The Thinking Behind the World's Best Professional Firms. Now Yours to Learn
For decades, the most successful law firms, consulting practices, accounting firms, and advisory businesses have been shaped by one person's ideas. Now, with David Maister's permission, those ideas are available to you in a learning experience built for the way professionals actually work today.
The Authority Behind the Course
David Maister isn't just an academic voice. As a former Harvard Business School professor who spent decades consulting to professional partnerships across six continents, he built his frameworks inside real firms facing real challenges — growth, culture, client trust, profitability, and the relentless pressure to perform.
His books — Managing the Professional Service Firm, True Professionalism, and The Trusted Advisor — aren't just well-regarded. They're dog-eared, underlined, and sitting on the desks of partners and leaders who built careers around his thinking.
Who This Is For
If your work lives at the intersection of expertise and relationships, you'll find this course immediately useful. That means fee earners like lawyers, accountants, consultants, engineers, architects, financial advisors, and bankers — but equally, the business development managers, marketers, client relationship leads, and growth strategists who make professional firms competitive.
Great BD and marketing in professional services isn't just campaigns and collateral. It's trust, positioning, and understanding how clients buy expertise. Maister understood this better than anyone.
You can register for the complete eleven-module series, or choose the individual modules most relevant to you.
in partnership with
The BD to Bottom Line Series is built on a single, practical insight: most damage to profitability does not come from poor work or bad decisions. It comes from good work that quietly drifts beyond what was agreed, from habits that were never examined, and from economics that were never fully explained. Together, these courses give professionals a clear understanding of how firms actually make money, what sits between the hours recorded and the fees collected, and why everyday choices around scope, time, billing, and client communication have a far greater impact on margin than most people realise. Rather than focusing on theory, the series develops the commercial language, habits, and judgment that professionals can apply immediately — helping them spot problems earlier, respond more confidently to client and partner pressure, protect realization, and start thinking and acting like someone who understands the business behind the work.
Module 1: The Commercial Mindset — From Hours Recorded to Value Created
Many lawyers are taught to measure their contribution in hours, but clients and firms care most about outcomes, value, and profit. This course helps lawyers develop a genuine commercial mindset: understanding how realisation and margin work, seeing how everyday behaviours create or destroy value, and knowing when and how to raise commercial questions with partners and clients.
Through practical concepts and adaptable scenarios, it shows how to think and act more like an owner while still delivering excellent legal work.
Module 2: Law Firm Economics — From Hours to Realisation and Margin
Many lawyers are taught to judge their performance by hours recorded, but firms only earn money from fees that are billed, collected, and aligned with what clients value. This course demystifies the economics that sit between the timesheet and the firm’s profit and loss. Using simple numbers and practical examples, it shows how realisation and margin work, why write-offs and discounts matter so much, and how lawyers can influence commercial outcomes in everyday work.
Module 3: The Real Cost of Write-Offs, Discounting, and Billing Leakage
Write-offs, discounts, and billing leakage often feel like small, routine decisions, but together they can have a major impact on profitability.
This course helps lawyers understand how margin works in practice, why seemingly minor fee reductions have an outsized financial effect, and how better billing habits can protect both matter economics and firm performance.
Hello Sydney!
For our September Coffee Catch-Up, we're hosting a special Ask Me Anything session focused on mentorship, career growth, and the realities of building a successful career in Business Development and Marketing.
We're delighted to welcome Halina Kochanowicz, Chief Client and Growth Officer at Allens, who will share insights from her career journey, discuss the lessons she's learned along the way, and answer your questions in an open and honest forum.
Whether you're looking for guidance on your next career move, seeking advice from experienced professionals, or simply curious about what a career in BD and Marketing can look like, this is your chance to ask questions and learn from one of the industry's leading professionals.
Speaker:
Halina Kochanowicz, Chief Client and Growth Officer, Allens
With a career spanning over two decades in the legal industry, Halina stands as a true visionary and influential leader. Renowned for her unparalleled expertise in business development and marketing, Halina has played an instrumental role in reshaping the landscape of the global legal services sector.
Halina's journey in the legal industry began when she embarked on a career as a lawyer at Allen & Overy. After earning an MBA, she quickly distinguished herself for her legal acumen and strategic thinking. This MBA helped her to find her true calling in the realm of business development and marketing. She started her BD/ Marketing career at Linklaters and worked for them in Brussels, Luxemburg, London, Sao Paulo, and New York.
