My First Million – Billionaire Lawyer John Morgan Spills His $250M Side Hustles

Podcast: My First Million
Date: December 10, 2025
Hosts: Sam Parr & Shaan Puri
Guest: John Morgan – Founder, Morgan & Morgan

Episode Overview

This episode explores the unconventional entrepreneurial journey of John Morgan, founder of America's largest personal injury law firm, Morgan & Morgan. The discussion revolves around Morgan's unique business portfolio—ranging from landmark law practices to profitable attractions (like WonderWorks and Alcatraz East), real estate developments, and legal tech platforms. Sam and Shaan dig deep into John's wealth-building philosophy, operating principles, and the mindset behind hunting for "big game" opportunities across multiple industries.

Main Themes & Purpose

Deconstructing John Morgan's empire-building approach: From law to side hustles in entertainment, tech, real estate, and more.
Spotting and executing on overlooked opportunities: The process of identifying unique business ideas and scaling them.
The blend of focus and broad ambition: Balancing core business with lucrative "side quests."
Lessons in risk, branding, and enduring luck: Why Morgan believes luck, focus, and tenacity drive long-term wealth.
Advice for next-generation entrepreneurs: What John would chase today and core mistakes to avoid.

Key Discussion Points

1. The "Google Law Firm" Vision & Morgan’s Mindset

John’s approach to business: "I don't hunt deer. I hunt money." (John Morgan, 00:00)
He views himself as half Walt Disney, half shark—unafraid of unconventional opportunities.

Quote:

"My big vision was this. What if Google was a law firm? What would it look like?"
– John Morgan (00:11)

2. From Law to Attractions: WonderWorks and Alcatraz East

Origin Story: Interactive Attraction Business

WonderWorks (The Upside Down House):
Inspired by poor science centers, Morgan created an immersive, interactive science attraction.
- First location in Orlando (near Disney/Universal).
- Narrative: Scientists’ experiments go awry in the Bermuda Triangle and the building crashes upside-down in Orlando.
- Operational focus: “Zero debt,” $33M/year in EBITDA. (04:57)

Quote:

“I have zero debt. And I'll do like 33 million in EBITDA this year.”
– John Morgan (04:57)

Alcatraz East: Monetizing America’s Obsession with Crime

Inspiration struck after visiting (and paying under-the-table for) sold-out Alcatraz tickets in SF.
Built a crime and punishment museum in Pigeon Forge, TN.
Profits ~$5M net/year. Initial build around $13M–$14M.
Features real artifacts: Ted Bundy’s VW, Bonnie and Clyde’s death car, OJ’s Bronco, John Dillinger’s sedan.

Quote:

“America is fascinated with crime and punishment like nothing else... and it just prints money.”
– John Morgan (06:38)

3. Morgan’s Early Entrepreneurial Roots

John attributes his drive to the “entrepreneurial seed,” commonly found in childhood hustlers (e.g., paper routes).
His journey fueled by his brother’s disabling accident and the family’s lack of resources – leading to law.

Quote:

“There are people that are born with an entrepreneurial seed. A seed. It just happens... you were probably doing something. Hustling money.”
– John Morgan (12:45)

4. Building a Brand and Scaling Relentlessly

Advertising as a Differentiator:
Broke industry taboo by publicly advertising PI services, borrowing money to fund commercials.
Brand Principles:
Simplicity and clarity (e.g., for the people.com). Borrowed from Disney and P.T. Barnum.
Systems:
Compounded by building and integrating businesses (legal tech, ad agencies, trade shows).

5. Morgan’s “Side Quests” and Business Ecosystem

Legal Tech: Litify

Sold 60% at a $600M valuation; still owns 40%.
Developed as an internal solution, scaled as middleware on Salesforce. Flywheel effect: Other lawyers must use Litify to receive referred cases from Morgan's firm.

Ad Agency & Trade Shows

Practice Made Perfect: An ad agency for lawyers—$8–9M/year; later sold for $18M due to market conflicts with firm’s expansion.
Mass Torts Made Perfect: Twice-annual trade show. Real profit in legal referrals, not the events.

Real Estate & “Downtown Flavortown”

Owns and develops malls, hotels, and shopping centers—sells or repurposes underperforming assets creatively (e.g., transforming a dying mall into “The Gallery” of illusions, ropes courses, etc.).

6. The Focus vs. Diversification Paradox

Morgan challenges the "just-focus" narrative. His lack of distraction (hobbies like hunting or golf) frees bandwidth for parallel business building.
Quote:

“I don't hunt deer. I hunt money. And I like it. So instead of collecting stamps... I collect artifacts.”
– John Morgan (34:37)

7. Operational & Strategic Wisdom

The Real Secret: Big Game Mentality & Execution

“Fishing” metaphor for case selection:
- Most lawyers settle early for small margins; Morgan’s team takes the best cases to trial for maximum payouts.
- Builds teams of “racehorses” (elite trial lawyers) to win massive verdicts ($500M+ in some cases).
Brand, results, reputation, and reinvestment power national dominance.

