Rather than focusing on things that you’re not good at or things that are weaknesses, cultivate your strengths.
Alexander Cross is the owner and CEO of the Law Offices of Alexander Cross & Associates/ Oficinas legales de Alexander Cross y Asociado. As an entrepreneur, he is utterly focused on the expansion of his business. He is extremely disciplined and lives a very healthy lifestyle as a vegan. He begins each day with rigorous exercise.
Alexander Cross is a graduate of the University of California, Berkeley where he completed his Bachelor’s degree in legal studies. He attended San Francisco Law School to receive his Juris Doctor degree. After graduation, he spent a year at a law practice which provided him with the insight to engage with clients, who required representation with bi-lingual skills. The idea launched the beginning of Alexander Cross & Associates/ Oficinas legales de Alexander Cross y Asociado.
The Law Offices of Alexander Cross & Associates is best known for the services as one of the largest bi-lingual law firms. The firm practices criminal defense law and is renowned for resolving DUI cases. They serve Northern California from five locations in the East Bay area and Tri-Valley area.
Where did the idea for your company come from?
I come from a multi-cultural family. I spent a year with another law practice directly after I graduated. Anyone who spoke Spanish wanted to talk to me because I was the only one who spoke Spanish. I noticed there was a massive void with criminal law attorneys who spoke Spanish. I don’t believe that it is as critical to have someone who speaks the same language in other areas of law. However, I believe it is crucial to have an attorney who can speak your language if you are addressing criminal charges. This is the reason why I decided to start Alexander Cross & Associates.
What does your typical day look like and how do you make it productive?
I start my day off with physical exercise. I believe it is the best way to get your energy flowing. I begin my work day in court. When I am finished addressing court cases I go to my office to meet with clients. About midday I usually go to a radio station. I advertise, or I discuss specific topics. I return to my office to meet with potential clients or address current cases.
How do you bring ideas to life?
I bring ideas down to a fundamental level to get the motivation going. I usually start out small. If you start out big, you may lose your concentration.
What’s one trend that excites you?
One of the trends that excite me is the internet and social media. We also have our own website: at lawofficesofca.com. Social media is a big thing. We do a lot of advertising on Facebook, Instagram, Twitter, Snapchat, Youtube, broadcast, and WhatsApp. It excites me because it is another opportunity to grow. It is also a way to connect with the public.
What is one habit of yours that makes you more productive as an entrepreneur?
I have many quirky habits that work very well for me. I work out every day, I lift weights and do cardio which gets the energy flowing. I also do a lot of meditation, I eat a strict vegan diet and do a lot of fasting as well. I have done this for the past twelve years.
What advice would you give your younger self?
I would tell myself not to procrastinate. I don’t have any regrets in my life. But perhaps I could have moved faster. Everything that I have accomplished could have been done a couple of years or a couple of months earlier. I would tell myself to move faster, don’t wait.
Tell us something that’s true that almost nobody agrees with you on.
Rather than focusing on things that you’re not good at or things that are weaknesses, cultivate your strengths. A weakness may debilitate you, do your best even if it is just average, but cultivate your strengths. This is a big issue that I’ve always had with the schools. If you get a C, it is a C it is not your strength. Focus on the A’s because that is your gift.
As an entrepreneur, what is the one thing you do over and over and recommend everyone else do?
The thing that I would recommend that everyone do is to work out with weights. It is not about getting physically fit but about getting out of your comfort zone. It is about trying to withstand pain in an uncomfortable situation. It is to build endurance rather than quitting when the going gets tough. You should find your endurance level and know that is when it starts. It is a psychological trick for yourself.
What is one strategy that has helped you grow your business?
I have many marketing strategies, but the big one is in specialization. If you are generic, you are competing. If you specialize, there is much less competition.
What is one failure you had as an entrepreneur, and how did you overcome it?
Many years ago, I experienced what I considered to be an economic failure. I am not sure if I can call it a failure. That situation was the foundation that spurred me into my current business. It gave me the knowledge and recognition of the lack of Spanish speaking attorneys in criminal law and allowed me the opportunity to fulfill that need and launch my business.
What is one business idea that you’re willing to give away to our readers?
I would like to see someone create a battery powered jacket much like they do for a car seat or a chair. It would be more like a jacket with its own warmer.
What is the best $100 you recently spent? What and why?
The best hundred dollars that I have spent was taking my wife out to dinner.
What is one piece of software or a web service that helps you be productive?
My most helpful digital tool is my I-calendar. It keeps me up to date on my court schedule.
What is the one book that you recommend our community should read and why?
What is your favorite quote?
Once you start down the dark path forever will it dominate your destiny, consume you, it will. By Yoda episode 5, Star Wars.
• Rather than focusing on things that you’re not good at or things that are weaknesses, cultivate your strengths.
• A weakness may debilitate you, do your best even if it is just average, but cultivate your strengths.
• There are many marketing strategies, but the big one is in specialization.