She has worked at leading law firms Mallesons and Corrs, before joining Elevate an Alternative Legal Services Provider. She was the Chief Commercial Officer at IPH, an ASX 200 company and is currently the Chief Clients and Growth Officer at Allens.
Event Details
Date: Thursday, 3 September 2026
Time: 8:00 am – 9:00 am
Location: Grant Thornton, Grosvenor Place, Level 26, 225 George Street, Sydney NSW 2000
Price:
Members: Free
Non‑members: $90.00
Important: This event is being hosted at Grant Thornton and is registration only. Unfortunately, walk-ins cannot be accommodated and places are limited.
We look forward to seeing you there!
The ICON NSW Committee
Feeling overwhelmed by constant algorithm changes and outdated best practices? This essential workshop, led by digital marketing expert George Hawwa of Attention Experts, delivers the foundations and latest understandings you need to execute high-performing campaigns right now.
This session will cover the fundamental changes required to perform in 2026 and beyond, from understanding the newest algorithm shifts to the basic formulas for successful execution across Social, EDM, Google Ads, and AEO/SEO as well as Hyperlocal Advertising. Walk away with the knowledge you can immediately implement in your organisation to gain an uplift in results and finally track the right major metrics.
You will walk away knowing:
George Hawwa, Growth Director & Founder Attention Experts
George Hawwa is the Founder and Growth Director of Attention Experts, Australia's most awarded and highest-rated social media agency. Since launching the business in 2016, he has helped organisations across more than 30 industries use digital marketing to drive growth, strengthen brands and deliver measurable results.
A recognised expert in digital strategy, George has advised government agencies, multinational organisations and not-for-profits, and has delivered presentations to more than 30,000 professionals worldwide. He is also the creator of Unique Placement Advertising, an innovative digital advertising approach adopted by leading global brands.
George has been recognised with multiple industry awards, including the NSW Business Chamber Outstanding Young Entrepreneur Award, and has served as an expert witness in social media and trademark matters before Australian courts. He has also lectured on social media strategy for the Centre for Continuing Education at the University of Sydney.
Find George on LinkedIn.
Who are Attention Experts?
Attention Experts are specialist digital growth experts, a known leader in the industry with a reputation for a unique data-led approach to social media marketing and strategy - and then expanding this knowledge into Programmatic and Unique Placement Advertising, SEM, SEO, Website Optimisation and EDM campaigns. Combining the latest digital tools and capabilities of the world's biggest social media and digital platforms, Attention Experts retains a track record of delivering consistent results for over 1,000 clients in both the B2B and B2C sectors across 30 different industry verticals in Australia, New Zealand, South East Asia and Europe. Attention Experts has offices now in Sydney, Melbourne and Dublin.
Specialising in strategic growth, best practice campaign implementation, consulting and community management, the end product delivered is exponential business growth through social media & digital campaigns designed to drive brand value and accumulate databases of customer engagement. Attention Experts is at the forefront and a highly sought-after agency in the social media & digital marketing industry, having achieved this through exceptional customer service, transparency, specialist expertise, and unparalleled campaign implementation.
Attention Experts is the most 5-star rated and awarded social media agency in Australia and is a recognised Facebook Preferred Partner as well as a Google Partner. Attention Experts are proud to be the official and sole social media partners of the Australian Marketing Institute, Tourism Accommodation Australia, The Australian British Chamber of Commerce, Sydney Hills Business Chamber, and more. Attention Experts have won several awards with the annual Australian Marketing Institute awards since 2020. In 2026, Attention Experts won the Australian Achievers Award with a 96% satisfaction rating from current clients.
Read more about Attention Experts.
Event Details:
Date: Tuesday, 8 September 2026
Times:
1:00 pm - 2:00 pm: Sydney, Melbourne, Brisbane 12:30 pm - 1:30 pm: Adelaide 3:00 pm - 4:00 pm: New Zealand 11:00 am - 12:00 pm: Perth, Hong Kong, Singapore
1:00 pm - 2:00 pm: Sydney, Melbourne, Brisbane
12:30 pm - 1:30 pm: Adelaide
3:00 pm - 4:00 pm: New Zealand
11:00 am - 12:00 pm: Perth, Hong Kong, Singapore
Members: Free | Non-Members: AUD90.00 Please note you must be registered for the login link to work.
