Don't look back in anger

Last week, the iconic 90s Britpop band Oasis announced they’re reforming for a limited number of concerts in the UK and Ireland in 2025. As a lifelong fan, I was thrilled at the chance to see them live again. Like many fans, I eagerly signed up for the pre-sale ballot on Friday, hoping to secure tickets. When I didn’t make the cut, I pinned my hopes on the general sale on Saturday morning.

Before the tickets went live, I logged onto the site, only to find myself in a queue—just to get on the site. Six hours later, when I finally had the chance to select my date, I was hit with another queue. This time, I knew exactly where I stood: number 418,726 in line.

Suffice it to say, I didn’t get tickets. I’ve been an Oasis fan since before their first album was released, so the opportunity to see them again was massive for me.

Had this been my only shot at getting tickets, that would have been the end of the road—no options, no tickets, no concert. I would have been devastated

But I’d planned for this possibility. I’ve got friends who are just as eager to go, so we agreed that all four of us would go online and try to get tickets, maximising our chances. Each of us had the opportunity to buy up to four tickets, so we coordinated our efforts.

And it worked. While I was slogging through that 418,000-long queue, one of my friends managed to secure four tickets.

Success! Amazing! We're off to see the band we all love!

So why am I telling you this story? What does it have to do with legal business development?

The Lesson: Don’t Put All Your Eggs in One Basket

Just like I had backup plans to get those Oasis tickets, you need to have multiple opportunities in the pipeline for your business development efforts. If you’re relying on a single opportunity and it doesn’t pan out, what’s your next move? Without multiple opportunities, you are always scrambling to fill the gap.

This is the difference between a thriving practice and one that struggles. Imagine the impact on your confidence, your approach to pricing, and your conversations with prospective clients if you only have one deal on the table. There’s a sense of urgency—maybe even desperation—that can come across in your interactions, and that’s not the best foundation for building strong, lasting client relationships.

The Power of Multiple Opportunities

When you proactively seek out multiple opportunities, it changes everything. You approach business development with a sense of calm and confidence. You’re not dependent on any single client or deal, which allows you to focus on providing real value in your conversations. This shift in mindset creates a very different dynamic—one where you’re seen as a trusted advisor rather than just another service provider eager for business.

With more opportunities in play, you can take your time to understand each client’s unique needs, tailor your advice, and build relationships that are based on mutual respect and trust. You’re not just chasing the next deal; you’re building a sustainable pipeline of work that will support your career or business for the long term.

Planning for Success

Here’s how you can apply this lesson to your business development activities:

1. Diversify Your Efforts: Don’t rely on a single strategy or client. Spread your efforts across various channels—networking, referrals, content marketing, direct outreach—to create a steady stream of potential work.

2. Build a Pipeline: Just like having multiple people trying to get tickets increases your chances of success, having multiple prospects in your pipeline increases your chances of landing new clients. Even if some don’t pan out, others will.

3. Stay Proactive: Regularly review your pipeline and identify gaps. Are there opportunities you haven’t explored yet? Are there industries or sectors where your expertise could be valuable? Stay proactive in seeking out and nurturing these opportunities.

4. Be deliberate: None of the above works well if you aren’t clear about who you are targeting and what you bring to the table. There’s no point putting in the work, if you are talking to the right people. Talk about how you help your clients get better outcomes as often as you can. Write down and share success stories relevant to who you are talking to. Not only does it help prospective clients visualise what it would be like to work with you, but it’s great practice for you to hone your value proposition.

Don’t Look Back in Anger

Missing out on those Oasis tickets would have been a huge disappointment, but because I had a plan in place, I made sure I increased my chances. The same principle applies to your business development efforts. Don’t put all your eggs in one basket. Diversify your opportunities, build a robust pipeline, and approach each new prospect with confidence, knowing that you’ve got plenty of irons in the fire.

Remember, success in business development isn’t just about landing that one big client—it’s about creating a system that consistently generates opportunities. So don’t look back in anger; look forward with a strategy that sets you up for long-term success.

That's it for now.

Here's to making it rain!

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You’ll laugh.

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