From constructing makeshift ballparks in his youth to establishing a burgeoning law firm in Hudson, Wisconsin, the journey of lawyer Nicolet epitomizes an American dream carved out of persistence and an optimistic outlook. Early on, Nicolet wasn’t particularly academically inclined and flirted with the idea of joining the military before submitting a college application at his mother’s request—a decision that set him on an unforeseen path to becoming a legal professional.
After earning his law degree from the former William Mitchell Law School in St. Paul, Minnesota, Nicolet took a significant leap by venturing into the legal field on his own. In 2007, with a rented single-room office in downtown Hudson, he started his practice. The modest beginnings of his firm were supported by employing his cousin as a paralegal to handle various consumer legal issues such as family law, traffic violations, real estate disputes, bankruptcy, and injury cases.
As the firm evolved, Nicolet’s staffing strategy leaned heavily on familial support, eventually hiring his younger brother Adam as a lawyer, followed by his youngest brother Benjamin. Even his sister and mother found roles within the expanding business, making it a true family-run operation.
The early days were marked by a bold move to raise the firm’s visibility. Nicolet invested in a billboard along Interstate I-94, east of St. Paul, featuring a photo of him at the iconic James J. Hill library amongst a clutter of practice areas listed. This billboard, although later critiqued by Nicolet himself as “way too busy,” did succeed in garnering attention, albeit with mixed reactions from peers and judicial figures who perceived him as possibly overstepping his experience.
The economic shifts brought on by COVID-19 saw a dip in bankruptcy cases, prompting Nicolet to steer the firm towards specializing in personal injury law. This transition was part of a broader strategy to intensify client acquisition and foster growth—an ambition he was determined to see through regardless of obstacles.
Nicolet’s story is not just one of business acumen but also of community impact, demonstrating how local businesses can evolve while supporting family and local economies. It serves as a testament to the value of resilience, strategic pivoting in business practices, and the profound influence of familial support in entrepreneurial success.
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