Are You an Outlaw? Meet Amy Verhulst

Who has redefined what it means to think outside the law (aka OUTLAW) and is helping each of us in the process?

Meet Amy Verhulst, Director of Marketing, Business Development and Communications at Coats Rose, P.C., a 70-attorney law firm based in Houston, Texas. An experienced business development and marketing professional with 20 years of experience in the legal and professional services industries, Amy is responsible for all business development, marketing and communications initiatives for the firm, including growth strategies to drive revenue, leadership development, brand awareness, content management and public relations.

Amy has a passion for professional, peer-to-peer organizations and currently serves as President of the Legal Marketing Association Southwest Region. She founded and leads the marketing and business development department at Coats Rose, P.C. in Houston, Texas, where she resides with her husband and two children. We asked Amy a few questions, and her answers can be found below. Enjoy getting to know this Outlaw!

Q: What do you regard as the lowest depth of misery?
A: A life deprived of love, hope and faith.

Q: What is your idea of happiness?
A: Being content in your current state. When I can take a deep breath, exhale and hear “I love my life!” in the depths of my mind, that’s my idea of happiness.

Q: What is your motto?
A: “It could always be worse.” It sounds negative, however, it is my way to find the silver lining in all situations and to be humble and grateful for the good things that I do have in my life.

Q: To what faults do you feel most indulgent?
A: The perpetual desire to create and to achieve. I have a drive to use my skills and talents, and it is tough to turn it off and just be. If I can be of assistance, if I can contribute to the greater good or the bottom line, I feel compelled to do it.

Q: Who are your favorite authors/ what are your favorite books?
A: A few of my favorite books include Brene Brown’s “Dare to Lead,” Patrick Lencioni’s business fable books, including “Five Dysfunctions of a Team.” I read Verne Harnish’s “Mastering the Rockefeller Habits,” early in my career and it shaped the way I approach my work daily. As author Verne Harnish notes, “Clear Vision (Goals) + Discipline (Routine) = Success.”

Q: What got you into working in the legal industry?
A: An internship at Target during my senior year of college. Seriously. My supervisor at Target was my connection to my first career opportunity at Ernst & Young. My boss at E&Y, turned friend and mentor, referred me for a legal marketing position at a law firm in Austin. It was right in line with my career trajectory as up until that point, I had worked in professional services marketing at a Big 4 accounting firm, the (then) largest venture capital firm based in the southwest US, and for a technology entrepreneur – all in Austin, Texas. Everyone I had reported to and/or worked for had similar traits: they were all C-level executives, in professional services (where time is literally money), performing under pressure, mostly type-A personalities, and basically, super important professionals. Legal marketing seemed like a logical path forward. Fifteen years later, I am passionate about my profession, because I have seen the value that legal marketing professionals are able to deliver.

Q: What is your current state of mind?
A: Tired and optimistic.

Q: Your favorite virtue?
A: One of my favorite virtues is courage. It takes a lot of gumption, heart and determination to have the courage to do the right thing in tough situations.

Q: What would you consider your greatest achievement?
A: My family.