The Philosophy of Business Development
Written by Sam Abeysekera on 1 August 2024
Recently, a client asked why I wasn’t eager to list her services as her bio. So I'm sharing here the underlying principles that guide our decisions in business development.
In the world of law, we often see two philosophical approaches at play: rationalism and empiricism. Both have their place, but when it comes to building a successful legal practice, empiricism stands out. Understanding this approach is key to aligning your business development efforts with the realities of the market.
The Trap of Rationalism
Rationalism is tempting. It’s the comfort of logic and theory. It tells you that if you think hard enough, if you craft the perfect strategy, you’ll find success. For lawyers, this might mean spending hours refining their list of services, creating the perfect mission statement, or analyzing every possible scenario before taking action.
But here’s the problem: rationalism, for all its intellectual appeal, often disconnects you from reality. It’s like crafting a perfect blueprint for a ship in a bottle—logical, precise, but ultimately detached from the open sea where real challenges lie. Lawyers can get caught up in this, focusing on doing the legal work they were trained for, but ignoring the skills to build their book of business, missing the bigger picture.
The Power of Empiricism
Empiricism is different. It’s grounded in the real world. It’s about observation, experimentation with different approaches, and adaptation. For business development, this means stepping over to the other side of the table, talking with clients, understanding their needs, and adjusting your approach based on what actually works (and understanding why certain strategies work for you and others don't).
Rationalism says: Let me shower prospects with a list of all my services at a competitive price.
Empiricism says: Don’t just list your services—listen to your clients. What do they truly want? What keeps them up at night? Measure what works, and refine your strategy based on real outcomes, not assumptions.
Rationalism says: Attend as many networking events as possible to increase statistical chances of finding great clients.
Empiricism says: Time is limited, so focus on the events that have consistently brought in the best results. If those results aren’t reliable or repeatable, it’s time to explore better uses of my time for greater return.
Rationalism says: Speaking at conferences is a great opportunity and will naturally lead to clients.
Empiricism says: Most speaking engagements don’t result in clients, so I need to find additional strategies to convert visibility into business.
Empiricism Leads to Focusing on What Matters
When we see what works and what doesn’t, empiricism naturally leads to narrowing down your focus to the most impactful activities: a form of essentialism. Essentialism demands: What is the most important thing I should be doing right now? What will have the greatest impact? It’s about cutting through the noise, ignoring distractions, and dedicating your energy to what will move the needle.
For example, many people like to track how many business development events they attend as a barometer for their business development activities. A better measure would be to track the number of pitches you’ve done each month and what caused them.
Once you’ve gathered data and observed what works, essentialism helps you focus on the most impactful activities. It prevents you from being overwhelmed by endless possibilities that rationalism often presents.
Practical Steps for Lawyers
1. Client-Centric Messaging: Most lawyers describe what they do. Instead, focus on your clients' needs, not just what you offer. Highlight how your services solve their problems and improve their lives. The example below illustrates this and how it can become core messaging for everything from pitches to marketing materials. (For a deeper dive into developing core messaging, see our detailed discussion in a separate article.)
Rationalism says: I am a contract lawyer.
Empiricism says: I help businesses secure airtight agreements that protect their interests and prevent costly disputes.
2. Measure and Adapt: Track your marketing efforts and see what works. If a particular networking event or marketing message isn’t delivering results, adjust your strategy. Use real-world data to guide your decisions, not just what seems logical.
3. Prioritize with Essentialism: Once you have a clear understanding of what works, focus on those actions. Don’t spread yourself too thin by trying to do everything. Concentrate on the efforts that bring the most value.
4. Plan and Reflect: Loose goals can lead to wasted time. Every week, take time to review your progress. Are your actions aligned with your goals? Are you moving in the right direction? A clear plan keeps your rational mind from getting lost in unnecessary details and helps you stay productive. Regular reflection helps ensure your actions remain aligned with your goals.
The Takeaway
In business development, success isn’t about having the perfect plan, or the most sophisticated strategy, or even the number of conferences you attend. It’s about getting real results. It’s about aligning your actions with the realities of the market, grounded in what truly works.
Your practice will grow not because you kept yourself busy, but because you tested, learned, and focused on what truly mattered. In the noisy, competitive world of law, that’s what will set you apart.
If you’d like to discuss how to create more success in your business development, contact us. We can have a conversation tailored to your specific needs and situation. Click here to schedule a time that works for you, and let’s get started.
Sam Abeysekera
Sam is dedicated to empowering female partners and founders in the legal industry to break through barriers and redefine success. As the lawyer's advocate, she equips her clients with strategies to become seasoned rainmakers and thrive within the dynamics of law firm culture, all while maintaining balance and authenticity.
