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The Business of Immigration Law: Scaling Impact Through Strategy and Culture · The Lawtino™

0:01
SPEAKER_00: Welcome to the Latino podcast where we discuss the intersection of law and our Latino communities with legal, political, and community leaders and visionaries.
0:09
SPEAKER_00: Let's get started.
0:14
SPEAKER_04: Hey everybody, it's John Gomez.
0:16
SPEAKER_04: Welcome to our latest episode of the Latino, where we discuss the coming together of law in our Latino communities.
0:25
SPEAKER_04: We feature lawyers, judges, lawmakers, difference makers, social movers, business owners, and those that make a difference at the intersection of law in our Latino communities.
0:42
SPEAKER_04: This episode, as always, is brought to you by your sponsor, Gomez Trial Attorneys.
0:48
SPEAKER_04: Gomez Trial Attorneys is a consumer rights law firm, the largest Latino founded consumer rights law firm in California.
1:00
SPEAKER_04: We represent consumers injured in personal injury matters, whose civil rights have been violated.
1:10
SPEAKER_04: We do employment cases for workers who have been treated unfairly or illegally.
1:17
SPEAKER_04: We do mass tort cases on behalf of consumers who have been injured by defective products or bad business practices.
1:27
SPEAKER_04: And we do it all with an eye toward providing the highest level legal services in a uh bilingual, bicultural, uh, binational uh way.
1:43
SPEAKER_04: We try to uh provide the very highest legal representation in both the English and Spanish languages and then the cultural sensitivity that reflects who we are here at Gomez Trail Attorneys.
1:56
SPEAKER_04: Uh today I have as my co-host, as always, ever since he was formerly uh a guest, sitting in that chair where our guest is sitting today, now at the firm uh David David Areguin, who uh heads up our US Mexico corridor practice and also um has a heavy hand in cultivating and uh making great our attorney relationships.
2:26
SPEAKER_04: And so uh David, you were the one that invited our guest, um, and I'm so pleased to finally meet this gentleman and in person.
2:35
SPEAKER_04: I've heard so much about him.
2:36
SPEAKER_04: Why don't you do the the the the honors of introducing our guest for today?
2:41
SPEAKER_01: Oh, of course, and thank you for that intro, John.
2:44
SPEAKER_01: And yes, I was a guest, and I was talking to our guest Narciso about that before.
2:49
SPEAKER_01: Uh so very interesting.
2:51
SPEAKER_01: So we have uh Narciso Cruz, uh he goes by NAR.
2:55
SPEAKER_01: Uh also I've heard great things about him, even though this is the first time I meet him.
2:59
SPEAKER_01: Uh so that says something.
3:01
SPEAKER_01: And I told you this before the podcast started.
3:03
SPEAKER_01: That says something.
3:04
SPEAKER_01: Uh, a big fan of branding, a big fan of marketing, and a great integration attorney.
3:10
SPEAKER_01: Now since I saw you.
3:11
SPEAKER_02: Oh, thanks a lot, everyone here.
3:13
SPEAKER_02: Um, so yeah, my name is Narciso Cruz.
3:16
SPEAKER_02: People call me NAR.
3:17
SPEAKER_02: Some people call me Super NAR, at least within the marketing space.
3:21
SPEAKER_02: Um, I market to the Latino community, the Spanish-speaking community, uh, all over the U.S.
3:26
SPEAKER_02: Immigration is federal, so that's what I love about immigration.
3:30
SPEAKER_02: I could practice in San Diego, but I have a national practice, so that is beautiful about immigration.
3:36
SPEAKER_02: But um, I was born in Mexico.
3:38
SPEAKER_02: I grew up in South Central Los Angeles.
3:40
SPEAKER_02: My parents brought me here when I was two years old.
3:43
SPEAKER_02: I grew up in South Central.
3:45
SPEAKER_02: It's not the best area to grow up in.
3:47
SPEAKER_02: Um, however, it did teach me a lot.
3:49
SPEAKER_02: And I grew up like your um your average immigrant.
3:53
SPEAKER_02: And what do I mean by that?
3:54
SPEAKER_02: Um, parents were immigrants, hardworking people.
3:56
SPEAKER_02: We didn't have a lot, but we were rich in love.
3:59
SPEAKER_02: My parents worked very hard, and we lived in a one-bedroom apartment.
4:04
SPEAKER_02: Well, six of us in there.
4:05
SPEAKER_02: And so I grew up with a sense of what we had and what we didn't have.
4:12
SPEAKER_02: But, you know, I focused on the positive then.
4:15
SPEAKER_02: So yeah, my family, my upbringing is all about the immigrant story.
4:19
SPEAKER_02: And um, I love that concept, the immigrant story, because immigrants are just very strong people, they're resilient people, and they have that mindset of starting a business in America.
4:29
SPEAKER_02: They believe in the American dream.
4:32
SPEAKER_04: And so I was reading up a little.
4:35
SPEAKER_04: Well, congratulations for you.
4:36
SPEAKER_04: You've realized the American Dream.
4:39
SPEAKER_04: You are the embodiment of the American Dream from that one-bedroom apartment in South Central to immigrant, you know, parents.
4:48
SPEAKER_04: You know, now you have this successful, you know, very far-reaching uh legal practice and social presence.
4:56
SPEAKER_04: Um, so congratulations to you first.
4:58
SPEAKER_04: But, you know, having such a heart for our immigrant communities and immigrants, you know, I imagine the times we're in now, you know, might be uh tough for you.
5:09
SPEAKER_02: Oh, absolutely, John.
5:11
SPEAKER_02: You have no idea, not just for me, but a lot of my colleagues, immigration attorneys.
5:17
SPEAKER_02: It's it's a very difficult time at this moment.
5:20
SPEAKER_02: It's almost like we're living in a dream.
5:21
SPEAKER_02: And what I mean by that is it seems like things are happening and um it just seems like it's unreal.
5:29
SPEAKER_02: Um, the the erosion of due process, of systems, of uh democracy is happening slowly.
5:37
SPEAKER_02: It's almost like we're crabs being cooked.
5:40
SPEAKER_02: Um, and you know how to cook a crab, you don't boil it immediately, you put it in cold water, and eventually the temperature rises and the crab doesn't notice it's in there, but the pot is boiling.
5:51
SPEAKER_02: I feel like we're in there.
5:53
SPEAKER_02: And it seems like every single change, everything that happens is becoming the new norm.
5:58
SPEAKER_02: And somehow we're in this dream.
6:00
SPEAKER_02: We just haven't woke up and realized we're inside that pot.
6:03
SPEAKER_02: But yes, absolutely.
6:04
SPEAKER_02: It's very difficult right now to deal with uh immigration.
6:09
SPEAKER_02: Enforcement is a real thing, and we're not just talking about immigration, uh, undocumented illegal immigration.
6:16
SPEAKER_02: We're talking about eroding the process for immigrants to get legal status the right way, which is through the legal systems, through the avenues Congress created quite a while ago.
6:27
SPEAKER_04: And so how does that feel?
6:30
SPEAKER_04: I mean, I'm a lawyer and I um I think about you know, a lawyer like you doing the kind of work that you and your colleagues do, and all of a sudden like the rules are not being followed, or they're changing the rules, you know, or um there's just a complete disregard for rules.
6:53
SPEAKER_04: Or if, you know, the judge is following the rules, they fire the judge.
6:58
SPEAKER_04: Um, or you know, the clients go to court and they get detained at court, or they're, you know, um just about to take their oath or something and they get detained.
7:11
SPEAKER_04: Um like that would feel to me, I imagine being in that situation, I feel like it would be very demoralizing.
7:18
SPEAKER_04: I feel like I would have um like personal reactions to it.
7:23
SPEAKER_04: I would get depressed, I think, and I don't know, maybe hopeless, but maybe I don't know.
7:29
SPEAKER_04: Like, how are you doing individually, personally?
