By: James Larson

Every injured client’s first call at Ashton & Price LLP goes directly to a qualified attorney. That is how Craig Fontaine Ashton has built the practice. For more than 25 years, Craig has worked to minimize the distance between clients and the legal professionals who can help them, making sure that immediate attorney access is a core part of the firm’s services.

From his earliest days as a young lawyer under the guidance of the legendary Arnold Laub on Montgomery Street, Craig learned that successful personal injury representation requires both presence and strategy. Showing up, answering the call, and offering real guidance when clients are at their most vulnerable has been a key focus of his work.

The Call-First Ethic

Craig believes that legal care should not be outsourced to intake departments or automated systems. From the start, he insisted that when someone reaches out for help, they should speak directly with an experienced attorney as soon as possible.

“Gate agent flying the plane—orderly performing surgery—not a chance,” he wrote. This metaphor is a driving force behind every protocol at his firm. Every new inquiry is answered by a live lawyer rather than a script or voicemail.

Operational Underpinnings

Craig’s model has been built on a foundation of intentional structure and disciplined processes. He insists that only senior lawyers handle incoming calls, so clients always receive guidance from professionals with experience. This approach helps to reduce miscommunication, speed up problem-solving, and reinforces the firm’s commitment to client empowerment.

He also spearheaded the development of a proprietary case-management platform that routes new matters directly to the next available lawyer and logs every follow-up action. The platform provides clients with a secure portal for document uploads and reviews.

Results Speak

Throughout his career, Craig has more than 500 millions in verdicts, settlements, and awards. While financial outcomes are important, Craig emphasizes that the ultimate measure of success lies in the positive impact he has on his clients’ lives.

In one spinal injury case, his early intervention helped secure priority diagnostics, leading to a favorable resolution in a timely manner. In another multi-vehicle crash, his direct-access model helped avoid delays and ensure clients received appropriate compensation in line with California’s comparative-fault rules.

Lawyer-Led Culture

The culture Craig has fostered at Ashton & Price is grounded in accountability and empathy. Every lawyer—from first-year associate to name partner—is trained to answer incoming calls and respond to urgent client needs.

He trains junior lawyers by demonstrating both technical skill and empathetic connection. Craig consistently emphasizes that successful lawyering involves standing alongside clients during difficult times. “Between you and me, we win a lot!” he often says, reinforcing that engagement and dedication play a significant role in each success.

Scalable Lessons for the Industry

Though Craig has honed his model in San Francisco, he believes its principles are adaptable across different regions. He encourages law firms to consider reallocating partner hours toward client intake, noting that time spent directly with clients can deliver tangible benefits in terms of client loyalty and overall satisfaction.

He also suggests that firms select legal technology that complements human judgment rather than replacing it. Building relationships with medical providers to align legal and clinical actions is another key strategy. Finally, Craig advises tracking metrics like time to attorney response and client satisfaction, alongside traditional billable-hours reports, as a way to improve operational effectiveness.

Recognition Reflecting His Ethics

Craig’s client-centered approach has earned him several recognitions, including accolades from Who’s Who Publishing as a notable figure in the legal field. He has also received the Lawyers of Distinction’s Recognition of Excellence.

These acknowledgments reflect the consistent impact of his hands-on approach and his commitment to client advocacy.

A Model for the Future

Craig’s goal was never to build the largest law firm, but rather one that is responsive and focused on the client’s needs. His guiding principle is simple: justice begins with a human connection. This philosophy has helped position Ashton & Price as a respected name in California’s personal injury law and has established Craig as an advocate for client-first legal practices.

Whether advising colleagues in New York or representing clients in Sacramento, Craig demonstrates that true legal excellence is grounded in how one shows up for those in need. For Craig, each case begins with a conversation and a commitment to making a difference.

Disclaimer: The information provided in this article is for informational purposes only and does not constitute legal advice. The practices discussed reflect the experiences and philosophy of Craig Fontaine Ashton and his firm, Ashton & Price LLP. Every case is unique, and the results achieved in one matter may not be representative of outcomes in other cases. For legal advice specific to your situation, it is recommended to consult with a qualified attorney.