Patrick JohansenLaw Firm Pricing Pioneer

An award-winning writer and speaker, Patrick has spent a more than a decade in law firm management, leading business development and marketing departments, as well as an AmLaw 100 practice management team and an AmLaw 25 Pricing/LPM team.

Patrick is the legal industry’s first Certified Pricing Professional.

As a Certified Pricing Professional (CPP), Patrick is one of 400 pricing experts worldwide to be certified in the essentials of pricing strategy and technique. As a Certified Legal Manager (CLM), Patrick is one of 400 law firm administrators worldwide to be certified in the fundamentals of law firm management. He is the only professional to hold both certifications.

Patrick started his law firm career in 2000, as legal marketing was beginning to accept branding as a legitimate marketing strategy. Within a few years, law firm marketing began a slow evolution towards business development. Patrick was instrumental in helping law firms embrace the bizdev paradigm, creating attorney training programs, introducing competitive intelligence and launching an advanced business development training program. To date, he has trained more than 700 attorneys and conducted more than 100 attorney-coaching sessions in four Midwest law firms. In 2015, Patrick transitioned into the business side of law firm management, and, in 2016, he was selected to lead the legal industry’s largest pricing and project management team.

Patrick is a member of the Association of Legal Administrators (ALA), authoring several articles for its award-winning Legal Management magazine, and the Professional Pricing Society (PPS). He is a past member of the Legal Marketing Association (LMA) and served as its 2002 National Education Committee Chair. He previously served as a member of the ALA Chicago Board of Directors and the LMA Midwest Board of Directors.  Patrick served on the LegalBizDev Advisory Board for Legal Project Management, Pricing and Alternative Fee Arrangements. He has been active in the Legal Sales and Service Organization (LSSO) and the International Legal Technology Association (ILTA)—which honored him with its 2013 Outstanding Member-Contributed Magazine Article.

In 2014, Law360 named Patrick to its inaugural Legal Industry Editorial Advisory Board. In 2015, the College of Law Practice Management elected Patrick a Fellow of the College, a group of 250 distinguished professionals who have made extraordinary contributions to the legal industry.

Patrick earned his B.A. from DePauw University and his M.A. from Purdue University.



  • Value Reimagined: The Value Bike >> BOOK
    ABA, Pricing on the Front Line, January 2017 (Chapter)
  • Beyond Pricing: Legal Services Must Learn to Talk Value >> BOOK
    ARK Group, 2020: The Future of Legal Services, September 2015 (Chapter)
  • Improving Your Practice Group Descriptions >> ARTICLE
    ALA Chicago, Administrator’s Advantage, February 2015
  • Like Riding a Bike: Defining a Lawyer’s Value  >> ARTICLE
    ABA, Law Practice Today, June 2014
  • Law Firm, Meet CEO: New Leader in Legal  >> ARTICLE
    ILTA, Peer to Peer, June 2013
  • Driving Revenue: Value, Value Propositions and Value-Based Pricing  >> ARTICLE
    ALA, Legal Management, March 2013
  • Time to Hire a Chief Strategy Officer  >> ARTICLE
    ALA, Legal Management, October 2012
  • Four Trends to Improve Your Marketing Budget  >> ARTICLE
    ALA Chicago, Administrator’s Advantage, March 2012
  • Creativity Enhances the Power of Legal Marketing
    LMA, Strategies, May 2002


  • Winning with Pricing & Legal Project Management After 2007
    Thomson Reuters 16th Annual Law Firm COO & CFO Forum, October 2017 ~ Moderator
  • High Noon: Pricing Negotiation Master Class
    Thomson Reuters 2017 Law Firm Financial Performance Forum, October 2017 ~ Workshop Chair
  • A Law Firm’s Practical Guide to Pricing & Profitability
    Marcus Evans, September 2017 ~ Conference Chair/Presenter
  • Law Firm Pricing & Profitability
    Chicago-Kent College of Law, January 2017 ~ Guest Lecturer
  • Best Practices in Scoping a Litigation Engagement Using an AFA
    Business Development Inc., October 2016 ~ Webinar
  • Intelligent Pricing for Improved Profitability
    Association of Intellectual Property Firms, September 2016 ~ Keynote Address/Workshop
  • Law Firm Pricing Best Practices
    ALA Greater Chicago Chapter, January 2016
  • A Pragmatic Presentation on Pricing, Profits and the Profound Purpose of Paralegals
    Illinois Paralegal Association, November 2014 ~ Keynote Address
  • Understanding Client Relations and Fees: An Introduction for Solo/Small Firm Practices
    LexisNexis Webinar, October 2014 (GUIDE)
  • Automation That Matters: How to Add Value to Your Firm Through Budget Tracking and Performance Reporting
    ILTA, August 2014
  • Pricing Bootcamp + Pricing Roundtable
    LSSO RainDance, June 2014
  • Adding Octane to Your Competitive Pricing & Product Strategy
    C-Suite Summit, June 2014
  • Law Firm Pricing & Profitability in 2014
    Center for Competitive Management, March 2014
  • The New World of Fee Arrangements (Pre-Conference Workshop)
    Marketing Partner Forum, January 2014
  • Some Assembly Required: Pricing, Valuation & Efficiency
    West LegalEdCenter’s Chicago Law Leaders Forum, November 2013
  • Pricing and Firm Strategy: How and When They Intersect
    ARK Group, September 2013
  • Pricing Strategy at the Practice Group Level
    ARK Group, September 2013
  • Defining and Delivering Value in Pricing and Client Relationships
    ILTA, August 2013
  • Past is Prologue: A Future with Chief Strategy Officers
    LSSO RainDance, June 2013
  • Pricing Roundtable (Pre-Conference Workshop)
    LSSO RainDance, June 2013
  • Writing (Better) Practice Group Descriptions
    ALA Greater Chicago Chapter, August 2012
  • Writing (Better) Attorney Biographies
    ALA Greater Chicago Chapter, August 2012
  • Next Firm Forum: Technology’s Impact on Your Firm’s Processes
    Creative Growth/SilverEdge, September 2011
  • RFP Best Practices
    LMA Indianapolis, 2008


  • “The Rise of Pricing Professionals in BigLaw” by Aebra Coe, Law360 (January 2018) >> ARTICLE
  • “What SpaceX’s Success Can Teach the Legal Industry” by Roy Strom, (January 2018) >> ARTICLE
  • “Report: Nearly 40 Percent of Law Firms Waste C-Suite Talent” by Roy Strom, The American Lawyer (November 2016) >> ARTICLE
  • “All That Pricing Data Leads Clients to Ask” by David Ruiz, The Recorder (September 2015)
  • “Priced To Move” by Roy Strom, Chicago Lawyer (March 2015) >> ARTICLE
  • “The Flat Fee Future” by Traci Gentilozzi, Michigan Lawyer Weekly (March 2015)
  • “Pricing It Right” by Tam Harbert, Law Technology News (December 2014) >> ARTICLE
  • “Finding a Chief Strategy Officer” by Amanda K. Brady, Law Journal Newsletter (September 2014)
  • “Legal Pricing: An Emerging Profession” by Steven Petrie, Practice Innovation (October 2013) >> ARTICLE
  • ILTA TV (August 2013)