Consider the difference between saying we want to "win" new clients versus saying we aim to "earn" their trust and business. It sounds similar, right—perhaps a distinction without a difference? But the shift—in mindset and behaviors—from "winning" to "earning" is significant. Choosing "earn" makes us think about building relationships, not just closing deals. It's about creating value and working together for mutual benefit, not just beating the competition. It's not just about the immediate win, but about creating lasting success and trust.

What’s the first thing most lawyers do when they get to the office? They open up email, listen to voicemails, and begin tabbing through web browsers — often all at the same time. These types of activities are productivity killers.

There’s no one way—a single playbook—to build a practice that everyone must follow. However, there are not infinite options either. The choices you make, or don’t, related to the actions you take, or don’t, matter greatly.

Don’t get stuck trying to pick the perfect thing to do. Instead, go through a rapid series of actions and iterations to find what works best for you. Yes, this will be hard. But everything worth doing is hard—and, ultimately, that’s what makes building a practice so satisfying. 

New business opportunities are unpredictable. They arise when you’re in the right place, at the right time, and in front of the right people. The challenge is knowing when, where and who is “right.” In fact, I would argue that it’s nearly impossible, because legal problems arise unexpectedly—can you predict when a business you’re targeting for business development is going to get sued?

Positioning yourself as an expert in a narrow domain who can solve specific problems for specific clients requires less not more. In particular, it requires careful discernment and a tight, disciplined focus on one’s greatest strengths. In other words, it’s not about what can be added to one’s professional portfolio, but rather about what can be taken away.

In my experience, those who succeed at building a sustainable book of business 1) have a plan and 2) summon the discipline to execute the plan on a daily basis.