The Tale of Two Lawyers - Why Visibility Matters

There were two lawyers in the same firm, from the same practice group, with nearly identical credentials. Their approach to business development sent them down very different paths.

Susan stayed in touch with past clients — sending relevant articles, asking thoughtful questions, and making introductions. One day, she sent a short email asking how business was going. That email led to a conversation, which ultimately resulted in a six-figure engagement. Why? Because she stayed visible and engaged.
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Stephen, on the other hand, focused solely on client work. He assumed his expertise would speak for itself. But over time, his pipeline dried up. Not because he was less capable, but because he was out of sight and out of mind.

The lesson? Relationships don’t maintain themselves. Visibility, intellectual curiosity, and consistency are what keep opportunities flowing. 

The old adage "do good work and more work will follow" remains important, yet in today's saturated market, it has become a table-stakes standard. Those who want to continue growing their practice, sitting on their hands and waiting for work to come, often don't succeed.

Your move this week:
Pick three people in your network you haven’t spoken with in months. Send each a short, genuine note — no agenda, just check in. Visibility starts with a simple touchpoint.

​This story is from my upcoming book, The Business Development Shift: How to Win Clients Through Intellectual Curiosity and Consistency, coming out later this year.