In a far-reaching interview with LEADERS magazine, Greenberg Traurig Executive Chairman Richard A. Rosenbaum reflects on the principles that guided the firm's growth into one of the world's largest law firms. He lays out what he believes it takes to build an institution capable of enduring change and setbacks. Drawing on New York City as a touchstone for resilience, Rosenbaum describes a leadership philosophy rooted in culture, values, and the power of people. "The foundations that hold us together are built slowly, brick by brick, day by day. But to last, those foundations must be malleable enough to withstand inevitable change."
At the heart of Greenberg Traurig's model is what Rosenbaum calls "freedom within a framework" - an entrepreneurial culture that empowers lawyers and professionals to think and act like owners, without sacrificing the shared commitment to excellence that defines the firm. "The trap that some firms fall into is the mindset that entrepreneurship and teamwork are competing ideas. For us, they reinforce each other." That philosophy has allowed the firm to scale to 51 global offices and surpass $3 billion in revenue while deliberately avoiding the bureaucratic drift that often accompanies growth.
Rosenbaum is equally direct about what clients now demand from outside counsel. "Clients want advisors who grasp the intricacies of their businesses, not simply their legal issues. They expect outside counsel to anticipate challenges, spot opportunities, and help them navigate uncertainty." By investing in both people and technology, and maintaining a decentralized structure that keeps decision-making close to clients, Greenberg Traurig has positioned itself to deliver the speed, insight, and cross-jurisdictional sophistication that today's complex matters require.
Looking ahead, Rosenbaum's optimism is anchored in the qualities he sees in emerging leaders: curiosity, resilience, and a genuine commitment to serving others. "Leadership is a service role. It is not about titles. The most effective leaders are the ones who build trust, develop talent, share opportunities, and help others thrive." For Rosenbaum, the future of the legal profession remains bright precisely because the fundamentals - trust, integrity, and relationships - have proven durable through every era of transformation.
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Read "Soul at Scale: Growing Greenberg Traurig on Our Own Terms."