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S4 Eps 3: Chi Nguyen Interview

S4 Eps 3: Chi Nguyen Interview

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 In this episode of The Dirty Verdict, Peter Taaffe and Kyle Herbert sit down with Houston branding powerhouse Chi Nguyen to unpack the real story behind one of the most recognizable legal marketing campaigns in the city: "We Push. You Win." Chi shares his Houston roots, the wild origin story that pushed him toward law (yes—he got hit with a Nike cease & desist as a teenager), and how a marketing brain + personal injury law became the foundation for a firm built to scale. Then the conversation turns into a full-blown masterclass on billboards, repetition, commuter psychology, emotional decision-making, and building a brand that stays top-of-mind. They also dive into the less-glamorous side of growth—systems, operations, HR headaches, and maintaining quality while scaling fast—before Chi shares what's next: launching The Nguyen Law Firm and building a legal tech / AI platform designed to help lawyers run leaner and serve clients better. YouTube-style highlights (with timestamps) 00:00:39 — Intro + Chi Nguyen joins the show00:00:53 — Why Chi is one of the most recognizable legal brands in Houston00:02:15 — Chi's Houston upbringing + immigrant family background00:03:13 — "I got sued by Nike for $1,000,000 in 9th grade." 😳00:05:44 — The "Gucci monogram Jordan" moment… and realizing they were fake00:06:23 — How Chi found a China supplier + created a dropship operation00:08:04 — Early Google PPC: "Air Jordan" clicks were $0.1000:08:30 — Scaling from 20 orders/day to 100+ orders/day as a teenager00:08:50 — Nike demand letter hits: fear, panic, and the moment that changed his life00:10:09 — Using the money to help family (not flexing shoes) + why he chose law00:12:40 — U of H marketing + sales program (why it matters)00:14:04 — Why personal injury: watching Jim Adler commercials as a kid00:15:13 — South Texas College of Law + meeting Anthony + starting the firm00:19:04 — The "biggest in Houston" vision + hitting goals early00:22:42 — Spotting a funeral home "For Sale" sign… and turning it into the office00:23:18 — Target audience strategy: why he focused on specific Houston pockets00:25:03 — Billboard strategy begins: planning in 2021, executing in early 202200:26:34 — Google PPC got wrecked: $500–$600 per click for PI terms00:28:00 — Why billboards still work in Houston (if you do it right)00:29:39 — "You don't have to be everywhere—just be undeniable somewhere."00:30:27 — Repetition math: 250,000 cars/day + stacking boards for 100% capture00:31:21 — People buy emotionally, then justify logically (jury + marketing crossover)00:33:06 — "Your logo is your face." Branding with faces > logos00:35:37 — The psychological hack behind We Push / You Win00:37:18 — Early boards were too busy → simplifying to face + website only00:39:03 — Why they went all-in on branding instead of lead-gen00:40:33 — Timeline expectations: committing to a full year with no panic pivot00:41:52 — Starting budget: around $100K/month for the initial billboard run00:43:31 — The iconic "viral" square board location off 45 & Telephone00:43:58 — Scale: ~50 "permed" boards + building the inventory over time00:46:27 — Scaling operations: bringing in a CEO to systematize and streamline00:49:28 — The hardest part of growth: managing people + protecting culture00:51:12 — What's next: The Nguyen Law Firm + launching a legal tech company00:53:32 — AI thesis: the biggest flex is building lean with small teams00:56:17 — AI for law: case management, comms, virtual depos/mediations00:57:22 — Claude vs ChatGPT + "make the AIs argue" strategy00:59:24 — What lawyers should fear: surveillance, not productivity01:00:27 — Wrap-up + where to find Chi + beta testing timeline01:01:28 — Outro + socials
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