Five decades ago, while at lunch in a South Florida deli, attorneys Mel Greenberg, Robert Traurig, and Larry J. Hoffman, saw an opportunity to establish a new breed of law firm for South Florida; one that mirrored a New York style firm. In 1967, they founded the law firm Greenberg Traurig Hoffman, a quality business law firm where client service and collaboration ruled. This new model was strong and scalable: deliver the quality of legal work to which substantial U.S. commercial clients were accustomed; truly listen to and work hand-in-hand with clients to help them achieve their goals (not simply drown them in legalese); and do so while offering a decentralized structure that would help them control their legal costs. This approach would also allow the new firm to develop substantial and long-term relationships with some of the top businesses in the region and, eventually, the world.