There’s a common sight in the legal industry: lawyers bustling from one networking event to another, speaking at conferences, and seemingly always on the move. Yet, despite all this activity, many find that new client opportunities remain elusive.

On the surface, such efforts suggest momentum, but a closer look often reveals a troubling stagnation in business development. The issue isn't the lack of effort, but rather the lack of results. This leads to an important question for legal professionals: Do you truly have a decade of evolving experience, or are you merely repeating the same year of experience over and over?

Athletes, chefs, and musicians all engage in practices that allow them to review and refine their skills continually. They watch game tapes, tweak recipes, and review recordings to improve. Why then, don’t lawyers apply the same rigor to their business development strategies?

The illusion created by the billable hour often misleads lawyers into equating busyness with success. However, genuine growth, the kind that secures long-term control over one's practice, demands deliberate learning and consistent improvement. Without this, even the busiest lawyers are merely running in place.

To combat this, one effective tool I recommend is the Success Journal. This simple tool involves tracking daily or weekly business development activities—meetings, follow-ups, and key interactions. Regularly reviewing this journal helps identify patterns, strengths, and areas needing improvement. For instance, if follow-up emails are consistently ignored, it might indicate a need to enhance your approach.

Moreover, the practice of debriefing after meetings—much like a coach reviewing game footage—can significantly enhance the effectiveness of networking. It involves asking critical questions: Did the meeting start with strong rapport? Was there a clear purpose and value to the meeting? Were the next steps identified to advance the relationship? Such questions can transform aimless interactions into valuable opportunities for growth.

Ignoring these practices can be costly. Without a system to track and review efforts, many lawyers continue to lose time, energy, and potential revenue, often running into millions of dollars. Remember, "You can't manage what isn't measured." Improvement is not just about doing more; it's about pausing, reflecting, and refining your approach.

If you're committed to evolving from just another lawyer to a confident, organized, and effective rainmaker, it’s essential to treat your business development efforts with the same seriousness as your billable hours. Track, debrief, and learn from each activity. Time will pass regardless, but making real progress is entirely up to you.

Are you ready to take control of your growth and see real results in your business development? Start by evaluating your current habits and identifying areas for improvement. Remember, in the realm of business development, intention and strategy are the keys to success.