Heather E. McGowan, a globally recognized future-of-work strategist and best-selling author, delivered a keynote that brought equal parts clarity, urgency, and inspiration to attendees of the Legal Marketing Association’s Annual Conference in Washington, DC.
I posted a shorter overview on LinkedIn, but what follows below is a more in-depth look at Heather’s full keynote.
One Unknown Person Changed the World
Heather opened by asking us to reflect on the last 100 years and name the individual who had the most impact on the world. While many might suggest our mothers, or innovators like Steve Jobs or Elon Musk, Heather pointed to someone less obvious; someone who, to this day, remains unnamed.
Patient Zero of COVID-19. A 55-year-old individual in China unknowingly set off a chain of events that altered every aspect of life around the globe.
Heather walked through the enormous impacts of Patient Zero:
- A global GDP decline of over 3 percent, much steeper than during the financial crisis
- Temporary job losses of over 114 million people
- 90 percent of students experienced some level of learning loss
- A sharp increase in depression and mental health challenges
- Massive government spending of over $17 trillion globally
Yet she also highlighted the positive accelerations that emerged:
- Five years of digital transformation compressed into thirty days
- Widespread adoption of remote work and hybrid learning
- An explosion of entrepreneurship and innovation
- A renewed focus on mental health and well-being
- Greater awareness of systemic inequalities
One person. Global impact.
Heather’s point: Never underestimate the power of a single human being to change the trajectory of history.
Sailing in Fog: Why Prediction Is No Longer Possible
Heather used a vivid metaphor for today’s economic and social environment that I found disconcerting but easy to relate to:
We are sailing in fog.
We cannot clearly see the horizon.
Winds are shifting rapidly. Conditions are unpredictable. Global economic uncertainty has reached its highest levels in twenty-five years. In the United States, economic uncertainty has nearly doubled since January.
The implications are real:
- Hiring freezes
- Investment slowdowns
- Delays in purchasing decisions
- Reluctance to launch new products
Rather than relying on prediction, Heather encouraged leaders to embrace navigation. Adaptability, resilience, and comfort with ambiguity are the new critical skills.
The Power of Better Questions
Too often, organizations focus on finding the right answer instead of asking better questions.
Heather illustrated this through a powerful product innovation story from her early consulting work.
In the 1990s, a cleaning company asked for help developing a “new product for the shop.” They did not specify whether it should be a liquid cleaner, a device, or anything else. Rather than relying on surveys, the consulting team conducted “white space exploration,” observing how thousands of people cleaned their homes.
They discovered that people spent more time cleaning mops than floors and often used wet paper towels to pick up messes like spilled coffee grounds.
These observations, not customer requests, led to the invention of the Swiffer, a multi-billion-dollar product no one had specifically asked for.
Heather’s point:
- Customers often cannot articulate needs they do not know they have.
- Innovation requires listening to what is not being said.
- Organizations that focus only on perfecting existing solutions miss entirely new opportunities.
The Burrito Incident: A Cautionary Tale About Disconnection
Heather shared a fascinating, almost absurd story of the social breakdown we are seeing these days.
In Ohio, a woman threw a burrito at a restaurant worker because her order was wrong…twice. Instead of sending her to jail, the judge ordered her to work in the restaurant for six months. He called it “empathy service.”
Heather used the story to illustrate something much deeper.
Humans today are increasingly acting out, not because of isolated incidents, but because of systemic loneliness, social disengagement, emotional exhaustion, and the fraying of social bonds.
The broader implications for workplaces are significant:
- Higher rates of workplace conflict and disengagement
- Declines in emotional regulation and collaboration
- A growing need for intentional efforts to rebuild trust, empathy, and connection
Heather emphasized that burrito-throwing is not just about bad manners. It is a real-world symptom of the emotional state employees and clients are bringing into professional environments.
Tectonic Shifts Beneath Our Feet
Heather drew historical parallels between the 1920s and the 2020s to help explain the magnitude of what we are experiencing now.
She pointed out that both eras share:
- Pandemics that triggered massive social rethinking
- Technology shifts that fundamentally changed labor (electrification then, AI now)
- Rising income inequality
- Increased global migration
- Social and political polarization
Just as the Roaring Twenties gave way to profound societal changes, the 2020s are likely to lead to a full reordering of how we work, govern, and connect.
Gen Z Is Here, And They See The World Differently
Heather offered a thoughtful and sympathetic view of Generation Z, the newest entrants into the workforce.
Their lives have been shaped by:
- Growing up during the global war on terror
- Experiencing mass school shootings and climate change anxiety
- Enduring financial instability and pandemic disruptions
They are:
- The most diverse generation
- The most highly educated
- The most digitally connected but socially isolated
- Potentially the most entrepreneurial
Rather than expecting Gen Z to adapt to old models, Heather encouraged leaders to meet them where they are and understand the life experiences that shaped their expectations.
The 5 Ms: What Today’s Workforce Craves
To succeed in today’s environment, organizations must deliver more than a paycheck.
Heather shared the “Five Ms” employees are seeking:
- Money – Fair compensation is non-negotiable.
- Mission – A sense of belonging to something larger than themselves.
- Meaning – Daily work that feels purposeful.
- Mentorship – Growth opportunities through learning and coaching.
- Membership – A workplace culture that fosters belonging.
Companies that can deliver on at least three or four of these five will be the ones that attract and retain top talent.
Leadership Must Lead With Hope
Perhaps the most striking data Heather shared came from a recent Gallup study:
The number one thing employees want from their leaders is hope.
Not resources. Not even stability. Hope.
Leaders must offer:
- A positive vision of the future
- A credible path toward that vision
- A genuine belief in the ability to adapt and succeed
Hope is not soft. It is now a leadership imperative.
Trust Is The Currency Of Performance
Heather emphasized that trust is built on three essential foundations:
- Authenticity
- Sound logic
- Empathy
Without trust, innovation slows, collaboration breaks down, and organizational resilience weakens.
Heather reminded us that selling legal services is essentially selling trust, and that the same holds true internally for leadership.
Final Reflections: Time Is Our Only True Currency
Heather closed with a somewhat sobering reminder that resonated deeply:
“Time is your only non-renewable resource. You do not know your balance. Spend it wisely.”
For legal marketers, lawyers, and business development professionals navigating this era of rapid change, Heather’s message was both a challenge and an encouragement.
- Be the leaders who offer hope.
- Build workplaces where people truly belong.
- Focus on what it means to be human in a world of accelerating technology.
Because in the end, it is not technology that will define the future. It is us.
Conference Content Can Be Found Here
For a running collection of content created about the conference, please bookmark this blog post and check back frequently as I will be adding to it over the next several weeks.
