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Many lawyers fall into a common trap: trying to keep all their options open. They take on a wide range of matters, experiment with various marketing channels, and hesitate to turn away potential work. On the surface, this approach seems prudent. After all, isn't flexibility good?
But here's what I've noticed among the most successful lawyers I work with: they take the opposite approach. They deliberately evaluate options, then narrow their focus to a select few priorities. As James Clear puts it, "If you commit to nothing, you'll be distracted by everything."
Three Pillars of Focus
Let's explore how this focused approach manifests in practice.
First, Clear Positioning: These lawyers know exactly what they do best and for whom. Instead of being a “litigator,” they might focus specifically on construction disputes for developers. Rather than handling "business transactions," they concentrate on M&A for private equity.
This clarity doesn't just make marketing easier—it makes every aspect of their practice more efficient. They develop deeper expertise faster, build stronger referral networks, and command premium rates because of their specialized knowledge.
Second, Strategic Marketing and Business Development: Rather than trying every new marketing tactic that comes along, successful lawyers identify a few key activities that align with their strengths and target market. Then they execute these consistently.
For one lawyer, this might mean publishing a monthly newsletter for HR executives and speaking at three major industry conferences each year. For another, it could be hosting quarterly roundtables for tech founders and maintaining active involvement in two key industry associations.
The key is that they're not trying to be everywhere. They've chosen their channels and stick to them, allowing their efforts to compound over time.
Third, Ruthless Time Management These lawyers understand that their time is their most valuable asset. Instead of trying to do everything themselves, they delegate work that others can handle, automate routine tasks, and eliminate activities that don't serve their core focus.
This might mean saying no to committee positions that don't align with their goals, hiring a marketing coordinator instead of trying to manage social media themselves, or investing in practice management software to streamline operations.
Making the Shift
If you're used to keeping your options open, narrowing your focus can feel uncomfortable. Here's how to start:
1. Audit your current practice. Look at your last year of matters. Which ones were most profitable? Most enjoyable? Where did you add the most value?
2. Review your marketing activities. What's actually generating high-quality leads? What's merely keeping you busy?
3. Track your time for two weeks, including non-billable activities. Where are you spending time that could be delegated or eliminated?
The Paradox of Choice
Here's the counterintuitive truth: limiting your options often leads to better outcomes. When you're known for something specific, referral sources think of you first. When you focus your marketing efforts, they have time to gain traction. When you eliminate distractions, you can devote more energy to what matters most.
The Bottom Line
Achieving success doesn’t require keeping every door open. It's about choosing the right doors and walking through them with purpose. The most successful lawyers I know aren't the ones trying to do everything. They're the ones who've gotten clear on what they do best and built their practices around those strengths.
With 2025 approaching, what door might you need to close to move forward?
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.