Tired of the “fight to the death” model of family law? In this episode, you’ll hear how a modern family law founder rebuilt the divorce practice playbook with intentional branding, low-conflict strategy, and a subscription model that puts families—and profitability—first.In this episode, Steve Fretzin and I'Asia Scarlett-Jones discuss:Origin story and career path into family lawMindset: opportunity in difficulty and intentional practiceNiche branding and attracting the right family law clientsSubscription model vs. hourly billing in divorce mattersDelegation, systems, pricing, and common law firm mistakesKey Takeaways:Viewing setbacks as lessons rather than losses creates resilience in both law practice and leadership.Treating a law firm like a true business—brand, systems, pricing, and niche—separates commodity lawyers from sought-after advisors.A low-conflict, highly strategic approach to family law can protect families from the financial and emotional cost of endless litigation.Subscription-based pricing, when designed thoughtfully, can improve client affordability, predictability, and trust while still being profitable.Undercharging, under-delegating, and delaying systems are expensive mistakes; investing early in support, structure, and proper pricing pays off."You have to charge what you're worth. Do not be afraid. Charge it. They will pay it." —  I'Asia Scarlett-JonesCheck out my new show, Be That Lawyer Coaches Corner, and get the strategies I use with my clients to win more business and love your career again.Join the Be That Lawyer Community and connect with ambitious lawyers who are serious about growing their book of business, strengthening their brand, and becoming confident, consistent rainmakers.Ready to go from good to GOAT in your legal marketing game? Don’t miss PIMCON—where the brightest minds in professional services gather to share what really works. Lock in your spot now: https://www.pimcon.org/Thank you to our Sponsor!LEX Reception: https://www.lexreception.com/partners/bethatlawyerRankings.io: https://rankings.io/Lawyer.com: https://www.lawyer.com/Ready to grow your law practice without selling or chasing? Book your free 30-minute strategy session now—let's make this your breakout year: https://fretzin.com/About I'Asia Scarlett-Jones: I’Asia “Asia” Scarlett-Jones is the Founder and Managing Attorney of ASJ Law Office, a New York City–based family law firm dedicated to guiding individuals and families through complex legal transitions. With experience in public interest work, court attorney service, and litigation, she brings both deep legal expertise and a client-centered approach rooted in empathy and clarity. Asia focuses on family law matters, including divorce, custody, mediation, and prenuptial agreements, with an emphasis on resolving disputes outside the courtroom whenever possible. An Amazon bestselling author, as well as a wife and mother, she draws from both professional and personal experience to support, inform, and empower her clients while advocating for outcomes that prioritize their well-being.Connect with I'Asia Scarlett-Jones:  Website: https://asjlawoffice.com/Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: [email protected]Book: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.