Meet the Crisp Effect Challenger Who Took Home the Rolls-Royce Ghost

3 minutes to read

Life-changing transformation means leaving the ghost of your former self behind, so a prize like the Rolls-Royce Ghost felt like the perfect reward for the client with the most transformational story.

Rolls-Royce built its legacy by meticulously hand-crafting the finest automobiles on the road since its inception in 1906. Their commitment to excellence is unmatched — woven into every stitch and strengthened by every weld.

That’s why a brand new pearl white Rolls-Royce Ghost was the obvious choice for the winner of the Crisp Effect Challenge: a year-long push for Crisp clients dedicated to achieving life-changing transformational growth for their firms, communities, and themselves.

To take home the keys, Challengers first had to commit to documenting each step on their journey. Videos were assembled by the Crisp team, and an initial round of voting by peers and communities decided on the top 10 videos featured at the Game Changers Summit 3.

At the Summit, 2,500+ of the nation’s most ambitious law firm owners came together to hear from leaders inside and outside of the industry on how to take their firms to the next level — and vote on the Crisp Effect Challenger video that moved them the most.

It was a gauntlet unlike any other in the legal industry, but when the votes were in, one attorney stood above the rest…


CONGRATULATIONS to Crisp Effect Challenge winner Dan Gerl of Puget Law Group!

Dan’s commitment, persistence, vulnerability, and downright creativity through the challenges of the past year — both in his business and personal life — empowered him to achieve remarkable success:

  • 200% growth in annual revenue for his firm
  • Smashed personal fitness goals
  • Drafted plans for more offices across the Northwestern US to broaden the impact of his firm
  • and much more!

What stood out most about Dan wasn’t just the growth, but the positive mindset that he fostered and imparted on his entire team. Hear Dan tell it best:

Dan’s first exposure to Crisp happened in 2019 when he picked up a copy of The Game Changing Attorney. He was hooked — and his team quickly followed.

“The best marketing plan alone can’t get us where we want to go. But being the best marketers and the best attorneys can take us where no other firm has gone before — to be the biggest and best criminal defense firm in the western United States.”

Clearly, the shift to focus on improving his practice from within has made all the difference. From leadership, hiring, and firm culture to long-term planning and organizational systems and processes, the foundation Dan is building is no doubt strong enough to support the fast-growing business his firm has become.

Today, Dan’s criminal and DUI defense firm Puget Law Group is a thriving force defending citizens in the Pacific Northwest and beyond — and making a positive impact on the community in a myriad of ways.

We couldn’t think of a more deserving recipient of this earth-shattering prize, or a Crisp Effect Challenger who rose to the challenge quite like Dan. We can’t wait to see what’s next for Dan Gerl and Puget Law Group.

While Dan’s story is his own, attorneys across the country are writing their own growth stories with Crisp.

Crisp Coach is growing too — think you’re ready to bring massive added revenue to your firm? See if you’re right for the program HERE.


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Attorneys who work with Crisp see an average return on investment of 300% and a 2-10X increase in their average case values.

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