus on analyzing and optimizing the systems within my firm. This involved taking a step back to critically assess how each component of the business was functioning and making adjustments to ensure they could operate effectively without my constant intervention. A significant part of this transformation involved hiring the right people. Bringing in capable staff who could take over certain responsibilities allowed me to delegate more effectively, freeing up time to concentrate on strategic planning and growth.

Now, I allocate specific times to work ON the practice, focusing on marketing, system improvements, and overall growth strategies. This doesn’t mean I’ve stepped away from working IN the practice; rather, I’ve found a balance that allows me to dedicate quality time to both areas. I continually remind myself of my ultimate goals for the firm, ensuring that I never lose sight of where I want to be.

Can you share some specific, non intuitive insights from our personal experience about how a leader of a law firm should:

Here are some insights from my personal experience on how to tackle these challenges effectively:

Manage Personnel: The key to managing personnel is to place trust in your team. You need to train and support them for success and then grant them the autonomy to execute their responsibilities. This approach not only empowers your team but also fosters a sense of ownership and accountability within them. By trusting your team and allowing them to take charge, you create a more dynamic and responsive work environment where individuals are motivated to go above and beyond for their colleagues and clients.

Hire and Fire: When it comes to hiring and firing, establishing quantifiable criteria for what you’re looking for in a candidate is the first thing that needs to occur. However, beyond the resume and interviews, much of the decision comes down to following your gut instinct about whether the individual can perform the job and if they are fundamentally a good person. It’s important to have clear metrics to assess these aspects, as they are often overlooked by leaders. This balance of objective criteria and intuitive judgment can guide you in making informed decisions that benefit the firm’s culture and productivity.

Generate Leads: Trustworthiness is the name of the game here. Clients are more likely to engage with a lawyer or a law firm they find likable and trustworthy. This means that your personal and professional demeanor plays a significant role in attracting potential clients. Being genuine, approachable, and reliable can set you apart in this competitive market.

Advertise: Effective advertising for a law firm often hinges on word of mouth. Continuously engaging with individuals both within and outside your community, regardless of whether you’ve worked with them, is crucial. Maintaining connections and a positive reputation can lead to referrals and new opportunities. But don’t force these relationships, build and nurture them over time.

Manage Finances: Financial management within a law firm requires a strategic approach to delegation. While it’s important for leaders to understand the intricacies of their firm’s finances initially, delegating responsibilities to competent team members is the natural progression of things. Avoiding micromanagement allows you to focus on broader strategic goals while ensuring that the day-to-day financial operations are handled efficiently.

What are your “5 Things An Attorney Needs To Know In Order To Create A Successful And Thriving Law Practice”?

To create a successful and thriving law practice, there are five essential elements every attorney needs to understand and implement:

Have a Clear Vision: You need to have a clear vision of what you want to achieve with your law practice. This vision will guide you through shifts and changes, allowing you to stay focused even when faced with skepticism or detractors. A clear vision acts as your north star, ensuring that you remain on your path, undeterred by external doubts or internal uncertainties that might arise.

Create Systems and Procedures: Efficiency within a law practice is achieved by establishing clear systems and procedures. When my team first came together, the lack of uniform processes led to inefficiencies and wasted time. By implementing standardized systems, we not only saved time but also set clear expectations and made it easier to train new support staff, enhancing overall productivity. This is an ongoing process and the system should always be assessed and reevaluated.

Build a Strong and Dynamic Team: With that being said, no attorney can succeed alone. Building a strong team of attorneys, support staff, and advisors is fundamental. A strong leader must trust and delegate tasks to their team, facilitating progress and enabling scalable growth. An example from our firm illustrates this point well: an attorney’s numbers improved significantly after she expanded and trained her support team, underscoring the power of a collaborative effort.

Stay Calm and Nimble: The legal industry is constantly changing, and unforeseen challenges are just part of the journey. Whether it’s disagreements with clients or evolving business, tax, and employment issues, staying calm and adaptable is key. This agility will allow you to navigate challenges effectively, maintaining confidence within your team by demonstrating control and flexibility.

Have a Strong Support System: Success in law is not just about what happens in the office but also about having a robust support system at home and within your professional and personal network. Finding a community where you feel you belong and having the backing of your family can significantly ease the stress of running a practice. The understanding and support from those who are either going through similar experiences or are inextricably linked to your journey are invaluable.

You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

You can probably already guess my answer based on some of my previous responses, but If I had the influence to inspire a movement, it would focus on making legal services accessible to everyone, regardless of their education, economic or social standing. Throughout my career, I’ve witnessed firsthand the critical need for legal assistance and how the lack of access can profoundly impact individuals and communities. Despite widespread acknowledgment of this issue, there continues to be a significant gap between recognizing the problem and implementing solutions to address it.

This movement would not only aim to democratize access to legal services but also work towards reforming the system to ensure that it serves the needs of all, not just those who can afford to access it. By leveraging technology, innovative service delivery models, and policy reform, we could create pathways for people to receive the legal help they need, when they need it.

The ultimate goal would be to foster a society where legal participation in law is seen as a fundamental right. This movement I know would transform countless lives by providing people with the support necessary to navigate legal challenges, thereby creating a more equitable and just society for everyone.

How can our readers further follow your work online?

They can follow our work being done at the law firm on LinkedIn at 3i Law.

This was very inspiring. Thank you so much for the time you spent with this. We wish you continued success and good health!

About the Interviewer: Eric L. Pines is a nationally recognized federal employment lawyer, mediator, and attorney business coach. He represents federal employees and acts as in-house counsel for over fifty thousand federal employees through his work as a federal employee labor union representative. A formal federal employee himself, Mr. Pines began his federal employment law career as in-house counsel for AFGE Local 1923 which is in Social Security Administration’s headquarters and is the largest federal union local in the world. He presently serves as AFGE 1923’s Chief Counsel as well as in-house counsel for all FEMA bargaining unit employees and numerous Department of Defense and Veteran Affairs unions.

While he and his firm specialize in representing federal employees from all federal agencies and in reference to virtually all federal employee matters, his firm has placed special attention on representing Veteran Affairs doctors and nurses hired under the authority of Title. He and his firm have a particular passion in representing disabled federal employees with their requests for medical and religious reasonable accommodations when those accommodations are warranted under the Rehabilitation Act of 1973 (ADA). He also represents them with their requests for Federal Employee Disability Retirement (OPM) when an accommodation would not be possible.

Mr. Pines has also served as a mediator for numerous federal agencies including serving a year as the Library of Congress’ in-house EEO Mediator. He has also served as an expert witness in federal court for federal employee matters. He has also worked as an EEO technical writer drafting hundreds of Final Agency Decisions for the federal sector.

Mr. Pines’ firm is headquartered in Houston, Texas and has offices in Baltimore, Maryland and Atlanta, Georgia. His first passion is his wife and five children. He plays classical and rock guitar and enjoys playing ice hockey, running, and biking. Please visit his websites at www.pinesfederal.com and www.toughinjurylawyers.com. He can also be reached at eric@pinesfederal.com.