Quote:

“Where my competition gets beat by me is most of them, 95% of them are shit lawyers… I’m not hunting cockroaches. I’m hunting big game.”
– John Morgan (40:00, 64:20)

Financial Structure

Family and trusted partners own the firm; no outside investment because of regulatory framework and personal philosophy.
Shares equity with partners (“feed them and love them”), building the “greatest show on earth.”

8. Failures, Risk, and Learning

Lost millions expanding into Atlanta with the wrong leadership. Views batting .300 as success (“Nobody bats a thousand”).

9. Civic Impact & Media Play

Legislated Florida’s medical marijuana and raised minimum wage to $15/hr via constitutional amendment.
Public persona, intentional media appearances as new-age marketing/fishing strategy.
New book: Life is Luck: The Paper Boy.

Notable Quotes & Memorable Moments

John Morgan: “I don’t hunt deer. I hunt money.” (00:00, 34:37)
On Luck: “Nobody wants...to be told they were lucky...they are like 100% wrong about that because one different turn...” (14:51)
On early setbacks: “Failure can be the best thing that happens to you.” (10:42)
On entrepreneurship DNA: “It can’t be taught. It’s just in you.” (14:51)
On building WonderWorks: “Parents would enjoy as much as kids...We turn you upside down so you defy gravity.” (04:19)
On fighting Goliaths: “They are in the business of premeditated murder...Processed food is the new tobacco.” (27:40)
On competition: “Most of them are not real lawyers. They’re marketing people who take the last best offer and their margins are terrible… I have a stable of racehorses.” (65:01)
On new projects: “My idea is to build this complex of Santa’s Chocolate Factory...On the hour, every hour turns into midnight. The clock turns...the store comes alive.” (54:00)
On operational focus: “Bullets before bombs. You got to really test things a little bit… then when I feel it catching on, then I bring the bombs.” (62:36)

Key Timestamps for Important Segments

00:00 – John’s “hunt money” philosophy, vision for the "Google law firm"
01:47–05:06 – WonderWorks origin story, financials, experiential design
06:38–10:09 – Alcatraz East inspiration, business model, and lessons from failure in DC
12:45–15:46 – Childhood hustle, the “entrepreneurial seed,” impact of luck
19:06–22:09 – Ethics and stigma in law, the rise of lawyer advertising
31:22–32:51 – Branding lessons from Disney and P.T. Barnum
34:37–36:46 – Focus vs. diversification (“I hunt money, not deer”)
37:18–42:29 – Litify legal tech story, building the flywheel
45:54–47:35 – Trade shows/networking, legal-industrial complex
47:44–50:17 – Where John sees opportunity now (AI, services, entertainment)
54:00–55:04 – Santa’s Chocolate Factory concept
58:10–60:07 – Repurposing malls as galleries of illusions
62:36–63:07 – Scaling by testing (“bullets before bombs”)
64:20–68:29 – The trial process, competitive advantage via “big game” litigation
70:12–70:57 – Building a "circus" (firm culture, incentives)
71:12–72:26 – Failures and resilience
72:50–75:10 – Civic work (marijuana, minimum wage); using media to “catch fish”

Summary Analysis

John Morgan emerges as a multi-disciplinary business builder who turns overlooked or stigmatized markets into branded, bankable juggernauts. Driven by personal experience, competitive zeal, and a “manifest cowboy” mindset, he methodically tests, scales, and dominates both legacy (law, real estate) and unconventional (attractions, legal SaaS, ad agencies) markets. Morgan values luck and hustle, but stresses the importance of executing big, aiming for transformative (not incremental) wins, and never underestimating the power of location, narrative, and relentless trial-by-market.

Closing Thoughts

Whether you’re looking to build the next Google of law, a $250 million “side hustle” in entertainment, or future-proof your career from AI, John Morgan’s story is a masterclass in risk, focus, and entrepreneurial alchemy—with just enough wild magic to keep things fun and unpredictable.

Book Mentioned:
Life is Luck: The Paper Boy (forthcoming)

More on John:
Morgan & Morgan website, Forbes profile, and interviews in Business Insider, Jubilee, etc.

My First Million – Billionaire Lawyer John Morgan Spills His $250M Side Hustles

Podcast: My First Million
Date: December 10, 2025
Hosts: Sam Parr & Shaan Puri
Guest: John Morgan – Founder, Morgan & Morgan

Episode Overview

Main Themes & Purpose

Deconstructing John Morgan's empire-building approach: From law to side hustles in entertainment, tech, real estate, and more.
Spotting and executing on overlooked opportunities: The process of identifying unique business ideas and scaling them.
The blend of focus and broad ambition: Balancing core business with lucrative "side quests."
Lessons in risk, branding, and enduring luck: Why Morgan believes luck, focus, and tenacity drive long-term wealth.
Advice for next-generation entrepreneurs: What John would chase today and core mistakes to avoid.