7:33
SPEAKER_04: How are your colleagues doing?
7:35
SPEAKER_02: Yeah, I I mean if you really go into the trenches and possibly touch the pulse of immigration attorneys start having a difficult time.
7:43
SPEAKER_02: And I'm not talking about just the attorneys who do removal defense, deportation defense.
7:48
SPEAKER_02: I'm talking about immigrant uh immigration attorneys who usually handle cases that are prepared and for people to qualify for these benefits, they go to their interview at USCIS, and then all of a sudden you get detained by ICE.
8:02
SPEAKER_02: You're at a detention center, and we're talking about people who are married to U.S.
8:06
SPEAKER_02: citizens, have U.S.
8:07
SPEAKER_02: citizen children, and have all the eligibility, the qualifications to get that green card, except they were just uh unfortunately uh detained at their interview.
8:17
SPEAKER_02: I mean, what are you telling people?
8:19
SPEAKER_02: Do the right thing, follow the system, and then you're you get arrested?
8:22
SPEAKER_02: What does that tell you?
8:23
SPEAKER_02: But yes, it's uh it's very it's very demanding nowadays.
8:27
SPEAKER_02: And so um immigration attorneys are banding together.
8:32
SPEAKER_02: I'm really proud of San Diego, just uh immigration attorneys, AIL, uh, American immigration um that that organization is really banding together here locally in San Diego, and we are making a lot of movement toward going to the federal courts where um you go and file either your writ of mandamus or your writ of habeas corpus, and you um you litigate.
8:56
SPEAKER_02: You litigate now in a different courtroom.
8:58
SPEAKER_02: You used to litigate with USCIS and with um immigration court, but now we're in federal court, and that is now the new norm for immigration attorneys is to be licensed to be um admitted to federal district court and to litigate in federal district court.
9:15
SPEAKER_02: But yes, it's uh it's it's um very tacking.
9:18
SPEAKER_02: And one of the things I personally do is I try to look at the positive.
9:23
SPEAKER_02: I know a lot of my colleagues either they they go on walks, they speak to their neighbors.
9:27
SPEAKER_02: Personally, what I do is I keep a gratitude journal.
9:30
SPEAKER_02: Um, I think it's one of the best things I've ever done.
9:33
SPEAKER_02: Reason being is because throughout the day, I know I have to complete my gratitude journal.
9:37
SPEAKER_02: I know I have to have at least 10 gratitudes.
9:40
SPEAKER_02: And throughout the day, I look for things to be grateful for just to write them down.
9:46
SPEAKER_02: And that changes the mindset.
9:48
SPEAKER_02: That makes the mindset into a positive mindset.
9:51
SPEAKER_02: You look at the upside as opposed to, you know, what's going on, or or just focus on the negative.
9:56
SPEAKER_04: I like it.
9:57
SPEAKER_04: Well, I will say for anyone listening, anyone that does immigration work, um I'm obviously admitted to the federal district courts.
10:09
SPEAKER_04: I was a law clerk there, I was a federal prosecutor there.
10:13
SPEAKER_04: I feel like I have a good relationship with many of those, you know, judges.
10:17
SPEAKER_04: I think we have good judges here in in our district for that kind of thing.
10:22
SPEAKER_04: You have Judge Corriel, you have Judge Lopez, you know, we have some good judges, you know.
10:27
SPEAKER_04: Um so I I didn't really know that um cases were taking that pathway.
10:34
SPEAKER_04: So either you or any of your colleagues need um, you know, uh like a moderately competent lawyer to help out.
10:44
SPEAKER_04: Like I for sure am willing to do that pro bono.
10:47
SPEAKER_04: I know many of my lawyers here would be willing to help with that.
10:50
SPEAKER_04: Um so hat hats off to you for doing that good work.
10:54
SPEAKER_04: And uh and the gratitude journal.
10:57
SPEAKER_01: So just so you know, John has like the whole team write five things that we are grateful for on Mondays.
11:04
SPEAKER_01: Yeah.
11:04
SPEAKER_01: Every Mondays, every Monday we do this, and then we have five attitudes that we're actually putting into the world.
11:11
SPEAKER_01: So I think after that, because I wasn't doing that before, but hearing you say that, it definitely paints a vision.
11:18
SPEAKER_01: It paints a success for that week.
11:20
SPEAKER_02: Wow, that just yeah, it's definitely something I encourage everyone to do.
11:25
SPEAKER_02: It's definitely changed my mindset.
11:27
SPEAKER_02: I'm a lot more positive.
11:29
SPEAKER_02: And you know, that's does money make you happy, or does you know getting the new iPhone make you happy?
11:34
SPEAKER_02: No, it's really you make yourself happy, and it's the way you look at the world.
11:38
SPEAKER_02: And that's definitely um very important.
11:41
SPEAKER_02: But um, what an amazing culture you have here at this office.
11:44
SPEAKER_02: You have people getting together and counting their wins.
11:48
SPEAKER_02: Uh, in order for you to run an effective team, you definitely, definitely have to encourage people.
11:53
SPEAKER_02: You have to you have to make them believe in the mission, the vision.
11:57
SPEAKER_02: They have to buy into that, and they have to know that what you're doing here is is greater than one individual.
12:03
SPEAKER_02: So uh hats off to you, John.
12:05
SPEAKER_02: I might start implementing this at the firm now.
12:07
SPEAKER_04: Oh yeah, they'll love it.
12:09
SPEAKER_04: They have um, I give them clipboards and it says add it says gratitude and attitude, they have stickers, and so like a lot of them will do it on their phone, these these new guys, you know, but but the old guys will have it on the clipboard.
12:22
SPEAKER_04: I do 10 of each every day.
12:23
SPEAKER_04: Like I'm like you have to do 10.
12:25
SPEAKER_04: Um, but like people have said um or team members have said it's made a positive difference.
12:31
SPEAKER_04: We're having a vision board um workshop tomorrow at three o'clock, you know, um, encouraging all of our team members to participate.
12:41
SPEAKER_04: So all that positive manifestation, all that positive energy, you know, we know that it makes a difference.
12:47
SPEAKER_04: And for me, like if I miss a day, like it's like holy cow, it's like it you feel it.
12:55
SPEAKER_01: I feel like just the fact that you're conscious about it.
12:57
SPEAKER_01: Because a lot of times you have a plan, you have a goal, but I feel like you gotta write it down like and remind yourself why you're doing it and why you gotta keep doing it.
13:07
SPEAKER_01: So I think it's very important to actually write it down.
13:09
SPEAKER_02: No, absolutely.
13:09
SPEAKER_02: I carry my journal with me and almost everywhere.
13:12
SPEAKER_02: So yeah, that vision board idea is beautiful.
13:15
SPEAKER_02: And I think people might look at that and might say, hey, it's just uh, you know, it's loving something out exactly.
13:21
SPEAKER_02: But the reality is that um, you know, if you're in this, in this, in this industry and you are a CEO, an entrepreneur, you definitely have to have a vision.
13:30
SPEAKER_02: You have to stick to that vision, you have to be able to communicate that vision.
13:34
SPEAKER_02: And sometimes it's very beneficial to work backwards.
13:37
SPEAKER_02: There's a great book.
13:38
SPEAKER_02: It's called The Science of Scaling, just read it.
13:40
SPEAKER_02: It's a beautiful book and it talks about working backwards.
13:43
SPEAKER_02: You start with the big audacious goal and you work backwards.
13:47
SPEAKER_02: And sometimes what happens is all this noise that we're bothered with day to day, it makes sense to maybe not deal with it and deal with the most important things that will take you to that vision.
14:01
SPEAKER_02: So you could ask yourself, how do I get here from this big audacious goal?
14:06
SPEAKER_02: Well, yeah, four quarters.
14:08
SPEAKER_02: Every year has four quarters, 90 days, and every month you have an opportunity to get to that goal.
