by Ashley Cheung, Principal & Founder of VPG
What an incredible journey! Reflecting on my growth from presenting a founder story at ADAPT.legal's All-Hands Virtual Quarterly Meeting in December 2023 to now being a moderator at a major legal conference alongside branding powerhouse Sasha Strauss is truly inspiring. My story highlights not just professional achievements but also personal transformation - moving from a place of people-pleasing to confidently carving out my niche and setting boundaries.
Sharing these lessons with our readers is a powerful way to connect and inspire others on similar journeys. Reflecting on my experience emphasizes the importance of focus, boundaries, and collaboration, all while navigating the unique challenges of balancing cultural values and personal growth. My dedication to both my craft and the legal community through serving clients and the legal community has paid off.
Navigating the journey from a recovering people-pleaser with limited boundaries to a successful entrepreneur has been a transformative experience in launching my virtual paralegal consulting business, focused on supporting patent practitioners. Growing up in Hong Kong as a first-generation Asian American, I was deeply ingrained with collectivist values where others' opinions often outweighed my own. This cultural mindset posed challenges in establishing a business that requires confidence, assertiveness, and a clear sense of direction. However, through intentional strategies and deliberately cultivating support from professionals and friends in both the legal and other professional sectors, I found a path to success and thought I would share:
Finding Your Niche and Zeroing In
One of the most critical steps in my journey was identifying a specific niche within the patent law sector. In VPG’s early phase, I was willing to take on any cases and clients. I did not feel like I could say NO to any opportunity. New businesses need revenue. I am grateful to some of my early clients, especially my friends at Unified Patents, who have provided me with steadfast support. Jonathan Stroud, the General Counsel, and Kevin Jakel, Co-Founder of Unified Patents, along with its team, offered me so much support and have been clients since the inception of VPG. The failure rate for small businesses is so high, so having such a dedicated support network is what allowed VPG to succeed. By focusing on the unique needs of patent practitioners, I was able to tailor my services to address their pain points effectively. This focus allowed me to combine my litigation background and expertise in PTAB filings while building trust with my clients and fulfilling the need for an untapped space for virtual paralegal support consultancy.
Setting Boundaries Without Being Disrespectful
Coming from a cultural and family background where pleasing others was a default mode, setting boundaries has always been challenging. Through trial and error and lots of readings and podcasts, including our very own Virtual Water Cooler Chat podcast, I realized that not everyone would be my ideal client. That is okay. Establishing clear boundaries early on helped me maintain a healthy work-life harmony, protect my team members and VPG, and attract clients who align with my values and goals. This is incredibly important to me as we all learn how to respect each other. When I do not feel respected, I now know that it is acceptable to walk away from incongruent behaviors and values to protect my sanity and that of my team and community!
Ask for Help and Accept Help
One of the most significant lessons I learned was the importance of asking for and accepting help. Coming from a culture that often values face-saving and self-reliance, this was not easy. However, embracing collaboration and seeking advice from mentors, peers, and especially my younger team members has been invaluable in overcoming challenges and growing my business. We cannot rise alone, and offering others the opportunity to feel fulfilled by lending hands is critical to the rise of VPG. This has become a key motto for me and my startup.
Branding is Not About You, But What You Can Do to Help Others
In building my brand, I shifted the focus from myself to how my services could benefit my clients and our surrounding ecosystems. I started out uncomfortable with “branding” because it seemed like I was bragging. It turns out it was never about me; it was about how VPG’s service fills a unique void in the business sector. It helps some of my clients to relieve their business pain points. With a growth in revenue, I am also able to put together training programs for paralegals and influence my team members, so they have an opportunity to grow in an intellectual property-based start-up with a minority woman business owner. That is truly inspiring and allows our younger generations to believe that “dreams do come true.” This approach not only resonated more with potential clients but also aligned with the collectivist value of contributing to the greater good while navigating the inherent conflict of prioritizing others' needs over my own.
With these few key points, I am genuinely honored and ready to collaborate with other passionate change-makers at the upcoming conference in Las Vegas! When you go after your dreams, they do come true!
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