Key Discussion Points

1. The "Google Law Firm" Vision & Morgan’s Mindset

John’s approach to business: "I don't hunt deer. I hunt money." (John Morgan, 00:00)
He views himself as half Walt Disney, half shark—unafraid of unconventional opportunities.

Quote:

"My big vision was this. What if Google was a law firm? What would it look like?"
– John Morgan (00:11)

2. From Law to Attractions: WonderWorks and Alcatraz East

Origin Story: Interactive Attraction Business

WonderWorks (The Upside Down House):
Inspired by poor science centers, Morgan created an immersive, interactive science attraction.
- First location in Orlando (near Disney/Universal).
- Narrative: Scientists’ experiments go awry in the Bermuda Triangle and the building crashes upside-down in Orlando.
- Operational focus: “Zero debt,” $33M/year in EBITDA. (04:57)

Quote:

“I have zero debt. And I'll do like 33 million in EBITDA this year.”
– John Morgan (04:57)

Alcatraz East: Monetizing America’s Obsession with Crime

Inspiration struck after visiting (and paying under-the-table for) sold-out Alcatraz tickets in SF.
Built a crime and punishment museum in Pigeon Forge, TN.
Profits ~$5M net/year. Initial build around $13M–$14M.
Features real artifacts: Ted Bundy’s VW, Bonnie and Clyde’s death car, OJ’s Bronco, John Dillinger’s sedan.

Quote:

“America is fascinated with crime and punishment like nothing else... and it just prints money.”
– John Morgan (06:38)

3. Morgan’s Early Entrepreneurial Roots

John attributes his drive to the “entrepreneurial seed,” commonly found in childhood hustlers (e.g., paper routes).
His journey fueled by his brother’s disabling accident and the family’s lack of resources – leading to law.

Quote:

“There are people that are born with an entrepreneurial seed. A seed. It just happens... you were probably doing something. Hustling money.”
– John Morgan (12:45)

4. Building a Brand and Scaling Relentlessly

Advertising as a Differentiator:
Broke industry taboo by publicly advertising PI services, borrowing money to fund commercials.
Brand Principles:
Simplicity and clarity (e.g., for the people.com). Borrowed from Disney and P.T. Barnum.
Systems:
Compounded by building and integrating businesses (legal tech, ad agencies, trade shows).

5. Morgan’s “Side Quests” and Business Ecosystem

Legal Tech: Litify

Sold 60% at a $600M valuation; still owns 40%.
Developed as an internal solution, scaled as middleware on Salesforce. Flywheel effect: Other lawyers must use Litify to receive referred cases from Morgan's firm.

Ad Agency & Trade Shows

Practice Made Perfect: An ad agency for lawyers—$8–9M/year; later sold for $18M due to market conflicts with firm’s expansion.
Mass Torts Made Perfect: Twice-annual trade show. Real profit in legal referrals, not the events.

Real Estate & “Downtown Flavortown”

Owns and develops malls, hotels, and shopping centers—sells or repurposes underperforming assets creatively (e.g., transforming a dying mall into “The Gallery” of illusions, ropes courses, etc.).

6. The Focus vs. Diversification Paradox

Morgan challenges the "just-focus" narrative. His lack of distraction (hobbies like hunting or golf) frees bandwidth for parallel business building.
Quote:

“I don't hunt deer. I hunt money. And I like it. So instead of collecting stamps... I collect artifacts.”
– John Morgan (34:37)

7. Operational & Strategic Wisdom

The Real Secret: Big Game Mentality & Execution

“Fishing” metaphor for case selection:
- Most lawyers settle early for small margins; Morgan’s team takes the best cases to trial for maximum payouts.
- Builds teams of “racehorses” (elite trial lawyers) to win massive verdicts ($500M+ in some cases).
Brand, results, reputation, and reinvestment power national dominance.

Quote:

“Where my competition gets beat by me is most of them, 95% of them are shit lawyers… I’m not hunting cockroaches. I’m hunting big game.”
– John Morgan (40:00, 64:20)

Financial Structure

Family and trusted partners own the firm; no outside investment because of regulatory framework and personal philosophy.
Shares equity with partners (“feed them and love them”), building the “greatest show on earth.”

8. Failures, Risk, and Learning

Lost millions expanding into Atlanta with the wrong leadership. Views batting .300 as success (“Nobody bats a thousand”).

9. Civic Impact & Media Play

Legislated Florida’s medical marijuana and raised minimum wage to $15/hr via constitutional amendment.
Public persona, intentional media appearances as new-age marketing/fishing strategy.
New book: Life is Luck: The Paper Boy.