14:14
SPEAKER_02: And you have to think backwards, you have to think about, you know, what is it, what movements, what one thing can get me to that goal?
14:21
SPEAKER_02: And it could be a revenue goal, it could be maybe a systems goal, it could maybe uh be uh obtaining a new practice area.
14:27
SPEAKER_02: But yeah, definitely vision work is super important.
14:31
SPEAKER_02: Not a lot of work, not a lot of lawyers deal with vision work, but I think it's super important because oftentimes we're just um reacting.
14:40
SPEAKER_02: And it's better to be proactive, it's better to be intentional.
14:43
SPEAKER_02: And I I make an effort to live with intention and make sure that every single day I'm looking at my vision board, I'm looking at my big audacious goal, my revenue goal, I'm looking at those goals because they have to have uh I have to make an impact.
14:58
SPEAKER_02: I have to do impactful work, and uh it's super important for me to do that and focus on that.
15:04
SPEAKER_04: Well, I think um I totally agree and thank you for that.
15:08
SPEAKER_04: I I will say that, you know, of the many guests we've had, I'm not sure that you know someone has come in to visit with us with the energy and passion you have for kind of enterprise and brand building.
15:26
SPEAKER_04: And I feel like a lot of our listeners, um, I've maybe you've seen this too, particularly, you know, in the Latino community, a lot of um great even lawyers are they don't want to sell themselves, like it's like a humility thing, right?
15:42
SPEAKER_04: Like you're taught that in the culture.
15:45
SPEAKER_04: Um, they don't want to promote themselves maybe as much.
15:49
SPEAKER_04: You know, they don't feel like maybe they're capable of the big audacious goals.
15:56
SPEAKER_04: So um kind of using what you've done as a template as kind of our listener's business coach, um, first of all, you have an incredible presence and social media audience, you know, you've got a national, international following.
16:14
SPEAKER_04: Like how to take us through like how you build that up and what's going on and what tips you would give to our listeners.
16:21
SPEAKER_02: Yeah, absolutely.
16:22
SPEAKER_02: At the end of the day, we have to realize that as lawyers, we have a business.
16:28
SPEAKER_02: But we were trained as lawyers, and the practice of law is a noble profession.
16:33
SPEAKER_02: Uh, but you know, if we focus on the business aspect, we could actually maximize and more than anything create standards for this practice for our work product, the end product, and we could go ahead and assist as many people as possible.
16:49
SPEAKER_02: But that mindset of having this vision, having this idea of exponentially helping more people and assisting more people is very key.
16:59
SPEAKER_02: And so I got into social media very early on.
17:02
SPEAKER_02: I was one of the um few lawyers at the moment, I think this was 2015, if I recall, that was on YouTube.
17:09
SPEAKER_02: And I did it consistently, consistency.
17:11
SPEAKER_02: Uh, it is key in any um any industry.
17:14
SPEAKER_02: If you want to do something um and you definitely want this to fruition, you have to do it with intention.
17:20
SPEAKER_02: You have to do it um in a sense where there is no plan B.
17:24
SPEAKER_02: In other words, you have to burn the the ship soon.
17:27
SPEAKER_02: You've heard that phrase, John, I'm sure.
17:29
SPEAKER_02: Yeah, you want to go into the the island, you go ahead and you burn the ships that way.
17:35
SPEAKER_02: A lot of people you're helping in a in a matter of speaking burn the ships.
17:40
SPEAKER_02: Oh, absolutely.
17:41
SPEAKER_02: And that's the thing.
17:42
SPEAKER_02: Um, I'm an immigrant and I have this entrepreneur mentality, and that's the immigrant spirit.
17:48
SPEAKER_02: Most immigrants are entrepreneurs, they're risk takers.
17:51
SPEAKER_02: I mean, you ask yourself, how many people would leave their home country and come to a country where they don't speak the language, they have no idea whether or not it's gonna be a boom or a bust.
18:02
SPEAKER_02: They have no idea how life is gonna be, they don't know anyone, they leave everything behind.
18:07
SPEAKER_02: They come to America with just um a vision, a dream, and uh with their hopes, and they they try to make it.
18:15
SPEAKER_02: And so this um this tolerance toward risk is there with the immigrant.
18:20
SPEAKER_02: This um this tenacity, this resilience in them is there.
18:26
SPEAKER_02: And I get a lot of inspiration from the immigrant community.
18:29
SPEAKER_02: Uh, personally, I saw my parents grow up, and uh growing up, I saw my parents work and they were working very uh very hard.
18:36
SPEAKER_02: And so that instilled in me an ability to know exactly what was at stake.
18:40
SPEAKER_02: You know, I was that young, that young kid who um was the interpreter for the parents, you know, at stores and I was seven.
18:47
SPEAKER_02: But going back to marketing, marketing is definitely one of those things that uh I think um you have to do it.
18:54
SPEAKER_02: Um as a senior in your law firm, and I do have people working for me, I think your jobs should be, and this is my opinion, three.
19:03
SPEAKER_02: Number one, promoting the practice.
19:06
SPEAKER_02: Number two, setting the vision, steering the ship, making sure people are aligned.
19:11
SPEAKER_02: And finally, number three is allocating resources, telling people or telling your team exactly where we're gonna branch out, exactly what ventures we're gonna pursue.
19:21
SPEAKER_02: Uh, that's definitely your goals as a leader.
19:24
SPEAKER_02: And so for me, I took that upon myself as promoting the practice is extremely important.
19:29
SPEAKER_02: I have to talk about what we do in terms of immigration, um, not only promoting the practice to um the masses, you know, B2C, but also promoting the practice within our team internally, making sure people buy into the vision, the mission, the core values, and potentially recruiting other lawyers who could work here.
19:49
SPEAKER_02: You know, I make sure that we promote um applications for employment the way we do marketing for the masses, uh B2C.
19:57
SPEAKER_02: We do the same thing.
19:58
SPEAKER_02: This is a great place to work.
20:00
SPEAKER_02: We have a culture, we have all these things that we provide, and this is how our office works.
20:05
SPEAKER_02: So, yeah, definitely marketing is one of my favorite areas, one of my favorite things to do.
20:10
SPEAKER_02: And I believe that as people, as humans, we're meant to be creators, and marketing is super creative, and marketing is fun.
20:19
SPEAKER_04: So, what about you?
20:20
SPEAKER_04: When hit David's background, like really was in marketing right prior to law school, you know, and then um graduated law school, started working for a firm, you know, and was able to still like do some marketing.
20:37
SPEAKER_04: I could see what he was putting out there as content.
20:40
SPEAKER_04: Um you know, but I felt he would they were also, you know, having him maybe dilute that energy um by doing other stuff.
20:49
SPEAKER_04: And so I was like, hey, you know, can you come over here and just purely kind of market or help us lead marketing?
20:55
SPEAKER_04: Like he started in 2015 with like YouTube.
20:58
SPEAKER_04: Like, when did you start your kind of journey down the the the marketing world?
21:03
SPEAKER_04: Yeah.
21:04
SPEAKER_01: So I actually started back in 2013.
21:07
SPEAKER_01: Whoa.
21:07
SPEAKER_01: Focus.
21:09
SPEAKER_01: But he wasn't a lawyer yet.
21:10
SPEAKER_01: But I wasn't a lawyer, yeah.
21:11
SPEAKER_01: I did not have that advantage.
21:13
SPEAKER_01: However, it did give me like the basis, the background for you know, deploying what I wanted to do post-law school.
21:20
SPEAKER_01: Uh so fortunately I was able to do marketing for many, many years.
21:23
SPEAKER_01: Then I went to law school.
21:25
SPEAKER_01: You graduated law school and you realize, you know what, I'm not gonna start just a first year associate.
21:30
SPEAKER_01: Like I already have this background, the marketing, let's just sort of like start like my own prop practice within another practice.
21:37
SPEAKER_01: And that's that's what uh you know my former friend allowed me to do.
