“Scaling Up gave us the tools and accountability to grow the right way. We are no longer just responding to demand—we’re shaping our business proactively, with a clear vision and the team to deliver it.” – Norling Law Leadership
Norling Law, a boutique firm specialising in complex commercial disputes and insolvency, faced a challenge common to ambitious professional services firms: how to scale without losing the culture, quality and values that defined their success.
By embracing the Scaling Up framework with the guidance of certified coach Glenn Marvin, the firm aligned its strategy, execution, people and financial performance. This shift delivered record results doubling the number of client consultations, strengthening recruitment in a competitive market, and securing recognition as a leader in its field.
The Four Decisions in Action
People: Building the A-Team
Norling Law treated people as the foundation for scalable success. Every team member now has an individual development plan and clear visibility of their performance data, underpinned by the firm philosophy of “Measuring the Gain, NOT the Gap.” Leadership invested in employer branding (storytelling, staff testimonials and digital campaigns), which helped meet recruitment targets and create visible internal career pathways.
Strategy: Standing Apart in a Crowded Market
Rather than be everything to everyone, Norling Law doubled-down on a tight niche that is practical, commercial solutions for complex disputes, insolvency and tax-related matters. The firm built a bold omnichannel presence across social and digital platforms and offered free resources (downloadable eBooks) and initial consultations to position itself as a thought leader and lower friction for prospective clients.
Cash: Scaling Sustainably
Norling Law implemented Ninety dashboards and Scaling Up tools to monitor performance across legal services and marketing channels. The leadership team used data to make tactical choices (for example, analysing which services delivered the best return on time invested), and to instil discipline in execution and accountability.
Execution: Data-Driven Decision Making
Financial discipline underpinned the growth plan. Between 2022 and 2025 the firm increased average monthly consultations from ~30–40 to 100+ while reducing marketing spend by over 15%. By aligning marketing with broader business performance rather than channel-level metrics alone, Norling Law ensured profitable, sustainable growth. They also developed an AI-assisted self-service tool for lower-complexity IRD matters to meet demand without using senior lawyer time.
Recognition of Excellence
Norling Law’s transformation has earned industry accolades, including NZ Lawyer Employer of Choice, recognition in Legal 500 Asia Pacific, and consistent placement among the Top 30 law firms in Australia and New Zealand.
Visit the Norling Law website for a full list our their awards and accolades.
The Norling Law Growth Story
Discover the complete story of how Norling Law scaled sustainably while maintaining excellence in service and culture. Learn practical strategies your firm can adopt today.
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