goodcounsel LLC is a law practice of innovators for innovators. In a tradition-bound profession, we stand out by continuously seeking ways to deliver efficient, inventive, technology-enabled legal counsel to our entrepreneurial clients.

goodcounsel LLC represents privately-held companies of all sizes, from fledgling startups to established, profitable operating businesses. We also serve individuals occupying various roles across a variety of situations: from company co-founders starting a business, to investors funding one, to an executive wishing to arrange a smooth exit.

What can we do for you?

Get To Know our team

Kenneth Obel


Principal Attorney

A lawyer by training and an innovator by temperament, Ken Obel (Founder, Principal) came to know the needs of growing businesses in the most direct way possible: by starting one. After a thrilling and challenging ride, Ken exited his highly-regarded enterprise and went on to advise several technology companies in both the business and legal issues they faced. Ken realized new and dynamic companies need agile, affordable legal assistance that is hard to get from traditional firms, and so he founded goodcounsel in 2010 to fill the gap, providing top-notch legal services tailored to early-stage business objectives. A graduate of Yale Law School, Ken began his career with a federal district court clerkship, followed by stints at top-tier law firms in New York and Chicago. He delights in creating things that didn’t exist before.

Big picture: Formerly GC of HighBeam Research, Viewpoints Network, Rise Health | Entrepreneur, in and out of the law|Yale Law School


Joyce Chen



Having served as in-house counsel at then-startup Ryan Specialty Group, a niche brokerage and underwriting firm, Joyce came to goodcounsel experienced in providing young businesses with responsive and effective transactional advice in a range of practice areas. She also worked in-house at Siemens Healthcare Diagnostics, while on secondment for Baker & McKenzie where she was a corporate associate. Joyce thrives on developing relationships with clients and learning about their businesses, a must-have at goodcounsel which serves as de facto general counsel for many startups.

Joyce now resides on the Upper West Side of Manhattan, after spending 14 years in Chicago where she received undergraduate and law degrees from the University of Chicago. She is learning to become a New Yorker; however, she remains a Chicagoan at heart.

Big picture: Formerly of Baker & McKenzie, Ryan Specialty Group, Siemens Healthcare Diagnostics | University of Chicago Law School, University of Chicago | Piano and tennis


Eva-Maria Worm



Eva-Maria Worm is an experienced lawyer whose legal education and career has spanned continents. She has studied law and received legal training in Germany, Australia, Belgium, and South Africa, culminating in the receipt of a doctoral degree in legal studies in Germany with a thesis on cross-border corporate law issues in the European Union. While pursuing her PhD., Eva-Maria worked as an in-house counsel for Knorr-Bresme AG, a railway equipment manufacturer.

After receiving her advanced degree, she moved on to the international law firm of Baker & McKenzie where she began a career in private practice. From Baker’s Munich office, she was seconded to the in-house legal team of BayernLB, the Bavarian state bank, where she worked on a variety of international finance transactions. She later migrated to Baker’s Chicago and San Francisco offices, working on M&A transactions and corporate reorganizations and more recently, securities and global equity compensation compliance matters.

Big picture: Formerly of Baker & McKenzie for 12 years | Admitted to practice in California, Illinois, and Germany | Enjoys the outdoors year round by participating a variety of activities including swimming, skiing, hiking and running half-marathons


Elmer Thoreson



A member of the first graduating class from the Institute for the Future of Law Practice, Elmer has supplemented his legal training with modern business skills such as process creation and improvement, project management, and document automation. He is always seeking a more efficient way to achieve client objectives, and enjoys finding solutions to complicated problems.

Big picture: Experienced paralegal-turned-attorney |Legal modernist | Indiana University Maurer School of Law, J.D.


Natalie nunnally



Natalie Nunnally arrived at goodcounsel in 2018 with 12 years experience as a corporate paralegal for law firms large and small, specializing in technology startups. Natalie enjoys her client interactions and watching small companies grow into something bigger – the corporate version of the American Dream. Natalie currently resides in Northern Nevada, after spending most her life in California.

Big picture: Experienced paralegal, formerly of Fenwick & West | Santa Clara University | Loves: Travel and Photography


Jeremy Gershfeld


Director of Culture and Learning

Jeremy Gershfeld helps the team at goodcounsel establish a culture of learning, innovation, and personal development.

A professional classical musician for the better part of two decades, Jeremy followed his deep interest in the interpersonal dynamics of performing ensembles into a career in organizational psychology, culminating in a masters degree in organizational development and executive coaching in 2014.

Big picture: Founder of The Quartet Approach and Gershfeld Consulting Group |International string performer at Tanglewood, Ravinia, Salzburg, and Banff. | University of Michigan


Efrat Ron


Practice Manager

As goodcounsel’s practice manager, Efrat Ron ensures systems (including finances, CRM, technology, administration) are ship-shape. As the former back-office operations manager of her family’s real estate business and a former tugboat captain with a passion for order and efficiency, it’s the perfect fit. Efrat also has multiple advanced degrees, is a voracious reader, and does kung fu. Everyone at goodcounsel does what she says.

Big picture: Tames back office so front office can soar | Michigan State University, PhD | Israeli Navy tugboat captain