21:41
SPEAKER_01: Uh so it gave me a lot of exposure.
21:43
SPEAKER_01: Uh, but like John said, uh, I was litigating the cases, I was trying the cases, uh, while also doing the business development of the marketing, the branding.
21:52
SPEAKER_01: So fortunately, and after being a guest in this podcast, uh, we discussed what percentage uh what did you Marketing and branding.
22:01
SPEAKER_01: And I just say, you know what?
22:02
SPEAKER_01: I love marketing and branding like you, Narc.
22:04
SPEAKER_01: Uh, and you realize, like you said, if you have that vision, that focus, and the branding, uh, I I think you're able to do it.
22:12
SPEAKER_02: Oh, absolutely.
22:13
SPEAKER_02: And not only that, but you have to ask yourself, you know, for a lack of a better word, where can I do the most damage?
22:20
SPEAKER_02: And that is the key for an individual who's able to go ahead and and and maybe showcase what they're all about.
22:27
SPEAKER_02: And, you know, that it's great doing legal work there.
22:29
SPEAKER_02: There's nothing wrong with that.
22:31
SPEAKER_02: In fact, we're lawyers, we're trained to do legal work.
22:33
SPEAKER_02: But at the end of the day, you know, if you have a team who could produce the legal work and produce it at certain standards, and yeah, maybe your time is more valuable doing certain things and and cutting out the noise.
22:45
SPEAKER_01: Yeah, and just uh an extra comment on that, because I admire you guys as you know, the CEOs of the uh of the firms.
22:52
SPEAKER_01: And uh just the fact that, you know, you guys share all the like the numbers, you guys share the mission, you guys share the goals like every week, consistently like G John on Fridays, on Mondays.
23:02
SPEAKER_01: I feel like that brings energy to the team to actually realize why you're here, right?
23:07
SPEAKER_01: One, you're for the clients, but then also for the success of the firm so we can help more clients in this region.
23:14
SPEAKER_01: And we talked to Dr.
23:15
SPEAKER_01: Tijuana, the San Diego region.
23:17
SPEAKER_01: Uh uh, me, I I was just like I was a pissed about some of these cases going to other cities where these attorneys are not even meeting with the clock.
23:28
SPEAKER_02: I love that.
23:29
SPEAKER_02: You just said CEO, and you said you're in charge of motivating the team.
23:33
SPEAKER_02: As CEO, I think that should stand for chief energy officer.
23:38
SPEAKER_02: You're definitely that person who goes ahead and pumps up the team.
23:41
SPEAKER_02: You're definitely that person that leads the charge.
23:43
SPEAKER_02: You're definitely you have to be that person who promotes the law firm as much as possible within the team and outside the team, you know, B2C and also internally.
23:52
SPEAKER_02: You have to be that person.
23:55
SPEAKER_04: And so and so I I wonder like the people you're reaching out to, um, like how would you describe your target audience?
24:05
SPEAKER_04: I think I know, but can you tell us?
24:07
SPEAKER_02: Absolutely.
24:08
SPEAKER_02: So um, within marketing, uh, you could look at your avatar.
24:12
SPEAKER_02: Uh who would be your ideal client?
24:14
SPEAKER_02: For me, it's the Mexican national who's been living in the U.S.
24:17
SPEAKER_02: for about anywhere from five, 10 plus years.
24:20
SPEAKER_02: And, you know, they've been here for a while.
24:22
SPEAKER_02: They might have a mixed status family, meaning that they might have USC children, United States citizen children.
24:28
SPEAKER_02: Um, they may or may not have had maybe a little bit of an issue with their background, maybe prior immigration history, they're undocumented.
24:37
SPEAKER_02: That is my avatar, the target market, the target person I'm trying to reach.
24:41
SPEAKER_02: Um, do I have other people I service?
24:44
SPEAKER_02: Absolutely.
24:44
SPEAKER_02: We're all inclusive.
24:46
SPEAKER_02: But if you focus my marketing, that would be the person, the ideal individual I have to reach.
24:52
SPEAKER_02: And when it comes to my marketing, I try to reach that person, speak to that person, speak to their wants, their desires, their needs, and also make sure I'm known, I'm liked, and I'm trusted.
25:03
SPEAKER_02: And when it comes to reaching that person, I also do my very best to reach people who could reach that person.
25:11
SPEAKER_02: For instance, um, I'm starting to do some of my marketing geared at their adult children, their children who are only English speakers.
25:18
SPEAKER_02: Why?
25:19
SPEAKER_02: Because mom and dad deserve a better life in this country, and you are in a position to help them out.
25:24
SPEAKER_02: And you as a U.S.
25:26
SPEAKER_02: citizen child, you can understand that there's certain laws that can help your mom and dad.
25:31
SPEAKER_02: That's interesting.
25:32
SPEAKER_04: So, like what percentage I just frankly don't know of your content is English, v Spanish, V.
25:44
SPEAKER_04: I'd say maybe around now.
25:48
SPEAKER_02: 99% of my content is Spanish.
25:55
SPEAKER_02: Yeah, absolutely.
25:56
SPEAKER_02: I still do English.
25:57
SPEAKER_02: Um, you know, we're moving into the English market.
25:59
SPEAKER_02: Um, as of now, as the firm is growing, I am moving my way from doing legal work to just doing CEO work.
26:08
SPEAKER_02: And part of my evolution is to go into different markets.
26:12
SPEAKER_02: I was telling David here that most of my focus has been on B2C.
26:16
SPEAKER_02: Uh, but now I have a lot more free time, and my job is to promote the practice.
26:20
SPEAKER_02: And so I definitely want to move to B2B, and that is networking with other lawyers, um, knowing the community a lot more and being uh at the service uh to serve the community.
26:31
SPEAKER_02: And you know, my goal is to eventually uh reach different audiences and not just English, but also in um in Chinese matter and in other languages.
26:41
SPEAKER_04: So um so in terms of choosing a lawyer, like because now you're speaking in terms that um are important, you know, for many of us.
26:53
SPEAKER_04: Like, you know, we might be after your exact uh target, you know, client, you know, but is is the kid, the adult kid that speaks English, is that gonna be the avenue to get that client?
27:07
SPEAKER_04: Do is it good to work through that kid or work directly to the target?
27:14
SPEAKER_04: Or is it always best to target uh if they're married, the wife versus the the husband?
27:22
SPEAKER_04: Like what have you found because you've been doing this for a while, and I will say 90 probably five percent of our listeners are from our community, like trying to attract Latino clients, you know, whether in immigration, criminal, you know, what we do, personal injury, and and you've talked about ways who are the decision makers in your experience?
27:46
SPEAKER_02: Um it really depends.
27:49
SPEAKER_02: Sometimes it's the family as a whole, sometimes it's the husband.
27:52
SPEAKER_02: I have to talk to my wife about it, you know.
27:54
SPEAKER_02: Um, let me think about it.
27:56
SPEAKER_02: Um, at the end of the day, when an attorney does a consultation, you always get those objections.
28:01
SPEAKER_02: Um, but uh who do I speak to?
28:03
SPEAKER_02: I speak to everyone.
28:04
SPEAKER_02: It's uh the parent.
28:06
SPEAKER_02: Most most most of the time it would be uh the avatar, it would be the head of household.
28:11
SPEAKER_02: And in um what you would call a traditional family, uh immigrant family usually would be uh the male.
28:18
SPEAKER_02: Um so the the father, the husband.
28:20
SPEAKER_02: So I would speak to that individual, but there's nothing wrong with touching base with the wife, the children.
28:27
SPEAKER_02: Why?
28:27
SPEAKER_02: Because they make a difference, you know.
28:29
SPEAKER_02: Um, how many times has a child recommended a lawyer to their parent?
28:34
SPEAKER_02: Uh, lots of times.
28:35
SPEAKER_02: And so uh I try to do everything I can in terms to speak to the to the market in general.
