Momentum Law Group | A Case Study

Clever team-Up (operations + legal) zoom-in on a need in the business arena.

It’s been getting under Michael Gottlieb’s skin for awhile now, watching great businesses struggle unnecessarily when owner/operators can no longer helm the ship. 

It breaks his heart to see the clients in his legal practice (shout out to Momentum Law Group, y’all) suffer all of the worry, sleepless nights, and hand wringing mulling over all of the “what ifs”: (What if….I get sick and die? I want to sell this baby? It’s time for the ‘& Sons’ to take over my legacy business?)

Michael already had an idea about how to give his clients peace of mind. It came in the form of an Operations WIll ® , a succession plan that begged the question: Are there things about your business that only you know?

Calling it Momentum Shift, Michael set out to find value partners that could help bring his vision to life. 

He needed a smart-as-a-whip Operations Specialist who understood how to meet people at this pain point and build a framework to help owner/operators harness key information that was heretofore trapped in their own heads.

 He found this magical unicorn in the form of Sara Hartary, kickass can-doer absolutely committed to fixing the problems Momentum Shift solves. She brought her sheer tenacity and deep experience helping businesses get their Operations on point to build a brand for Momentum Shift.

 He also needed the support of his rising management star, Jordan Torres. She was already running rings around any admin he’d ever had. She was the perfect project manager for this new endeavor. Her understanding of the law firm and her fresh perspective on the legal needs of business rounded out a perfect trio of business brains. Together, they banded together to create a new kind of concierge business service. 

Sara, Jordan, and Michael agreed on many things — together, they set a plan to bring the vision to life.

But this was to be no ordinary B2B service, Momentum Shift was destined to be a powerful platform that fortified the foundation of every end-user who committed to the process. And no one else was doing it. They were creating something completely from scratch. 

They needed to build a brand that could grow with them. They needed the words and ideas to express something never-before-seen. And they needed all of the assets that come part and parcel with hanging out a new shingle.

But this was to be no ordinary B2B service, Momentum Shift was destined to be a powerful platform that fortified the foundation of every end-user who committed to the process. And no one else was doing it. They were creating something completely from scratch. 

They needed to build a brand that could grow with them. They needed the words and ideas to express something never-before-seen. And they needed all of the assets that come part and parcel with hanging out a new shingle.

Enter Rebecca.

• We started with a Define your Brand Workshop. Everyone at the table. Post-Its and Flip Chart. We did a deep dive into the heart of the Ideal Customer and answered all of the Q’s: Who is the owner/operator and what does s/he need? How could we deliver the peace of mind that they so desperately need when it comes to the future of the business they have spent so much time building? What can we say that will hit them right where they live? We answered questions like why Momentum Shift and why now?* 
• When we were done we had identified three main Personas, established Core Values, developed a Positioning Statement, and rough-sketched a Marketing Plan for “What’s Next?” What’s more, we had a Brand Guide to grow into.

• The “What’s Next?” manifested a clear need for a boat-load of Branded Copy; we were starting from scratch on a new Landing Page, Website, and tri-fold Brochure. We needed eMail Scripts, Sell Sheets, and Sales Copy. Our Social Platforms were a blank slate. We brought Momentum Shift’s Voice to life…. and it’s now a beacon for stressed out owner/operators looking for answers.
• We started thinking about Original Content, developing the beginnings of a Blog or Podcast. We’re doing a bunch of Big Picture Thinking and producing Deliverables that just don’t create more noise. 

If working smarter / not harder is your jam, and you’re building an operation that you might like to pass on one day, get Momentum Shift on your radar. It’s all about the blood pressure-reducing, bandwidth-increasing tools that will give you the quality of life you so desperately want….. without dropping any balls at work.

*A’s: hard working boots-on-the-ground folks who are the backbone of their operation or organization; a business sherpa to help do the heavy lifting to put an Operations Will® in place; give them an easy-to-use framework that spells out the recipe to their secret sauce for the next gen; are there things about your business that only you know? Don’t die/sell/retire without putting it all on paper first.; because we know just how to do it right and why waste another brain cell on all of those “what ifs.”