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. The modules can be taken at any point within 12 months of purchase.
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.
These modules can be taken at any point within 12 months of purchase.
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.
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 delegates or more)
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 Perth sponsors