28:41
SPEAKER_02: And when I focus on being known, liked, and trusted, I actually have buckets of content for each one of those areas.
28:48
SPEAKER_02: I have buckets to be known, buckets to be liked, and buckets to be trusted.
28:53
SPEAKER_02: Now, let's talk about trust, because trust is a big issue.
28:57
SPEAKER_02: You're asking people to endorse something, endorse your brand, endorse your law firm, and believe in what you're gonna do.
29:04
SPEAKER_02: And if you're in uh not the personal injury space, but you're in the um consumer space where you're doing immigration services, you're asking them to give up thousands of dollars.
29:15
SPEAKER_02: And so how do you become trusted?
29:18
SPEAKER_02: Well, you have to look at trust very carefully, and you have to look at what values immigrants have.
29:24
SPEAKER_02: And values are you know very important.
29:27
SPEAKER_02: You can't compromise those values.
29:29
SPEAKER_02: And when it comes to creating content, there's really not a CTA, not a call to action.
29:35
SPEAKER_02: But when it comes to building trust, you might provide content about the um the wins you might have.
29:41
SPEAKER_02: It might be about your upbringing.
29:43
SPEAKER_02: Um, one of the things we're doing in terms of a marketing venture is interviewing my parents.
29:49
SPEAKER_02: Why is that important?
29:50
SPEAKER_02: Um because I was raised a certain way.
29:54
SPEAKER_02: You know, I was raised the right way.
29:56
SPEAKER_02: My mom uh talks about the values she instilled in me as a young man.
30:00
SPEAKER_02: She talks about the struggles we went through, and those values are important.
30:04
SPEAKER_02: Why?
30:05
SPEAKER_02: Because um I want people to know they could trust me.
30:08
SPEAKER_02: And um, I want people to know that I was raised with two parents, and parents had fears, they had dreams, they had goals, they were very humble, and they really believe in um and putting their children first, and um, they taught me well, and I want to showcase that.
30:26
SPEAKER_04: I love it.
30:26
SPEAKER_04: And and so that's in uh video format?
30:29
SPEAKER_02: Yeah, absolutely.
30:30
SPEAKER_02: That obviously the attention span of the consumer is very short nowadays.
30:35
SPEAKER_02: Um if you if you pump out a podcast to the consumer, the attention span is going to be very short.
30:41
SPEAKER_02: So it's video format, it's doing it in reels, it's doing it in anywhere from 60 to 120 second videos that you know are impactful.
30:50
SPEAKER_02: But yeah, um, you know, it's it's to it's to have that person scrolling stop and look at this video.
30:56
SPEAKER_02: And it's it's uh, you know, it's a touch point.
30:59
SPEAKER_02: And what I mean by the touch point is everyone knows that in marketing, you need about seven to fifteen touch points in order for someone to convert, meaning in order for someone to know, like, and trust you.
31:10
SPEAKER_02: So definitely touch points are extremely important.
31:13
SPEAKER_02: You do that very well.
31:14
SPEAKER_02: You do that with your marketing.
31:16
SPEAKER_02: Your marketing is not just digital, but it's uh it's billboards, it's it's all the above.
31:20
SPEAKER_02: So yeah.
31:21
SPEAKER_04: And so um just how how many, what's your audience like how many followers you have and all that kind of stuff?
31:30
SPEAKER_02: Yeah, we have a a good a growing of people on YouTube, I think.
31:34
SPEAKER_02: I'm not sure what it's at.
31:35
SPEAKER_02: I think it's 166,000 subscribers.
31:39
SPEAKER_02: Facebook, I haven't looked at it.
31:41
SPEAKER_02: Uh, Instagram, no, but I but we're up there.
31:44
SPEAKER_02: We have a lot of followers.
31:46
SPEAKER_02: Um, most of the uh content we we um we deliver is just um value.
31:52
SPEAKER_02: And what I mean by value is yeah, you give people value, as much value as you can in terms of information.
31:58
SPEAKER_02: This is legal knowledge, this is how you could get this benefit.
32:03
SPEAKER_02: And we also and I also do it in um in terms of in terms of storytelling.
32:08
SPEAKER_02: Because I think storytelling is really important.
32:10
SPEAKER_02: Um as a lawyer, um, your goal is to tell stories and not just stories, but tell stories that could resonate with the community.
32:18
SPEAKER_02: Like for instance, uh, Joe, just like you, an immigrant, grew up here and had this problem, faced this issue, and this is how we were able to guide them and support them and help them.
32:30
SPEAKER_02: He's just like you.
32:31
SPEAKER_02: If you have a story just like Joe, remember it's possible, it's doable.
32:35
SPEAKER_02: Uh, don't stand on the sidelines, be just like Joe and you know, get that person, that lawyer who's able to assist you.
32:43
SPEAKER_01: Yeah, I love the uh providing education because that's something that we really believe in.
32:47
SPEAKER_01: Uh, we we you know, as you know, we also have uh a lot of opportunities with media.
32:52
SPEAKER_01: And when we go uh our these platforms, what we try to do is provide that value, that education.
32:59
SPEAKER_01: Uh but added to that, I understand, yeah, that's the social media presence.
33:03
SPEAKER_01: And you used to say that you're reaching the children.
33:06
SPEAKER_01: Uh are we gonna have a NAR TikToker soon?
33:09
SPEAKER_01: Is that gonna happen?
33:10
SPEAKER_02: I'm already on TikTok, I'm already on Instagram.
33:12
SPEAKER_02: You can see me there dance, do all the tri- I'm kidding, I don't dance, but no, absolutely.
33:17
SPEAKER_02: We're we're all over the place.
33:19
SPEAKER_02: And you know, we have a marketing department, we have a marketing team, we have two full-time video editors, they're both in Columbia, and um we have a spokesperson, we have a chief of uh marketing operations, so yeah, we we are definitely well built.
33:33
SPEAKER_02: We're trying to expand more, and uh the more we get known and the more we're liked, the more we're trusted.
33:39
SPEAKER_02: It's uh it definitely feeds the bottom line, it definitely helps the practice, and more than anything, we uh we got to help a lot more people get their um, you know, fulfill the American dream.
33:50
SPEAKER_01: Yeah, I'm assuming here that you also get into the creative, like John.
33:53
SPEAKER_01: I know what John likes the creative part of, you know, building a brand and the billboard said what's gotta be on TV.
34:00
SPEAKER_01: I'm assuming you do the same because I saw like your YouTube captures, right?
34:04
SPEAKER_01: You gotta make them interesting, you gotta make them impactful to make sure that people actually click on those videos.
34:10
SPEAKER_02: Absolutely.
34:11
SPEAKER_02: And and sometimes this is um, you know, this is sometimes a little bit outside of a comfort zone someone could have, because as you mentioned, John, not a lot of lawyers feel comfortable selling themselves, marketing.
34:24
SPEAKER_02: It's you know, it's it's being a lawyer and lawyers don't do that.
34:28
SPEAKER_02: It's it's uh but but at the end of the day, you know, if if you really have that vision to grow, um marketing can be done.
34:34
SPEAKER_02: It could be done in the classy way, it could be done through your personal brand.
34:38
SPEAKER_02: Um, whatever your goals are, whatever your core values are, you could and keep them intact.
34:43
SPEAKER_02: And when it comes to marketing, um, yes, I'm very involved with the creative work, but I also I I also open the doors to ideas.
34:51
SPEAKER_02: Why?
34:52
SPEAKER_02: Because even though marketing could be set through my vision, at the end of the day, what I like isn't really what my avatar likes.
35:03
SPEAKER_02: So I make sure to listen to people.
35:06
SPEAKER_02: I make sure to listen to the market, and I make sure that uh, you know, I'm I'm I'm everywhere in terms of where my avatar could be.
35:13
SPEAKER_02: I have a Spanish corrido with Supernar as, you know, the but yeah, we we do a lot of marketing for purposes of reaching that avatar.
