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

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


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


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