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The Business Plan of The Underpants Gnomes

A blog post by D.K. Raymer, Patient Protections Advocate.

Founder - Confident Aging For Attorneys

Its been years since I’ve seen an episode of South Park. Yes, it’s crude, it’s in your face and it’s as politically incorrect as a show can possibly get. But, speaking as a writer who worked in the television and film industry, I’ve always admired Trey Parker and Matt Stone for their ability to consistently crank out an episode from A to Z in less than two weeks, and evoke an emotional response from their audience. Amazing. Now, on to the point of this post.


One of the show’s most memorable recurring bit characters are The Underpants Gnomes, a hard-working community dedicated to the notion of becoming successful by collecting underpants. Their business plan was simple:

Phase 1: Collect Underpants

Phase 2: ?

Phase 3: Profit

A number of attorneys I know jumped into Estate Planning and/or Elder Law with a business plan that looks amazingly like that of The Underpants Gnomes.

Phase 1: Get into EL/EP because the population is aging. The market is everywhere.

Phase 2: ?

Phase 3: Profit

Vast numbers of attorneys are stuck on Phase 2 because, as it turns out, getting consumers to buy wills and estate plans is almost as difficult as selling used underpants. There are reasons for that, which I’ll explore in my next post. As this year draws to a close, look back at all your hard work, the accomplishments and the disappointments. If what you’re doing hasn’t lived up to expectations, maybe it’s time to discover why.

So, how do you swap The Underpants Gnomes’ Business Plan for a better one? Here’s your first step. Get a fresh set of eyes and a new perspective on what you’re doing and where you want to go. I’d love to help you sort it out.

I invite you to schedule a Practice Assessment Session with me. It’s absolutely free and there is NO obligation. Learn more and register here.

I look forward to talking with you.

Copyright©2018 DK Raymer. All Rights Reserved.

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