35:23
SPEAKER_04: And so um what uh what about Supernar?
35:27
SPEAKER_02: What what what does he do?
35:28
SPEAKER_02: Um so what's in the name?
35:30
SPEAKER_02: A flower by any other name would still smell less sweet.
35:33
SPEAKER_02: So um in in terms of marketing, you definitely have to be memorable.
35:38
SPEAKER_02: Um, you know, John Gomez is a memorable name, and the thing about names is that they're very powerful.
35:43
SPEAKER_02: You know, when when people go into showbiz, they actually change their names for that purpose purpose.
35:49
SPEAKER_02: So um, you know, people could call me Narciso Delgado Cruz, and that's a great name.
35:54
SPEAKER_02: It's nothing wrong, it's my my given name, but you know, how do I become memorable?
35:58
SPEAKER_02: Hey, habla con el abogado supernard.
36:01
SPEAKER_02: Yeah, and I'm here to defend to protect and fight for you.
36:05
SPEAKER_02: Absolutely.
36:05
SPEAKER_02: So um, you know, do I use that in professional settings?
36:08
SPEAKER_02: Absolutely not.
36:10
SPEAKER_02: But that's definitely a marketing uh thing, and that's that's how I advertise at times for certain um, you know, certain radio stations.
36:18
SPEAKER_02: Um, I'm on radio where uh certain music might be regional Mexican music, and so we have to advertise a different way, and we might be on a different platform, so advertise in a different way because listeners are very diverse.
36:30
SPEAKER_02: Um, even though I focus on an avatar, that avatar could also be a very diverse individual.
36:36
SPEAKER_04: What about um see now?
36:39
SPEAKER_04: I'm just asking questions for us.
36:41
SPEAKER_04: Oh, I love it.
36:42
SPEAKER_04: No, like I I love talking shop.
36:44
SPEAKER_04: And so um for your videos, are you always uh sudden tie?
36:52
SPEAKER_02: No, absolutely not.
36:53
SPEAKER_02: And I try to break the momentum.
36:55
SPEAKER_02: Obviously, you could speak in monotone, and that could be very boring.
36:59
SPEAKER_02: I try to introduce and try to get that hook.
37:02
SPEAKER_02: Those uh, you know, those 30 seconds are super important.
37:05
SPEAKER_02: I usually start my my shows with my catchphrase.
37:08
SPEAKER_02: What's up, everyone?
37:09
SPEAKER_02: It's supernar talking to you.
37:11
SPEAKER_02: And so I start with a catchphrase and I try to make sure the audience is hooked.
37:15
SPEAKER_02: I try to go ahead and make sure that what I'm gonna talk about, those first two minutes are intentional.
37:22
SPEAKER_02: I make that intro intentional because I want to keep the audience hooked.
37:26
SPEAKER_02: And I want to go ahead and within my my I guess my presentation, I want to go ahead and put core things I want to deliver.
37:35
SPEAKER_02: And those are the buckets life, known, and trusted.
37:38
SPEAKER_02: I'm gonna go ahead and implement talking points.
37:41
SPEAKER_02: I do this intentionally.
37:43
SPEAKER_02: In other words, I plan ahead the content.
37:45
SPEAKER_02: It's never free-flowing, it's never just let's go ahead and and see and freestyle.
37:50
SPEAKER_02: It's always intentional because I want to deliver a certain message and I want to deliver it a certain way.
37:58
SPEAKER_02: And I know that um you're competing with a lot of other people in the platform.
38:03
SPEAKER_02: So I definitely have to stand out.
38:06
SPEAKER_02: And in order to stand out, you have to be intentional with what you do, how you do it, in terms of your marketing for sure.
38:14
SPEAKER_04: And so um like how much of your stuff is visually uh sudentie versus not sudentio.
38:24
SPEAKER_04: Oh, gotcha.
38:24
SPEAKER_04: Okay, perfect.
38:25
SPEAKER_04: Um because I've always I've always been fan of maybe the mistaken belief that for the avatar you're talking about, like it's better to look the part.
38:38
SPEAKER_02: It's better to look the part, yes, and no.
38:43
SPEAKER_02: I think to some degree, it really depends on which part of the avatar you're looking at.
38:48
SPEAKER_02: Uh sometimes the part of the avatar is someone who wants to know that you're not gonna be el abogado presumido.
38:55
SPEAKER_02: Very intimidating.
38:56
SPEAKER_02: Uh, John Gomez, oh my god, he worked for the U.S.
38:59
SPEAKER_02: Attorney's Office.
39:00
SPEAKER_02: He came from a prestigious law school, but you would definitely want to sound human.
39:03
SPEAKER_02: And the way you could do that is not just a student type, but also the way you carry yourself.
39:09
SPEAKER_02: And I think you could still have maybe a collar shirt, maybe a blazer, no blazer.
39:13
SPEAKER_02: Um, you can have a t-shirt if you want.
39:15
SPEAKER_02: Uh, I usually don't do that.
39:16
SPEAKER_02: But um, it's also the way you greet people.
39:19
SPEAKER_02: You know, I make sure that I stand up, shake hands, and whoever comes through my doors, I treat them with the utmost respect.
39:25
SPEAKER_02: And we have a sign, everyone's welcome.
39:27
SPEAKER_02: No one here is um, you know, just uh no one's gonna be um standing.
39:32
SPEAKER_02: In fact, we have almost a video as to what to expect when you come in through our doors.
39:37
SPEAKER_02: And it's myself just leaning the person through my doors and telling them, hey, listen, you know, we have people of all walks in life, just come as you are, don't be shy.
39:46
SPEAKER_02: And this is what you look at when you speak to us, and we'll go ahead and humanize that lawyer as opposed to being a machine and well-educated, you know, good pedigree individual.
39:56
SPEAKER_02: We humanize that individual by having him or her shake hands, by having him or her greet people that look like our ideal avatar.
40:04
SPEAKER_04: Love it.
40:06
SPEAKER_04: Another thing um that I think would be helpful to you know our listeners and viewers is uh we were talking about extra national team members.
40:17
SPEAKER_04: And um, like a lot of us, our listeners are targeting and serving uh a Hispanic speaking, you know, client base.
40:28
SPEAKER_04: Um and we just recently we do a lot of our intakes, you know, through Mexico with Mexican nationals and team members.
40:37
SPEAKER_04: We just had our first uh Colombian team member.
40:40
SPEAKER_04: Um, and I know that you believe strongly, and now you're talking, you have two video editors down there.
40:46
SPEAKER_04: Um and maybe like some of our listeners or viewers aren't even familiar with the possibility of doing that and really the advantages of doing that.
40:55
SPEAKER_04: So maybe you could speak a little to your you know heart and passion for that.
40:58
SPEAKER_02: Absolutely, John.
41:00
SPEAKER_02: We live in an incredible time.
41:01
SPEAKER_02: This is 2026.
41:04
SPEAKER_02: We have an incredible, powerful machine that fits in the palm of our hands, and that's called the Internet.
41:10
SPEAKER_02: Communication is out there, and you have no idea how much this world is talented.
41:14
SPEAKER_02: We have people who speak fluent English in foreign countries like Mexico, Colombia.
41:20
SPEAKER_02: We have people in uh my office has people in South Africa, in the Philippines.
41:24
SPEAKER_02: We have people all over the world, and we found out that sometimes when you want to hire, you definitely, you know, sometimes it's necessary to hire in-house.
41:33
SPEAKER_02: But when you hire within the geographical area, you're limiting yourself to talent within that geographical area.
41:39
SPEAKER_02: Why don't you look worldwide?
41:41
SPEAKER_02: And when you look worldwide, you have no idea the potential talent you have available to you.
41:47
SPEAKER_02: And um you ask yourself, how can this person in this country work for me?
41:51
SPEAKER_02: Well, that's a great question to ask, you know, um formalizing or analyzing the problem or verbalizing the problem is halfway through the solution.
