Leading law firm owner coaching organization invites you to...

Smash Through Barriers and Unlock Your Immense Entrepreneurial Gifts to Build the Greatest Version Ever of Your Law Firm

October 29th-30th, 2021  |

Arlington, VA

October 29th-30th, 2021 | Arlington, VA


Intention. Innovation. Intensity.™

These three words are the transformative formula infused in the very DNA of the Heroes and Icons Summit from Great Legal Marketing. Let me tell you how it will change your life...

There are three people leaving town at the same time. Each one has recently moved into a new stage in life and is ready for an adventure.

tired traveler

The first person says, “I know exactly where I want to go.” The destination is set. It’s a brave journey this person goes on, but it takes 50 years before arriving there. During this time, there are bouts of peril, encounters with vicious enemies, and endless setbacks. But one day he arrives, exhausted, realizing he travelled ten-thousand miles to go on a journey that never needed to be more than a quarter of that distance.

The second person sees the wilderness and says, “I will create clever ways to survive.” She proceeds to build snares, erect a cottage, and weave warm blankets. The rest of her life, she stays close to the town, never venturing too far, and enjoys the tinkering. But she is consumed with small improvements to her life and looks up from her table 50 years later and wonders what if she had tried to do something bigger and braver. It’s time she won’t get back.

female engineer

The third person charges out like a bull, howling out the words, “I will conquer this land!” He beats back brush day after day and keeps shouting at the wind, for it stands no chance against his fortitude. He lives much of his life cold and hungry – and exhausted. While he has no trouble picking himself up again, he never stops to calculate his next move. For 50 years, his stamina holds up, until he looks around and realizes he hasn’t built anything, he hasn’t really gotten anywhere, and there’s no end in sight – no rest for this weary traveler who is still out in the wilderness.

Who are these people?

The first is Intention. He knows where he is going, and by defining the destination will ultimately end up there. However, the journey is long and arduous with no time to enjoy his surroundings.

The second is Innovation. She is always tinkering and coming up with new plans. They are very clever ideas, but most of them stay in her notebooks, for she is afraid to launch them into the world.

The third is Intensity. He does everything with tremendous energy. He can travel great distances in a short span of time. However, his movement is random and leaves him stranded.

Most Entrepreneurs Are One of the Three – You Will Be All Three Together

Achievement on a scale great than you are currently experiencing is built around these three principles:


Set your Intention.


Create your Innovation to achieve the goal.


Attack both processes with Intensity.

Imagine how much easier the journey would have been for the first person if he spent more time finding the resources and creating the plan to get to his destination. There would be far less wandering.

Many law firm owners say they want to grow to a specific number in revenue and profit, but they don’t create the plan to get there.

Then there is the second person who was so clever but wasn’t sure where she wanted to go.

These are the firm owners who tinker with their practices but nothing really changes. They stay close to where they started, because they aren’t really sure where to go.

And then there is our intense third person. He talked a big game, but he was all over the map. There were some highs, but there were also deep lows.

The intense firm owner talks about growth and scaling and abundance, but there is little practical application of these ideas. Too much of his success is owed to stumbling into the right place at the right time – not a sustainable way to live.

But combined...

These three would be a powerful force!

Your greatest responsibility is leading the charge on all three fonts.

This is what you signed up for when you opened the doors to your law firm. Whether you’re doing $400,000 or $4,000,000 per year or more in revenue, this is your greatest task! You stand at the front, setting the direction, developing the most valuable strategies, and creating the energy required to inspire everyone to achieve the outcome together.

Life is Easier When You Allow in All Three Forces

This immense job of leading the way for your firm sounds overwhelming. And there are times when every firm owner wants to throw the whole thing out!

Even worse, you are a unique type of person. It’s not “normal” to start a business. It’s not “normal” to take this kind of risk. And it’s not “normal” to bear such responsibility.

But normal is BORING, and we only have this one life to live!

In shirking the normal path, you have opened up a world of opportunities for yourself.

