Advertise: You will get bombarded by a lot of marketers. Don’t get easily fooled… The sell is always better than the deliverables. Don’t try too many things at once. If you are inclined to try something, properly vet it and ask the right questions. If it seems too good to be true, it probably is.
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 Justin Cernitz, Esq.
As founding partner of Cernitz Law, Cernitz counsels and represents clients on a variety of legal issues, specializing in first-party property insurance disputes and bad faith litigation. He has also represented numerous clients on issues relating to medical malpractice, personal injury and catastrophic injury, wrongful death, and nursing home negligence. He founded the practice in 2010. Cernitz Law has represented thousands of clients who have had insurance claims on their properties denied or underpaid, as well as accident and injury victims in Florida, New York and Texas with local offices in each state.
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.
Igrew up on the South Shore of Long Island, New York, where my father worked as an attorney representing insurance companies. It’s a bit of an irony, then, that I became an attorney focused on advocating for clients against those very same insurance companies, but I can credit that to my dad’s sage advice.
From a young age, I knew I wanted to be a lawyer, inspired by the work my father did — something that many can relate to as they follow in their parents’ footsteps. My interest in law and government led me to Emory University, where I majored in political science and, almost by default, developed a deep interest in business operations and management. I knew early on that I wanted to run my own law firm one day, so I seized every opportunity to learn not just about law and politics but also about how to effectively manage and operate a company. As I learned later on, what you learn may not always be practical in the real world.
In 2010, my lifelong dream came to fruition when I founded Cernitz Law. Since then, our firm has helped thousands of clients whose insurance claims have been denied or underpaid, as well as accident and injury victims.
By 2012, the practice had grown so rapidly that I was fortunate enough to convince my wife — who was then working at a law firm focused on property insurance claims — to join me as my law partner. Over the past decade, we’ve built what we affectionately call “the little engine that could.”
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 journey, I’ve realized that while I haven’t had what many might consider a traditional mentor(s), I’ve been fortunate to cross paths with many individuals who have profoundly influenced me in different ways. My father was the first to inspire me to pursue a career in law, and his wisdom guided me toward plaintiff law. My wife, my better half, has been a constant source of inspiration — encouraging me to grow as a lawyer and businessman, to offer exceptional service to our clients, and to think creatively and “outside the box.” A close friend has taught me the value of being more measured in situations and the power of visualization in achieving both personal and professional goals.
Recently, I’ve had the privilege of connecting with accomplished lawyers from diverse jurisdictions, individuals who are deeply committed to paying it forward. They’ve shared invaluable lessons on the importance of building client-centric systems, processes, and communication designed to deliver the best possible results and experience for our clients. They’ve reinforced my belief that client satisfaction is the cornerstone of any successful business, as clients not only shape a company’s reputation but also serve as its most vital source of referrals.
Each of these relationships has shaped my path and continues to inspire me daily.
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?
I may sound a bit old-fashioned, but as a man, I think ego can sometimes get in the way. Early on, I had a strong desire to build something entirely on my own, driven by my entrepreneurial spirit. I was confident in my abilities — I believed I had the drive, the intellect, and the confidence to go it alone. I had enough experience to think I could “know it all and do it all” by myself.
But eventually, I had a wake-up call. I realized I wasn’t as capable at everything, whether it was being a lawyer or a businessman. My sense of self had become a bit inflated. Like many successful entrepreneurs, I came to understand that in order to truly succeed, I needed to surround myself with people who were smarter and more talented than me. I had to honestly assess my strengths and weaknesses and then build my team around that understanding.
The turning point for me was when I asked my wife to leave her job and join me as my partner. It was humbling and vulnerable, but I knew I needed her help to succeed. I learned that we both needed to focus on our strengths, work within our respective lanes, and approach everything with more intentionality to really make an impact. I had to continue to foster that with more team members.
