If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founder of a law firm to explain how to lead with empathy while growing your business.
In this edition of “Ask the Board,” we feature John Carpenter, Co-founder and Partner of Carpenter & Zuckerman (CZ Law), a personal injury law firm in California. Since co-founding the firm with his law school classmate, Paul Zuckerman, in 1995, John has grown it into a larger practice with more than 40 attorneys.
His secret to significant growth? Empathy. John has cultivated a team culture built on compassion—showing that growth and integrity can go hand in hand. Here are his tips on how you can do the same.
Define values as nonnegotiables
When scaling, the pressure to adapt and compromise can make it feel like everything is on the table. That’s why you must identify your core values as the principles that are not up for debate. Then, ensure every new hire, partnership, and decision aligns with them.
At CZ Law, empathy and justice are hardwired into our DNA. That means you don’t just measure success by revenue or case volume, you measure it by the impact on clients and communities. When you define your values early and revisit them often, growth becomes a reflection of your purpose, not a departure from it.
Hire for heart as much as skill
It’s easy to get caught up in resumes or top schools. However, remember that skills can be trained but character can’t. You should look for staff who not only bring expertise but also embody compassion, resilience, and integrity.
At CZ Law, our commitment to this is reflected in a team that speaks 18 different languages and dialects. This isn’t a statistic; it’s a direct expression of our value of providing justice for everyone.
Our intentional diversity isn’t a checkbox; it’s a foundational strength that allows us to connect with clients on a deeper, more human level. If you hire people who share your values, they’ll protect and expand your culture as you scale.
As you grow, your impact should bring you closer to the communities you serve, not pull you away.John Carpenter, Co-founder and Partner of CZ Law
Focus on empathy, not ego
Scaling a business requires leadership that is both decisive and human. You should show up as someone who listens, values different perspectives, and puts people first. At CZ Law, this is our guiding principle.
We recognize that our clients, many of them victims of life-altering traumatic injuries, come to us during their darkest hours. Leading with empathy means seeing them not as case files, but as family members who need a trusted support team to help rebuild their lives.
It’s all about making decisions that honor people’s humanity, whether that’s in how you manage your staff or how you perform your work. Ego builds barriers; empathy builds the trust needed to fight for someone’s future, and that trust is what fuels true growth.
Build systems that scale compassion
Processes matter, but they shouldn’t strip away humanity. As you grow, you need systems that ensure clients feel cared for, not processed. That might mean creating multilingual intake systems, investing in case management tools that prioritize communication, or training staff to lead with patience and understanding. At CZ Law, scaling doesn’t mean becoming robotic. Instead, it revolves around systems that replicate compassion at every stage, so that no client feels like a number.
Protect culture as fiercely as revenue
Culture is fragile when you grow quickly, and you need to defend it with the same urgency as you chase new business. At CZ Law, we ground our culture in truth, justice, and love, not as flashy slogans, but in daily behaviors. That means consistently investing in people through firm-wide networking events, team-building dinners, and weekly “Trial Warrior” training talks that sharpen skills while strengthening camaraderie.
Whether it’s celebrating a trial win, mentoring a young attorney, or supporting colleagues through challenges, culture here is reinforced by action. When you protect culture as fiercely as your bottom line, you create a company people want to stay with, fight for, and grow alongside.
Stay rooted in community
As you grow, your impact should bring you closer to the communities you serve, not pull you away. The question is always: How does this expansion serve people? How does it advance justice? For me, that means volunteering my time coaching a high school mock trial team. I don’t just walk students through courtroom procedure, I try to show them that empathy and truth are the real foundations of justice. When your community grows stronger, your business grows stronger as well.
Scale stories, not just numbers
Data shows growth, but stories show purpose. As you scale, you should highlight the human impact behind your wins. At CZ Law, we’ve recovered billions for clients, but what matters more are the stories of resilience and healing. Scaling with purpose means amplifying those narratives, so your growth isn’t just about numbers, it’s about people.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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