Discover 4 ways to add Millions to your PI Cases! In this episode, I sat down with Steve Gursten of Michigan Auto Law, who has built a reputation for turning overlooked details into multimillion-dollar results. He shares how trying big and settling small changes the entire settlement dynamic, why reframing injuries can shift a jury’s perspective, and how future risks and sleep impairments add enormous value to a case. Listening to Steve, I saw exactly how a trial lawyer’s mindset can transform outcomes for clients and multiply the value of cases many attorneys would settle way too small.

Key Topics

01:39 – Hear Steve’s journey from young lawyer to running multiple top law firms

03:07 – Discover why trial work made him stand out when others avoided the courtroom

04:39 – Learn how a million-dollar verdict early in his career changed everything

06:44 – Find out why results and reputation attract endless referrals

08:01 – See how Steve grew from one Michigan firm into five specialized practices

08:39 – Understand the role fitness and discipline play in sustaining a high-pressure career

10:39 – Explore how zone 2 cardio training helps manage stress for trial lawyers

13:16 – Way #1: Try big and settle small—chunk injuries up for trial, itemize down for settlement

15:09 – Learn how juries see the compound effect of multiple injuries while insurers don’t

18:39 – Hear why picking your 10 best cases each year can triple or quadruple settlement value

25:38 – Way #2: Reframe mild TBI as chronic pain syndrome so juries connect more easily

28:52 – Way #3: Talk about the future—show how today’s injuries lead to tomorrow’s risks

33:00 – Way #4: Leverage impaired sleep and fatigue as economic damages juries understand

36:59 – Learn how tools like Oura Ring and Whoop provide objective evidence of sleep loss

39:14 – Hear why fatigue is a quantitative injury that juries intuitively grasp

41:04 – Discover Steve’s favorite productivity app and why it beats his old system

42:13 – Get his top business book picks, from Good to Great to The E-Myth and Seth Godin’s work

48:27 – Find out the best way to connect with Steve and Michigan Auto Law

Resources Mentioned

Books

• Outlive by Peter Attia - https://a.co/d/55cj7SM
• Good to Great by Jim Collins - https://a.co/d/55cj7SM
• The E-Myth Revisited by Michael Gerber - https://a.co/d/55cj7SM

• Notion – https://www.notion.com
• Fathom AI Notetaker – https://fathom.video
• Whoop – https://www.whoop.com
• Oura Ring – https://ouraring.com

Podcasts/Blogs

• Seth Godin Daily Blog – https://seths.blog
• Tim Sawyer - Legal Keys - https://podcasts.apple.com/us/podcast/legal-keys-unlocking-time-revenue-and-results/id1791762308

Steven Gursten is one of Michigan’s most respected trial attorneys, consistently ranked among the Top 50 out of more than 65,000 lawyers by Super Lawyers and recognized as a Michigan Lawyer of the Year. He serves as President of the AAJ Distracted Driving Litigation Group and the Belli Society, and has also led the AAJ Traumatic Brain Injury Litigation Group, the AAJ Truck Accident Litigation Group, and the Motor Vehicle Trial Lawyers Association. His expertise has earned him national recognition, including two JD Supra Readers’ Choice Awards for his writing on Michigan’s auto No-Fault and insurance litigation.

Steve is also a nationally sought-after speaker and educator, known for his presentations on trial advocacy, traumatic brain injury, truck accident litigation, and maximizing auto accident settlements. His track record includes record-setting results such as the largest auto and truck accident settlement in Michigan history, along with multiple years of top reported verdicts and settlements as documented by Michigan Lawyers Weekly and Verdict Reporter.

https://www.michiganautolaw.com

About Jay Berkowitz:

Jay Berkowitz is a best-selling author and popular keynote speaker. Mr. Berkowitz managed marketing departments at: Coca-Cola, Sprint and McDonald's Restaurants, and he is the Founder and CEO of Ten Golden Rules, a digital marketing agency specialized in working with attorneys.

Mr. Berkowitz is the author of Advanced Internet Marketing for Law Firms, The Ten Golden Rules of Online Marketing and 10 Free Internet Marketing Strategies that went to #1 on Amazon. He is the host of the Ten Golden Rules of Internet Marketing Webinar and Podcast. He has been profiled by the Wall Street Journal, The Business Journals and FOX Business TV.

Mr. Berkowitz was selected for membership as a TITAN for Elite Digital Marketing Agencies, he is the recipient of a SOFIE Award for Most Effective use of Emerging Media, and a Special BERNAY’s Award.

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