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The transition from associate to partner isn't just a change in title—it's a fundamental shift in identity. As James Clear wisely notes, "Decide the type of person you want to be. Prove it to yourself with small wins." For lawyers making this leap, this advice hits particularly close to home. Just when you've mastered the practice of law, you're confronted with an entirely new challenge: building a sustainable practice. Success in this transition isn't just about learning new skills or checking boxes on a business development plan. It's about becoming a different type of lawyer altogether.
Identity Shift: From Doer to Doer-Seller
The leap from associate to partner means evolving from a "doer" to a "doer-seller." Many new partners approach this challenge by creating lengthy to-do lists: attend more networking events, write more articles, schedule more coffee meetings. But these tactical approaches often fall short because they miss an important truth—building a practice isn't just about what you do, it's about who you become.
Think about the partners you know and admire who have built successful practices. They don't just practice law differently—they think differently about what the job itself entails and requires. They see themselves as business builders and trusted advisors, not just technical experts. This mindset shift is subtle but profound. Instead of viewing business development as an obligation that pulls them away from "real work," they see it as an integral part of their professional identity.
The Power of Small Wins
This identity shift happens through small wins that gradually reinforce your new self-image. Think of it like compound interest for your professional development. Just as wealth builds through consistent small investments over time, your practice grows through daily actions that prove to yourself that you're becoming the lawyer you aspire to be.
The small actions you take compound in unexpected ways. That article you write might lead to a speaking opportunity. The industry trend you research might spark an insight that helps you add value in your next client conversation. The brief check-in with a contact might put you top of mind when they face their next legal challenge. But more importantly, each of these small wins reinforces your identity as someone who consistently and instinctively builds and nurtures a thriving practice.
While these small wins create momentum, the key is turning them into consistent practices.
Building Sustainable Habits
Success comes from developing habits that align with your new identity as a rainmaker. Stack your business development habits onto existing routines: review industry news while having your morning coffee, reach out to one contact during your afternoon break, capture potential thought leadership ideas while working through your matters.
The most powerful habits are often the simplest. One new partner I worked with started spending a few minutes on client calls asking about business challenges beyond the immediate legal matter. Another made a habit of sending one piece of relevant industry news to a contact each day. A third blocked two hours on Friday mornings for dedicated practice building, treating it with the same importance as a client meeting.
As you develop your habits, remember that consistency matters more than immediate results. Naval Ravikant's advice to be "impatient with actions, patience with results" is important to keep in mind as you continue to invest in building your practice. Too many new partners become discouraged when their early business development efforts don't immediately bear fruit. But building a practice is more marathon than sprint. The key is to maintain consistent action while giving your efforts time to mature. Treat yourself as one of your most important clients—someone whose goals and priorities deserves regular, focused attention even when other demands feel more urgent.
Your Path Forward
With this patient but active mindset as your foundation, your path forward becomes clear. The journey from skilled practitioner to successful rainmaker isn't paved with grand gestures or dramatic transformations. Instead, it's built day by day, through small actions that gradually reshape how you see yourself and your role.
Remember, you're not just learning new skills—you're becoming a different type of lawyer altogether. One who naturally builds relationships, spots opportunities, and creates value beyond legal expertise. Every time you invest those 30 minutes in your practice, every time you reach out to a contact with a helpful insight, every time you approach business development with curiosity rather than obligation, you're proving to yourself that you're already becoming that lawyer.
Embrace your new identity, and trust that the small wins, accumulated consistently over time, will create the practice you desire.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.