This is the double-edged sword of the entrepreneur, and the first problem you must solve.

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With so many options, you may find yourself pulled in so many directions. Even after deciding on one path, you are beckoned soon after by another, promising you an even more pleasant and prosperous ending. Without setting your INTENTION, you will experience a never-ending cycle of indecision. How can you possibly make forward-moving decisions without knowing which direction is actually forward toward the end goal?

Once you know your intention, the path to get there can be built in reverse – you create your INNOVATIONS to get there. You see all the options with clarity, and you will naturally come up with clever solutions to your problem. Why does it work this way? It’s simply because you know what you want for your outcome. Instead of just experimenting and seeing what the outcome might be, you follow a plan to guarantee a specific outcome.

And then the final ingredient is INTENSITY. This is speed in action. It requires mental energy and engagement from you – being “on” in a way few others ever are. You can achieve what some call a flow state, but it is really the combination of knowing the destination and the plan that allows for intensity. If you watch a master crafter at his or her work, you will see a person executing with intensity. He or she doesn’t need to think about the individual steps, because they are so deeply ingrained in the crafter’s mind and the final outcome is already realized in the imagination.

Non-Member Tickets

  • Special Attendee-Only Gift
  • Discounted Guest Tickets
  • Member Rates for Hotel Rooms

HERO/ICON Member Tickets

  • Ongoing Access to Event Recordings and Slides
  • Special Members-Only Gift
  • After-Event Care Package
  • Discounted Guest Tickets
  • Member Rates for Hotel Rooms

And Life is MUCH Easier When You Have Great Support

Even the most stalwart and independent law firm owners need a place to go where people “get you.”

It can be lonely at the top.

Most lawyers don’t understand the real pressure of what you do... the salaries you are expected to pay, the strategic decisions you agonize over, the

After 2020, it’s understandable if you feel like your perspective is shaken.

What seemed possible before feels farther and farther away. But that’s just a feeling created by all the negativity poured into our world by the commonplace doubters and naysayers. The truth is that opportunities are abound for the real entrepreneurs like you.

When your passion for your practice is combined with industry-leading strategies, plans, and processes, the possibilities become UNLIMITED!

I want to give you my most powerful strategies.

I want you to actually them to use.

And I want to combine these ideas with other incredible business development, marketing, management, and mindset growth strategies from best-in-class speakers – both inside and outside our industry.

The 2021 Heroes and Icons Summit from Great Legal Marketing will DELIVER everything you need to set your Intention, identify your most-needed Innovations, and get you to move with massive Intensity.

Best of all...

Contrary to What Some Say...
There Has NEVER Been a Better Time to Be a Law Firm Owner

Let’s not beat around the bush. 2020 wasn’t easy. However, for law firm owners who acted proactively, the losses were mitigated.

Better yet, law firms are well-positioned to turn the next 3-5 years into YOUR BEST YEARS EVER.

The market forces are in your favor... if you can just take a few critical steps to capitalize on the biggest opportunity in 15 years you’ve seen to capture more of your market.

glm 2020 day 2-50


Make improvements to both the internal and external structure of leadership for your firm. This serves to increase internal productivity (especially through decision-making processes) and external authority (improving your market position substantially).


Your prospective clients search for your information in a wide variety of ways. There has never been a more diverse set of informational resources. You can quickly increase the intake of new clients by innovating the different ways someone can find you and first engage your firm.

glm 2019-10
glm 2020 day 3-55


The current talent pool is deeper than ever before, not just because of layoffs but because many people are looking to transition from their current workplace. Your greatest advantage is the acquisition of the highest-quality people available. You need to balance being smart about hiring and being aggressive about it.

These developments, when done simultaneously, are the keys to capturing large parts of your marketplace. (This is your bright and shiny silver lining from 2020: many law firms cycled down a gear – or three – on their marketing and lost ground. You can now take this newly available ground, but it won’t be available forever! Act with urgency!)

Feel a little overwhelmed at the prospect of doing all of that the right way while simultaneously being a lawyer?

