[Bonita Springs, Fla. — October 26, 2026] — FIRM Guidance, a law firm consultancy founded in 2009 and led by Catherine Alman MacDonagh, J.D., announced that Heather Morse has joined the company as vice president and chief marketing and strategy officer. Together, MacDonagh and Morse bring 60 years of business-of-law experience to firms that want a candid conversation about where they stand and what to do next.

“Since the law firm where I last served as chief marketing and business development officer wound down operations, I have focused on where and how I am best situated to contribute my expertise within the business of law,” Morse said. “I landed on helping law firm leaders anticipate, prepare for and respond to the tremendous changes facing our industry.”

FIRM Guidance focuses on strategy, change management and experience work (client, employee, brand and service). With their new offering, FIRM Signal™, MacDonagh and Morse provide an honest look at a firm’s current market position and business objectives. They then facilitate the conversations leaders need to have but often find uncomfortable or aren’t sure how to begin.

“Most law firm leaders see and feel the ground shifting, and AI is accelerating it,” said MacDonagh. “What leaders need most — and appreciate — is someone who will tell them what they need to know, not what they want to hear. I use the same approach I took as a practicing lawyer: assess the current situation, consider important factors and business drivers, help them figure out what to do, and then guide them as they pursue their goals. The legal landscape is shifting faster than ever. That is why coming together with Heather right now is so important.”

“One of those drivers is AI. Most firms are treating it as a technology issue. It isn’t. It’s a strategy and change management challenge. Technology is changing how work gets done, data is changing how decisions are made, clients are changing what they are willing to pay for, and AI is changing the economics of legal work,” Morse adds.

What They Do

Through FIRM Guidance, MacDonagh and Morse will lead and support conversations with law firm leadership about strategy and change issues. Their offerings include programs, workshops, training, coaching and FIRM Signal™, a diagnostic and engagement that scores a firm’s exposure to market change and its readiness to respond. A separate FIRM Signal announcement is planned.

About Heather Morse

Heather Morse is vice president and chief marketing and strategy officer of FIRM Guidance. She has more than 25 years of experience building and leading law firm marketing and business development functions that drive strategic growth. A Fellow of the College of Law Practice Management since 2018, Morse is also the author of The Legal Watercooler, an award-winning blog focused on the business of law.

About Catherine Alman MacDonagh

Catherine Alman MacDonagh, J.D., is president and CEO of String of Pearls Companies DBA FIRM Guidance and founder and CEO of the Legal Lean Sigma Institute. A lawyer, entrepreneur, award-winning management consultant, professor, author and speaker, she has spent more than 30 years in the legal industry as a corporate counsel, a law firm executive and a strategic advisor. She is also a co-founder of the Legal Sales and Service Organization and a co-founder and Chief Enthusiasm Officer of the Legal Mocktail. Honors include Fellow of the College of Law Practice Management (2009), American Lawyer’s inaugural Trailblazers list, Fastcase 50 and Legal Marketing Association Hall of Fame (the association’s highest honor).

About FIRM Guidance

FIRM Guidance is a professional services consultancy that gives law firms, legal departments and professional services organizations straight talk, a clear read on where they stand and guides who support the work. Its services include strategic planning, organizational development, leadership advisory, training, coaching, speaking and management consulting.

Learn more at FIRMGuidance.com.

Media Contact

Morse and MacDonagh are available for interviews.

Heather Morse

VP, Chief Marketing & Strategy Officer, FIRM Guidance

Heather@FIRMGuidance.com  |  310.293.3956

Catherine Alman MacDonagh, J.D.

President and CEO, FIRM Guidance

Catherine@FIRMGuidance.com  |  857.272.5695

###