Now, with an incredible team around me, I’m continuously learning from others who have been more successful and bringing those lessons into our growth. And I know that as we continue to expand, surrounding ourselves with the right people will remain a key factor in our success.
Can you please give us your favorite “Life Lesson Quote”? Can you share a story about how that was relevant in your own life?
Complacency equals downfall. When you’ve built a firm and reached a level of success that once seemed out of reach, it’s easy to fall into the trap of thinking that the status quo is enough — that if it isn’t broken, there’s no need to fix it. Most law firms rely on a variety of referral sources, whether from other lawyers or community leaders, and when cases are consistently coming in and everything appears to be running smoothly, it’s tempting to get comfortable. But you can never put all your eggs in one or a couple of baskets. It’s crucial to keep pushing forward and stay proactive.
For us, one of the most effective strategies has been rethinking how we engage with past clients. We’ve also found that educating the public and offering free advice on navigating the complexities of insurance have been incredibly valuable in generating new business. You never know when a particular referral source might stop bringing in clients, so it’s essential to always be networking and expanding your reach and how you conduct your outreach.
The same mindset applies to business operations. There’s always room for improvement. If you stop approaching every aspect of your business with intention and creativity, someone else has figured out a way to do it better. In today’s competitive landscape, staying stagnant isn’t an option — you must always be innovating.
This is not easy work. What is your primary motivation and drive behind the work that you do?
This is a question that I must include my wife and partner, Candise, in. Our primary motivation behind the work we do at Cernitz Law is rooted in the desire to fight for people who can’t fight for themselves. Candise and I can’t stand seeing injustices in every aspect of life and business. We are those people who will stick up for anything and everything, often to our detriment, especially in our personal lives. We truly believe that one shouldn’t complain about something if they aren’t going to do something about it. In the context of insurance, the relationship between the insurance company and the policyholder is one of unequal bargaining power, where you are dealing with a contract of adhesion where one side gets to say, “take it or leave it.” There’s something incredibly fulfilling about standing up for the underdog and ensuring they get the justice they deserve against the big, powerful insurance company that has more resources.
Every human being needs to have a sense of purpose. On a deeper level, I’m driven by the responsibility of providing our clients with not just legal representation, but with peace of mind during what is often a difficult and uncertain time in their lives. Whether it’s helping someone whose insurance claim has been wrongfully denied or advocating for injury victims, knowing that we’re making a tangible difference in their lives is what keeps us going.
What are some of the most interesting or exciting projects you are working on now?
We have noticed some patterns in how some insurance companies are determining what risks to insure and how they are finding these risks. Without giving away our work product, think about it in terms of the banking world and how banks will engage in predatory lending practices. That’s all I’m going to say about it. ;)
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 primary practice is property insurance law. We represent homeowners of all kinds as well as commercial property owners on insurance claims, where the insurance company either underpaid their claim or denied their claim entirely. Our secondary practice is personal injury, where we represent the injured.
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?
- Perseverance
- Optimism
- Socialization
I can’t point to a specific example of each of these traits because they are all interconnected, yet distinct. While I might sometimes forget what I had for breakfast, one thing I can tell you for sure is that running a law firm is not for the faint of heart. There are plenty of ups and downs, and it often feels like a roller coaster. However, without the perseverance to tackle challenges and the mindset to see the glass as half full, I’d constantly be stressed out, unable to enjoy both my life and my practice. Socialization plays a crucial role, too — without relationship building, the firm wouldn’t have clients. Attorneys who put themselves out there, who never give up, and who remain optimistic are the ones who succeed. On the other hand, those who get discouraged and adopt a pessimistic or defeatist outlook are often the ones who close their doors and walk away. That’s never been my mindset, even when the odds seemed stacked against me.
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?
Absolutely not, to both questions! I think as a society, we are shifting away from placing too much emphasis on pedigree. Companies ultimately want value from their employees in the form of grit, hard work, problem solving abilities, leadership and teamwork. These qualities are rarely learned in law school. Yes, are there big, prestigious law firms that still prioritize pedigree, but as a firm owner, where I matriculated from had no bearing on my success whatsoever.