Notable Quotes & Memorable Moments

John Morgan: “I don’t hunt deer. I hunt money.” (00:00, 34:37)
On Luck: “Nobody wants...to be told they were lucky...they are like 100% wrong about that because one different turn...” (14:51)
On early setbacks: “Failure can be the best thing that happens to you.” (10:42)
On entrepreneurship DNA: “It can’t be taught. It’s just in you.” (14:51)
On building WonderWorks: “Parents would enjoy as much as kids...We turn you upside down so you defy gravity.” (04:19)
On fighting Goliaths: “They are in the business of premeditated murder...Processed food is the new tobacco.” (27:40)
On competition: “Most of them are not real lawyers. They’re marketing people who take the last best offer and their margins are terrible… I have a stable of racehorses.” (65:01)
On new projects: “My idea is to build this complex of Santa’s Chocolate Factory...On the hour, every hour turns into midnight. The clock turns...the store comes alive.” (54:00)
On operational focus: “Bullets before bombs. You got to really test things a little bit… then when I feel it catching on, then I bring the bombs.” (62:36)

Key Timestamps for Important Segments

00:00 – John’s “hunt money” philosophy, vision for the "Google law firm"
01:47–05:06 – WonderWorks origin story, financials, experiential design
06:38–10:09 – Alcatraz East inspiration, business model, and lessons from failure in DC
12:45–15:46 – Childhood hustle, the “entrepreneurial seed,” impact of luck
19:06–22:09 – Ethics and stigma in law, the rise of lawyer advertising
31:22–32:51 – Branding lessons from Disney and P.T. Barnum
34:37–36:46 – Focus vs. diversification (“I hunt money, not deer”)
37:18–42:29 – Litify legal tech story, building the flywheel
45:54–47:35 – Trade shows/networking, legal-industrial complex
47:44–50:17 – Where John sees opportunity now (AI, services, entertainment)
54:00–55:04 – Santa’s Chocolate Factory concept
58:10–60:07 – Repurposing malls as galleries of illusions
62:36–63:07 – Scaling by testing (“bullets before bombs”)
64:20–68:29 – The trial process, competitive advantage via “big game” litigation
70:12–70:57 – Building a "circus" (firm culture, incentives)
71:12–72:26 – Failures and resilience
72:50–75:10 – Civic work (marijuana, minimum wage); using media to “catch fish”

Summary Analysis

Closing Thoughts

Book Mentioned:
Life is Luck: The Paper Boy (forthcoming)

More on John:
Morgan & Morgan website, Forbes profile, and interviews in Business Insider, Jubilee, etc.

Billionaire Lawyer spills his $250M side hustles (pick one)

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Summary

My First Million – Billionaire Lawyer John Morgan Spills His $250M Side Hustles

Episode Overview

Main Themes & Purpose

Key Discussion Points

1. The "Google Law Firm" Vision & Morgan’s Mindset

2. From Law to Attractions: WonderWorks and Alcatraz East

Origin Story: Interactive Attraction Business

Alcatraz East: Monetizing America’s Obsession with Crime

3. Morgan’s Early Entrepreneurial Roots

4. Building a Brand and Scaling Relentlessly

5. Morgan’s “Side Quests” and Business Ecosystem

Legal Tech: Litify

Ad Agency & Trade Shows

Real Estate & “Downtown Flavortown”

6. The Focus vs. Diversification Paradox

7. Operational & Strategic Wisdom

The Real Secret: Big Game Mentality & Execution

Financial Structure

8. Failures, Risk, and Learning

9. Civic Impact & Media Play

Notable Quotes & Memorable Moments

Key Timestamps for Important Segments

Summary Analysis

Closing Thoughts

Summary

My First Million – Billionaire Lawyer John Morgan Spills His $250M Side Hustles

Episode Overview

Main Themes & Purpose

Key Discussion Points

1. The "Google Law Firm" Vision & Morgan’s Mindset

2. From Law to Attractions: WonderWorks and Alcatraz East

Origin Story: Interactive Attraction Business

Alcatraz East: Monetizing America’s Obsession with Crime

3. Morgan’s Early Entrepreneurial Roots

4. Building a Brand and Scaling Relentlessly

5. Morgan’s “Side Quests” and Business Ecosystem

Legal Tech: Litify

Ad Agency & Trade Shows

Real Estate & “Downtown Flavortown”

6. The Focus vs. Diversification Paradox

7. Operational & Strategic Wisdom

The Real Secret: Big Game Mentality & Execution

Financial Structure

8. Failures, Risk, and Learning

9. Civic Impact & Media Play

Notable Quotes & Memorable Moments

Key Timestamps for Important Segments

Summary Analysis

Closing Thoughts