Sometimes Priority Status Isn’t a Luxury — it’s a Necessity
Image: Matthew Turner
Three years ago, we started buying Priority tickets.
Our tween daughter had developed a sudden, severe fear of airports. She had no fear of flying; she was afraid of airport security.
She also desperately wanted to attend The Eras Tour, and the most accessible venue was in London. But there were two terrifying, unavoidable airport terminals between our home and Wembley Stadium.
We asked her what was so bad about security. Her entirely reasonable responses:
“I might get pulled out of line and be embarrassed.”
“We could get separated.”
“The people are mean and yell.”
“I might lose my stuffie.”
(Honestly, she made me wonder if we should all be afraid of the airport.)
She’d be fine once we got on the plane, but we had to make it through the terminal gauntlet. What could solve this problem?
Priority.
We couldn’t skip security, but $50 would significantly lessen our daughter’s discomfort.
I asked, “Hey, if we take a short flight, and there are very few people in line with us, can you be brave enough to try?” She tentatively agreed to a short domestic flight. We sailed through the open Priority lane, where TSA officers take their time. On arrival, she breathed a sigh of relief. “Mom, I’m ready to take a long trip, but can we use the special lane again?”
She made it to Wembley without stress. The lesson? We couldn’t take the discomfort away — but we could make it bearable. And that was all she needed to take a big leap.
Complexity Was the Problem
When Rob and I were younger, it rarely mattered if a flight was delayed or rerouted. What’s the worst that could happen? Were we forced to miss a day of corporate labor? Were we condemned to explore an unplanned destination? Surprises were adventures!
Then we had a family. And started a business. Now, travel is more complex, and complexity is consequential.
Now we’re responsible for someone who feels anxious in busy spaces, has a lot of stuff, and can’t sink into a book for seven hours straight. Priority helps her handle the stress of travel.
We’re also responsible to our clients. We use the extra time afforded by Priority to answer urgent emails or relax in the lounge, ensuring we’re rested and focused when we return to the office.
When our lives became bigger and more complex, we needed to make travel easier. We required the ease afforded by a minor privilege well within our budget.
I stopped thinking about Priority as a frivolous upgrade and started seeing Priority as a necessary add-on that made travel bearable.
Priority Was the Solution
We began noticing our clients expressing a need for ease and simplicity. As their businesses grew, so did the number and scope of their stressors. So we created a Priority lane.
It's called Continuous Counsel, and it works. Here are four case studies from this past week that show how our “Priority lane” reduces anxiety, promotes peace, and saves real money: Stay Prepared with Continuous Counsel
Continuous Counsel isn't about avoiding disaster. It's about making the unavoidable parts of business bearable.
You can't skip contracts. You can't avoid negotiations. You can't eliminate the pressure of quick decisions. But for an affordable monthly fee, you can have direct access to attorneys who already know your business, your goals, and your questions—so when legal needs arise, you're not starting from scratch in a crowded terminal of Google searches and anxiety.
Priority doesn't eliminate complexity. It gives you the clarity, speed, and confidence to move through it. You text your lawyer before the situation becomes a crisis. You build your business instead of drowning in contract clauses. You make it through the gauntlet and get where you're going.
What is Continuous Counsel?
Think of it as your legal emergency contact—the person you text when a contract lands in your inbox at 4pm, when you're not sure if you should sign that NDA, or when you just need to ask a quick question without worrying about the bill.
For $395/month, you get immediate access to attorneys who already know your business. No more "should I bother my lawyer with this?" anxiety. No surprise invoices for small questions. Just direct access when you need it.
Here's what membership includes:
Priority scheduling for all projects (while non-members join the waitlist)
Quick questions via email at no extra charge
Free review of inbound RFPs and NDAs
Reduced hourly rates for bigger projects ($350/hr vs. $400/hr)
Extended payment plans when you need them
Automatic upgrades to all your contract templates
The real benefit? We already know your work, your goals, and your context. You never have to start from scratch or explain your business all over again. We're already in your corner.
As your business grows, legal needs become more frequent and more complex. Priority becomes less of a luxury and more of a necessity. We're here before something goes wrong. We're here when you just need to ask. We're here so you can take the leap.
Learn more and sign up for Continuous Counsel. (3-month minimum)