41:59
SPEAKER_02: So we go ahead and create systems to either onboard them, having them as team members, making sure we have quality control, making sure we have security issues in place.
42:08
SPEAKER_02: Um, and so it's possible.
42:10
SPEAKER_02: It's possible to get a lot of role contractors.
42:13
SPEAKER_02: In fact, I think the um the future of the law firm is having role contractors and leveraging role contractors as much as possible, and also implementing AI um automation.
42:25
SPEAKER_02: But more than anything, our practice is heavily focused on acquiring talent worldwide.
42:31
SPEAKER_02: We have an HR assistant who whose job is only to interview, look at resumes, interview these uh potential candidates, and then uh her job is also to onboard them.
42:43
SPEAKER_02: We have a TCLO university, the Cruise Law Office University, where they're uh within a week they get onboarded, they learn our systems, and then we get send them to pods, meaning that they get sent to um individual teams where they produce and they provide feedback and good work.
43:01
SPEAKER_02: And when it comes to um our onboarding, I'm pretty proud of the onboarding.
43:06
SPEAKER_02: We spend a lot of time creating Arc University, and uh we make sure that certain protocols are set.
43:12
SPEAKER_02: Uh, for instance, uh computer usage, internet, speed, all those things have to come into alignment.
43:18
SPEAKER_02: And obviously the taxes, the um payroll, everything of that sort.
43:22
SPEAKER_02: Yeah.
43:23
SPEAKER_04: Yeah, it's amazing.
43:24
SPEAKER_04: I, you know, like I I guess you kind of think about it, because we you know, we have a lot of uh I have a lot of professional, you know, friends, family members, mainly Mexico, and you're kind of um amazed at the incredibly talented people and maybe just by virtue of the system or you know how they grew up or where they grew up or the the kind of lack of real ability to move forward in their profession.
43:56
SPEAKER_04: And so, like, you know, maybe in Columbia.
44:00
SPEAKER_04: For example, I feel like a lot of those very, you know, um well-educated, hardworking, fully bilingual professionals are basically working at call centers.
44:11
SPEAKER_04: You know, like that's the job they can get.
44:14
SPEAKER_04: And, you know, we went down and interviewed uh a number of potential applicants.
44:21
SPEAKER_04: We wanted to, you know, get our first guy on board and get him trained up.
44:26
SPEAKER_04: Um, you know, soon we'll have a formal university, but got him trained up and now we're gonna expand.
44:32
SPEAKER_04: I feel like for sure, agree with you that that's the future, and it's such an advantage, you know, and they're so grateful, like change of their lives.
44:43
SPEAKER_04: Like the work you do, like for the immigrants that come here and changing their lives, but for the people that are working for you abroad, like that's a huge life-changing event for them too.
44:53
SPEAKER_02: Absolutely.
44:54
SPEAKER_02: And I agree with you, John.
44:55
SPEAKER_02: And um, it it's not just providing jobs with wages, but it's also building a culture.
45:01
SPEAKER_02: It's possible to build a culture with remote workers, role contractors.
45:05
SPEAKER_02: Um, I'd like to, you know, one of the things I believe in as a CEO is that um I I they don't work for me.
45:14
SPEAKER_02: I work for them.
45:15
SPEAKER_02: I make sure they're taken care of.
45:16
SPEAKER_02: I make sure that when going into this venture, they know that we are stabilized.
45:23
SPEAKER_02: We are not going belly up.
45:25
SPEAKER_02: Um, a lot of people in the space unfortunately have experiences where an employer contracts them.
45:30
SPEAKER_02: They're not really set, they they don't set the person up for success, meaning that there is no onboarding, there is no KPIs, there is absolutely no rhyme or rhythm to what they're gonna do on a daily basis.
45:42
SPEAKER_02: There's no oversight.
45:43
SPEAKER_02: And so you set people up for failure, and then all of a sudden, sometimes there's a disagreement and the employer disappears and leaves them without payment.
45:51
SPEAKER_02: There's no recourse for a lot of them.
45:52
SPEAKER_02: So um, we are not that company.
45:54
SPEAKER_02: We make sure our systems are set up, we make sure our people have benefits, we make sure we provide people a future, a career.
46:01
SPEAKER_02: There is no ceiling in our law firm.
46:04
SPEAKER_02: There's room for growth.
46:06
SPEAKER_04: So, you know, like I'm I'm really I will say I'm relatively shocked to be, you know, having a conversation with an immigration attorney or even like an attorney you sound like a business coach.
46:25
SPEAKER_04: Like you're talking KPIs, you're talking culture, you're talking the three tenets of marketing, you're talking, you know, uh onboarding.
46:33
SPEAKER_04: Like, how did you learn all this?
46:36
SPEAKER_04: Like what what like if if we have listeners that want to approximate what you're doing, like what should they do?
46:42
SPEAKER_04: What should they read?
46:43
SPEAKER_04: Have you ever thought about doing business coaching?
46:46
SPEAKER_02: Uh never thought about doing business coaching.
46:48
SPEAKER_02: I think I like what I I currently, you know, but you know, it's um one of my core valleys is do my very best.
46:55
SPEAKER_02: Just do my very best.
46:57
SPEAKER_02: And so I ask myself a big question how can I become a better employer?
47:01
SPEAKER_02: How can I become a better business owner?
47:03
SPEAKER_02: How can I become a better lawyer?
47:04
SPEAKER_02: Or if I'm not a lawyer, how can I give a better legal service to the people who um who are my clients?
47:10
SPEAKER_02: So that's those are questions I ask.
47:12
SPEAKER_02: And sometimes I don't have the answers to those questions, but the fact that I'm asking those questions are those big, audacious goals.
47:19
SPEAKER_02: And so you work backwards and you have a vision as to how can I become a better business owner that reaches this revenue number.
47:25
SPEAKER_02: You don't have the answer, but you'll break it down into a problem and you have four quarters to complete that problem.
47:31
SPEAKER_02: And so, yes, I decided quite a while ago that I wanted to work on the business.
47:36
SPEAKER_02: And in order for me to do that, I had to seek out mentors, people who are doing what I wanted to do in the space.
47:43
SPEAKER_02: And so I had to make sure I took on this as a very serious venture.
47:48
SPEAKER_02: You know, we went to law school, but um, there are people who go to school just for business.
47:54
SPEAKER_02: And if I'm gonna pretend I'm a business owner, well, let me go ahead and at least polish myself up, read some things I have to read, uh, maybe take a course, maybe learn from other people, maybe acquire mentors, maybe learn uh what the space requires.
48:10
SPEAKER_02: And sometimes it's not really, it's not really how, but it's who.
48:16
SPEAKER_02: And there's a great book.
48:17
SPEAKER_02: It's it's called Who, not how.
48:19
SPEAKER_02: And it's the concept of obtaining people in your team who could potentially, exponentially help you reach that goal.
48:28
SPEAKER_02: And so one of the most expensive but worthwhile hires was a COO, a chief operation officer who was a who is able to implement the vision I have and manage people, create systems, create positions to foster leaders.
48:46
SPEAKER_02: And that person has helped me out a lot.
48:48
SPEAKER_02: Sometimes it's not really just you, you, you, you.
48:51
SPEAKER_02: I mean, if you have no capital to start with or play with, or unfortunately, you just don't have that, you could either leverage yourself, you could really take a big risk, or you could potentially go into debt.
49:02
SPEAKER_02: Um, but more than anything, uh, for me, it was just a worthwhile investment.
49:07
SPEAKER_02: Um, this COO, if you crunch the numbers, is not producing immediately.
49:13
SPEAKER_02: It was not producing a return on investment, like this employer is not gonna be a salesperson or anything like that.
49:18
SPEAKER_02: It's just gonna be overhead.
49:20
SPEAKER_02: But you look at the vision, you look at the upside.
