The 11 Behaviors and Habits to Drive Business Development in 2026

Clients flipped the BD script on law firms.

They’re living in a new world – and most BD pitches are still rooted in the old one.

The data is clear:

• 89% are advising their CEOs on business decisions
• 39% are now growth enablers
• 84% of clients are going through a company transformation

Corporate counsel are under more pressure than ever. They don’t need more lawyers; they need partners who exhibit these 11 specific behaviors and habits.

The 2026 Business Development Playbook

1. Business Outcome (The North Star)

I have a business goal. My outside counsel needs to integrate this into everything they do. Knowing they see the business outcome is a clear signal they deserve my trust.

2. Situational Intelligence

My attorneys have done this before. Apply what they’ve learned from past patterns and situations to help unravel new and novel matters.

3. Sitting Here in the Trenches with Me

I want outside counsel as committed to the outcome as I am – if not more. They feel a sense of loss if they don’t meet our goal.

4. Reframe This

I need new ways of thinking about our risks and decisions. The old rules don’t apply to the new and novel matters and technology transformations underway.

5. Make It Happen

No is easy. Yes is hard. I want an attorney who sees “No” as a hurdle to jump over or move out of the way.

6. Business Fluency

Our outside attorneys understand how we think about the business risk.

7. Visible Compounding Value

Immediate and lasting value is the start. Then build on it so insight, momentum, and impact compound over time.

8. Anticipate

I don’t reward responsiveness. I reward foresight.

9. Frictionless

Make it easy to hire and mobilize your firm as my outside counsel. Make administrative procedures fast and simple. Give me easy access to what I need.

10. Early Wins

I need firms delivering meaningful and obvious value early in the relationship and matters. This gets me comfortable with the current matter – and in giving them new business.

11. Stakes Adjusted

The risks I manage and advise on can turbocharge my company’s revenue, profits, valuation, and strategic positioning. My essential outside counsel adjusts their approach, team, and commitment to match.

Firms don’t lose work because they lack capability. They lose it because clients don’t experience these behaviors consistently.

Attorneys can’t adopt all 11 at once – but they can adopt one or two. One or two done consistently becomes momentum. This is how business development compounds in 2026.