The greatest gift you can give yourself as an entrepreneur is acknowledging that you don’t have to do all of this alone. You can surround yourself with incredible ideas, people, and energy to drive you forward like a charging bull on a mission.

2021 Heroes & Icons Summit Speakers


Dallas Seavey

4-Time Iditarod Sled Dog Race Champion


Michael Canic

President of Making Strategy Happen


Ben Glass

Founder & CEO | BenGlassLaw and Great Legal Marketing


Charley Mann

President and Lead Coach | Great Legal Marketing


Joe Mann

CFO | BenGlassLaw and Great Legal Marketing


Tifiny Swedensky

Marketing Director | Great Legal Marketing

tom fosterr

Tom Foster

Founder & CEO | Foster Web Marketing


To Be Announced...


To Be Announced...


To Be Announced...

Event Dates & Venue

HEROes & ICONs Summit Begins October 29th-30th, 2021

Renaissance Arlington Capital View Hotel

For 9 years Great Legal Marketing has trusted the Renaissance to provide a top-level event experience.

The Renaissance is one of the top-reviewed hotels in the Washington DC area, within walking distance of many stylish restaurants and attractions.

We reserve room-blocks for our attorney attendees, so you will be able to book your room without stress!

summit 2019 photo

Give Yourself Intention, Innovation, and Intensity™!

This year’s annual Heroes and Icons Summit from Great Legal Marketing is a transformative two-day event built around the concept of SUDDEN PROPULSION Toward a Known Major Goal.

It is the platform... the catapult... the rocket engine constructed to move you from your status quo into the exciting, opportunity-filled future ahead of you!

This one-of-a-kind event includes:

Personal growth as a leader, including how to take the Best Ideas and turn them into Policies and Actions... bridging the gap between what you know you should do as a leader and what you actually do!

Hiring advice for the modern employer, developed specifically for law firms and your unique positional needs

HERO and ICON presentations from high-producing members of GLM

Three new SUCCESS TOOLS to take home and use from Great Legal Marketing, including a brand-new time management method to double your monthly output of high-level work

Executive Sessions for the law firm owners and Support Sessions for other team members to improve team communication, goal-setting, and personal productivity

Your road map to MASSIVE IMPLEMENTATION, featuring structured guidance on the rollout of in-house management policies, marketing campaigns, and personal development landmarks

Planning sessions to set your goals for a full year of rapid, accelerating growth

Best-in-class digital marketing strategies from the in-house GLM team and industry experts

Personal development speakers to encourage you and show you how to make the most of your mind, body, and spirit in living YOUR GREATEST LIFE

Networking session designed to reward you for making connections

Prizes and rewards for attendees, including a raffle for an exclusive consultation package from Great Legal Marketing valued at $15,000!


This Event is Perfect For...

Six-figure firm owners aiming to shatter the seven-figure ceiling

Ambitious owners who struggle with building a team underneath them to rapidly accelerate growth and achieve escape velocity from the dreaded time-money chain

Seven-figure firm owners who still carry big case loads and can’t find time to actually work ON the practice instead of always in it

Owners who keep hitting a “need more clients” barrier on the way to the next stage of growth (and would love scalable marketing ideas that get bigger as the firm gets bigger)

Exhausted owners who feel like they’ve been holding the weight of the world on their shoulders while navigating the firm through the most difficult year on record

Opportunity-minded owners looking for “broken markets” in the legal marketplace ripe for someone to swoop in and gather up big buckets of new clients

Firm owners who want to grow as leaders in their firms and communities

Any lawyer who has to “eat what you kill” and wants to see how high-performance marketing can make your year the best ever

Non-Member Tickets

  • Special Attendee-Only Gift
  • Discounted Guest Tickets
  • Member Rates for Hotel Rooms

HERO/ICON Member Tickets

  • Ongoing Access to Event Recordings and Slides
  • Special Members-Only Gift
  • After-Event Care Package
  • Discounted Guest Tickets
  • Member Rates for Hotel Rooms