Joe Fried and partners Brian “Buck” Rogers and Michael Goldberg are the sort of plaintiffs’ attorneys who are in it for the right reasons. The boutique personal injury firm, which mainly focuses on representing people who have been hurt or killed in trucking and commercial vehicle crash cases, is built on the idea that the law is a tool to be used both to help individual clients, as well as to improve safety standards for the greater good. “Our approach is unique,” says Fried, who worked as a police officer before becoming an attorney. “We work hard to maximize the monetary results for our clients, but at the same time we are always working to improve highway safety. Our clients measure success not only in dollars but in what we are doing to prevent these tragedies from happening in the future.” 

In cases involving truck crashes, Fried says, attorneys have a unique opportunity—but one that many don’t take. “Let’s say there’s a trucking company that has 2,500 truck drivers out there on the road, and one of them does something negligent that causes an accident. Most lawyers practice law by focusing on the repercussions of the single incident on which they’ve been retained to work,” he says. “What they fail to do is think about how the case presents an opportunity to affect what all of the company’s drivers are doing on the road. When we get in the courtroom, we try to get the jury to understand their answer in a single case becomes about what 2,499 other drivers do tomorrow.”

The firm is frequently associated by other attorneys across the country on high-stakes cases. “I am very proud of the reputation we have built and of the trust others are willing to put on our shoulders.” Fried says. “About 95% or more of our cases are referred to us by other lawyers.”

“We make sure juries understand their decision in a single case can affect how thousands of drivers will act in the future.  That is the power of a jury verdict.”

In addition to his legal skills, Fried brings formal education and real world experience in physics, accident reconstruction and forensics, as well as hundreds of hours’ training in psychology, neurolinguistics, persuasion science, and storytelling to the table—to the ultimate benefit of his clients. Indeed, Fried and his partners routinely obtain multimillion-dollar verdicts and settlements. 

One of the reasons for the firm’s tremendous success, Fried says, is that he and his colleagues don’t approach truck accident cases like other lawyers do. “It’s a huge mistake to treat truck crash cases as if they’re simply big car crash cases,” he notes. “Too many lawyers take that approach. Cases involving commercial trucks need attorneys who have really studied the trucking industry and how it works.”

Immersed as they are in the practice, Fried and his partners bring both a deep knowledge of the law and an understanding of the actual industry itself. This expertise translates into a firm with both a local and national reputation as an authority on trucking law and lawsuits, representing clients in more than 20 states.

That in-depth understanding isn’t just limited to the plaintiffs’ side. Both Buck Rogers and Michael Goldberg began their careers defending commercial motor vehicle operators—offering the practice a critical insider’s perspective that is hard to match. The firm has published five editions of Understanding Motor Carrier Claims, and, both locally and nationally, its lawyers are leaders in a number of prestigious legal organizations and associations.

It all adds up to a firm with an impressive set of credentials. Fried Rogers Goldberg LLC is ranked Tier 1 in Atlanta for plaintiffs’ personal injury litigation by the U.S. News – Best Lawyers “Best Law Firms” survey, while partners Fried and Rogers are repeatedly listed in The Best Lawyers in America. Michael Goldberg has also been listed in Best Lawyers for 2016. Even so, these accolades and honors aren’t just for show. “Our adversaries know we prepare every case as though it will go to trial,” says Fried. “This approach will result in the highest possible recovery, either through settlement or at trial.”