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One of the reassuring things about business development is that the problem we’re trying to solve is actually pretty simple.
- Build relationships.
- Have conversations.
- Recognize and convert opportunities.
This isn’t a complex physics problem where we’re unsure whether a solution even exists. We know what works. The challenge is abundance not uncertainty.
There are so many possible paths (coffee meetings, writing, speaking, etc.) that all lead to the same destination.
All of them can work. And that’s often the problem.
When lawyers feel stuck with business development, it’s rarely because they’re doing the wrong things. It’s more often because they’re doing too many things at once; none of them with enough focus to generate momentum. That’s where a simple idea can help.
FOCUS = Follow One Course Until Successful (popularized by Robert Kiyosaki)
The idea is not to find the perfect strategy. It’s to pick one reasonable strategy and give it a real chance to work.
Pick One Problem to Solve
One practical way to apply this is to choose a single focus for the month. For example:
Strengthening referral relationships with lawyers at other firms
Reconnecting with former law school classmates who are now in-house
Deepening relationships with existing clients
Building visibility in one specific industry or niche
Ask yourself: What is the single biggest BD problem I want to make progress on right now? Then commit to it.
Focus Your Energy
For that month, let everything else be secondary.
This kind of focus does two important things. First, it reduces friction. You’re no longer deciding what to do every day—you already decided. Second, it increases the odds that you’ll see enough progress to stay engaged.
Momentum Changes Everything
Business development often feels like a wheel spinning in mud. You’re putting in effort, but nothing seems to move. Focus is what helps that wheel finally find traction.
Solving one problem creates momentum. Momentum builds confidence. Confidence makes the next step easier. And before long, you’re no longer stuck.
You don’t need to overhaul your entire approach. You don’t need a perfect plan. You just need a single course, and the discipline to follow it long enough for it to work.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.