49:23
SPEAKER_02: And that's one of the things that I think most people tend to um not have is that they get paralysis analysis.
49:31
SPEAKER_02: You know, when we look at hiring an individual, we look at how much is this gonna cost me?
49:36
SPEAKER_02: It's gonna be more overhead, I'm gonna have to pay taxes, but that's really not the way you should do it.
49:42
SPEAKER_02: You should look at the upside.
49:43
SPEAKER_02: If I hire this person, how much more free time am I gonna get?
49:47
SPEAKER_02: How much more um uh how much more is my business gonna be able to grow?
49:52
SPEAKER_04: I love it.
49:54
SPEAKER_04: Yeah, I mean, I feel like uh of of all the many excellent guests, like I have um learned as much speaking with you and listening to you as I have uh with anyone, you know, because you know, we obviously struggle with all the same issues, you know, um setting goals, reaching goals, you know, um managing, you know, uh cash flow, you know, risk benefit analyses, all that stuff.
50:25
SPEAKER_04: You know, who should we have here versus there?
50:27
SPEAKER_04: You know, you we're talking about office space versus you know lack thereof.
50:32
SPEAKER_04: Like a lot of you know key issues that um a lot of our listeners, you know, share these same, you know, questions about.
50:41
SPEAKER_04: Um so uh what about you, David?
50:45
SPEAKER_04: Do you have some sort of closing you know questions or comments?
50:49
SPEAKER_01: Yeah, I I hear very good thoughts and very good vision from Nar.
50:55
SPEAKER_01: Supernark.
50:56
SPEAKER_01: Yeah, he supernark.
50:57
SPEAKER_01: He gives up or he gives us a list of books that you know we've been writing down.
51:01
SPEAKER_01: Uh my question would be when is Nar gonna come out with his own book with all this vision and all these goals and all this training that you're doing for your staff.
51:10
SPEAKER_02: You know, it's funny.
51:11
SPEAKER_02: When um the average CEO reads about 50 books per year.
51:16
SPEAKER_02: Uh there's 52 weeks in a year.
51:18
SPEAKER_02: But yeah, um, knowledge is really the new money, I think.
51:22
SPEAKER_02: And so knowledge is super powerful.
51:24
SPEAKER_02: Uh when am I going to write a book?
51:26
SPEAKER_02: I don't know.
51:26
SPEAKER_02: I'll ask AI about that.
51:28
SPEAKER_02: You know, it's uh uh I love reading.
51:31
SPEAKER_02: It's reading is pretty much uh, you know, Warren Buffett was interviewed, then they asked him, you know, if you could, if you could, but what superpower would you have?
51:39
SPEAKER_02: Is it the ability to see the future to fly?
51:41
SPEAKER_02: And he was like, no, it's the ability to read faster, obtain more knowledge quicker.
51:45
SPEAKER_02: And so I think knowledge is super powerful.
51:48
SPEAKER_02: It just makes you sharper and it gives you this one thing that's missing in a lot of people, and it's called awareness.
51:53
SPEAKER_02: Sometimes you have to back up and look at all the variables instead of saying, hey, this is just a problem and you're lost within the the trees, you look at the forest and you look at strategy and you look at the bigger picture because at the end of the day, that bigger picture is just gonna make it's gonna give you the ability to think as to whether or not this is noise or this is really impactful work.
52:17
SPEAKER_04: Love that.
52:17
SPEAKER_04: Love it.
52:18
SPEAKER_04: Well, it's been um a great privilege, you know.
52:22
SPEAKER_04: I was so excited, you know, to get to know you personally.
52:25
SPEAKER_04: Um, if our listeners or viewers want to find out more about you or follow you, where do they look?
52:33
SPEAKER_02: Uh, LinkedIn is a great way.
52:35
SPEAKER_02: This is a a B2B show.
52:37
SPEAKER_02: So LinkedIn, find me on LinkedIn.
52:39
SPEAKER_02: I love talking shop.
52:40
SPEAKER_02: If you just want to go ahead and talk about immigration law, let's do it.
52:43
SPEAKER_02: If you want to talk about the business of law practice, I would love to have a chit-chat.
52:48
SPEAKER_02: I'm always open to that.
52:49
SPEAKER_02: It's one of my favorite things to do.
52:51
SPEAKER_02: So uh if you want to talk marketing, that's great.
52:53
SPEAKER_02: Yeah, so LinkedIn Narcruz would be the name.
52:57
SPEAKER_02: Um, you know, if you want to find me on Instagram, um, you could do that.
53:00
SPEAKER_02: If you like receiving memes, you'll get a lot from me.
53:06
SPEAKER_04: I love it.
53:07
SPEAKER_04: All right, so um final kind of closing, you know, question that I like sometimes to ask some of our um guests.
53:17
SPEAKER_04: So if you had the ability to write into the sky, you know, um some some words of advice or words to live by, you know, that would exist up in the sky forever for everyone to see, what would your message be to them?
53:32
SPEAKER_02: Um it would be this quote I I try to live by, and it would be there is no comfort in the growth zone, and there is no growth in the comfort zone.
53:44
SPEAKER_02: And I think that, you know, for me to put myself out there on YouTube 2015, I did not want to do that.
53:51
SPEAKER_02: Um number one, I'm a very reserved person, I like to keep a private life, but at the end of the day, you know, I gave myself the ability to do two things.
54:00
SPEAKER_02: I gave myself permission to do food two things.
54:03
SPEAKER_02: Number one, to embarrass myself.
54:06
SPEAKER_02: I gave myself permission to embarrass myself, to say, hey, I'm gonna put out myself out there.
54:11
SPEAKER_02: Some people are gonna make fun of me.
54:12
SPEAKER_02: I might stumble on my words, it's gonna happen.
54:15
SPEAKER_02: And number two, I gave myself permission to fail.
54:18
SPEAKER_02: And that's the thing about having goals and dreams is that you just don't want to verbalize them because what if I fail?
54:24
SPEAKER_02: You know, what if I don't make it?
54:26
SPEAKER_02: So I live by that goal is um to definitely do things outside of the comfort zone.
54:31
SPEAKER_04: I love it.
54:32
SPEAKER_04: Well, thanks so much uh for spending time with us.
54:34
SPEAKER_04: It was a treat to get uh know you better.
54:37
SPEAKER_04: Um I look forward to kind of digging into some of the issues that you've raised.
54:43
SPEAKER_04: And I feel like as a result of our conversation, I'm gonna be a better leader, better lawyer, you know, and do better in my life, you know, like you.
54:53
SPEAKER_04: I feel like um, you know, we have a responsibility.
54:56
SPEAKER_04: I feel like I have a responsibility to help as many people as I possibly can.
55:01
SPEAKER_04: I feel like we do it better than the vast majority of people out there that do what we do.
55:06
SPEAKER_04: So I wanna like I don't have any qualms about marketing because I know that we can help more people, have more reach.
55:11
SPEAKER_04: And then, you know, like you said, for our internal employees and team, like building that culture, those uh core values and recognition and having everyone buy in, super important to me too.
55:22
SPEAKER_04: So um thank you so much for spending time with us.
55:26
SPEAKER_04: It was a pleasure.
55:27
SPEAKER_04: Um, everyone, uh, this concludes this episode.
55:31
SPEAKER_04: Thank you, David, as always.
55:33
SPEAKER_04: Of course.
55:33
SPEAKER_04: Um, of the Latino.
55:35
SPEAKER_04: If you like, please uh please follow us, share, uh, comment, uh, look up supernar for um excellent uh contact and our content and dialogue, and uh look forward to uh seeing you next time.
55:49
SPEAKER_04: Thanks so much.
55:50
SPEAKER_04: Absolutely.
55:50
SPEAKER_04: Thank you guys.
55:52
SPEAKER_00: Thank you for listening to the Latino podcast.
55:54
SPEAKER_00: We'll see you again next time, and be sure to click subscribe to get future episodes.