Managing being a law practitioner and a business owner is a constant balancing act. How do you manage both roles?
I focus on understanding my strengths and weaknesses, then delegate tasks to the right people who excel in areas where I may not. I make it a priority to surround myself with individuals who are smarter, more talented, more creative, and more organized than I am. Additionally, establishing effective systems, protocols, and processes — and ensuring they are well-documented and continuously updated — is key to our success.
Can you help articulate the entrepreneurial skills a lawyer needs to run and lead a successful law firm?
There is no simple roadmap to running a law firm or any company for that matter. However, one thing is certain: having confidence in both yourself and your team is essential. Without self-confidence, your team won’t believe in you, and in turn, you may start to doubt yourself. A lack of confidence makes entrepreneurship a constant struggle. I have to reiterate that perseverance, optimism and socialization are often overlooked but are so important. The ability to visualize your goals is also essential to reaching those goals.
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?
I have a good balance of working on the business and in the business. I love to still be a part of my clients’ journey through the legal process, but my mind never stops thinking about how the systems in my business can improve to make sure my clients have the best experience possible. There doesn’t necessarily need to be a massive shift from one to the other as long as you have the right people and systems in place as part of your team.
Can you share some specific, non-intuitive insights from your personal experience about how a leader of a law firm should:
- Manage personnel: When resolving inter-office conflicts, in my opinion, it’s important to avoid one-on-one conversations with personnel when you can have a transparent meeting involving all parties so that expectations are set openly. While it may seem considerate to listen to someone individually, it often leads to a situation where everyone is trying to win you over to their side, creating more drama and no real resolution. On a more general level, once a week office meetings are great but they should not last more than 15 minutes.
- Hire and fire: Interviews mean very little to me in this day and age. Don’t judge a book by its cover and resumes aren’t always so helpful. In my experience, the ones who don’t interview well may actually be the diamond in the rough. The better the interviewer may be an indicator of a better bs salesman.
- Generate leads: Hussle and get out there and pound the pavement.
- Advertise: You will get bombarded by a lot of marketers. Don’t get easily fooled… The sell is always better than the deliverables. Don’t try too many things at once. If you are inclined to try something, properly vet it and ask the right questions. If it seems too good to be true, it probably is.
- Manage finances: Set goals for your monthly revenue and know all of your numbers at all times.
Ok, thank you. Here is the main question of our interview about the business side of law. What are your “5 Things An Attorney Needs To Know In Order To Create A Successful And Thriving Law Practice”? (Please share a story or example for each.)
- Take good care of your clients in every way and your clients will take care of you! Clients are the best referral source.
- Surround yourself with good people who are smarter, more talented and more creative than you.
- Written systems and processes/protocols are important.
- Respect your adversaries and they will respect you back.
- If it isn’t working well, there must be a better way of doing it. Constantly strive to be a better version of yourself (and the firm), always.
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. :-) –
If I had the chance to inspire a movement, it would be one that urges society to dissociate politics from every single aspect of our lives. Politics has become so ingrained in everything — education, health, relationships, even basic human interactions — that it’s creating divisions and distractions that prevent us from focusing on what truly matters: our shared humanity. This movement would call for a return to a society where we can have conversations, build communities, and address real issues without the constant lens of political agendas and partisanship. If we don’t change course, we risk spiraling into a state of chaos, where every action, decision, and conversation becomes a battleground for ideological warfare, and ultimately, anarchy could be the outcome. It’s time to recognize that politics, while necessary, should not be the driving force behind every aspect of life. Only by reclaiming our focus on collective well-being and common values can we create a more harmonious and functional society.
How can our readers further follow your work online?
For more information at Cernitz Law, visit cernitzlaw.com, call (888) 683–2624 or email [email protected].
This was very inspiring. Thank you so much for the time you spent with this. We wish you continued success and good health!