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We want to be dynamic, human and understandable. No demigods with wood-paneled walls. Even with entrepreneurship in our hearts - and in our heads. There are two aspects that serve as the content leitmotif of our work:
Don’t Over-Lawyer It
If lawyers had been asked about legal risks, the Internet wouldn't exist (and the wheel probably wouldn't either). As a lawyer, it's easy to talk down any idea, no matter how good, any business model, no matter how promising. But we don't.
Entrepreneurs and investors know what they are getting into, risk is part of (or: is the) business. New business models are sometimes just where legal gray areas exist - and where technology and business are already cutting edge, complete legal certainty may not have usually emerged yet (law is a slow process). It is important to assess the risks and to avoid unnecessary risks because they are avoidable or bypassable.
John Wayne as a gold standard for consultation practice?
Have you ever noticed: In western movies, the cowboy on his horse always stops at some crossroads, looks left and right, and then decides how to proceed.1 Good product-related legal advice for startups can be organized in a similar way. Good because it does not unnecessarily hold up the processes and is cost-effective, but still achieves a precision with which, in 99% of cases, you do not have to readjust more later than is necessary in the context of iterative product development. This requires a sharp, generalist view of the problem.
"Horseback law" also requires knowing the company and the product well - a goal that attorney and client must work on together. Let us not hide the fact: Where iteration is not possible and/or existential risks lie, "Horseback Law" is the wrong approach. Everywhere else, we like to put the cart before the horse.
1 This wonderful metapher is from Eric Schmidts book „How Google Works“. there it is accounted to Googles General Counsel Kent Walker.