The culture of every organization is constantly changing, but perhaps never more so than in the last two years as businesses adapt to new ways of collaborating, recruiting and retaining people. While sometimes difficult to measure, an organization's culture forms an identity that ultimately contributes to growth, or conversely, recession. This year, hundreds of people from the legal industry came together in beautiful Savannah, Georgia, to attend the 2022 Legal Marketing Association Southeast (LMASE) Regional Conference. The event centered around creating a culture that brings success both within a firm and with clients.