Wayne Cohen, the founding partner of Cohen & Cohen, was raised as a kid in the 1970s. He caught the wave of personal computing, and as a teenager was passionate about building computers, and early stage coding. Fast forward to the 1990s. As the internet began to become mainstream, as a hobby, Wayne became fascinated with the rise of search engines, website development, and the like. Fast forward again to the mid-2000s, when the public began to find lawyers and health care practitioners on the internet, Cohen & Cohen began to see more and more new matters coming in the door from the internet. 

At that time, there was perhaps even more confusion about the digital marketing landscape than there is today. What is this thing called the internet? Will it really help me get new clients/patients? What will happen to traditional forms of advertising? Wayne would frequently be contacted by friends, extended family members, and colleagues asking the same basic question: “Hey, can you help me figure this out?” In the early days, Wayne would help out, simply because of his interest. But soon, that became too unwieldy of a task. Because so many of these inquiries came from Wayne’s closest circle, he faced a dilemma, which is best described in his words: