"What could the founder of a baseball team known for dancing players and a…

But there's one part of the Bananas' success that seems to have been overlooked, and it's the part I point law firms to. The team and its ownership actively encourage and empower the players to build their own personal brands: the players decide what they post and when, they keep their own brand deals, and the team gets out of the way. The result is a presence far larger than any single brand could be, and greater than the sum of its parts.

Why does that work? Jesse Cole's answer, on the Acquired podcast: people are bigger fans of individuals than they are of teams. Legal isn't so different. A general counsel may hire a firm. Most people hire a lawyer, the one a friend named or the one whose take on their exact problem they found at 11pm. AI search leans the same way. Ask it a legal question and it tends to name the person who has written about that problem, opinions included.

Here's what that looks like at a firm. Each lawyer has a site under their own name and writes about their own matters, in their own voice. When the work overlaps, they link to each other: the employment lawyer's post on non-competes points to the litigator who tries them. Every one of those sites links to the firm, and the firm links back. What search engines and AI read there is a group of named people who vouch for each other. That compounds. A single firm site can't do it on its own.

That's the part publish.law is built for. Each lawyer gets a site under their own name: credentials, short notes for a quick take, longer posts when there's more to say, all of it linking wherever they want, including back to the firm. And it comes with a network of other lawyers doing the same, so the linking and following starts on day one.