22 - Flipping the Script: Zak Biggs on Human-First Marketing, Legal Brand Building, and Turning Lawyers Into Influencers
Wed Jan 28 2026
Executive Hotseat Podcast | Episode 22
Featuring: Zak Biggs, Director of Marketing, Goodlawyer
This isn't your average legal story. From pounding lawns in high school with his future co-founder to leading the marketing charge for one of Canada's boldest legal tech startups, Zak Biggs is helping Goodlawyer rewrite the rulebook - by being unapologetically human.
In this episode, Zak shares how a small team of friends turned a stiff, suit-heavy industry into a platform for community, storytelling, and straight-up joy. From cinchilla fleece vests to yacht parties, Zak walks us through how they built a brand people actually want to be part of—and why leaning into authenticity, not automation, is their greatest advantage.
We dig into why lawyers are more human than their headshots suggest, how to turn a LinkedIn post into a brand magnet, and what happens when you make real fun part of your marketing funnel.
Key Highlights:
🗝️ Building a B2B brand through real people, not just polished logos
🗝️ Why creating FOMO with yacht parties beats three average events every time
🗝️ Using storytelling and authenticity to break down the intimidation factor in law
__________
👉 Connect with Zak:
🔗 LinkedIn: linkedin.com/in/zakbiggs
__________
👉 Connect with Goodlawyer
🔗 LinkedIn: https://lnkd.in/gtssDHW2
📷 Instagram: https://lnkd.in/gNwDJSmN
🌐 goodlawyer.ca
__________
✨ Founder and Host:
📷 https://lnkd.in/gzx7GFaJ | 🔗 linkedin.com/in/lisabrd
📷 instagram.com/brdagency.ca
__________
✨ Co-host:
📷 instagram.com/abuhse | 🔗 https://lnkd.in/gVM2zF3v
📷 https://lnkd.in/g7_QX3eM
Thank you to our amazing Presenting Sponsor, RRC Polytech! 🔥
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Executive Hotseat Podcast | Episode 22 Featuring: Zak Biggs, Director of Marketing, Goodlawyer This isn't your average legal story. From pounding lawns in high school with his future co-founder to leading the marketing charge for one of Canada's boldest legal tech startups, Zak Biggs is helping Goodlawyer rewrite the rulebook - by being unapologetically human. In this episode, Zak shares how a small team of friends turned a stiff, suit-heavy industry into a platform for community, storytelling, and straight-up joy. From cinchilla fleece vests to yacht parties, Zak walks us through how they built a brand people actually want to be part of—and why leaning into authenticity, not automation, is their greatest advantage. We dig into why lawyers are more human than their headshots suggest, how to turn a LinkedIn post into a brand magnet, and what happens when you make real fun part of your marketing funnel. Key Highlights: 🗝️ Building a B2B brand through real people, not just polished logos 🗝️ Why creating FOMO with yacht parties beats three average events every time 🗝️ Using storytelling and authenticity to break down the intimidation factor in law __________ 👉 Connect with Zak: 🔗 LinkedIn: linkedin.com/in/zakbiggs __________ 👉 Connect with Goodlawyer 🔗 LinkedIn: https://lnkd.in/gtssDHW2 📷 Instagram: https://lnkd.in/gNwDJSmN 🌐 goodlawyer.ca __________ ✨ Founder and Host: 📷 https://lnkd.in/gzx7GFaJ | 🔗 linkedin.com/in/lisabrd 📷 instagram.com/brdagency.ca __________ ✨ Co-host: 📷 instagram.com/abuhse | 🔗 https://lnkd.in/gVM2zF3v 📷 https://lnkd.in/g7_QX3eM Thank you to our amazing Presenting Sponsor, RRC Polytech! 🔥