Exemplar Companies CEO Stays True to Conscious Capitalism Amid Changing Times
Exemplar was founded in 2005 with a clear mission: to disrupt the legal industry by eliminating hourly billing. Marston saw the traditional billing model as inefficient, often leading to inflated client costs and trapping talent in a cycle of timekeeping rather than value creation. He equated this system with Marxist principles, where the focus was on labor rather than merit and results. In response, Marston built a firm dedicated to transparency and true value, aligning with meritocratic ideals and the principles of conscious capitalism, where the business's success is measured not just by profit but by its positive impact on all stakeholders.
“True capitalism thrives when there’s a mutual agreement on value and a commitment to delivering on that promise,” says Marston. “We believe in being straightforward with our clients, offering services that truly meet their needs and improve their outcomes.”
Under Marston’s vision, Exemplar has expanded into a diversified professional services firm, offering expertise in law, accounting, tax strategy, wealth management, insurance, and capital solutions. Each service line operates autonomously, empowering leaders to grow their practices without income ceilings. The harder one works, the more they earn—a true reflection of a merit-based system that rewards creativity and drive, while staying mindful of delivering value that benefits everyone involved.
“At Exemplar, everyone’s success is based on the value they bring to our clients,” Marston explains. “It’s not about how long you’ve been here or your title; we all have skin in the game, and it shows in the pride we take in delivering exceptional service.”
Exemplar’s culture rejects complacency. Continuous learning and improvement are core values, with everyone pushing each other to be better.
“We focus on ideas and actions that drive results,” says Marston. “We’re all in this together, ensuring we stay effective and ahead of the curve.”
Marston remains optimistic in an era where many are turning away from the values that built America's wealth. He believes the solution lies in focusing on principles rather than politics.
“Milton Friedman famously said that the social responsibility of business is to increase its profits, provided it operates within the bounds of open and fair competition,” Marston notes. “Conscious capitalism teaches that profits are not a dirty word; they are a means to serve clients, pay employees, and contribute to society while operating in a way that benefits all stakeholders. A thriving business, built on transparency and genuine value, is the cornerstone of the American Dream.”
As Exemplar continues to scale rapidly, we're proud to say that our success is built on a foundation of innovation, openness, and merit-based rewards. We’re attracting top talent who are tired of the old way of doing things and want to be part of a team that genuinely values contributions—not just hours. If someone is looking for a place where hard work, creativity, and socially responsible practices are genuinely rewarded, Exemplar is where they can thrive and grow with us.
Joelle Paul-Cook, Ph.D.
Exemplar Companies, PBC
jpaulcook@exemplarcompanies.com
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