Every thriving business starts with a bold leap of faith—or, in my case, a giant cannonball into the deep end.
When I founded Equinox 20 years ago, my goal wasn’t just to start a law firm—it was to flip the script on legal services for entrepreneurs and small businesses. I saw a system that treated small businesses as an afterthought, and I thought, “We can do better.”
But turning a big idea into reality? That’s a rollercoaster ride with plenty of twists, turns, and “What was I thinking?” moments. Those moments led me to create what Equinox is today—a legal support ecosystem that helps businesses refuse to settle for mediocrity.
Leaving the Corporate World Behind (2005-2009)
In 2005, I had a simple, radical idea: build a law firm that helps businesses proactively instead of waiting for problems to arise. One small catch: I’ve never practiced law. Most would see that as a deal-breaker, but I saw an opportunity.
Armed with determination—and a newborn at home—I left my corporate job and started Small Business Legal Services from a tiny “fractional office.” My first hire, a paralegal eager to challenge the norm, helped me shape a service that blended business strategy with legal advice.
This was our very first logo and business name: Small Business Legal Services
When the Great Recession hit in 2009, just surviving felt like an achievement. But instead of retreating, I doubled down. That year, I rebranded to Equinox and launched our subscription-based, fractional General Counsel Services (GCS) model for small businesses—a bold move that I believed could lead to breakthroughs. By 2010, as my first hire fully shifted into legal work, I brought on a second hire to handle administrative tasks. We also expanded into a permanent office space, setting the stage for sustainable growth and turning my vision into a more tangible reality.
The lesson: Innovation is born when grit meets vision.
Growth, Expansion, and Cultural Lessons (2009–2016)
By 2012, Equinox had two more hires. The admin transitioned into marketing and operations, so we hired a new admin to fill the gap and brought on another full-time lawyer. 2014 came, and Equinox had a permanent office, a growing team, and a business-first legal approach. But growth taught me something important—it’s not just about scaling services. It’s about culture.
That same year an unexpected twist came when my husband’s job took us to Ireland for two years. As I planned to leave, I realized how much of a “work around” I was for the team. People and culture were not strong. It would be harder to leave the team to manage on their own than I thought. Operationally, the wheels would continue to turn – but relationship-wise, we would be challenged.
By the time I returned in 2016, the team had dwindled to one lawyer. That low point was my wake-up call. It became clear that culture matters just as much as systems—if not more. I needed to start over in many ways – I was back in the legal services part of the business while we searched for the right people. We focused on culture but didn’t really have one. I rebuilt the team and shaped a culture that supported every member, ensuring alignment with our vision.
The lesson: A business needs a strong, supportive culture just as much as great services.
The Power of Support & Strong Foundations (2017–2021)
As I rebuilt the business, I also realized the importance of getting out in my community and getting the needed support to grow. In 2019, I joined EO Accelerator Program, immersing myself in learning how to scale a business effectively.
By 2020, we hit $1M in revenue and finally qualified for EO (Entrepreneurs’ Organization) and I also joined WPO (Women Presidents’ Organization). Then COVID-19 hit. We had to pivot quickly to survive. We were leaders during COVID – getting information to clients and colleagues as quickly as possible to help them make informed decisions for the life of their businesses, families, and communities.
However, the challenges didn’t stop there. We lost excellent team members due to unclear systems, undefined career paths, and a lack of mentoring. It was devastating and highlighted the critical gaps we needed to fill. I shifted my focus to mentoring, clearer systems, and creating well-defined roles to ensure every hire felt supported and empowered.
The lesson: Setbacks are just lessons in disguise—if you’re willing to learn from them.
Investing in Leadership and Systems for Growth (2022–2023)
By 2022, Equinox hit its stride with our GCS model. This wasn’t just a shift in service—it was a declaration that businesses deserve proactive legal support, not just crisis management.
However, operationalizing the General Counsel Services (GCS) model wasn’t easy. These were tough years marked by high turnover and a muddy culture. It became clear that we needed a dedicated lawyer leader who could build systems and instill confidence in the team to prove this wasn’t just “Michelle’s shiny object.” Determined to commit 100% to GCS, we began systematically developing the people and tools needed for success. This included bringing on a new Project Management leader and hiring offshore talent to support specific functions.
The turning point came in 2023 when we found the right lawyer team leader who could hire the right people for this unique kind of work. With a complete and strong leadership team in place, we invested in the Entrepreneurial Operating System (EOS), which provided the toolset to make focused progress on what truly mattered. By the end of the year, Equinox was no longer just a law firm. We became a true legal strategy partner, helping businesses navigate growth confidently.
The lesson: Leadership and structured systems are essential for growth.
Looking Ahead (2024 and Beyond)
We ended 2024 on a high—78% of our revenue came from GCS clients. But I’m not stopping there. My goal is for GCS to become the foundation of 100% of our revenue, proving that subscription-based legal services can transform how small businesses access legal support.
Today, Equinox is more than just a legal service provider. We’re a community of forward-thinkers who believe legal support should be an asset, not an obstacle, to business growth.
The lesson: Growth isn’t about doing more—it’s about doing what works, better.
What My Journey Can Teach You
My path wasn’t easy or linear, but it was filled with valuable lessons for entrepreneurs and business owners alike:
Key takeaways for your own business journey:
✔ Innovation is Always Possible: Think outside the box—or throw the box out altogether. Equinox’s GCS model exists because I dared to challenge the norm.
✔ Culture is a Business Asset: A strong, supportive culture isn’t a luxury—it’s a necessity.
✔ Continuous Learning Pays Off: Programs like EO Accelerator and mentorship transformed my approach to leadership and growth.
✔ Invest in Leadership and Systems: Clear roles, mentoring, and structured systems empower teams to thrive.
If my journey resonates with you, I hope it inspires you to rethink how you approach challenges in your business. Together, let’s keep breaking molds and redefining possibilities.
My story—and Equinox’s—has always been about transformation, persistence, and the belief that business owners deserve better. The ultimate message? Legal services should empower your business rather than hold it back.
