#123 The Power of Mastering One Niche: Built by Saying No

Lawyers Who Learn · Apr 30, 2026 · 53m

Most lawyers chase growth through more clients and more cases. Michelle Itkowitz built her practice by doing the opposite.

After her first five years as a lawyer, Michelle realized that saying yes to everything was burnout waiting to happen. She narrowed her focus to landlord-tenant law in New York City, committed to mastering the niche, and built a boutique practice rooted in intentional selectivity. Today, she fields hundreds of inquiries each year and accepts only about 20 cases, guided by three non-negotiables: she must add real value, the client must be able to pay her rate, and the…