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The importance of January 2-4, 2019

Many lawyers see the final two weeks of December as a business development Dead Zone. Prospects and clients are scrambling to meet year-end deadlines, and are distracted by professional- and family obligations related to the holidays. While this reasoning is understandable, the danger of shutting down your BD effort completely is that two dark weeks turns into four, or six, or more. Here's what to do instead.

"Pay yourself first."

Make business development your first priority, instead of an afterthought that gets attention only when everything else feels like it’s under control. How often is everything in your practice under control?

Schedule a half-hour for BD first thing every morning, before you jump into the daily maelstrom of practice demands and the day gets swept away, leaving you mentally spent and regretting that yet another day slipped by without doing anything to generate future business. The key is every morning. Not “most,” or “frequent,” or worse, “occasionally,” but every morning.

The cobbler’s kid with no shoes

Who is your most strategically important client? It's you. Specifically, your practice growth. And you're not treating that client well when you make yourself the lowest priority, paying attention only sporadically and with little thought. Move yourself up the priority list.