“There's a part of me that feels like ADVOS was just an idea whose time has come… And I almost couldn't NOT do it.”
At ADVOS, Gwen Griggs' law practice she co-founded in Ponte Vedra Beach, forget chasing billable hours - really, toss all the stereotypes that you might typically conjure when you think “law practice.” Replace it with an entirely new paradigm (not hyperbole) that sees this cutting-edge group of ten people operate using a system that mirrors the high-growth entrepreneurs her firm exclusively serves. Think agile. Think strategic. Think speed to scale. This is the DNA of a law practice that has consistently earned a Net Promoter score in the high 90s. When the average NPS for the legal profession is 19, you know Gwen has cracked the code on making law practice not just agile - but extraordinary.
An Osprey, a Gator, a Legal Eagle
Gwen knew from an early age that she wanted to “make a big, big difference” and was drawn to law after learning about Thurgood Marshall’s win in the seminal Brown vs. Board of Education of Topeka case. She started her education in Washington D.C. but was happy to relocate to Jacksonville’s warmer climate after her first year, graduating with her undergrad degree from the University of North Florida and her JD with honors from University of Florida. She quickly entered into law practice back in Jacksonville, and even started her own firm in 2003. Asked if she encountered any resistance being a female founder with her first firm and then ADVOS in 2015, Gwen quips, if there was any, she ignored it. She points to an inner sense of urgency that came from losing her father at age seven: “I think being young and knowing that our time here is not forever and you can't waste any minute of it, it sort of created an urgency in me that I...need to always be learning, always be growing. And I think that's part of how I got here.” There simply isn’t room in Gwen’s story for chauvinism or other headwinds that would slow others down.
Culture is King (ahem, Queen)
Peruse the ADVOS website and you can’t help but notice that there’s nearly as much emphasis on their attorneys as the services they provide for their clients. That’s no accident. Ask Gwen and the magic that fuels that extraordinary NPS (and their recent award of Great Place to Work®) is a culture purposely built to nurture a thriving team. It boils down to happy team, happy clients - and they’ve baked that mindset into three pillars of success:
- Thrilled clients
- Strong community
- Thriving team
From hiring the right people to frequent check-ins, to developing soft skills to enrich relationships, Gwen and her co-founder have taken management best practices to the next level. And the fact that all their attorneys are women (nine of the ten ADVOS employees are women) was not intentional, but it is certainly unique.
Are you a startup? Do this from the get-go
Whether you’re here in Jax or operating elsewhere, Gwen has accumulated wisdom that could help you avoid common early-stage pitfalls.
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- Be crystal clear about equity - people tend to hear what they want to hear.
- Protect your IP - intellectual property ownership is a must-have.
- Don’t chase butterflies - lock into the idea that’s investable.
- Do your homework before pitching an investor - know what you’re asking for, and be sure it aligns to the appropriate investing group.
According to Gwen, many of their high-growth clients are from the technology and health sectors, not surprising given some of Jacksonville’s largest employers are in those fields. But she’s also noticed that those who’ve moved here to launch their business have marveled at how easily they’ve integrated into our community. Gwen attributes this to our southern hospitality and willingness to collaborate - themes that we’re proud to say surface in so many of our Innovate Jax episodes!
The Innovate Jax podcast will introduce you to the Jacksonville change-makers who are propelling our city into a new realm of sophistication. Our goal is to connect you to the people who are leaving their mark on our city today, in hopes that they inspire you to leave your mark tomorrow. Subscribe today and you’ll have fresh new episodes delivered to you each month. And feel free to recommend a guest by dropping us a note at innovatejax@forcura.com.
