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Stepping away from a conventional career path to chart your own course is a bold move. Deidre Von Rock, an attorney who dared to leave a 16-year partnership at a conventional law firm to create her personal brand, took that very path.

Conventional Law Firm to Personal Brand: A Courageous Shift

The journey began with Von Rock bravely leaving a 16-year partnership at a traditional law firm to establish her personal brand. Her strategic decision-making process involved choosing her niche and developing her marketing strategy while staying true to her unique style and values. 

She transformed not just her career but also her life. She navigated unexpected challenges and maintained her unique style and values while developing her personal brand. 

Breaking Barriers: A Female Lawyer’s Journey in a Male-Dominated Law Firm

Von Rock’s journey also reveals the experiences of female lawyers in male-dominated law firms. She highlights her challenges as a working mother in a culture prioritizing billable hours and physical presence in the office over work-life balance.

This experience was instrumental in her decision to establish her practice. It served as a powerful reminder to create a work environment that promotes work-life balance and supports the unique needs of working mothers.

Creating a Purposeful Redesign in Life and Practice

Leaving a successful law career to start a new practice is a big decision that requires courage, fear, and sheer determination. For Von Rock, it was a purposeful redesign that aligned her practice and life with her values and aspirations. 

The decision to move away from hourly billing and toward fixed pricing and having more control over her schedule were among the significant changes she implemented. These choices were about creating a practice and life that brings joy and fulfillment.

Building Personal Branding and Facing Challenges

Creating a personal brand involves identifying and leveraging what sets you apart to attract your target audience. For Von Rock, it was about reflecting her values and personality through her unique personal brand. 

She emphasizes networking in attracting clients and highlights her website as a representation of the attention and dedication she puts into her work. 

Resilience Amid Personal Challenges

Von Rock’s journey was not without personal challenges. At one point, she was diagnosed with breast cancer and had to undergo treatment while managing her practice and taking care of her children. However, she remained resilient, continuing to build her practice and overcoming these difficult circumstances.

Deidre Von Rock’s audacious transformation from a conventional law firm to her own legal practice is a testament to her courage, determination, and resilience. Her story serves as an inspiration for anyone aspiring to carve their unique path in the legal sector. 

Deidre’s story reminds us of the value of designing a practice and life that aligns with our values and brings joy. It also underscores the value of perseverance and staying true to our principles, even when faced with challenges.

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Steve Riley

Certified Practice Advisor & Attorney

Steve Riley has coached attorneys for more than 20 years. His one-on-one coaching focuses on a limited number of top producing attorneys committed to taking their practices to new levels of excellence, profit, and personal success. He also presents at group coaching workshops around the country for individual law firms, state bar associations, and other legal organizations.

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