Steven lewis
FOUNDER
Steven Lewis uses ASI to reveal what law firms' clients can't (or won't) tell them then shows firms how to turn that intelligence into competitive distance.
I've spent 30 years studying one question: what actually makes people decide?
That obsession started in direct response copywriting — the discipline where you discover what works because you measure everything.
Clients including Rolex, Intel, Microsoft, Coca-Cola, and HP. Campaigns where the numbers told you immediately whether you understood your audience or were guessing.
In February 2021, I started training AI for marketing strategy — significantly before ChatGPT existed. That early start created expertise that's impossible to compress or replicate by starting today.
The combination of decision psychology mastery and AI capability led to ASI: systematic intelligence on what drives buyer decisions in professional services categories. Not assumptions dressed up as strategy. Evidence.
I work with law firms because I understand the sector from multiple angles:
- As a student of the law — MA in Jurisprudence from Oxford University
- As a client — instructed major international firms including Clifford Chance and Simmons & Simmons on matters across Asia, the USA, and the Middle East
- As an insider — business development at a top-tier Australian law firm
- As a consultant — clients including A&O Shearman, Clayton Utz, Hall & Wilcox many others
That background means I understand the dynamics most consultants don't: how partnership structures actually work, why positioning initiatives fade when billable work reasserts itself, and what it takes to make strategic change stick in a law firm.
What intelligence-based positioning delivers
143% improvement in pitch win rate
Took a firm from 35% to 85% win rate after implementing decision intelligence and an ASI Advisor.
Global firm training program
Designed and delivered AI marketing training for ~400 business development professionals across 40+ offices a for a global firm.
Enterprise writing tool deployment
Built intelligence into an AI writing tool deployed to thousands of employees at a major law firm — improving effectiveness while maintaining voice and style consistency.
Campaign presented to global board
Conceived and executed a direct response campaign that the CMO presented to the global board as a model for effectively marketing the firm's expertise.
Why decision intelligence works
Asymmetric Strategic Intelligence (ASI) is built on three foundations:
30 years of decision psychology
Direct response copywriting is the discipline of understanding what makes people act — tested and measured across thousands of campaigns. That pattern recognition is what AI amplifies.
5+ years of AI marketing expertise
Starting in February 2021 means I've been training AI for strategic marketing longer than most people have known it was possible. That headstart created capability competitors can't replicate by starting today.
Stanford-validated methodology
Synthetic persona research matches human reasoning patterns with 85% consistency — the ceiling of what's knowable about decision-making. This isn't experimental methodology. It's an approach used by Microsoft, Nvidia, BP, and the UK Foreign Office for strategic intelligence.
Law firms caught in the competitive middle
You're too established to win on scrappy personal service alone. Not yet a brand name that wins on recognition. Competing for the same work as larger firms — but without their marketing budgets or the intelligence to know what differentiates you in the eyes of your clients.
Common situations:
- Losing competitive pitches where clients "can't tell you apart"
- Genuine capability differences that aren't landing in the market
- Price pressure when capabilities look similar to buyers
- Panel renewals approaching with no clear differentiation story
- New leadership wanting strategic direction in the first 12–18 months
What you want:
First — intelligence that reveals what drives your clients' decisions in your category. No more guessing based on consultant opinions, partner assumptions and polite client feedback.
Second — positioning that proves your differentiation operationally, embedded in ways that survive when the engagement ends.
How we work together
ASI engagement
We reveal what actually drives decisions when buyers evaluate firms like yours. 3–4 weeks to intelligence delivery.
Strategic consulting
We translate intelligence into positioning frameworks — operational proof of differentiation, not just messaging claims.
ASI Advisor
Your intelligence embedded in an AI advisor that maintains consistency across every pitch, proposal, and client conversation. 90-day access included with ASI; subscription to retain.
The natural progression is intelligence → strategy → permanence. But you start where you need to start.
See if ASI fits your situation
Book a 30-minute discovery call. We'll identify whether systematic decision intelligence would reveal competitive advantages you're not capturing.
If it would, I'll explain exactly how ASI works for firms like yours. If it wouldn't, I'll tell you that too.
Prefer to email? Email us at asi@taleist.agency.
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