Podcast Summary: Excellent Executive Coaching, Episode 415

"How to Build a Successful International Law Practice with Xavier Auberson"
Host: Dr. Katrina Burrus, PhD, MCC
Guest: Xavier Auberson, Senior Partner, Auberson Law Firm
Date: January 6, 2026

Episode Overview

This episode features an in-depth conversation between Dr. Katrina Burrus and Xavier Auberson, a renowned international fiscal and tax law expert. Auberson shares his career journey, his approach to building a prominent international law practice, key challenges in the Swiss legal environment, and personal philosophies on teaching, leadership, and maintaining a creative life. The discussion offers practical advice for lawyers, coaches, and leaders seeking to grow exceptional practices in global contexts.

Key Discussion Points & Insights

1. Building Expertise: Foundations in Academia and Communication

• Long-Term Development: Auberson emphasized that expertise is developed over time, starting with his experience as a teaching assistant at university, where clarity and accuracy were paramount.
  • “It’s a long process. It’s not something that comes one day and you are designed as an expert. It’s a slow and long process.” (00:51, Xavier Auberson)
• Power of Simplicity: Communicating complex ideas simply has been fundamental, both in academia and legal practice.
• Family Business Evolution: Auberson followed his father's footsteps but extended the firm's focus on tax law to more international dimensions.

2. Personal Branding: Authenticity Over Strategy

• Organic Promotion: Auberson attributes his recognition largely to public speaking, teaching, and his love for "entertaining with content."
  • “For me, it’s maybe very strange, but it’s all the same approach…music, teaching, and conferences—exactly the same. It’s like a show.” (02:46, Xavier Auberson)
• Inspiring Others: Former students have reached out years later to express how his teaching motivated them to pursue advanced studies.

3. Engaging & Educating: The Importance of Anecdotes

• Conferences as Performance: He integrates humor and storytelling into his presentations to make legal education memorable.
  • “When I make conference, I can use jokes, I can use anecdotes...inside the anecdote, there’s teaching.” (04:12, Xavier Auberson)

4. Challenges and Opportunities in Swiss Law

• Resilience of Swiss Legal Environment: Recent Swiss referendums (e.g., on inheritance and foreign tax regimes) reinforced Switzerland’s attractiveness by maintaining competitive legal and tax policies.
  • “I’m pretty optimistic, in fact, for Switzerland...the people are now conscious that the competitive position of Switzerland is not granted forever. And we really have to do something.” (04:47, Xavier Auberson)
• Value of Legal Stability: Reliable courts and predictable legal systems are seen as a growing asset for Switzerland internationally.
  • “You invest in Switzerland, at least you have a strong, independent legal system...this, I think, we should promote more as a value.” (06:06, Xavier Auberson)

5. Career Turning Points and Growth Beyond Comfort Zones

• Harvard Law Experience: Auberson’s postgraduate study at Harvard Law School was a key transformative moment, exposing him to new perspectives, world-class peers, and humility.
  • “I was nobody there...For me it was a shock and it’s probably one of the best professional decisions I took.” (08:03, Xavier Auberson)
• Following Intuition: He describes a pivotal decision to return to Geneva for a university lectureship—a choice made instinctively that started a new trajectory in teaching and credibility.
  • “I felt it here, you know, in my body, honestly. And I said yes. I didn’t even think about it. I knew it was the right decision...When I look backwards, it’s the best decision I took because it changed completely.” (12:06, Xavier Auberson)

6. Building an International Practice

• Networking and Content Creation:
  • Partner collaboration worldwide is standard, but Auberson focused more on publishing articles, books, and speaking at international conferences to build reputation.
  • “People read your article, they invite you to talk...That’s another way. But this way is the hardest way.” (10:18, Xavier Auberson)
• Personal Sacrifice:
  • “I remember I was spending my holidays...typing books and articles while everybody, including my kids, were at the sea. So this has a price...I should be very clear.” (11:04, Xavier Auberson)

7. Teaching, Credibility, and Government Work

• Academic Credentials as a Differentiator: University roles enhanced his credibility in legal opinions and court cases.
• Governmental Advisory: In addition to private practice, Auberson consults on legislation and international negotiations for Switzerland.
  • “I was one of the negotiators of the double taxation treaty with the United States...you need both skills—the professor and the negotiator—and maybe the third one, to be a little entertainer. That’s a cocktail. A good cocktail.” (14:46, Xavier Auberson)

8. Evolving Role of Tax Lawyers

• From Fiscalist to Educator: Increasing complexity in tax law requires lawyers to be educators and navigators, not just legal technicians.

