NO ACCIDENT

John Morgan has built a ten-figure fortune and the nation's largest personal injury law firm on the back of marketing and memories of growing up poor.

-  BRANDON KOCHKODIM

In 1988, more than a decade after the Supreme Court legalized lawyer advertising, 32-year-old John Morgan set out to make his name into the "Kleenex" or "Xerox" of personal injury law. Today, Orlando, Florida-based Morgan & Morgan spends $350 million annually on billboards, cable television and other ads, most featuring Morgan, now age 68, alongside UFC fighters or depicted as Santa Claus, Benjamin Franklin or a swimsuit model.