154: 10 Golden Rules to Transform Your Life & Your Practice with Chris Keller and Jay Berkowitz

This week I had the opportunity to sit down with Chris Keller of Keller Swan Injury Attorneys to unpack 10 Golden Rules to Rise and Transform Your Life and Your Practice. Chris opened up about how he scaled Keller Swan from a two-man shop to an 80-person, multi-state law firm and we realized the lessons weren’t just about business, but about life. We dug into everything from mastering mindset and health, to building emotional and spiritual resilience, to running a firm with EOS, AI, and a CEO mindset. We talked about the messy parts too: the burnout, the bottlenecks, and the hard shift from “I can do it all” to “I need help.” This episode is part roadmap, part honest reflection—and a reminder that real transformation takes both strategy and heart.Key Topics01:35 – Chris shares his unexpected journey from prosecutor to entrepreneur and his breakthrough moment of realizing the money was up but health and family were down.09:41 – Rule 1: Master the Mental — Chaos ruled until Chris faced the truth: he was the bottleneck.13:27 – Rule 2: Master the Physical — Morning runs turned into marathons, rebuilding discipline and self-belief.17:40 – Rule 3: Master the Emotional — Focus shifted to what’s controllable, leveling out the emotional rollercoaster.21:45 – Rule 4: Master the Spiritual — Reconnected with faith, joined a men’s group, and found strength through service.25:08 – Rule 5: Master the Financial — Adopted Profit First and hired a finance lead, ending the cashflow stress.29:34 – Rule 6: Embrace AI for PI — Brought in AI tools, including “Grace,” their voice assistant, to streamline intake and follow-ups.34:51 – Rule 7: Build Marketing Through Community — Focused on giving back with authentic projects like Project Backpack.36:38 – Rule 8: Run It Like a CEO — Stepped out of the weeds using the Buy Back Your Time model.38:18 – Rule 9: Implement an Operating System — Rolled out EOS for team accountability, clear goals, and leadership growth.40:02 – Rule 10: Join Masterminds and Coaching — Found game-changing support, ideas, and accountability through peer groups.42:34 – We reflect on how success leaves clues — and why learning from others accelerates the journey.44:04 – Chris shares where to find him, his law firm, and news about his upcoming book Rise and Transform.Resources MentionedBooksE-Myth by Michael E. Gerber- https://a.co/d/9BhCEc0 Same As Ever by Morgan Housel - https://a.co/d/9rc48Qy Profit First by Mike Michalowicz - https://a.co/d/4D3LA60 Traction: Get a Grip on Your Business by Gino Wickman - https://a.co/d/6Hpl8EY Buy Back Your Time by Dan Martell - https://a.co/d/cqR7T3f Fireproof: A Five-Step Model to Take Your Law Firm from Unpredictable to Wildly Profitable by Mike Morse and John Nachazel - https://a.co/d/bM4unJo Technology/SoftwareChatGPT -  https://openai.com/chatgpt My90 (EOS) -  https://www.ninety.io Simple Numbers → https://simplenumbers.me Case Status - https://www.casestatus.com Hona - https://www.hona.com About our Guest:Christopher J. Keller is the CEO and co-founder of Keller Swan Injury Attorneys, a growing multi-office law firm known for its client-first approach and results-driven advocacy. With a strong foundation in personal injury law and a deep commitment to service, Christopher has guided the firm from humble beginnings to a respected name in legal circles.In addition to leading the firm, Christopher is the host of the First Light podcast, where he interviews top entrepreneurs, legal leaders, and high performers to uncover how early morning routines drive personal and professional success. His passion for leadership, discipline, and purpose fuels both his legal work and his mission to inspire others through intentional living.Christopher’s unique blend of legal expertise and entrepreneurial insight makes him a trusted voice in both the courtroom and the business community. Whether advocating for clients or sharing strategies for success, he is dedicated to helping others rise—one morning at a time.https://kellerswan.com/ https://callchriskeller.com About Jay Berkowitz:Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules,  a digital marketing agency specialized in working with attorneys.Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon.  He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.Connect with Ten Golden RulesSubscribe to Ten Golden Rules on YouTubeCheck out our webinars on TenGoldenRules.comConnect with Ten Golden Rules on LinkedInFollow Ten Golden Rules on FacebookConnect with Jay Berkowitz on LinkedInThanks for listening!Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page.Do you have some feedback or questions about this episode? Leave a comment in the section below!Subscribe to the podcastIf you would like to get automatic updates of new podcast episodes, you can subscribe to the podcast on Apple Podcasts or Stitcher. 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