9. Best Advice Received

• The Knapp Principle: After drafting a legal opinion, read it again and ask: “Does it make any sense?” If not, reconsider your reasoning.
  • “You should always do something at the end of your work...You should say to yourself, but does it make any sense?” (17:03, Xavier Auberson)
• Critical Distance and Self-Reflection: Drawing on his musical experience, Auberson advises stepping back to objectively reassess difficult negotiations.

10. Daily Creative Habits: The Role of Music

• Instrumental Practice: Auberson plays music every day, paralleling musical discipline with legal practice for memory, creativity, and humility.
  • “When you practice music and improvise, it’s good for memory...For me, it’s like meditation. It gets you outside of your world.” (20:01, Xavier Auberson)

11. Advice for Aspiring International Lawyers

• Go abroad for experience—work or study outside your home country to open your mind.
• Differentiate yourself—through writing, visibility, and today, via social media.
• Do every case to the best of your ability—small beginnings may turn into major opportunities.
  • “[My mother] said, ‘Whatever you do, try to do it the best.’ And I did that...then it became a very important client of mine.” (21:15, Xavier Auberson)

Notable Quotes & Memorable Moments

• On Expertise:
  “It’s a long process. It’s not something that comes one day and you are designed as an expert.” (00:51, Xavier Auberson)

• On Communication:
  “For me, it’s maybe very strange, but it’s all the same approach…music, teaching, and conferences—exactly the same. It’s like a show.” (02:46, Xavier Auberson)

• On Turning Points:
  “For me it was a shock and it’s probably one of the best professional decisions I took.” (08:03, Xavier Auberson, on Harvard)

• On Personal Sacrifice:
  “Maybe this has cost my marriage if I think about it… I would stay in my room and I would be typing books and articles while everybody…were at the sea. So this has a price.” (11:04, Xavier Auberson)

• On Legal Opinions:
  “You should always do something at the end…ask the question again: Does it make any sense? And if it does, it means more or less it’s okay.” (17:03, Xavier Auberson)

• On Music and Mindfulness:
  “For me, it’s like meditation. It gets you outside of your world and it’s a different one. It’s good for modesty, because you are never good enough.” (20:01, Xavier Auberson)

• On Young Lawyers:
  “Go maybe six months, one year, either in a foreign law firm, anywhere…it could be in China, it could be in America, whatever. But to go abroad or to study in a foreign university…to open your mind.” (21:15, Xavier Auberson)

Timestamps for Key Segments

• Foundations of Expertise and Communication – 00:51
• Organic Promotion and Branding – 02:46
• Educational Entertaining through Conferences – 04:12
• Swiss Legal Environment and Future – 04:47–07:31
• Career Turning Points—Harvard and Intuition – 08:03–12:06
• Developing an International Practice – 10:15–11:28
• Role of Teaching and Government Advisory – 13:42–15:26
• Evolving Nature of Tax Law Practice – 15:31
• Best Advice and Self-Critique – 17:03–19:53
• Daily Musical Practice as a Habit – 20:01
• Advice for Young and Aspiring Lawyers – 21:15

Summary

This episode offers a rich exploration of how academic rigor, authentic communication, international exposure, and personal creativity intersect in building a world-class law practice. Xavier Auberson’s candor about the realities of success, including the sacrifices and ongoing personal development, gives valuable perspective to lawyers, leaders, and coaches aiming to thrive on a global scale. The conversation underscores the importance of continual learning, humility, and following your instincts in shaping a meaningful and sustainable career.