PM Forum Members: Activate your reciprocal membership. Once confirmed (usually within 2 business days), you’ll be able to register for ICON events.
Challenge conventional thinking and explore new paths to growth at our Adelaide ICON Conference 2026: Uncharted. Designed for BD, marketing and communications professionals, the conference will explore how firms are responding to changing client expectations, economic pressure, evolving buyer behaviour and the rapid impact of AI and technology.
Across the day, speakers and panels will share practical ideas, real examples and honest conversations about what is working, what is changing and where firms are finding growth opportunities. From client experience and reputation to commercial decision-making, strategic marketing and business development, the program is designed to help BDMC teams think differently about the road ahead.
ICON Member Early Bird*
ICON Member Group Pricing (5 or more delegates)*
ICON Member Single Ticket
Early Bird
Single Ticket
*Ticket is for individual use only and cannot be shared amongst team members.
**Available 3 weeks before the conference. Contact events@iconapac.com
ICON thanks our Adelaide conference sponsors
Challenge conventional thinking and explore new paths to growth at our Perth ICON Conference 2026: Uncharted. Designed for BD, marketing and communications professionals, the conference will explore how firms are responding to changing client expectations, economic pressure, evolving buyer behaviour and the rapid impact of AI and technology.
ICON Member Group Pricing* (5 delegates or more)
ICON thanks our Perth sponsors
September's Coffee Catch-Up is one close to our hearts. In the spirit of R U OK? Day, we're dedicating this morning to an open conversation about mental health and wellbeing in the workplace.
It's a chance to connect with colleagues, share experiences, and talk honestly about how we look after ourselves, and each other, in our professional lives. Whether you've got a story to share, a question to ask, or simply want to connect, you're very welcome.
As always, it's a relaxed, informal setting - just great coffee and good people.
Date: Wednesday, 23 September 2026
Time: 7:30 am – 8:45 am
Location: Caffeine Cartel, 32 Martin Place, Sydney
Price: Pay for your own coffee
Please note: Seating may be inside or outside depending on the weather, dress accordingly!
We look forward to seeing you there.
Challenge conventional thinking and explore new paths to growth at our Melbourne ICON Conference 2026: Uncharted. Designed for BD, marketing and communications professionals, the conference will explore how firms are responding to changing client expectations, economic pressure, evolving buyer behaviour and the rapid impact of AI and technology.
ICON Member Group Pricing*
ICON Lead Member Ticket**
Early Bird*
*Ticket is for individual use only and cannot be shared amongst team members. Available until 15 July 2026.
**Available to members of our ICON Lead program, who have registered at least two of their team.
***Available 3 weeks before the conference. Contact events@iconapac.com
ICON thanks our Melbourne conference sponsors
Challenge conventional thinking and explore new paths to growth at our Brisbane ICON Conference 2026: Uncharted. Designed for BD, marketing and communications professionals, the conference will explore how firms are responding to changing client expectations, economic pressure, evolving buyer behaviour and the rapid impact of AI and technology.
ICON thanks our Brisbane conference sponsors
The ICON conference is almost here, and this month's Coffee Catch-Up is the perfect warm-up.
Join us to meet fellow attendees, reconnect with familiar faces, and build out your conference network before the main event. Starting conversations is always easier when you've already shared a coffee and a chat.
Whether you're a first-time conference attendee or a seasoned ICON regular, come and get connected.
Date: Wednesday, 28 October 2026
Challenge conventional thinking and explore new paths to growth at our Sydney ICON Conference 2026: Uncharted. Designed for BD, marketing and communications professionals, the conference will explore how firms are responding to changing client expectations, economic pressure, evolving buyer behaviour and the rapid impact of AI and technology.
ICON thanks our Sydney conference sponsors
Our second Book Club Coffee Catch-Up of the year is here, and what better time to share your best reads of 2026 going into the holiday season!
Bring along a book, podcast or media recommendation that's made an impact on you this year. Whether it's a marketing masterclass, a career-changing memoir, or something completely unexpected — we'd love to hear about it. We'll all leave with a fantastic holiday reading list.
Date: Wednesday, 25 November 2026